ONLINE MARKETING FOR INCREASING POTENTIAL SUSTAINABLE PRODUCTS BY REPRESENTING CULTURAL CAPITAL FOR HUB KAPHONG COMMUNITY ENTERPRISE PHETCHABURI PROVINCE
Keywords:
Online Marketing, Sustainable Community Products, Cultural Capital, Community EnterpriseAbstract
The objective of this research is to provide guidelines for improving and developing the use of comercial social media platforms for community enterprises and to propose strategies for optimizing online marketing on such platforms in a way that is appropriate for community enterprises. This qualitative research involved in-depth interviews with 20 members of the Huay Krating Community Enterprise in Phetchaburi Province, selected through purposive sampling. The research instrument was a semi-structured interview, and the data were analyzed using content analysis.
The results revealed that (1) the improvement and development of the use of commercial social media platforms for community enterprises involve leveraging various platforms, such as Facebook, Twitter, Instagram, YouTube, TikTok, and LINE, to enhance engagement and strengthen relationships with buyers, as well as to improve communication and brand-building efforts. (2) The online marketing strategy consists of two key components: building product brand image and fostering relationships with customers through commercial social media platforms. These strategies clearly align with the needs of community enterprises in the digital era. Therefore, it is recommended that community enterprises utilize multiple social media platforms to reach consumers effectively, develop multimedia content such as videos and graphics to attract attention, and provide a positive customer experience to encourage word-of-mouth sharing. Additionally, the use of modern technology in communication can facilitate quick and efficient sales.
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