EXPLORING DIGITAL MARKETING STRATEGIES ON ONLINE SOCIAL MEDIA AND DEVELOPING BRAND AND PRODUCT LABELS FOR ORGANIC AGRICULTURAL PRODUCTS OF THE RAI KHING RICE MILL COMMUNITY ENTERPRISE IN NAKHON PATHOM PROVINCE

Abstract

The aim of this study is to investigate digital marketing strategies in online social media and the development of brand and product labels for organic agricultural products of the rice mill community enterprise in Khlong Ngae, Nakhon Pathom province. The study focuses on the population and sample groups, especially the consumers who purchased or are familiar with the community enterprise's organic agricultural products through online social channels such as Facebook, Line, and Instagram. The data was collected through a questionnaire distributed to a purposive sample of 385 people selected using a purposive sampling method, specifically those who made purchases through online social media. Statistical analysis methods were used to analyze the collected data, including measures such as the mean and standard deviation.

The results show that the majority of respondents expressed their opinions on the overall digital marketing strategies of each social media platform, with the highest overall satisfaction found in the content category of Line, followed by the presentation of content on Line, and the lowest in the content category of Facebook. In addition, the research shows that most respondents are very satisfied with the overall development of product branding and labels. In this regard, product branding was perceived as esthetically pleasing and memorable, with the average satisfaction being the highest. Next, product branding was recognized for its distinctiveness and increased brand awareness, while the lowest average satisfaction was associated with product labels, which were considered complete, interesting and attractive.