Title: The Analysis of a Causal Model of Social Media Management Strategies on the Organizational Performance of Small-listed Enterprises in China, with Customer Engagement as a Mediator
Author: Zhang Chenglei
Advisor: ผศ. ดร.มณีกัญญา นากามัทสึ – Asst. Prof. Dr. Maneekanya Nagamatsu, ดร.กานต์จิรา ลิมศิริธง – Dr. Karnjira Limsiritong
Degree: ปรัชญาดุษฎีบัณฑิต สาขาวิชาการจัดการ – Doctor of Philosophy Program in Management
Major: ปร.ด. การจัดการ – Ph.D. in Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2567 (2024)
Published: Journal of Roi Kaensarn Academi Vol. 9 No11 November 2024 (pp.1757-1777 ) | ปีที่ 9 ฉบับที่ 11 (เดือน พฤศจิกายน 2567) หน้า 1757-1777 Click PDF
Abstract
The social media landscape has experienced rapid changes and quickly adaption to societal expectations. This study examines the impact of social media management strategies on the performance of small-listed enterprises in China. This research primarily focuses on the mediating role of customer engagement through a mixed-methods approach, using quantitative and qualitative research methods.
The quantitative analysis collected data from 400 survey questionnaires distributed among 34 small-listed enterprises. These enterprises were located across China’s Eastern, Southern, Western, Northern, and Central regions. The research employed SPSS 26.0 and Amos 24.0 software to analyze the data. The stages of analysis included preprocessing, reliability and structural validity tests, convergent validity, descriptive statistics, and correlation analysis. A Structural Equation Model (SEM) was developed to test the hypotheses, and the results revealed: 1) Social media management strategies positively influence organizational performance indirectly through customer engagement at 0.946; 2) Customer engagement has a moderate direct effect on organizational performance at 0.366; and 3) Social media management strategies have a direct positive impact on organizational performance at 0.649.
Executives from 10 listed enterprises in China were used for qualitative research. The qualitative component involved in-depth interviews covering all regions of China. The interview findings validated the results of the quantitative analysis.
The research provides valuable insights for small-listed enterprises in China that seek to enhance organizational performance and customer engagement. The study also provides suggestions and strategic guidance for developing future social media management strategies in similar enterprises.
Keywords: causal model, social media management strategies, customer engagement, organizational performance, small-listed enterprises
The Analysis of a Causal Model of Social Media Management Strategies on the Organizational Performance of Small-listed Enterprises in China, with Customer Engagement as a Mediator / –
6319200012 – Zhang Chenglei 2567 (2024) The Analysis of a Causal Model of Social Media Management Strategies on the Organizational Performance of Small-listed Enterprises in China, with Customer Engagement as a Mediator วิทยานิพนธ์ (Thesis), Advisor: ผศ. ดร.มณีกัญญา นากามัทสึ – Asst. Prof. Dr. Maneekanya Nagamatsu, ปริญญาเอก (Doctorate Degree), บัณฑิตวิทยาลัย (Graduate School), ปรัชญาดุษฎีบัณฑิต สาขาวิชาการจัดการ – Doctor of Philosophy Program in Management, ปร.ด. การจัดการ – Ph.D. in Management, Bangkok: Siam University