Promoting Community Product Sales via Social Media: A Case Study of Lao Suea Kok District, Ubon Ratchathani Province

Abstract

The objectives of this research were: 1) to analyze and design sales promotions for community products through online channels 2) to apply online sales models to social media platforms and 3) to develop social media-based online sales channels to promote community products. The research sample consisted of 15 community product groups in Lao Suea Kok District, Ubon Ratchathani Province, and 70 general users, selected through purposive sampling. The research instruments included a Facebook Fanpage, structured interviews, and a 5-point Likert scale satisfaction questionnaire. Data were analyzed using percentage, mean () and standard deviation (S.D.)

The research findings revealed that 

1) the overall creation of online channels via social media was rated at the highest level. Participants prioritized packaging size, detailed product information, and visual presentation using clear typography and high-quality imagery (= 4.60 S.D. = 0.62) 

2) Regarding the application of online sales models, the results indicated that rapid response to customer inquiries is a critical factor in enhancing customer satisfaction and influencing purchasing decisions.

3) the overall evaluation of the online sales presentation formats on social media was rated at a high level ( = 4.49 S.D. = 0.62), suggesting that online promotion is an effective tool for community products to reach contemporary consumers.