Digital Marketing Management of Herbal Products in the Community Context of Ban Nong Thiam, Nakhon Pathom Province: Guidelines for Developing Marketing Strategies in the Digital Age

-

ผู้แต่ง

  • Ntapat Worapongpat Eastern Institute of Technology Suvarnabhumi (EITS)
  • Songsak Dookarn AI and ESG Center Thongsook College
  • Qingchao Sun Thongsook College
  • Pimook Somchob Ubon Ratchathani Rajabhat University
  • Chuensumon Bunnag Mahanakorn University of Techology
  • Jirapipat Thanyaphongphat Chiang Mai University

คำสำคัญ:

Interdisciplinary , Humanities Social Sciences, Digital Marketing

บทคัดย่อ

   This research aims to 1) explore guidelines for developing digital marketing public relations media and to transfer this knowledge to the Ban Nong Thiam herbal shampoo business, and 2) enhance digital marketing strategies for herbal shampoo products. This involves creating an engaging Facebook page, crafting appealing slogans, utilizing effective hashtags, and improving product ordering channels through QR Codes linked to Line and Facebook. A mixed-methods approach was employed, combining qualitative and quantitative research methods. Data collection included questionnaires and interviews. The quantitative sample consisted of 220 consumers from Bangkok, selected via simple random sampling. Qualitative insights were obtained from 10 key informants through in-depth interviews. Data analysis involved descriptive statistics (percentages, means, and standard deviations) and t-tests for comparisons.  The results indicated a high overall satisfaction with the digital marketing efforts, with an average satisfaction score of 4.75. The highest satisfaction was noted for comprehensive content on the Facebook page, scoring 5. Additionally, the study identified that effective public relations media should use modern, engaging platforms like informational web pages and video clips. Key elements of successful public relations media include compelling headings, informative text, relevant illustrations, and clear contact information. This research highlights the significance of utilizing information technology to boost the potential and competitiveness of local businesses sustainably.

Author Biography

Ntapat Worapongpat, Eastern Institute of Technology Suvarnabhumi (EITS)

นนทบุรี

References

Boonchum Srisat and group. (2015). Basics of educational research. (7th ed.). Kalasin: Taksila Printing.

Hootsuite. (2023). Digital 2023 Thailand: Social Media and Digital Marketing Statistics. Hootsuite Digital Report.

Kotler, P., Keller, K. L., & Chernev, A. (2017). Marketing Management (15th Edition). Pearson.

Pimpa, S. (2020). Digital Marketing for Thai Entrepreneurs. Bangkok: Suan Sunandha University Press.

Somsak, P. (2022). Digital Marketing of Thai Herbal Products: A Case Study. Bangkok: Thammasat University Press.

Chaudhary, R., & Singh, S. (2021). Natural Herbal Products: Trends in Global Market and Research. Journal of Herbal Medicine, 45(3), 1-12.

Nawi, N. M., Ahmad, S., & Jamaludin, A. N. (2019). Social Media Marketing and its Impact on Brand Loyalty. Journal of Business Research, 98, 262-272.

Ramirez, F., Chavez, E., & Martinez, L. (2020). Knowledge Transfer and Digital Marketing for Small Rural Businesses. Journal of Digital Commerce, 22(4), 45-58.

Siripong, C. (2021). Challenges of Digital Marketing for Rural Community Businesses in Thailand. Journal of Marketing Development, 12(2), 31-46.

Tansuchat, T. (2021). Storytelling and Marketing of Herbal Products in Southeast Asia. International Journal of Herbal Business, 11(1), 17-29.

Tontong, S. (2021). Barriers to Digital Marketing for Small Enterprises in Thailand. Journal of Business Strategies, 23(1), 78-88.

Wongratana, P. (2022). Social Media for Herbal Product Marketing in Thailand: Challenges and Opportunities. Journal of Thai Digital Commerce, 9(3), 23-36.

Worapongpat, N. (2021). Digital Marketing Management for Thai Herbal Products: Lessons from Ban Nong Thiam. Journal of Rural Enterprise, 18(2), 12-28.

Worapongpat, N. (2022). Knowledge Transfer for Community-Based Herbal Products: A Case Study of Ban Nong Thiam. Journal of Rural Development, 35(4), 15-35.

Worapongpat, N. (2023). Designing Digital Marketing Strategies for Thai Herbal Shampoos. Journal of Marketing Innovation, 42(1), 25-46.

Worapongpat.N. (2022). Social media development . Auntie's salted egg products Ban Sala Din Community, Nakhon Pathom. Journal of Management Science Udon Thani Rajabhat University , 4 (2), 29-44.

Worapongpat.N. (2021). Behavior of receptiveness to digital marketing communications among tourists who plan their own travel. A case study of a group of Asian tourists. Northeastern University Academic and Research Journal , 11 (1), 304-318.

Worapongpat.N. (2021). Digital marketing management and packaging development. Honey products from sugar cane, Yu Yen Pen Suk Learning Center, Ban Wang Takhian, Ratchaburi Province. Journal of Local Administration and Innovation Surindra Rajabhat University , 5 (2), 15-28.

Worapongpat.N. (2021). Guidelines for social media development. Kaewkraid Women's Professional Group Nakhon Chai Si District Nakhon Pathom Province. Journal of Liberal Arts and Management Sciences Kasetsart University , 8 (1), 53-67.

Worapongpat.N. (2021). Development of social media, Khao Lung Rin Community Enterprise, Samet Subdistrict, Chaiya District. Surat Thani Province. Journal of Humanities and Social Sciences Surindra Rajabhat University , 23 (2),

-16.

เผยแพร่แล้ว

12/31/2024

How to Cite

Worapongpat, N., Dookarn, S. ., Sun, Q. ., Somchob, P. ., Bunnag , C., & Thanyaphongphat, J. . (2024). Digital Marketing Management of Herbal Products in the Community Context of Ban Nong Thiam, Nakhon Pathom Province: Guidelines for Developing Marketing Strategies in the Digital Age: -. วารสารวิจัยธรรมศึกษา, 7(2), 61–79. สืบค้น จาก https://so07.tci-thaijo.org/index.php/dsr/article/view/2323