Development of Multimedia for Advertising and Public Relations for Community Enterprise for Local Handwoven Fabrics in Kanchanaburi Province via Multi-Platform

Abstract

This research aimed to: 1) explore strategies for developing marketing communication for local handwoven textile community enterprises, 2) study the development of multimedia for these enterprises, 3) evaluate the effectiveness of the multimedia, and 4) assess user satisfaction toward the multimedia used for advertising and public relations. The study employed a mixed-methods approach in the local handwoven textile community enterprise area of Thong Pha Phum District, Kanchanaburi Province. Quantitative data were collected from 200 participants, while qualitative data were gathered from 30 key informants selected purposively. Data analysis involved descriptive statistics and content analysis. The results revealed that the marketing communication development strategy can be implemented through the 5Ps: product, price, place, promotion, and presentation. The strategy focused on integrating both online and offline media, including short video storytelling, event organization, product demonstrations by sales representatives at trade fairs, and internet-based direct marketing. The multimedia was used to promote sales and communicate the identity of handwoven products to target customers. The evaluation of multimedia effectiveness yielded an average score of 4.55, indicating a very high level of effectiveness. Similarly, overall user satisfaction scored an average of 4.55, also at a very high level. These findings suggest that the developed multimedia effectively supports the marketing communication of the community enterprise.