Potential Development of Integrated Marketing Communication through Digital Media of Nanglae Pineapples Farmers

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Asst. Prof. Sermsiri Nindum, Ph.D.
Kornkanok Nindum, Ph.D.
Kritsana Sangchan
Aphitsara Kritawanich
Sawitree Promsit

Abstract

The objective of this research was to develop the potential of integrated marketing communication of Nanglae pineapples farmers through digital media to enhance them to become smart farmers. The sample was 30 pineapples famers in Nanglae, Muang, Chiang Rai Province. The research methodology used for the study was quantitative and qualitative approaches with research tools as follows: survey, group interview, testing, and participant observation. The result found that farmers participated in the research had a high level of integrated marketing communication through digital media. The criteria that had the highest mean were analysis and evaluation skills, responsiveness and participation skills respectively.

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How to Cite
Nindum, Ph.D., A. P. S. ., Nindum, Ph.D., K., Sangchan, K. ., Kritawanich, A. ., & Promsit, S. . (2020). Potential Development of Integrated Marketing Communication through Digital Media of Nanglae Pineapples Farmers. Journal of Management Science Chiangrai Rajabhat University, 15(1), 217–238. Retrieved from https://so03.tci-thaijo.org/index.php/jmscrru/article/view/190569
Section
Research Articles
Author Biographies

Asst. Prof. Sermsiri Nindum, Ph.D., Faculty of Management Science, Chiang Rai Rajabhat University

*Ph.D. (Communication Arts) Chulalongkorn University (2007), Currently an Assistant Professor at Communication Arts Department, Faculty of Management Science, Chiang Rai Rajabhat University.

Kornkanok Nindum, Ph.D., Faculty of Management Science, Chiang Rai Rajabhat University

**Ph.D. (Mass Communication) Thammasat University (2015), Currently an Lecturer at Communication Arts Department, Faculty of Management Science, Chiang Rai Rajabhat University.

Kritsana Sangchan, Faculty of Management Science, Chiang Rai Rajabhat University

***M.A. (Mass Communication Administration) Thammasat University (2016), Currently an Assistant Professor at Communication Arts Department, Faculty of Management Science, Chiang Rai Rajabhat University.

Aphitsara Kritawanich, Faculty of Management Science, Chiang Rai Rajabhat University

****M.A. (Development Communication) Chulalongkorn University (2003), Currently an Assistant Professor at Communication Arts Department, Faculty of Management Science, Chiang Rai Rajabhat University.

Sawitree Promsit, Faculty of Management Science, Chiang Rai Rajabhat University

*****M.A. (Corporate Communication Management) Thammasat University (2016), Currently an Assistant Professor at Communication Arts Department, Faculty of Management Science, Chiang Rai Rajabhat University.

References

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