UNIVERSITY Mälardalen University (Mälardalens högskola) School of Sustainable Development of Society and Technology COURSE Master Thesis in Business Studies with Specialization in International Marketing COURSE CODE EFO705 TITLE Cultural influences on the social network marketing effectiveness: A case study in Thailand. RESEARCH QUESTIONS How does collectivism influence the effectiveness of social network marketing? PURPOSE OF THE STUDY The purpose of this thesis is to investigate and analyze whether the cultural dimension of collectivism among Thais has an influential impact on the effectiveness of social network marketing implementation on clothing retailing companies toward online customers or not. METHODOLOGY This thesis has employed both primary and secondary data to operationalize the conceptual framework. A questionnaire given to 160 respondents and the interview of 2 Thai expert marketers has been carried out to operationalize this research question. CONCLUSION The collectivistic behaviors among Thais show a slightly positive relationship which supports the effectiveness of social network marketing implementation. The other influential factors, apart from collectivism, are detergency in educational levels, knowledge of using social network, smart phone trends, and internet facility readiness.

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Title: Internet marketing and social network of Počítačová pohotovost s.r.o. Objective: Analysis of using social network Facebook in Internet Marketing company Počítačová pohotovost s.r.o., evaluation of corporate and client advertising campaigns presented on the social network Facebook. Methods: Qualitative research, analysis using of social networks Results: It was found that company Počítačová pohotovost s.r.o. use social network Facebook as an additional tool of internet marketing. Its use does not meet the full potential that social networks have, and there is space for further improvement. Keywords: internet marketing, social network marketing on social networks, social network Facebook