The Use of Online Media in Arts and Crafts Activities of Community Enterprises in Chiang Mai Province

Abstract

This research aims to achieve the following objectives 1) To examine the current conditions, components, processes, problems, and obstacles related to the utilization of online media in arts and crafts activities among community enterprises in Chiang Mai. and 2) To propose guidelines for the effective use of online media in arts and crafts activities within community enterprises in Chiang Mai. This research adopts a qualitative approach. The selection of key informants involved purposive sampling, which included. 1) Leaders of community enterprises in Chiang Mai Province. 2) Members of community enterprises engaged in various arts and crafts. 3) Groups of consumers who have a comprehensive understanding of and have been using handicraft products for over 2 years, and also employ online media in their daily lives. The total number of participants was 20. The primary research tool employed was in-depth interviews. The findings of the study are as follows. 1) Current conditions, components, processes, problems, and obstacles: Community enterprises in Chiang Mai Province employ various online marketing methods such as websites for disseminating news, Facebook, Twitter, LINE, E-mail, Content, VR or 3D, and METAWORLD. However, a common challenge encountered is the lack of programming expertise. 2) Guidelines for using online media: Chiang Mai handicraft community enterprises should utilize suitable online marketing tools to ensure business success. These tools include E-mail, websites, content marketing, social media marketing, and search engine marketing. Additionally, it is crucial to establish guidelines for product insurance to address potential damages, with the goal of generating income and fostering innovation in the arts and crafts sector of community enterprises in Chiang Mai Province.