Factors influencing the development of marketing communications for OTOP producers in Tak Province.

Abstract

The purpose of this research is (1) to examine the factors influencing Tak Province's OTOP product entrepreneurs' online media usage. (2) to study the objectives that OTOP product operators have while employing online media. And (3) to research how Tak Province's OTOP product entrepreneurs use social media. Both quantitative research and qualitative research methodologies are used in this study. The sample group is composed of two groups: twenty OTOP product entrepreneurs from Tak Province and three representatives of government agencies. The method of purposive sampling was utilized. Questionnaires and interviews were used as study instruments. Statistical analysis was done with the use of packages. In data analysis, statistical techniques such as frequency, percentage, mean, standard deviation, and logical analysis were applied.

          The study's findings revealed that,

1. The following factors influenced how OTOP product entrepreneurs in Tak Province used online media: first, a basic understanding of technology and research into its application; second, communication content messages and the availability of communication tools. Entrepreneurs prioritize the following: product types and consumer groups, technological and online media abilities and competence, and the current era. Entrepreneurs are classified as manufacturers of food, drink, clothing, and non-food herbs with various applications, ornaments, and souvenirs. They have been using Internet media as an additional career to run their businesses for two to four years. Gaining simple access to target groups and customers, as well as expanding product distribution channels, are the primary objectives.
2. Their objectives are to take orders from customers, respond to their inquiries, and make sales. Line is the most popular platform for using online media, followed by Facebook and TikTok, in that order. One can utilize online media six to ten times a week for one to three hours at a time.
3. In terms of how successful online media platforms are,...