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Article
Publication date: 18 December 2019

Penpattra Tarsakoo and Peerayuth Charoensukmongkol

This paper aims to explore the contribution of social media marketing capability on business performance of firms in Thailand. The conceptualization of social media…

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Abstract

Purpose

This paper aims to explore the contribution of social media marketing capability on business performance of firms in Thailand. The conceptualization of social media marketing capability was developed using five aspects of the spanning capabilities of Day’s strategic framework.

Design/methodology/approach

Questionnaire data were collected from business entrepreneurs in Thailand who attended seminar and training courses (N = 364). Partial least squares structural equation modeling was used to analyze data.

Findings

Among five aspects of social media marketing capability, social media product development capabilities and social media marketing implementation capability were positively and significantly related to customer relationship performance and financial performance; social media marketing communication capability had a significantly positive relationship only with customer relationship performance, whereas social media planning capability was found to have a significantly positive relationship only with financial performance. However, the analysis did not find the significant relationship between social media pricing capability and the two aspects of firm performance.

Research limitations/implications

First, the results were obtained using cross-sectional data collection. Second, the data were collected using convenience sampling. Third, the performance variables used in the analysis are perceptual measures. Finally, the study was only conducted in Thailand context and did not lend itself to any general applicability.

Practical implications

This research suggests that it is important for Thai companies that rely on social media to develop marketing capabilities and learn how to incorporate social media into their marketing activities.

Originality/value

This study built a conceptual foundation of social media marketing capabilities based on Days strategic framework which provided a complete and comprehensive view about social media applications that can be integrated into different areas of marketing activities.

Article
Publication date: 23 June 2022

Peerayuth Charoensukmongkol and Nichanal Lamsam

The purpose of this study is to adopt the upper echelon theory to analyze the effect of chief executive officer (CEO) transformational leadership on organizational ethical…

Abstract

Purpose

The purpose of this study is to adopt the upper echelon theory to analyze the effect of chief executive officer (CEO) transformational leadership on organizational ethical culture and its subsequent impact on firm performance. The study also integrates the knowledge from the structure–conduct–performance paradigm to test whether the high degree of competitive intensity that firms experience could weaken the effect of organizational ethical culture on firm performance.

Design/methodology/approach

Online survey data were obtained from firms in Thailand that were randomly selected from the directory provided by the Department of Business Development (n = 200). Partial least squares structural equation modeling was used to analyze the data.

Findings

Organizational ethical culture significantly meditates the effect of CEO transformational leadership on firm performance. Moreover, the moderating effect analysis illustrates that the positive effect of organizational ethical culture on firm performance tends to be lower when firms have a high level of competitive intensity in the market.

Originality/value

Overall, this study adds new knowledge to the literature by showing that, although ethical culture created by transformational leaders can lead to high firm performance, the market environment in terms of competitive intensity could mitigate this benefit.

Details

Journal of Asia Business Studies, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1558-7894

Keywords

Article
Publication date: 22 March 2022

Pornprom Suthatorn and Peerayuth Charoensukmongkol

This research adopts the conservation of resources (COR) theory to examine the effects of trust in organizations and trait mindfulness on optimism and perceived stress of…

Abstract

Purpose

This research adopts the conservation of resources (COR) theory to examine the effects of trust in organizations and trait mindfulness on optimism and perceived stress of flight attendants in Thailand during the COVID-19 pandemic.

Design/methodology/approach

Online survey data were collected from 234 flight attendants who work for five low-cost airlines based in Thailand. The data were analyzed by using partial least squares structural equation modeling (PLS-SEM).

Findings

The results show that trust in an organization and trait mindfulness are negatively associated with the perceived stress of flight attendants. Their associations are also partially mediated by optimism. Moreover, the moderating effect analysis reveals that trait mindfulness intensifies the positive association between trust in organizations and optimism.

Originality/value

The evidence from this research broadens COR theory by showing that different aspects of resources can be combined to strengthen the ability of individuals to gain more resources to lessen stress.

Details

Personnel Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0048-3486

Keywords

Article
Publication date: 20 January 2022

Peerayuth Charoensukmongkol and Tipnuch Phungsoonthorn

This research examines the effect of cultural intelligence (CQ) of top management on pro-diversity climates and perceived discrimination of the Myanmar migrant workers in…

Abstract

Purpose

This research examines the effect of cultural intelligence (CQ) of top management on pro-diversity climates and perceived discrimination of the Myanmar migrant workers in Thailand. This research also analyzes the effect of perceived discrimination on job satisfaction and turnover intention of the Myanmar migrant workers.

Design/methodology/approach

The data were collected from 650 Myanmar migrant workers who are employed at two factories in Thailand. Partial least squares structural equation modeling (PLS-SEM) was used as the data analysis method.

