Participatory Community Learning to Develop a Digital Market Management System for Community Enterprises and Stable Occupation Groups Nam Phrik Kaeng Krua Khanong, Song Khanong Subdistrict, Sam Phran District, Nakhon Pathom Province

Ntapat Worapongpat; Pimook  Somchob

doi:10.60027/jelr.2024.847

Authors

Ntapat Worapongpat Center for Knowledge Transfer, Technology, Community Innovation, Entrepreneurship, Tourism and Education Eastern Institute of Technology Suvarnabhumi (EITS), Thailand https://orcid.org/0009-0008-3071-5249
Pimook Somchob Faculty of Business Administration and Management Ubon Ratchathani Rajabhat University, Thailand https://orcid.org/0009-0009-8158-5453

DOI:

https://doi.org/10.60027/jelr.2024.847

Keywords:

Digital Marketing Management, , Community Enterprise, , Fiery Kitchen Curry Paste

Abstract

Background and Aim: Digital Marketing Management is critical for successfully promoting products and services in the digital age. It allows businesses to reach a larger audience, interact with customers in real-time, and tailor strategies based on data insights to boost growth and brand awareness. This study investigates the digital marketing practices of the Song Khanong Occupation Group in Prik Kaeng Krua Khanong, Nakhon Pathom Province, aiming to enhance customer engagement, brand awareness, and sales outcomes by focusing on Generation Z and Baby Boomers.

Materials and Methods: A mixed-methods approach was utilized, combining surveys of 200 community members on digital media usage, content preferences, brand perception, and customer satisfaction, along with interviews with key stakeholders about marketing strategies. Data analysis involved calculating mean scores to assess satisfaction with digital marketing elements.

Results: Results showed high satisfaction among Generation Z, with Facebook as the preferred platform (mean score: 4.86). Infographics and videos received the highest scores (4.93 and 4.80, respectively), while Baby Boomers valued brand aesthetics (overall score: 4.77). Tools like Chatbots and QR Codes enhanced user experience significantly.

Conclusion: The study underscores the need for effective digital marketing strategies in community enterprises to boost engagement and brand recognition. High satisfaction levels indicate that tailored content and a robust online presence are essential for customer retention. Future efforts should focus on continuous improvement and leveraging technology for better communication, enabling sustainable growth for community enterprises in Song Khanong.

Author Biography

Ntapat Worapongpat, Center for Knowledge Transfer, Technology, Community Innovation, Entrepreneurship, Tourism and Education Eastern Institute of Technology Suvarnabhumi (EITS), Thailand

Nonthaburi

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