Digital Marketing Development for Silk Business Entrepreneur in Nakhochaiburin
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Abstract
The purposes of this research were 1) to analyze the significant factors which affected the development of digital marketing for silk products entrepreneur in Nakhonchaiburin group and 2) to find out the guidelines of the digital marketing development for silk products entrepreneur in Nakhonchaiburin group. The mixed research methodology was designed by using quantitative research as mainly.The samples of this study were 340 silk products entrepreneurs and 400 customers. The population samples were determined on a basis 20 times the observed variables which used Klein’s criteria, both groups were selected by a multi-step sampling method. Data were collected with questionnaires, In-depth interviews as well as expert criticism. Research statistics using were the Percentage, Mean, Standard Deviation (S.D.), Confirmatory Factor Analysis (CFA) and Structural Equation Model analysis (SEM).
Result indicated that 1)the important factors to the digital marketing development consist of the quality information system, the understanding of digital consumer behavior, The digital driving force and the plan of digital marketing. 2) of the digital marketing development for silk products entrepreneur in Nakhonchaiburin group should plan the digital marketing by create the Business on Canvas model.Eventually, the silk products entrepreneurs should be improve their skills and knowledge of using social media such as Facebook in digital marketing.
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