Participatory Communication in Community Enterprise Toward to Success of Coffee De Mong, Nan Province
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Abstract
The objectives of this research were to examine the factors of participatory communication in the De Mong Coffee Community Enterprise in Nan Province and to study the factors of participatory communication in the community enterprise that affect the success of the De Mong Coffee brand. The research instrument used was a questionnaire to collect data from 80 members of the De Mong Coffee Community Enterprise in Nan Province. Stepwise multiple regression analysis was employed. The research findings revealed that the factors of communication style, content, communication goals, and communication channels were at the highest level of agreement, while the audience was at a high level and the level of participation with the sender was moderate and low, respectively.
Meanwhile, it was found that recipient factors (β = 0.367) and communication goal factors (β = 0.245) influenced the success of the De Mong coffee brand, with a prediction coefficient of 23.4% (R2 = .234). This reflected the ability of recipients to understand and apply the knowledge gained to maximize benefits, following clearly defined communication guidelines. This process contributes to the development of member potential and community operations, which can effectively lead to the success of the De Mong coffee brand.
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