
Kritcha YawisedNaresuan University · Department of Business Administration
Kritcha Yawised
PhD.Doctor of Philosophy in Information Technology
Currently, working on digital marketing, innovative marketing, and multi-governance schemes related with SMEs.
About
37
Publications
50,790
Reads
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283
Citations
Introduction
Lecturer at Naresuan University of Thailand
Department of Business Administration,
Faculty of Business, Economics, and Communications.
Three inter-linked research areas: (1) Information System (IS) and social media; (2) Marketing and strategic management; and (3) Corporate strategy and innovation.
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https://scholar.google.com/citations?user=5geYigIAAAAJ&hl=en&authuser=1
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https://www.scopus.com/authid/detail.uri?authorId=57283171200
Additional affiliations
September 2018 - June 2021
Position
- Lecturer
Description
- Currently working with multi-governance schemes related SMEs research projects.The focus is on helping business owners respond more knowledgeable and skillful when they experience problems of professional competence in the new era of digital technologies. The research interests including digital marketing , digital transformation, IT/Marketing capabilitiy, an e-business assimilation, corporate innovation, and all technologies that are changing the business operation radically
Education
July 2013 - July 2016
Publications
Publications (37)
This study is part of a government research project which aims to synthesise the current evidence on the factors affecting the intention of mobile application adoption called ‘Tripper Notifier Application’ (TNA) for the hospitality and tourism industrial sector in Thailand. The focus is on small and medium enterprises (SMEs), which emphasize restau...
Purpose – This study aims to advance the understanding of digital marketing capability by conducting a comprehensive, systematic review of relevant literature at the firm level.
Design/methodology/approach – The study utilizes categorization and contextualization of qualitative methodologies to review the literature, using Scopus databases to coll...
The present study aims to investigate the key capabilities affecting business resilience towards business transformation in small and medium enterprises (SMEs). Using data from 128 SMEs located in the rural region of Thailand. This study developed a conceptual framework and propositions on the hypotheses that analyze the relationship between each c...
The aim of this study is to conduct a systematic literature review of the adoption of Immersive marketing technology (IMT) in terms of strategic planning of its adoption, resource requirements, and its implications and challenges.
The study categorizes and contextualizes qualitative approaches to evaluate the literature, with Scopus databases servi...
This empirical research study aimed to examine factors influencing consumer's behavioral intentions to purchase products via live-streaming services. This study proposed four key factors, namely customer perception, marketing mix, content marketing, and influencer, and tested their relationships with the perceived value and attitude through consume...
The purpose of this research was to empirically determine the prominent risks faced by the production and manufacturing small-medium enterprises (SMEs) and how those risks impact firm performance in the SMEs in Bhutan. To achieve the objectives of the study, 15 SME owners/managers were interviewed using semi-structured interview method. With the he...
The purpose of this research was to empirically investigate the existence of Enterprise Risk Management and to determine the influence of Personal Entrepreneurial Competencies on the Enterprise Risk Management of the Small-medium Enterprises (SMEs). To achieve the objectives of the study, empirical data is collected from 300 production and manufact...
Purpose
The purpose of this research is to provide a strategic framework for business resilience plans (BRPs) to guide micro, small, and medium-sized firms (MSMEs) in determining their adaptability level and providing information on agility and resilience tactics while coping with turbulence.
Design/methodology/approach
A systematic literature rev...
This study aimed to examine the causes and outcomes of innovation capability enhancing the competitive advantage and business performance of small hotels in Thailand. The sample in the study included 356 small hotels in Thailand that have been certified by the Amazing Thailand Safety & Health Administration (SHA). The research instrument is the onl...
Purpose
The study aims to advance understanding of the intention of Augmented Reality (AR) technology adoption by conducting a systematic review of relevant literature articles in the hospitality sector where 93 articles were chosen and synthesized by generating a theme and proposing a conceptual framework with their research proposals.
Design/met...
Manuscript type: Research paper Research aims: This study aims to investigate the role of short-form video content (SVC) in the association between marketing capabilities, influencers, and business brand engagement performance. Design/Methodology/Approach: Data was collected from 146 business owners and managers of private businesses from the centr...
The aims of this research is to investigate and examine the factors affecting the actual use e-Payment by Small and Medium Enterprises (SMEs) located in Phitsanulok using 413 respondents obtained from surveys for investigating and testing a conceptual proposed model based on elements of Technology acceptance. The empirical results indicated that bu...
The present study explores the determinants influencing digital marketing innovation capability (DMIC) towards marketing innovation performance (MIP) in small and medium enterprises (SMEs) by developing a conceptual framework and propositions on the hypotheses. The proposed determinants for investigation were drawn from the current literature, incl...
The significant advances in science and technology have brought a dramatically change in human being-life. This paper aims to review the literature to propose a mobile application engagement model that identifies potential constructs of short-form video approach and engagement and related critical factors. From the existing literature, the study de...
