The Development of Digital Marketing Communication Skills through Social Media Platform: Case Study of Thai Puan Community, Nakhon Nayok
Patchara Pawnsawan, PhD
Phakkamon Sammanuch
Abstract
This research aimed to: 1) develop digital marketing communication skills through social media for youth and stakeholders in the Thai Puan community of Nakhon Nayok Province; 2) enhance the promotion of Thai Puan community products in Nakhon Nayok Province; and 3) transfer knowledge of digital marketing communication through social media to personnel and youth in the community. The study utilized a purposive sampling method, selecting 20 high school students in the area as the sample group. The research tools included: 1) a digital marketing communication skills development model through social media, and 2) a digital marketing communication skills assessment form.
The findings revealed that:
The components of the digital marketing communication process through social media to promote local heritage comprised six elements: (1) social media platforms, (2) digital marketing tools, (3) local heritage knowledge, (4) digital marketing strategies, (5) content creation, and (6) engagement techniques.
The development of digital marketing communication skills showed that the participants' overall skill level was 4.51, indicating a very high level of proficiency.
Additionally, the promotion of Thai Puan community products in Nakhon Nayok Province resulted in the creation of a Facebook page with 200 followers and 2,679 content views. Short video content was also produced, including three videos on TikTok and three videos on Instagram. These outcomes demonstrate that the development of digital marketing communication skills through social media can effectively enhance the promotion of Thai Puan community products in Nakhon Nayok Province.