Government’s Roles in a Promotion Policy for Cosmetics E-Commerce
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Abstract
This research article aims to study (1) to analyze the role of the government in promoting cosmetics businesses through social media; (2) to examine facilitating factors and limitations of government roles in the operations of cosmetics businesses through social media; and (3) to investigate guidelines for developing sustainable cosmetics businesses through social media. The quantitative approach was employed. The population included 384 entrepreneurs. The quantitative data were analyzed by path analysis. On the other hand, in qualitative research, an in-depth interview was applied to two groups to two groups; (1) 7 interviewees from the government sector (2) 4 entrepreneurs who sell cosmetics through social media.
The results showed that (1) The study of the role of the government has discovered that the government’s role in the application of knowledge for progression, the formation of security and privacy, and limitation in developing e-commerce are in the moderate level while facilitated factors are in high level. (2) Besides, the investigation on facilitated factors and limitation of the role of the government to proceed a cosmetics business through social media shows that the government’s application of knowledge for progression and a formation of security and privacy have a direct impact on e-commerce promotional policy. Whereas, through facilitated factors and limitation of developing e-commerce, the government’s role in the application of knowledge for progression has an indirect impact. The limitation of developing e-commerce also directly affects e-commerce promotional policy. (3) In the development guideline for a cosmetics business through social media for the sustainability model, the government’s role in the application of knowledge for progression and formation of security and privacy are significant.
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Academic articles, research articles, and book reviews in the Ph.D. in Social Sciences Journal are author’s opinions, and not the publisher’s, and is not the responsibility of the Ph.D. in Social Sciences Journal Philosophy Association, Ramkhamhaeng University. (In the case that research is done on human, the researcher has to be trained in Ethics for Doing Research on Human Training and has to produce the evidence of the training).
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