International Journal of Organizational Business Excellence (IJOBEX)
Vol. 3 No. 2 (2020): December 2020

AN INVESTIGATION OF THE IMPACT OF SOCIAL MEDIA ON BUSINESS VALUE AND FINANCIAL PERFORMANCE OF ORGANIC SKIN CARE BRANDS IN THAILAND

Napasorn Boonpreda (Bristol Business School, University of the West of England, Bristol, United Kingdom)
Ximing Ruan (Bristol Business School, University of the West of England, Bristol, United Kingdom)



Article Info

Publish Date
10 Mar 2021

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.

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Journal Info

Abbrev

ijobex

Publisher

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

The scope of this journal includes, but not limited to: 1. Leadership for performance excellence 2. Strategic Planning for performance excellence 3. Customer and market focus for performance excellence 4. Information, measurement, knowledge management, and information technology for performance ...