Abstract
The social media perception affecting the business of PTT Public Company Limited (PTT) aims for three purposes. Firstly, to study customers’ behavior via social media’s perception. Secondly, to study interaction between social media and customers. Finally, to study the impact of any information channels via social media that affects to user of products, related services, and company’s images. Social media has been played a vital role rapidly in communication and transferring a huge of information in the manner of videos and contents widespread, which persuade many companies to promote their company via social media to acquire customers’ attentions even related services including the public relation for the company’s image. PTT has adjusted to a new era of social media comply with organizational communication plan. However, social media has affects both positive and negative impact at the same time. The company is rumored a negative issue in society and triggered by social media such as FB’s page “Pay back PTT†is a web page for whom anti PTT. The company must handle these impact of negative information that can transfer to the customer of company in term of goods and service or any attitude that affect to company’s image after receiving any information that derived from social media. Therefore, it is necessary to manage social media contents to create two ways of understanding about any issues and also prevent social media disaster from company’s communication in term of attitude, image and decision making process to consume goods and service. This study is to provide recommended policy for PTT to improve their communication process and enhance trust for customer and investor in the future.
Highlights
Social media and social networking has become a new marketing tool for business where anyone can share opinions and attitudes for their services and any related information (Dincer and Dincer, 2012)
According to Chi (2011) defined that social media as marketing tools "to connect with brands and consumer, while offering a social interaction and social networking." The main strategic marketing in the current of many companies focuses on customer relation management and public relations to promote brands via TVs, and social media, which initiate brand awareness, and stimulate customers' demand step by step (Khuong and Tram, 2015)
Shiffman and Kanuk (2009, as cited in Camelia, 2012) claimed that these perceptions may cause positive and negative consequences transferring of information and presentation via social media which require carefulness of transferring information correctly and two ways communication that creates an understanding between sender and receiver
Summary
Social media and social networking has become a new marketing tool for business where anyone can share opinions and attitudes for their services and any related information (Dincer and Dincer, 2012). IT is the potential to build relationship between organization and customers which bring to profit, images, reputation, brand loyalty, and so on (Dincer & Dincer, 2012) It is the cooperation of the communication technology and the corporate communication to create social media of which the budget, efficiency, customer satisfaction are considered (Murat, Dugyu and Nil, 2015). The company has adjusted the social media in term of communications both internal and external and had invested a portion of an organization's technology including communication, with a budget of 3% of net profit per year to developed public relations, advertisement, marketing or customer services and so on by having an affiliate called PTT ICT to response for company’s communication technologies. It contributes to the development and gets in touch with the target group via the network that even more interesting (Dincer and Dincer, 2012)
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