Strategies for Utilizing Social Media and Marketing Channels to Increase Sales of Long Laplae and Lin Laplae Durian Vendors in Uttaradit Province

Abstract

              This research aimed to: 1) examine patterns of social media use and marketing channels among entrepreneurs selling Long Laplae and Lin Laplae durians in Uttaradit Province; 2) analyze strategic factors influencing sales through online marketing; and 3) propose guidelines for improving the use of online media to enhance sustainable competitiveness. This study employed a mixed-methods research design. Qualitative data were collected through semi-structured interviews, while quantitative data were gathered using a five-point Likert-scale questionnaire. The sample consisted of 30 entrepreneurs selling Long Laplae and Lin Laplae durians through social media, selected by purposive sampling. Qualitative data were analyzed using content analysis, while quantitative data were analyzed using descriptive statistics and Pearson’s correlation coefficient.

              The findings revealed that: 1) most entrepreneurs used Facebook as the primary channel for product sales, employing key strategies such as live streaming, product image presentation, storytelling content, promotional campaigns, and rapid customer response; 2) social media marketing strategies were positively correlated with sales, with online promotions showing the strongest correlation, followed by rapid customer response and posting frequency; and 3) strategic development guidelines for sustainability should emphasize integrated collaboration between specialized government agencies and academic institutions in transferring advanced digital marketing techniques. In addition, a traceability system based on GI-based traceability system should be established to strengthen consumer confidence in product quality, and the formation of community enterprise networks should be promoted to enhance bargaining power and jointly manage logistics systems, thereby leading to stronger and more sustainable competitive potential.