Marketing Communication Strategies in Crisis of Kasetsart Subculture A Case Study of “Kaset Fair Online Facebook Fan Page” during the COVID-19 Pandemic

Abstract

          This research study was conducted by utilizing a combination of quantitative and qualitative research formats to study 1) the history, operations, 2) marketing communication strategies during the COVID-19 pandemic, of the Kasetsart subculture group through the “Kaset Fair Online” Facebook page, and 3) its effect on the popularity of agricultural product purchasing behavior. In this regard, purposive sampling was conducted on 3 groups of agricultural product vendors comprising a total of 100 samplings, namely: agricultural product distributors, seasonal fruit vendors, and distributors of trees and agricultural equipment. Additionally, the sampling was conducted collaboratively with the textual analysis of posts during the period of April-June 2020.

          Consequently, the results of the research revealed that 1) Facebook pages and communication strategies were the result of the “We-Feeling” under the “Kasetsart banding,” which utilized the Facebook online social media network as a virtual space to foster group gatherings and facilitate communication in times of crisis. The core communication group of the virtual gathering consisted of agricultural product entrepreneurs former users, current students, agricultural fair customers, as well as farmers, 2) employed the following marketing communication strategies during the COVID-19 pandemic; applying the strategies in the group of communicating through signs and using values, while in the section on crisis communication strategies, communication strategies for mobilization and recovery are found, and 3) The important marketing communication strategies that affect the popularity of procuring agricultural products are not only strategies regarding use value, but also sign value that gives mentality value, which specifically for the “Kasetsart Subculture” in the form of the Fandom territory.