The Development of digital content media for product sale promotion of Jealek Moo Sawan Community Enterprise in Kham Yai Sub-district, Mueang District, Ubon Ratchathani Province

Abstract

This mixed-methods research aims to study the requirements for digital content media formats to promote products from the Jaelak Heavenly Pork Community Enterprise, develop digital content media, and evaluate satisfaction with the digital content media. The sample group consisted of 4 members of the Jaelak Heavenly Pork Community Enterprise and 110 consumers, selected by purposive sampling. The research instruments used were interview forms and questionnaires. Digital content was created to promote product sales through a Facebook Page. The statistics used for data analysis were percentage, mean, and standard deviation.

The research findings revealed that: 

The community enterprise required digital content media in the form of image-based text and video clips. The development resulted in digital content media designed to promote product sales by presenting information about the community enterprise, contact details, product information, and market stalls. This digital content media can be disseminated through a Facebook Page and brochures. Information from the brochure was linked to the community enterprise's Facebook Page using a QR code.

The results of the satisfaction evaluation towards the digital content media for product promotion from the Jaelak Heavenly Pork Community Enterprise showed an overall average satisfaction level that was high (= 4.41,
S.D. = 0.41). Specifically, satisfaction with the design of the digital content media was at a high level (= 4.34,
S.D. = 0.49), satisfaction with the quality of the digital content media was at a high level (=  4.49, S.D. = 0.43), and satisfaction with the benefits and usability was at a high level (=  4.41, S.D. = 0.49). The benefits of the digital content media, the aspects with the highest satisfaction levels were: helping to promote product sales (=  4.58, S.D. = 0.60) and helping to publicize products to a wider range of customers (= 4.65, S.D. = 0.55). Therefore, the community enterprise should develop a variety of digital content media formats and apply online channels through the Facebook Page to help promote product sales to a more comprehensive consumer group.