Communicating Southern Local Identity Through Livestock Products from the Southern Border Region
DOI:
https://doi.org/10.55164/ecbajournal.v17i4.274785Keywords:
Southern Border Region, Livestock Products, Integrated Marketing Communication, Local Identity, Product AwarenessAbstract
This article aims to investigate integrated marketing communication methods for promoting livestock products in the southern border region. This is a qualitative study, with key informants divided into two groups: Group 1 consists of 9 community enterprise leaders overseeing 15 products, and Group 2 includes 36 members. A purposive sampling method is used. Data collection employs semi-structured interviews, and the data are analyzed using thematic analysis.
The following results are found: (1) Creating awareness of livestock products in the southern border region: Awareness was created through an integrated approach with a joint mission, encouraging the target group to recognize the importance of participation in activities that promote product exhibitions. This approach aimed to create generational awareness to preserve the culture of local products. Products and services were promoted to community enterprise groups using social platforms as tools to convey the Southern local identity to the public. (2) Nine community enterprise groups conducted integrated marketing communications for 15 products through both online and offline channels. The impact was measured by over 2,216 page visits, a growth of 202%. Page engagement reached 537, growing by 524%, and video views increased 180 times, growing by 413%. These metrics indicate effective promotion and sales connectivity via social platforms to create awareness. 3. Guidelines for improvement: To create a supporting mechanism, it is essential to raise awareness among outsiders and instill understanding and pride in the local identity among the people. The strategies to improve and create awareness among outsiders, foster understanding and pride in local identity among the public, and encourage community involvement in promoting, preserving, and sustainably developing this identity. The results of this study are beneficial for entrepreneurs in selecting appropriate marketing tools for effectively communicating with consumers.
References
Anderson, J., Kumar, A., & Woodside, A. (2022). Social Media Platforms and Their Ecosystems: Implications for User Engagement. Journal of Digital & Social Media Marketing, 10(1), 22-35.
Aikman, P. C., Rundle-Thiele, S., & Hay, R. (2021). Cultural Significance of Local Food Traditions: A Study of Community Identity. Journal of Cultural Heritage, 48, 123-134. https://doi.org/10.1016/j.culher.2021.04.007
Bureau of Livestock Product System Development and Certification. (2023). Prime Minister Delighted as Thailand's Livestock Product Exports in 2022 Reach a Record High of 280 Billion Baht; Exports Expected to Reach 300 Billion Baht in 2023. Retrieved August 1, 2024 from https://certify.dld.go.th/certify/index.php/th/2016-04-30-03-59-03/2016-05-01-02-55-53/1957-2565-2-8-2566-3 [in Thai]
Brown, T. J., & Zhou, P. (2022). Sensory Experiences and Place Marketing: An Integrative Review. Journal of Place Marketing and Development, 35(1), 22-37.
Braun, V., & Clarke, V. (2006). Using Thematic Analysis in Psychology. Qualitative Research in Psychology, 3, 77-101.
Cherry, K. (2022). What Is Perception. Retrieved May 10, 2022 Form https://www.verywellmind.com/perception-and-the-perceptual-process-2795839
Chen, M. (2022). Visual Content Engagement on Social Media Platforms. Journal of Digital Marketing, 14(3), 112-128.
Chen, C.-S., Yu, C.-C., & Tu, K.-Y. (2023). Exploring the Impact of Integrated Marketing Communication Tools on Green Product Purchase Intentions Among Diverse Green Consumer Segments. Sustainability, 15(24), 16841.
Chen, H., Liu, S., & Zhao, X. (2024). Adapting Marketing Strategies for Cultural Diversity: Insights from Indonesia. Journal of Marketing Research, 61(2), 204-220.
Choeichanya, P., et al. (2000). Grand Theory in Communication Arts. Chulalongkorn University. [in Thai]
Cresswell, J. W. (2007). Qualitative Inquiry and Research Design: Choosing Among Five Traditions. Thousand Oaks: Sage.
Davidson, L. (2024). Cultural Tourism and Sensory Engagement: Exploring the Ties between Cultural Acceptance and Sensory Experiences. Tourism Management Perspectives, 39(2), 158-172.
Feldmann, C., & Hamm, U. (2015). Consumers’ Perceptions and Preferences for Local Food: A review. Food Quality and Preference, 40, 152-164. https://doi.org/10.1016/j.foodqual.2014.09.003
Grossberg, L., Hall, S., & Du Gay, P. (1996). Questions of Cultural Identity. Identity and Cultural Studies: Is that all there is, 87-107.
Guerrero, L., Claret, A., Verbeke, W., Enderli, G., Zakowska-Biemans, S., & Sulmont-Rossé, C. (2010). Perception of Traditional Food Products in Six European Regions Using Free Word Association. Food Quality and Preference, 21(2), 225-233. https://doi.org/10.1016/j.foodqual.2009.06.003
Gupta, S., & Kumar, V. (2021). The Role of Social Networks in Online Behavior. Social Media Studies, 19(2), 45-59.
Holm, O. (2006). Integrated Marketing Communication: From Tactics to Strategy. Corporate Communications: An International Journal, 11(1), 23–33.
