Identity Communication of Khanom La, Nakhon Si Thammarat Province through Storytelling with Using Social Media
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Abstract
The objectives of this research were to find the identity of Khanom La, Nakhon Si Thammarat Province and communicate the identity of Khanom La, Nakhon Si Thammarat Province through storytelling with social media. This qualitative research, the research team utilized a focus group with four groups of community who produce Khanom La to find the identity of each group and communicate their identity to consumers. The results showed that the identity of each group was different in terms of raw material, production process, appearance, taste, packaging, and marketing funnel of Khanom La. The groups of community who produce Khanom La communicated their identity through storytelling with facebook fanpage with images and motion pictures and workshop to improve the communication skills of the groups of community who produce Khanom La demonstrate that they were able to create storytelling to communicate their product identity through social media better. However, such communication required continuity and reduction of restrictions, including time constraints and content creation of groups of community who produce Khanom La.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของวารสาร สักทอง : วารสารมนุษยศาสตร์และสังคมศาสตร์ สถาบันวิจัยและพัฒนา มหาวิทยาลับราชภัฏกำแพงเพชร
ข้อคิดเห็นใดๆ ที่ปรากฎในวารสารเป็นวรรณกรรมของผู้เขียนโดยเฉพาะ ซึ่งมหาวิทยาลัยราชภัฏกำแพงเพชรและบรรณาธิการไม่จำเป็นต้องเห็นด้วย
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