Promoting Sustainable Community Products through Digital Marketing: A Case Study of the Palmyra Palm Weaving Community Enterprise in Ban Wang Khon Daeng, Prachinburi Province
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Abstract
This research aims to study the digital marketing needs of community enterprises and to promote sustainable community products through digital marketing for community enterprises, By in-depth interviews with members. This study results were presented in the form of description table and displays analytical statistical data collected data from April 2025. The research results found that (1) General information of the interviewees. Be a member of Wang Khon Daeng Palmyra Palm Leaf Weaving Community Enterprise, consisting of 6 executive committee members and 24 members a total of 30 people, all of them were female. Average work experience of 7 years. (2) the digital marketing needs, from the qualitative research results, divided into 3 parts as follows: part 1, Traditional marketing model found that Line Group is popular in traditional marketing. the most, 80 percent. And the need for new marketing development found that TikTok was the most popular, 90 percent. Part 2, Multimedia that wanted to present the content market, found that the most popular multimedia media, which was Visual Media, 86.66 percent. Part 3, Potential products were found the most popular products that wanted to present Cultural Capital was Bag made from Palmyra Palm Leaf, 90 percent. (3) Promoting sustainable community products through digital marketing not only contributes to increased economic value but also plays a crucial role in strengthening social resilience and environmental awareness. This reflects how digital marketing can be an effective mechanism for driving sustainable community development in the current digital economy context.
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