DEVELOP TECHNOLOGY AND DIGITAL INNOVATION TO PRESERVE THE WISDOM OF FISH FARMING AND PROCESSING AND PROMOTE THE SALE OF FISH PRODUCTS BY SMALL AND MEDIUM-SIZED ENTERPRISES

Abstract

This research aims to 1) Develop a digital innovation in the form of a Facebook Page as a database and medium for transmitting local wisdom on raising and processing snakehead fish to future generations, and 2) Evaluate the effectiveness of the Facebook Page as a digital marketing communication tool to increase reach to target groups and enhance the marketing potential of processed snakehead fish products from community enterprises. This is a quantitative research study using a survey research method combined with Research and Development. The purposive sample consisted of 120 high school students aged 17 - 19 in Bang Phli District, Samut Prakan Province. The research tools included 1) The innovative Facebook Page "Bang Phli Salted Fish: Traditional Wisdom to Digital" and 2) An online questionnaire with a reliability coefficient of 0.94. Data was collected by having a sample group use the innovation for 4 weeks. Data was analyzed using percentages, means, standard deviations, and a paired sample t-test. The research found that the innovation was highly effective ( = 4.51, S.D. = 0.55), with Public Relations through Storytelling receiving the highest score ( = 4.62) and an Engagement Rate of 18.7%. This significantly increased awareness of traditional wisdom by 48.3% (p < .05), resulting in a 95.9% purchase intention, a 74.2% willingness to recommend, and a 69.2% actual sharing behavior. A key finding was that Gen Z continues to use Facebook as a "knowledge hub" for information searching and purchasing decisions (81.7%), reflecting purposive platform utilization. Integrating the preservation of traditional wisdom with digital marketing, this innovation can be applied to other community enterprise products to promote knowledge transfer to younger generations and maintain local traditional identity. And to enhance the market competitiveness of entrepreneurs, strengthen the grassroots economy, and sustainably preserve cultural heritage.