Development of Digital Media on Social Networks for Public Relations and Promotion of Sales of OTOP Nawatwithi Community Tourism Products, Bang Sao Thong Subdistrict, Bang Sao Thong District, Samut Prakan

Abstract

Currently, Thailand has become an aged society since the year 2023, entering into a complete elderly society. From the past issues, the behavior of the elderly still lacked learning and keeping up with digital technology, and the use of communication devices did not meet the needs of the elderly. However, the situation of digital transition and government policies support the elderly to access technology more easily and conveniently. The research objectives are to 1) develop digital media on social networks for public relations and promotion of sales of OTOP Nawatwithi community tourism products in Bang Sao Thong Subdistrict, Bang Sao Thong District, Samut Prakan, 2) evaluate the effectiveness of digital media on social networks, and 3) assess the satisfaction that affects the use of digital media on social networks. The findings show that the design and development of digital media on social networks, follow a five-step development cycle. The effectiveness of digital media on social networks was evaluated by five experts in digital media design who has over 10-year experience. They found that the overall effectiveness score was at a very high level, and the score for each specific aspect was also very high. The satisfaction assessment, which affects the use of digital media on social networks by a sample group of 100 tourists in the Bang Sao Thong Subdistrict, Bang Sao Thong District, Samut Prakan, showed that the overall satisfaction level was at the highest level, and every specific aspect also received the highest satisfaction rating.