The Role of Social Media in Shaping Corporate Reputation in Thailand

Abstract

This research explores the role of social media in shaping corporate reputation among companies in Thailand. The study surveyed top-level executives, including CEOs, Marketing Managers, and Public Relations Managers, to understand their social media usage and perceptions. The majority of respondents, 27.3%, were CEOs, with over 30.3% having more than 10 years of experience in their current roles. Facebook emerged as the most widely used platform, utilized by 100% of respondents, indicating its critical role in corporate communication strategies. Sentiment analysis revealed that 65.9% of respondents held a neutral view on the evolution of social media’s role, while 23% remained neutral about its future importance, and 21.7% expressed optimism about its growing influence. These findings suggest that while social media is widely adopted, there is still cautious optimism regarding its future impact on corporate reputation management.