THE DEVELOPMENT OF SMARTPHONE PHOTOGRAPHY SKILLS FOR ONLINE MARKETING COMMUNICATION OF COMMUNITY ENTERPRISES IN LAMPANG PROVINCE

Abstract

This research article aims to 1) examine the problems in marketing communication faced by community enterprise groups in Lampang Province, and 2) develop smartphone photography skills for online marketing promotion among these groups. The study employed a qualitative research methodology in the form of Research and Development (R&D). Data were collected from six selected community enterprise groups, out of a total of twenty-six, involved in agricultural product processing in Lampang Province, using purposive sampling. The research tools included questionnaires, focus group discussions, and participatory workshop training sessions designed to enhance the target groups’ skills. Data were analyzed using content analysis, taking into account the contextual environment of each group.

          The findings for the first objective revealed that the community enterprise groups encountered significant challenges in marketing communication, particularly in product development and pricing, distribution channels, promotional strategies, and the use of marketing communication tools—especially those related to online platforms. Regarding the second objective, the results of the workshop training indicated that most participants, primarily housewives, lacked effective smartphone usage and had limited understanding of how to apply product photography for online marketing. The training sessions successfully enhanced their knowledge and skills in smartphone photography, enabling them to create appealing product visuals for digital marketing. As a result, the groups became more capable of promoting and expanding their market reach independently in the online environment.