THE DEVELOPMENT OF AN ONLINE CONTENT MARKETING STRATEGY OF TEXTILE FABRIC HANDICRAFT PRODUCT IN CHIANG MAI PROVINCE THAILAND
Keywords:
Content marketing, Acceptance product, Attitude, Purchase intention, HandicraftAbstract
The research is divided into 2 phases as follows. First phase research is the result of the research used a mixed method. Quantitative research and qualitative used a sample group of 400 social media users using online questionnaires to collect data. Qualitative research results Is an in-depth interview with successful textile handicraft entrepreneurs from content marketing and consumers who used to buy handicraft fabrics, 5 persons and Focus group with the successful textile handicraft entrepreneurs from content marketing 5 persons to confirm the results of the model development obtained from research which is named Zeven - Zix Model. This research developed the model of Zeven - Zix Model Content is an important factor that affects the Acceptance of customers' products, woven fabrics.
Second phase research Is knowledge training and online content marketing skills for textile operators with a sample group of entrepreneurs in the category of textile handicraft products in Chiang Mai Province, 30 people using purposive sampling with pre-test and post-test results. The research found that content marketing training with the effectiveness index with EI = 0.670, meaning participants had a score 67.00 percent higher than training that the lessons on online content marketing strategy development of textile fabric business group Chiang Mai Province Resulting in an average score after studying higher than the average score before studying with statistical significance at the level of 0.05.
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