The Online Marketing Strategies for Adding Value to Coconut Products.
Keywords:
Online Marketing Strategies, Coconut Products, Product Value AddingAbstract
The objectives of this research article were: 1) to explore the value addition of processed coconut products, and 2) to examine online marketing strategies used to enhance the value of coconut products. This qualitative study involved a sample of 10 coconut business entrepreneurs in Thailand. The websites with a minimum of 100 followers or customers were selected. Data were collected through interviews with entrepreneurs and service users, employing three data collection methods: in-depth interviews, digital content analysis, and customer behavior surveys. Content analysis was used to classify and interpret the data obtained from interviews and online sources. The analysis process included categorizing data by themes, summarizing key issues and emerging trends in online marketing among entrepreneurs, and comparing findings with relevant concepts and theories to draw practical conclusions.
The findings revealed that: 1) most coconut entrepreneurs were able to create added value for their products in various forms; 2) online marketing strategies were widely used, with most entrepreneurs relying on online platforms as their primary sales channels, and certain platforms were particularly popular; 3) most entrepreneurs had high trust in online markets due to the availability of efficient backend systems; 4) electronic loyalty (e-loyalty) was observed; and 5) entrepreneurs who effectively adapted and applied online marketing strategies were able to continuously add value to their products and expand their customer base.
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