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Using Social Networking to Build Employee Relationships: A Case of the Bank of Thailand

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dc.contributor.advisor Dr. Vatcharaporn Esichaikul (Chairperson)
dc.contributor.author Cheamchenkool, Naphat
dc.contributor.other Dr. Matthew Dailey (Member) Dr. Raphael Duboz (Member)
dc.date.accessioned 2015-02-03T01:52:48Z
dc.date.available 2015-02-03T01:52:48Z
dc.date.issued 2013-05
dc.identifier.other AIT Thesis no.IM-13-04 en_US
dc.identifier.uri http://www.cs.ait.ac.th/xmlui/handle/123456789/721
dc.description.abstract This research study examines how the intra-organizational use of a social website can effectively build relationships among employees in a case of the Bank of Thailand. The requirements of a social website were gathered from face-to-face interviews and online questionnaires with BOT employees. It revealed that Facebook is the most favorite social website which employees use, therefore it is selected as a social networking tool to design and implement a social networking prototype in this study. In order to determine the impacts of social networking use on building employee relationships, hypotheses of this study are developed to investigate the intra-organizational use of a social website, covering intensity and frequency, to increase levels of social relations – bridging, maintained and bonding relationships among employees. To perform an experiment, the procedure consists of three steps which are pre-test surveys, one-month participating on a social networking prototype and post-test surveys. By using Pearson’s correlation analyses, the results indicate that the usage of the social website moderately correlates with increased level of only bonding social relation, but not with increased level of bridging and maintained social relations. It means that intensive and frequent use of the social website influences only on the formation of bonding relationships among employees who are close friends. It does not influence on building bridging relationship among employees who are total strangers and maintained relationship among acquainted colleagues. One possible explanation of these results is that for building bridging and maintained relationships, social trust and reciprocity might be needed. Regarding recommendation for the Bank of Thailand, to utilize a social website effectively, a social website should be rigorously promoted to encourage the intra-organizational use. It should also be supported to initially use as an organizational channel to work on a project together. Moreover, the way to set the organizational policy, especially the way to choose infrastructure technology like a social website should be revised in order to serve the real needs of overall employees. With all of these, the use of a social website likely expands an intra-organizational network among employees, which increases connection and relationship building among them. en_US
dc.description.sponsorship Royal Thai Government – AIT Fellowship en_US
dc.publisher AIT en_US
dc.subject Social network site, Social relations, Bridging, Maintained, Bonding, Intra-organizational use, Facebook use, Intensity, Frequency and Relationships. en_US
dc.title Using Social Networking to Build Employee Relationships: A Case of the Bank of Thailand en_US
dc.type Thesis en_US


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