Development of Social Commerce for Cultural Tourism for Baan HedKhoneNoi Muang Non Community Enterprise Mueang District Nonthaburi Province
Keywords:
Social Commerce, Sustainable Products, Cultural Capital, Community EnterpriseAbstract
This Research is mix method research with the objective of research to study a guideline for improving and developing commercial use of social media for community enterprises. And to study as a way to adjust Online marketing strategies in social commerce for community enterprises appropriately. by in-depth interviews with members of HedKhoneNoi Muang Non Community Enterprise. In this research, there were 10 interviewees. The tool used that was a semi-structured interview. Which has passed content validity and analyzed the results by using a statistical analysis computer program for analyzing quantitation statistics used in the study were Percentage, Mean. This study results were presented in the form of description table and displays analytical statistical data collected data from September 2024.
Research results on online marketing to enhance the potential of sustainable community products by presenting with potential products of the community enterprise of HedKhoneNoi Muang Non Community Enterprise Muang Nonthaburi Province are as follows: 1) General information of the interviewees. Be a member of HedKhoneNoi Muang Non Community Enterprise, consisting of 6 executive committee members of HedKhoneNoi Muang Non Community Enterprise and 4 members of HedKhoneNoi Muang Non Community Enterprise, a total of 10 people, all of them were female. Average work experience of 7 years. 2) Commercial use of social media, it was found that a variety of social media was used from the qualitative research results, divided into 4 parts as follows: Part 1, Traditional marketing model found that Line Group is popular in traditional marketing. and communicated with members of HedKhoneNoi Muang Non Community Enterprise the most, 80 percent. Part 2, The need for new marketing development, found that TikTok was the most popular, 80 percent. Part 3, Multimedia that wanted to present the content market, found that was the most popular multimedia media which were Visual Media, 80 percent. Part 4, Popular products that wanted to present Cultural Capital It was found that the most popular products that wanted to present Cultural Capital was Pork Sausage, 70 percent and Part 5, The solution to the problem and develop online marketing and sustainable online marketing strategies. and develop online marketing and the most sustainable online marketing strategy is to build a network of customer with member system, 70 percent. 3) Improvement and development of commercial use of social media such as Facebook, Instagram, YouTube and TikTok 4) Adjustment of online marketing strategies for community enterprises The strategy development guidelines for each alternative were determined using the TOWS Matrix analysis into 2 strategies as follows: First Strategy, Product brand image strategy for public relations and commercial social media advertising and Second Strategy, a communication strategy to build customer relationships in commercial social media for community enterprises in the digital age.
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