Digital Information Behaviour and Social Media Use among Thai Health and Beauty SMEs: A Mixed-Method Study Using Rough Set e-Delphi and SEM

Abstract

This research aimed to investigate the manner in which small and medium-sized enterprises (SMEs) operating within Thailand's health and beauty industry access and utilise digital information, with particular emphasis on the role of social media applications in fostering sustainable growth within the framework of the digital economy. By integrating perspectives from digital communication and information behaviour, the researchers developed and empirically validated a Structural Equation Model (SEM) to identify the key factors influencing the adoption and widespread use of social media among SMEs. A mixed-methods approach was employed. The qualitative phase utilised the Rough Set e-Delphi technique, wherein insights from 20 experts in digital business and information science were gathered to refine and reinforce the theoretical constructs under examination. The quantitative phase comprised a structured survey administered to 699 SME entrepreneurs, serving as empirical support for the proposed model. The findings revealed that SME engagement with digital information, particularly through social media platforms, is shaped predominantly by three perceptual dimensions: ease of use, perceived usefulness, and behavioural intention to adopt specific digital tools. These factors significantly contribute to the digital sustainability of SMEs by encouraging the integration of social media into their business practices. Beyond the implications for the targeted sector, the study offers valuable insights into the broader context of digital research. The conclusions drawn are applicable not only to the health and beauty domain but also to the wider discourse on digital transformation. Ultimately, the study underscores the essential role of social media in shaping information behaviour and in creating a dynamic and sustainable digital environment that supports the advancement of emerging market economies.