The impact of social media analytics practices and social media agility on business performance of firms in thailand: the antecedent role of entrepreneurial orientation and the moderating effect of environmental dynamism

dc.contributor.advisorPeerayuth Charoensukmongkolth
dc.contributor.authorWORACHET ONNGAMth
dc.date.accessioned2023-12-12T07:18:07Z
dc.date.available2023-12-12T07:18:07Z
dc.date.issued2024th
dc.date.issuedBE2567th
dc.description.abstractBusinesses in Thailand are becoming more reliant on social, as it is an increasingly vital tool for standing out from the competition and attracting clients whose social media habits have been revolutionized. Given the widespread advocacy for social media use, adopting social media alone is no longer sufficient; SMEs must develop competence in areas like social media analytics practices and social media agility to surpass competitors. This research aims to bridge the identified gaps in existing literature through the lens of RBV theory. Firstly, this study analyzes the effect of social media analytics practices and social media agility on business performance. Moreover, this research examines whether social media analytics practices can determine the level of social media agility that firms exhibit. Secondly, this study explores the moderating effect of environmental dynamism on the link between social media agility and business performance. Lastly, this research aims to investigate the role of entrepreneurial orientation as a determinant of social media analytic practices and the social media agility of firms. The results of the study indicated a positive effect of EO on social media analytics practices. It also confirms that EO plays an influential role in enhancing social media agility, with social media analytics acting as a mediator in this relationship. Furthermore, the results revealed a positive relationship between social media analytics practices and social media agility. Besides, the study revealed the mediation effects of social media analytics practices and social media agility in the relationship between EO and firm performance. These findings emphasize that EO has an indirect influence on firm performance, with social media analytics practices and social media agility serving as crucial mediators. Lastly, the study found that environmental dynamism does not moderate the relationship between social media agility and firm performance. This implies that social media agility remains influential in determining firm performance, regardless of external environmental changes. This research highlights the importance of prioritizing the development of EO, social media analytics practices, and social media agility as essential resources and capabilities to enhance performance in a rapidly evolving business landscape. By focusing on these areas, SMEs can effectively engage with customers on social media platforms, and leverage data-driven insights to drive success and maintain a competitive advantage.th
dc.format.mimetypeapplication/pdfth
dc.identifier.urihttps://repository.nida.ac.th/handle/662723737/6740th
dc.language.isoength
dc.publisherNational Institute of Development Administrationth
dc.rightsThis work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.th
dc.subjectSocial media agilityen
dc.subjectSocial media analyticsen
dc.subjectEntrepreneurial orientationen
dc.subjectFirm Performanceen
dc.subjectEnvironmental dynamismen
dc.titleThe impact of social media analytics practices and social media agility on business performance of firms in thailand: the antecedent role of entrepreneurial orientation and the moderating effect of environmental dynamismth
dc.typetext--thesis--doctoral thesisth
mods.genreDissertationth
mods.physicalLocationNational Institute of Development Administration. Library and Information Centerth
thesis.degree.grantorNational Institute of Development Administrationth
thesis.degree.levelDoctoralth
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