Development of digital marketing communication models for community enterprises in Sakon Nakhon Province to create business opportunities

Abstract

This research aimed to 1) investigate the current state of digital marketing communication of community enterprises in Sakon Nakhon Province and 2) develop a digital marketing communication model tailored for these enterprises. Employing a mixed-methods research design, quantitative data were collected from a sample of 400 members of community enterprises recognized with outstanding performance awards.  The data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation. Furthermore, an environmental assessment was conducted utilizing SWOT analysis. The derived insights were subsequently applied to formulate the digital marketing communication model through a TOWS matrix analysis. Finally, a focus group discussion comprising subject-matter experts was convened to evaluate and validate the proposed model. The investigation into the digital marketing communication landscape of community enterprises in Sakon Nakhon Province indicated that internal operations were impeded by a lack of strategic personnel skills, inadequate budget planning, and the absence of tangible evaluation mechanisms. In terms of external factors, socio-cultural dimensions exerted the most significant influence, as consumer decision-making was heavily driven by reviews and community identity narratives. This was followed by technological and economic factors, which contributed to cost efficiency and channel expansion. Nevertheless, entrepreneurs must navigate the challenges posed by complex algorithms and platform regulations. Synthesizing these findings, the researcher proposed a digital marketing communication model consisting of four strategic pillars: 1) identity-based branding, 2) data-driven performance communication, 3) experiential marketing, and 4) internal organizational development, all designed to sustainably elevate competitive capability.