THE CREATION OF SOCIAL MEDIA CONTENT FOR THE WOMEN'S DEVELOPMENT GROUP PRODUCTS IN YAN DINDANG SUBDISTRICT MUNICIPALITY, PHRA SAENG DISTRICT, SURAT THANI PROVINCE

Abstract

Introduction: Local economic development is essential and serves as the foundation for a nation’s overall economic progress. For local economies to advance, they must rely on fundamental factors-most importantly, a population of high-quality, capable citizens. Objectives: study further strategies for the development and creation of social media content for the handbag products of the Women’s Development Group in Yan Dindang Subdistrict Municipality, Phrasaeng District, Surat Thani Province. Method: This study employs a mixed-methods qualitative research approach through document analysis, focus-group discussions, and in-depth interviews, collecting data from the Women’s Development Group of Yan Dindang Municipality. By content and descriptive analysis, including quantitative research used to study the consumer demand through a survey of a group of 400 participants, in which data was collected and analyzed using percentage, mean, and standard deviation. Results: Key findings revealed that producers need to create a Facebook page and produce creative content to communicate with the target audience and showcase their handbag products on popular platforms. Regarding consumer preferences, the most desired type of content was that which emphasizes product highlights. As for the form and presentation of content, the most desired type was creative, interesting content. Strategies for developing and creating content should include variety to increase value and highlight the unique features of the products - for example, building the brand, product presentation, information on the production process, and a blend of pictures, text, and graphics. Following this approach, a Facebook page was developed, along with creative content such as advertisements and a compilation of pictures and videos.