The Assessment of the Social Media Marketing Skills of Entrepreneurs and Content Creators through Social Media Platforms

Abstract

This paper aims to assess the digital skills between content creators and entrepreneurs in selling products or services online business via social media platforms based on Facebook, Line, TikTok, Instagram, and YouTube. An online survey was used to collect data from 400 respondents who were born between 1964 and 2006 (Generations X, Y, and Z) and who were residents in Bangkok, Thailand. Cluster analysis and multiple regression analysis were utilized. The findings of this research demonstrated that content creators are mostly graduates with a bachelor’s degree (Generation Y), while entrepreneurs are business owners (Generation X). It depicted that Facebook, Line, and Instagram strongly influence content marketing communication, and social customer relationship strategy, while Line, TikTok, and Facebook strongly influence purchasing more than other platforms. Additionally, Generations and Z like to use social media for shopping, but Generation X (93%) are business owners who like to use search engines for searching information. Therefore, it could be concluded that social media is a great opportunity for e-commerce with large groups of consumers. Understanding the uniqueness of each platform in order to match with personal digital skill training can create a competitive advantage for approaching customers and developing marketing communication strategy.