Int. J. Technoentrepreneurship, Vol. 3, No. 2, 2016 127 Copyright © 2016 Inderscience Enterprises Ltd. Antecedents and outcomes associated with social media use in customer relationship management of Thai microenterprises Pakamon Sasatanun and Peerayuth Charoensukmongkol* International College, National Institute of Development Administration, 118 Moo3, Sereethai Road, Klong-Chan, Bangkapi, Bangkok 10240, Thailand Email: pakamon.sasatanun@stamford.edu Email: peerayuth.c@nida.ac.th *Corresponding author Abstract: The present study investigated some antecedents and outcomes associated with the social media use intensity for customer relationship management (CRM), using the survey data collected from the sample of 217 entrepreneurs of some small retail shops in Thailand. The data were analysed by using the partial least squares regression. Regarding the antecedents, the results indicated that the intensity of social media use for CRM tended to be highly significant for the entrepreneurs who emphasised the service differentiation strategy, but not for those who emphasised the cost leadership strategy. Also, the positive relationship between the competitive pressure to use social media in business and the intensity of social media use for CRM was supported. Regarding the outcomes, the analysis indicated that the intensity of social media use for CRM was positively related to cost reduction and market expansion outcomes which, in turn, were positively linked to higher firm performance satisfaction. Keywords: social media; CRM; customer relationship management; generic strategy; micro enterprises; competition; firm performance. Reference to this paper should be made as follows: Sasatanun, P. and Charoensukmongkol, P. (2016) ‘Antecedents and outcomes associated with social media use in customer relationship management of Thai microenterprises’, Int. J. Technoentrepreneurship, Vol. 3, No. 2, pp.127–149. Biographical notes: Pakamon Sasatanun is a PhD candidate at the International College of the National Institute of Development Administration. She is also a Lecturer at the Stamford International University, Thailand. Peerayuth Charoensukmongkol is a Lecturer at the International College of the National Institute of Development Administration. He received his PhD in International Business from the Texas A&M International University. His research interests are broadly in the areas of international business, strategic management, and managerial psychology.