Digital Marketing Development through Social Commerce to Enhance Potential Sustainable Community Products for Sapphaya Tourism Community Enterprise
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Abstract
This research aimed to study the guidelines for improving and developing the usage of social commerce for community enterprises and to study the guidelines for adjusting online marketing strategies in social commerce for community enterprises. This research was qualitative and used in-depth interviews with 10 interviewees. The instrument used was a semi-structured interview form, which was tested for content validity. The research results are as follows: 1) General information of the interviewees: They were members of the Sapphaya Tourism Community Enterprise in Chai Nat Province, consisting of executives 6 people and members 4 people, totaling 10 people, with 9 of them being female. They had an average working experience of 7 years. 2) Social commerce usage patterns: They used a variety of social media. The qualitative research results were divided into 5 parts as follows: Part 1: Traditional marketing patterns: Group Line was the most popular for traditional marketing. Part 2: The need to develop new marketing: TikTok was the most popular. Part 3: Multimedia that wanted to present content marketing: visual media. Part 4: Popular products that wanted to present cultural capital: batik clothing. Part 5: Problem-solving methods and online marketing development. And sustainable online marketing strategies are: creating a customer network with a membership system 3) improving and developing the form of using social commerce including Facebook, Instagram, YouTube, and TikTok 4) adjusting online marketing strategies for community enterprises by setting guidelines for developing strategies for each option using TOWS Matrix analysis into 2 strategies as follows: Strategy 1: Image strategy and Strategy 2: Communication strategy to build customer relationships.
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