The Model of Online Marketing on Social Network (Facebook) Tool for Community Enterprise Case Studies, Namuensri Community Enterprise Group, Nayong District, Trang Province

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Kanokwan Thaipradit
Korawin Kemapanmanas

Abstract

The purposes of this study were: 1) to develop online marketing channels on social networking tools (Facebook) for community enterprises, using the case study of Namuensri community enterprise group, Na Yong district, Trang province, 2) to study the factors affecting the purchase of goods through online social networks of the Namuensri Textile Community Enterprise using Delone and McLean information systems success model, and 3) to study the behavior and opinions of buyers towards the use of online marketing channels on Facebook that affects the net benefits arising from the use of online social networks (Facebook). The sample of 200 cases were drawn from the members of the fan page. The instrument was an online store on Facebook and an online questionnaire Including in-depth information on the fanpage Facebook


Data were analyzed using statistical tools to find frequency distribution, percentage, mean, standard deviation and Pearson's correlation. The findings are as following: 1) The Facebook shop should consist of the management of Facebook system components, such as page name, username, address, map, working time, email, template, advertisement, review, and target group identification. 2) Regarding the factors that affect the purchase of products via Facebook Fan Page, buyers gave priority to the quality of the information system at a high level, in both the overall and each aspect. Those factors are service quality, distribution, system quality, product, price, and sales promotion. All Five factors positively affected the group’s satisfaction with Facebook store, and the satisfaction positively affected the organization’s benefits causing customers to buy more both in quantity and the speed of purchase.3) The net benefit from using online stores on Facebook made the number of customers increase. Data collection of users from January to May, 2019 revealed that the number of fan page members of Namuensri Weaving Community Enterprise increased steadily and highest in February, with an increase rate of 11.78 percent, and the high return on investment of 549.73 percent.

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