Marketing communication strategies of tree sellers in the online community

Abstract

The purposes of this study were to: 1) analyse the group of people who purchase and sell plants online; 2) examine the online marketing communication strategy of selling plants online; and 3) study the influences of the successful plant sellers on other plant sellers.

This research is qualitative research with content analysis methodology. There are three important methods in this research. Firstly, to analyse the overall online plant sellers by collecting data from “Maimongkol Sermchoklarb” Facebook Group (From 18 April to 17 May 2021). Secondly, to analyse the most successful marketing communication strategy used in selling plants online. Lastly, to analyse what influences do successful strategies have on other plant sellers.

The study found that the most successful strategy to sell plants was Live Streaming, it was more effective than posting photos online. Referring to that, the best time to get customers’ engagement on Facebook was at 10.00 p.m. Apart from that, people tended to be more engaged when there was a “buy two, get discount” offer during Live Streaming. It was shown that only 1 out of 5 people got the most comments when doing live streaming, which caused other people’s comments to decrease.