Factors Influencing the Development of Marketing Communication through Social Media for OTOP Entrepreneurs in Vulnerable Areas: A Case Study of Pattani Province

Abstract

Developing marketing communication through social media is important to help entrepreneurs make a profit both in the current and the critical conditions, especially entrepreneurs in vulnerable areas in the three southern border provinces of Thailand. Supporting factors are the first thing to consider in order to increase efficiency in entrepreneur development. Therefore, the objective of this research is to study factors that influence the development of marketing communication through social media of OTOP businesses in Pattani province by employing the in-depth interviews with 5 entrepreneurs of Pattani OTOP entrepreneurs, 3 government representatives, and a survey of 150 local entrepreneurs. The quantitative analysis found from the entrepreneurs’ perspective, 7 factors that influence the use of online media; namely, knowledge sharing, communication skills, skills and expertise in using online media, knowledge of online media usage, the era or time period, type of products that are suitable for using online media and the opportunity to participate in training courses on social media of government agencies. The  qualitative findings from the in-depth interviews showed from the viewpoint of government officials, 10 factors that affect the entrepreneurs’ development of marketing communication, including the availability of communication tools used in communication, education and basic knowledge in the use of technology, family members and close ones, content that entrepreneurs use to communicate,  entrepreneurial interactions with customers, ages, genders, ability to recognize the information, revenue expectations and enthusiastic leader.