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Published by: Allied Business Academies
Originally published in: "Academy of Marketing Studies Journal", 2015
Length: 15 pages

Abstract

The proliferation of social networking sites is mind-bending. People nowadays are more out there in making connections, searching for information, posting thoughts, and sharing comments. It is no wonder that businesses want to be there, where the potential customers are. This study examines how social networking sites in Thailand, particularly Facebook, Instagram, Line, and Twitter, have grown to be part of a new marketplace for Thai business ventures. According to 243 online survey respondents who were Facebook users and five in-depth interviews with social network storeowners, the results showed that there is high prospective growth and emergence in this market. Thai customers tend to shop more on social network stores, in which convenience, reasonable prices, store reputation, product quality, and security in the payment system are the main motivators for shopping. In addition, Thai customers incline to spend more when convenience, store reputation, as well as customer service and customer engagement are well delivered. Thai business ventures also work on the advantage of less capital requirements, the easiness of setting up, and the direct access to potential customers to test the market, and then stores are opened on these social networking sites. There are pains and gains in operating social network stores, but with passion, integrity, flexibility, commitment, and optimism, the gain may outweigh the pain.

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Abstract

The proliferation of social networking sites is mind-bending. People nowadays are more out there in making connections, searching for information, posting thoughts, and sharing comments. It is no wonder that businesses want to be there, where the potential customers are. This study examines how social networking sites in Thailand, particularly Facebook, Instagram, Line, and Twitter, have grown to be part of a new marketplace for Thai business ventures. According to 243 online survey respondents who were Facebook users and five in-depth interviews with social network storeowners, the results showed that there is high prospective growth and emergence in this market. Thai customers tend to shop more on social network stores, in which convenience, reasonable prices, store reputation, product quality, and security in the payment system are the main motivators for shopping. In addition, Thai customers incline to spend more when convenience, store reputation, as well as customer service and customer engagement are well delivered. Thai business ventures also work on the advantage of less capital requirements, the easiness of setting up, and the direct access to potential customers to test the market, and then stores are opened on these social networking sites. There are pains and gains in operating social network stores, but with passion, integrity, flexibility, commitment, and optimism, the gain may outweigh the pain.

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