Findings

The results significantly support the positive effect of perceived management CQ on pro-diversity climates. Pro-diversity climates are also negatively and significantly associated with perceived discrimination. Moreover, the effect of perceived management CQ on perceived discrimination is fully mediated by pro-diversity climate.

Originality/value

This research clarifies that simply ensuring top management possess CQ may not be a sufficient condition for the company to successfully tackle discrimination in the workplace. Rather, it is crucial for the top management to create an organizational climate that is supportive of the racial diversity of foreign migrant employees.

Details

Equality, Diversity and Inclusion: An International Journal, vol. 41 no. 5
Type: Research Article
ISSN: 2040-7149

Keywords

Article
Publication date: 3 January 2022

Peetikarn Pattanawit and Peerayuth Charoensukmongkol

This study aims to apply the person-environment fit theory to examine the effect of workplace spirituality on real estate agents’ person-job (P-J) fit. Moreover, P-J was…

Abstract

Purpose

This study aims to apply the person-environment fit theory to examine the effect of workplace spirituality on real estate agents’ person-job (P-J) fit. Moreover, P-J was proposed as a mediator to explain the effect of workplace spirituality on customer-oriented organizational citizenship behavior (CO-OCB) and job performance that real estate agents demonstrate.

Design/methodology/approach

A sample of 398 agents was obtained from 60 brokerage firms in Bangkok, Thailand. The data were collected through an online questionnaire survey. Data analysis was performed using partial least squares structural equation modeling.

Findings

The analysis supported the positive association between workplace spirituality and P-J fit. In addition, the mediating effect analysis showed that P-J fit mediated the association between workplace spirituality and CO-OCB in part, but mediated the association between workplace spirituality and job performance fully.

Originality/value

The findings overall clarify the theoretical mechanism by which workplace spirituality motivates real estate agents to demonstrate positive work behavior and enhanced performance.

Details

Management Research Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2040-8269

Keywords

Article
Publication date: 28 August 2020

Peerayuth Charoensukmongkol and Pornprom Suthatorn

This research examined the relationships between improvisational behavior, adaptive selling behavior and sales performance of direct sellers in Thailand. This research…

Abstract

Purpose

This research examined the relationships between improvisational behavior, adaptive selling behavior and sales performance of direct sellers in Thailand. This research also investigated whether these relationships are moderated by the degree of challenge orientation and sellers' knowledge about the products.

Design/methodology/approach

The data were collected through a survey with sellers from a subsidiary of a multinational corporation located in Bangkok, Thailand (n = 172). Partial least squares–structural equation modeling was used to analyze the data.

Findings

Results from data analysis revealed positive relationships between improvisational behavior, adaptive selling behavior and sales performance. The relationship between improvisational behavior and adaptive selling behavior, as well as the relationship between adaptive selling behavior and sales performance, significantly depended on the degree of challenge orientation and the sellers' knowledge about the products.

Research limitations/implications

The data were collected using self-report measures; the sample was sellers from a single sales organization, and cross-sectional data were used for the analysis. Overall, this study is the exploratory research that does not intend to prove the causal effect of improvisational behavior, but rather to provide new insight on some conditional factors that influence its effectiveness.

Practical implications

It is essential for sales organizations to ensure that their sales force has adequate improvisational skills to handle sales adaptations effectively during unexpected sales situations. Some training may be offered to the sales force to develop these imperative improvisational skills.

Originality/value

The results regarding the moderating effect of challenge orientation and product knowledge provided additional insight to prior research about the potential conditions that influence the effectiveness of improvisational behavior and adaptive selling behaviors.

Details

International Journal of Productivity and Performance Management, vol. 70 no. 7
Type: Research Article
ISSN: 1741-0401

Keywords

Article
Publication date: 18 October 2021

Peerayuth Charoensukmongkol and Pornprom Suthatorn

This research investigates whether and how the quality of vertical communication implemented by airline industry management can reduce perceived job insecurity of flight…

Abstract

Purpose

This research investigates whether and how the quality of vertical communication implemented by airline industry management can reduce perceived job insecurity of flight attendants during the coronavirus disease 2019 (COVID-19) pandemic.

Design/methodology/approach

The sample of this research covers 322 flight attendants from five domestic airlines based in Thailand. An online questionnaire survey was used for data collection, and a partial least squares structural equation model was used for data analysis.

Findings

The results support the negative association between the quality of vertical communication and perceived job insecurity; moreover, this association is partially mediated by perceived role ambiguity. When considering the moderating effect of perceived organizational support on the direct linkage between the quality of vertical communication and perceived job insecurity, the quality of vertical communication only has a negative association with perceived job insecurity among employees who exhibit high levels of perceived organizational support. For those who exhibit low levels of perceived organizational support, the quality of vertical communication does not have a negative association with perceived job insecurity.