Using 412 respondents based on a questionnaire collected data from Small and Medium Enterprises (SMEs) located at lower Northern of Thailand with the aimed at to figure out the catalyst of Social Media (SM) adoption by SMEs owner-managers—could hopefully predict SM adoption intention. With the great advance of SM technologies coupled with the suppo...
This study aimed to explore the implications of marketing practices based on current literature on how businesses utilize a new frontier of technology in conjunction with marketing programs. This study also provides a detailed understanding of technological implications to understand the readiness of businesses in the private sector domain related...
Economics and Business Administration Journal Thaksin University
The purpose of this paper is to investigate the characteristics of business leaders and business resilience concerning digital marketing engagement. The sample group consisted of 25 business owners-managers of Small and Medium Enterprises (SMEs) located in the inner city of Central Business District (CBD) in Phitsanulok province. The current study...
This research study investigates the current situation of Social Media (SM) usage by private sector businesses. This paper also proposes a SM strategy framework aimed at helping on the alignment of the business strategy. This study is an empirical research with concurrent mixed method approach to collect data from data from business owners, senior...
The purpose of the paper is to review academic paper literature on factors that drive e-Payment channel adoption based on business ownership persepctives of SMEs in phitsanulok, and to propose a conceptual framework of such initiatives adoption incorporating with Technology Acceptance Model (TAM3) to the articulation of such initiaves model. The fa...
The research described in this paper reports the findings from interviews with twenty-five Small and Medium Enterprises (SMEs) in various business sectors in Thailand that currently implement an Electronic Payment System (EPS). This research investigates how Thailand SMEs adopt and develop the EPS process, and its requirements that would help benef...
This study was a quantitative research aimed to study the factors and behaviors affecting an accepting the selection of the PromptPay transfer system. The participants of the study were 400 of students at Naresuan University, Phitsanulok. The statistics analysis used include: Descriptive statistics consisted of frequency, percentage, mean scores an...
The purpose of this study is to explore the impediments of Small and Medium
Enterprises (SMEs) on their current Social Media (SM) adoption and implementation at
Central Business District (CBD) located at Phitsanulok, using a data sample of 398
surveys, incorporating with 21 interviews from ownerships and top executives that already
adopted and impl...
This study uses a blended form of multiple theories to identify three specific capabilities—proactive engagement, learning and change management, and managerial support—which when leveraged by small and medium enterprises (SMEs) may make more likely the successful implementation of social customer relationship management (SCRM). We explore how thes...
This study uses a blended form of multiple theories to identify three specific capabilities – proactive engagement, learning and change management, and managerial support – which when leveraged by small and medium enterprises (SMEs) may make more likely the successful implementation of social customer relationship management (SCRM). We explore how...
This study proposes a three-stage process for Social Customer Relationship Management (SCRM) engagement framework by Australian private sector companies. The mixed methods research design were employed using a sample of 597 Australian companies from surveys, incorporating semi-structured interviews with senior IT and marketing managers from fourtee...
Social Customer Relationship Management (SCRM) is an emerging concept that includes strategies, processes and technologies to link social media with the existing approach to traditional CRM. It is a corporate strategy for engagement with customers rather than simply a technology upgrade and not a replacement of traditional CRM. Even though the body...
Social Customer Relationship Management (SCRM) is an emerging concept that includes strategies, processes and technologies to link social media with the existing approach to traditional CRM. It is a corporate strategy for engagement with customers rather than simply a technology upgrade and not a replacement of traditional CRM. Even though the body...
Abstract: Social customer relationship management (SCRM) is a new business concept and strategy that utilises and integrates social networking with ‘traditional’ CRM processes and strategies in order to bring about superior engagement with customers. There is a paucity of scholarly empirical research into SCRM in small and medium enterprises (SMEs)...
Social customer relationship management (social CRM) is an emerging practice that utilises social media
to engage with customers. In its most complete form, social CRM is a concept and a practice that integrates
social media and social networking with traditional CRM technologies, processes and practices in order to
bring about a superior engagemen...
Social customer relationship management social CRM is an emerging practice that utilises social media to engage with customers. In its most complete form, social CRM is a concept and a practice that integrates social media and social networking with traditional CRM technologies, processes and practices in order to bring about a superior engagement...
An Exploration of the Factors Influencing Social CRM Adoption:
Evidence from Australian Firms
Kritcha Yawised, School of Engineering and ICT, University of Tasmania, Australia
Nuttaneeya (Ann) Torugsa, Australian Innovation Research Centre, University of Tasmania, Australia
Businesses around the world are placing increasing emphasis on effective...
Social customer relationship management (CRM) is an emerging concept that includes strategies, processes and technologies to link social networking with CRM processes. It is a means of incorporating the ‘customer’ strategy as part of the corporate strategy in order to engage customers, create meaningful of conversations and thereby maximise superio...