Dimensions of social media marketing capabilities and their contribution to business performance of firms in Thailand / Nurun Nasuha Mahmud

Generally, this article discusses about social media marketing initiatives that have been implemented by small medium enterprises (SMEs) especially in
Thailand in which customers can engage in the dissemination of information via social media sites. Social media gives lots of opportunities to business
entities where marketers may use social media marketing to raise brand recognition, exchange expertise and information, attract and keep consumers, launch low-cost promotions, and engage with customers in interactive ways. In this article also, the author mentioned that most of the SMEs not only in Thailand tend to be unsuccessful in adopting the social media marketing initiatives because of several reasons and one of them is because of a lack of
understanding of the opportunities provided by social media. Besides, the author of this article also stresses about the five dimensions of spanning capabilities of Day’s strategic framework, which is a comprehensive framework that has been widely used in marketing research. In addition, this article conducted to see if companies in Thailand with a high level of social media marketing capabilities in these five areas had better results in two areas: customer relationship performance and financial performance.