Online Marketing for Awareness: A Case Study of “Yim Thai” Water Hyacinth Woven Bags, Khlong Nok Krathung, Bang Len, Nakhon Pathom

Abstract

This study aims to  (1) Examine the potential and opportunities of online marketing in creating awareness and adding value to local natural products, with a case study of water hyacinth woven bags from Khlong Nok Krathung Subdistrict, Bang Len District, Nakhon Pathom Province. (2)Develop appropriate online marketing communication approaches and strategies to enhance awareness of the “Yim Thai” water hyacinth handicraft products from Khlong Nok Krathung community. (3) Explore principles and methods of online marketing through diverse digital platforms for local products. (4) Propose an online marketing communication model for water hyacinth woven products that promotes economic sustainability and preserves local wisdom.

The study employs a qualitative research design using descriptive content analysis. Online marketing activities were implemented experimentally by creating Facebook, Instagram, and TikTok accounts for the “Yim Thai” brand to observe audience engagement in real-time. Data were collected through content observation, online interaction records, and in-depth analysis of audience responses.

The research findings reveal that online marketing is not only a tool for creating commercial awareness but also a process of generating value, enhancing sustainability, and promoting the preservation of local wisdom, which forms a vital foundation for the long-term development of community-based businesses. It quickly captures the interest of target groups, allowing consumers to recognize a brand even if they had never known it before. This is because storytelling that connects with local values and environmental friendliness makes the products stand out in the eyes of the audience and fosters greater “information reception” among consumers.

In particular, the use of short-form videos, such as those on TikTok, which emphasize conciseness and entertainment, has been found to generate high viewership and engagement within just a few days. This aligns with the digital-age trend in which consumers are more drawn to engaging, emotionally stimulating short-form content than to traditional long-form content. The findings are consistent with other studies indicating that “short videos,” such as Reels or TikTok, serve as powerful tools for capturing attention and enhancing brand recall, as modern audiences prefer fast-paced, visually appealing media. These formats effectively increase brand awareness and consumer engagement.