Factors Influencing Video Dissemination within the 4Ps Framework of Nang Ngam Durian in Na Mom District, Songkhla Province: Towards Its Recognition as Thailand’s Soft Power
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Abstract
This study aimed to evaluate the effects of disseminating a video framed by the 4Ps marketing mix concept (Product, Price, Place, Promotion) on the acceptance of Nang Ngam durian as a soft-power asset. A 2.28-minute video was produced and disseminated through social media platforms, including Facebook, TikTok, and YouTube, between November 5 and December 5, 2024, accumulating a total of 24,619 views. After the dissemination period, data were collected using a 5-point Likert-scale questionnaire. The instrument was validated for content validity (IOC = 0.50–1.00) by three experts and showed high reliability (Cronbach’s Alpha = 0.972). Data were analyzed using multiple regression at the 0.05 significance level, with a sample of 200 viewers (convenience sampling).
The results revealed that factors influencing acceptance through video dissemination included Promotion (B = 0.392, p < .01), followed by Product (B = 0.279, p < .01) and Price (B = 0.118, p = .008), while Place (B = −0.015, p = 0.763) was found to have no influence as a soft-power factor. These findings suggest strategic implications for digital communication, emphasizing Promotion and Product to sustainably enhance the acceptance of soft power in local agricultural products.
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