Development of a digital market management system for community enterprise and professional groups
Keywords:
digital marketing, management, community enterprise group , community businessAbstract
This research aims to 1) study the digital marketing strategies and social media development of the community enterprise group in Song Khanong Subdistrict, focusing on the Krua Kanong curry paste professional group. A purposive sampling method was employed, targeting 200 consumers who encountered the promotional media of this community enterprise group. The statistical analysis involved the calculation of frequencies and percentages. The results indicate that the majority of respondents were aged between 17 and 30 years (Gen Y), accounting for 50 percent (n=100), followed by those aged 37 to 52 years (Gen X), representing 22.5 percent (n=45). Overall, satisfaction with digital media across various platforms was found to be at the highest level (x̄ = 4.79, SD = 0.388). Specifically, Gen Y respondents demonstrated the highest level of satisfaction with digital media on Instagram (x̄ = 4.62, SD = 0.621). Additionally, Gen B (Baby Boomers) exhibited the highest satisfaction with Facebook, particularly in relation to content type (x̄ = 4.62, SD = 0.273). Furthermore, the study revealed that the chatbot feature significantly enhanced user communication and was rated at the highest satisfaction level, followed closely by the quality of information and content provided.
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