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All Journal International Journal of Organizational Business Excellence (IJOBEX)
Napasorn Boonpreda
Bristol Business School, University of the West of England, Bristol, United Kingdom
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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AN INVESTIGATION OF THE IMPACT OF SOCIAL MEDIA ON BUSINESS VALUE AND FINANCIAL PERFORMANCE OF ORGANIC SKIN CARE BRANDS IN THAILAND Napasorn Boonpreda; Ximing Ruan
International Journal of Organizational Business Excellence Vol. 3 No. 2 (2020): December 2020
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/ijobex.v3i2.7124

Abstract

The adoption of social media in promoting cosmetic brands had changed the traditional approach to creating value for consumers, which subsequently improve the firms’ financial performance. With the organic skincare brands, the research empirically examined to what extent and aspects the business value is shaped by social media promotions. The research findings from the quantitative analysis suggest that the business value could be created through curation, collaboration, and creation in social media marketing.
Co-Authors Ximing Ruan