Digital Integrated Marketing Communication Strategies for Elevating Community Products: A Case Study of Sufficiency Agriculture Fishery Farmers Group 49, Rong Khe, Ban Phaeo, Samut Sakhon

Sainil  Somboon

Authors

Sainil Somboon Communication Arts, Faculty of Management Science, Bansomdejchaopraya Rajabhat University

Keywords:

Digital integrated marketing communication, Communication strategy, Community products

Abstract

This research aims to (1) examine effective integrated digital marketing communication (Digital IMC) strategies for community products, (2) analyze factors influencing consumer purchase decisions for community products, and (3) propose practical Digital IMC guidelines that can be implemented by the Sufficiency Agriculture Fishery Farmers Group 49. A mixed-methods research design was employed, collecting quantitative data from 400 consumers using a 5-point Likert scale questionnaire and qualitative data through in-depth interviews with 12 committee members.

The findings reveal that the Sufficiency Agriculture Fishery Farmers Group 49 possesses an innovative asset in aquaculture using a proprietary fruit-microbe formula, yet its digital communication remains inconsistent. (1) Effective strategies involve the consistent and synchronized management of message, touchpoints, and credibility. (2) Consumers place high importance on storytelling and product origin, perceptions of local wisdom/chemical-free products, and positive online reviews, with multiple regression analysis indicating that personal factors have the greatest influence on purchase decisions. (3) Based on these findings, the researcher proposes a four-dimensional Digital IMC development strategy: Message and Brand Identity Strategy, Product Transformation Strategy, Digital Channel Strategy, and Engagement/Online Review Management Strategy, to systematically enhance credibility and expand the market.

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