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