Social Media Usage Patterns Affecting to The Success for Expanding Direct Sales of The Direct Selling Business by Giffarine Skyline Unity Limited Company
This research aimed to study social media usage application that affected success in expanding the direct sales of Giffarine direct selling business, Giffarine Skyline Unity Co., Ltd., and to study the relationships between influencing variables. The data were collected from 400 employees at Giffarine Skyline Unity Co., Ltd., through questionnaires. The data were statistically analyzed by frequency distributions, percentage, mean, standard deviation, t-Test, F-Test, and multiple regression analysis (MRA).
The results showed that most respondents were female (262 females and 138 males). Their ages ranged from 36 to 45. Most respondents worked in direct sales, earning THB 10,001-20,000 per month, and most used Social Media. The majority of the respondents used LINE applications for communication and for relationship establishing. Most of them preferred smart phones. Their duration of spending time via Social Media was 1-3 years, with a daily average of 1-3 hours; most preferable time was between 18.01-24.00. Most respondents recognize social media through friends. Most of them had fewer than 500 friends; Social Media was perceived as having influence on friendship building.
The results of hypothesis testing on the demographic factors determined that difference in gender resulted in difference in satisfaction for using Social Media. This influenced the direct-sale business expansion at the statistical significance level of 0.05. Regarding behavior, the study results revealed that the most frequent use of Social different objectives, which related to the success of the direct-sale business expansion at the statistical significance level of 0.05. In conclusion, Social Media usage patterns affected the success of expanding the direct sales of the Giffarine direct selling business in three aspects: the use of communication, team expansion, and an increase in income related to the success of direct-sales business expansion. Reducing costs did not affect the direct-sales business expansion at the statistical significance level of 0.05.