Originality/value

This study advances prior communication research by showing that in order for communication to effectively lessen the perceived job insecurity of employees, it needs to be backed by high-quality organizational support.

Details

Corporate Communications: An International Journal, vol. 27 no. 2
Type: Research Article
ISSN: 1356-3289

Keywords

Article
Publication date: 18 June 2021

Peerayuth Charoensukmongkol

This paper examines the effect of improvisational behavior of entrepreneurs on firm performance of small and medium enterprises (SMEs) in Thailand during the economic…

Abstract

Purpose

This paper examines the effect of improvisational behavior of entrepreneurs on firm performance of small and medium enterprises (SMEs) in Thailand during the economic crisis following the COVID-19 pandemic. The study also explores external factors in terms of competitive intensity and internal factors in terms of financial and human resources possessed by firms that could enhance the impact of improvisational behavior on firm performance.

Design/methodology/approach

A self-administered online questionnaire survey was used to collect the data from the random sample of 312 SMEs in Thailand. Partial least squares structural equation modeling was used to analyze the data.

Findings

The analysis supports the positive relationship between the improvisational behavior of entrepreneurs and firm performance. Moreover, the moderating effect analysis shows that the positive impact of improvisational behavior on firm performance tends to be stronger for firms that encountered a higher level of competitive intensity and for firms that possessed a higher level of financial and human resources.

Originality/value

This research extends the knowledge from prior research by confirming some moderating factors that could strengthen the benefit of improvisational behavior during the crisis.

Details

Management Research Review, vol. 45 no. 1
Type: Research Article
ISSN: 2040-8269

Keywords

Article
Publication date: 1 December 2020

Jihong Zhou and Peerayuth Charoensukmongkol

This study aims to draw on the categorization theory to explore the mediating role of customer qualification skills in explaining how social media use in sales contributes…

Abstract

Purpose

This study aims to draw on the categorization theory to explore the mediating role of customer qualification skills in explaining how social media use in sales contributes to salespeople’s adaptive selling behaviors to achieve high sales performance in export selling. The study also integrates network effect theory and social linguistics theory to identify the specific social media platform (Facebook versus non-Facebook) and the characteristics of salespeople in terms of English language proficiency, which play a facilitating role in promoting the effectiveness of social media use in export sales.

Design/methodology/approach

The sampling frame of the research is a list of Chinese export salespersons obtained on the FOB Business Forum website. Survey data were obtained from 873 Chinese export salespeople. Partial least squares structural equation modeling was performed to analyze the data.

Findings

Social media use in sales is associated positively with customer qualification skills and adaptive selling behaviors. Moreover, the results revealed a partial mediating effect of customer qualification skills on the positive impact of social media use in sales on adaptive selling behaviors. The moderating effect analysis found that the positive association between social media use in sales and customer qualification skills was stronger in export salespeople who used Facebook and had mastered a high level of English language proficiency.

Originality/value

This study provides new findings, based on data collected from salespeople in Mainland China, that support the effectiveness of social media use in an export sales context. Moreover, the study advances prior research by showing that the effectiveness of social media use still depends on the type of social media used and the English language proficiency of the salespeople.

Details

Journal of Asia Business Studies, vol. 15 no. 2
Type: Research Article
ISSN: 1558-7894

Keywords

Article
Publication date: 4 February 2020

Ekawee Vaitoonkiat and Peerayuth Charoensukmongkol

This study aims to investigate stakeholder orientation’s influence on firm’s performance and analyze four types of stakeholder orientations: customer, competitor, employee…

Abstract

Purpose

This study aims to investigate stakeholder orientation’s influence on firm’s performance and analyze four types of stakeholder orientations: customer, competitor, employee and shareholder. Moreover, this research extended the previous literature by examining perceived market uncertainty’s moderating effect, which can influence the effects of the orientation to all four stakeholder groups’ effects on firm performance.

Design/methodology/approach

The study collected questionnaire data from 370 small and medium-sized enterprises in the steel fabrication industry in Thailand, and hierarchical regression analysis was used to test the hypotheses.

Findings

The results of the main effect analysis indicated that customer, competitor and employee orientation affected firm’s performance positively and significantly; however, the analysis did not support shareholder orientation’s significant contribution. Moreover, the analysis of the moderating effect showed that perceived market uncertainty moderated customer and competitor orientation’s effect on firm’s performance positively and significantly. However, perceived market uncertainty moderated employee and shareholder orientation’s effects on firm’s performance negatively and significantly.

Originality/value

This study advances prior research by showing that stakeholder orientation’s role in firms’ performance may be contingent on the nature of market conditions that firms experience. In particular, this research demonstrated that not all aspects of stakeholder orientation may be beneficial for firms to maintain high performance under high market uncertainty.

1 – 10 of 24