The Development of an Online Business Marketing Communication Model for Herbal Processors from Local Wisdom in Five Border Districts, Tak Province

Abstract

The objectives of this study are 1) to develop the marketing communication model of an online business for local wisdom herb processors in that area, and 2) to transfer the marketing communication model of an online business to local wisdom herb processors in that area. Data were collected by focus group discussions with 50 stakeholders involved the development of the marketing communication model of online business, focus group discussions with 9 experts to evaluate the marketing communication model of online business, and surveying the opinions of 222 consumers who used marketing models, 93 members of the local wisdom herb processors analyzed in terms of frequency, percentage, mean, and standard deviation. Content analysis was used for qualitative data. The research results had found as follows: 1) the development of the marketing communication model of an online business had 7 steps as 1) creating a Facebook page overview 2) creating a Facebook page profile picture 3) creating a Facebook page cover picture 4) decorating product images 5) creating public relations video media 6) posting product images 7) posting public relations video media. 2) Transmission the marketing communication model of an online business found that the participants had the overall opinions on participating in the disseminating the marketing communication model of an online business at a high level. The aspect with the highest average value was the researcher's disseminating aspect, followed by the facilities/time and the application of knowledge, respectively.