Innovative Social Media Marketing Communication Application for Thai Hotel SMEs

Authors

  • Torboon Puangmaha Chulalongkorn University
  • Tatri Taiphapoon Chulalongkorn University
  • Pakpachong Vadhanasindhu Chulalongkorn University
  • Sukree Sinthupinyo Chulalongkorn University

DOI:

https://doi.org/10.3991/ijim.v14i16.15199

Keywords:

Social media communication, social media marketing, Thai hotels, SMEs

Abstract


Social media marketing communication has been widely adopted in organizations due to its values of interactivity, integration of communication channels, information collection and immediacy.  Nevertheless, a majority of small and medium enterprises (SMEs) do not realize how to systematically and effectively implement social media marketing communication.  In addition, few studies on application development of social media marketing communication have demonstrated the support for Thai hotel SMEs. This study aims to understand the pain points and expectations of SMEs in the Thai hotel industry, to design and develop an innovative social media marketing communication application for business promotion. The research utilizes design thinking process for application development using semi-structured interviews with 10 industry professionals. Based on results from the data analysis and conceptual prototype design, validated by group of professionals in business, innovation design and technology, the proposed prototype is practical and suitable for developing an innovative application that promotes Thai hotel SMEs’ social media marketing communication.

Author Biographies

Torboon Puangmaha, Chulalongkorn University

Ph.D. Student

Technopreneurship and Innovation Management Program Graduate School, Chulalongkorn University

Tatri Taiphapoon, Chulalongkorn University

Associate Professor

Department of Public Relations, Faculty of Communication Arts, Chulalongkorn University

Pakpachong Vadhanasindhu, Chulalongkorn University

Associate Professor

Technopreneurship and Innovation Management Program, Graduate School, Chulalongkorn University

Sukree Sinthupinyo, Chulalongkorn University

Assistant Professor

Department of Computer Engineering, Faculty of Engineering, Chulalongkorn University

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Published

2020-09-22

How to Cite

Puangmaha, T., Taiphapoon, T., Vadhanasindhu, P., & Sinthupinyo, S. (2020). Innovative Social Media Marketing Communication Application for Thai Hotel SMEs. International Journal of Interactive Mobile Technologies (iJIM), 14(16), pp. 150–167. https://doi.org/10.3991/ijim.v14i16.15199

Issue

Vol. 14 No. 16 (2020)

Section

Papers

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