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Growing Science » International Journal of Data and Network Science » The effect of social media agility to strengthen the business relationship: Evidence from pharmaceutical firms in Thailand

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International Journal of Data and Network Science

ISSN 2561-8156 (Online) - ISSN 2561-8148 (Print)
Quarterly Publication
Volume 8 Issue 1 pp. 45-52 , 2024

The effect of social media agility to strengthen the business relationship: Evidence from pharmaceutical firms in Thailand Pages 45-52 Right click to download the paper Download PDF

Authors: Chayanan Kerdpitak, Napassorn Kerdpitak, Kai Heuer, Lee Li, Sitdhinai Chantranon

DOI: 10.5267/j.ijdns.2023.10.019

Keywords: Social information processing capabilities, Customer co-creation, Customer involvement, Social media agility, The strength of the customer-firm relationship

Abstract: The firms and the industries still using the ways and means of promotion and publicizing the products have still not achieved the level of success as the modern means of social media is providing in creating a huge demand for their products. This study involves the modern means of communication agility promises success, development, and significance of the product in an efficient manner. Social media plays a vital role in creating a demand for the products by explaining the need of the product and a very effective source of creating a link among industries, firms, management, employees and especially the individual ones who come to know the skills and expertise. The impact of social media in strengthening the relationship with the customer has been very keenly observed and the findings show that such research has detailed that the use of social media has influenced the internal and the external capabilities. The data gathered in this study shows that the firms and the industries using the approach of social media have a revolutionary impact on building and strengthening the relationship between the customer and the management, employees. This study shows a strong bond between a firm and the customer using social media.

How to cite this paper
Kerdpitak, C., Kerdpitak, N., Heuer, K., Li, L & Chantranon, S. (2024). The effect of social media agility to strengthen the business relationship: Evidence from pharmaceutical firms in Thailand.International Journal of Data and Network Science, 8(1), 45-52.

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Journal: International Journal of Data and Network Science | Year: 2024 | Volume: 8 | Issue: 1 | Views: 1602 | Reviews: 0

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