แนวปฏิบัติที่ดีสำหรับการดำเนินธุรกิจพาณิชย์อิเล็กทรอนิกส์บนเครือข่ายสังคมออนไลน์ ของกลุ่มสินค้าหนึ่งตำบล หนึ่งผลิตภัณฑ์

Abstract

The purpose of this study were to explore the best practice of e-commerce on social networking, which affect successful social commerce of OTOP entrepreneurs in terms of the components of social media marketing communication, the methods and strategies of case study and the important related factors in social commerce process. The study was a qualitative research by using a content analysis and Netnography, the data were collected from 53 Facebook Fanpages of business samples and conducting in-depth interviews. Purposive sampling technique was used with entrepreneurs who have been successful digital entrepreneurs. The research results revealed that 1) in terms of the methods for creating the marketing communication content, most entrepreneurs presented the content related to their products, brands, promotional information as well as contact channels, which are consistent with the informational, generic, pre-emotive and incentive strategies. The content was presented in texts with photos, links, hashtags and emoticons with an ongoing posting frequency without the definite time. Moreover, the content was created by the entrepreneurs, using Facebook Fanpage and Line in the main channels. In addition, 2) the finding revealed that there were six steps for social commerce business as follows: 2.1) focusing on product quality, which has a major effect on brand image and brands’ credibility, 2.2) Brand positioning and brand identity, 2.3) Target customers, 2.4) Marketing communication through social media, 2.5) Selling and purchasing, and 2.6) Customer relationship management. The OTOP entrepreneurs are able to use the results of the research for planning the marketing communication, the marketing strategy as well as the successful social commerce process for running their own business.