Harris, L., & Wilson, H. (2023). Multisensory Integration and Place Identity: A new Approach to Consumer Behavior. Journal of Consumer Psychology, 33(1), 76-90.
Information and Communication Technology Center, Department of Livestock Development. (2024). Monthly Report on Livestock Farmers and Livestock for the Year 2024. Retrieved August 1, 2024, from https://ict.dld.go.th/webnew/index.php/th/service-ict/report/428-report-thailand-livestock/reportservey2567/1813-2567-monthly. [in Thai]
Ilbery, B., & Kneafsey, M. (1999). Niche Markets and Regional Specialities: The Case of Farm-based tourism in the UK. Geography, 84(1), 8-18.
Jenkins, R. (2000). Categorization: Identity, Social Process and Epistemology. Current Sociology, 48(3), 7-25.
Kalandides, A. (2011). The Problem with Spatial Identity: Revisiting the “Sense of Place”. Journal of Place Management and development, 4(1), 28-39.
Kitchen, P. J. (2017). Integrated Marketing Communications: Evolution, Current Status, Future Developments. European Journal of Marketing, 51(3), 394–405.
Kitchen, P. J., & Schultz, D. E. (2008). Integrated Marketing Communications: Practice Leads Theory. Journal of Advertising Research, 48(4), 531–546.
Kim, H., & Park, M. (2023). Content Strategies in Video Sharing Platforms. Media and Communication Review, 25(1), 77-92.
Kim, S. (2022). Overcoming Communication Barriers in Emerging Markets Through Digital Technologies. Emerging Markets Journal, 8(1), 50-65.
Kliatchko, J. (2005). Towards a New Definition of Integrated Marketing Communications (IMC). International Journal of Advertising, 24(1), 7–34.
Kotler, P., & Armstrong, G. (2012). Principles of Marketing (14th ed.). Pearson.
Li, W., & Zhang, Q. (2024). Community-Driven Social Platforms: A Study of User Interaction and Engagement. Technology and Social Behavior Journal, 6(1), 90-105.
Li, Y., Zhang, R., & Wang, J. (2020). The Impact of local language Usage on Consumer Behavior in Border Regions. Consumer Behavior Studies, 5(4), 337-350.
Marsden, T., Banks, J., & Bristow, G. (2000). Food Supply Chain Approaches: Exploring their Role in Rural Development. Sociologia Ruralis, 40(4), 424-438. https://doi.org/10.1111/1467-9523.00163
Ministry of Agriculture and Cooperatives. (2023). Annual Report 2023. Retrieved August 1, 2024 form https://www.mhesi.go.th [in Thai]
Miles, M. B., & Huberman, A. M. (1994). Qualitative Data Analysis: An Expanded Sourcebook (2nd ed.). Sage Publications, Inc.
Newman, T., & Thomas, S. (2021). Understanding Social Media Platforms: An Overview. Journal of Internet Communications, 28(4), 88-104.
Payakkantra, W., & Chatchaem, S. (2021). Perception of Organizational Culture on Organizational Performance. Ubon Ratchathani University. [in Thai]
Prince of Songkla University: PSU. (2018). Development Plan of Prince of Songkla University 2023 – 2024. [in Thai]
Porcu, L., Del Barrio-Garcia, S., & Kitchen, P. J. (2017). Measuring Integrated Marketing Communication by Taking a Broad Organizational Approach: The Firm-wide IMC Scale. European Journal of Marketing, 51(3), 692–718.
Schneider, F., & Tarawali, S. (2021). Growth and Innovation in the Livestock Sector Could Help Spur Global Sustainable Development. ILRI. Retrieved from https://www.ilri.org/research-growth-innovation-livestock-sector
Schermerhorn et al. (2005). Behavior Organizational. (7th ed.). John Wiley & Sons.
Schiffman, L. G., & Kanuk, L. L. (2007). Consumer behavior. (9th ed.). Prentice–Hall.
Schnettler, B., Vidal, R., Silva, R., Vallejos, L., & Sepúlveda, N. (2021). Consumer Preferences for Local Food Products: A review. Agriculture and Human Values, 38, 695-711. https://doi.org/10.1007/s10460-020-10182-9
Strizhakova, Y., & Coulter, R. (2019). Consumer Cultural Identity: local and global Cultural Identities and Measurement Implications. International Marketing Review, 36(5), 610-627.
Sukklud, S. (2000). Perception of Government Teachers in Kanchanaburi Province towards the National Education Act B.E. 2542 [Graduate School, Srinakharinwirot University]. Bangkok. [in Thai]
Thaveesin, S. (2002). Educational Psychology (2nd ed.). Thai Seng. [in Thai]
Verbeke, W., & Roosen, J. (2009). Market Differentiation Potential of Country-of-Origin, Quality Labels and Traceability in the European Meat Market. Meat Science, 83(1), 127-132. https://doi.org/10.1016/j.meatsci.2009.04.019
Visetnoi, S., & Nelles, W. (2023). Can Organic Pork Help Achieve Sustainable Development Goals in Thailand? Agriculture, 13(9), 1822. https://doi.org/10.3390/agriculture13091822
Watson, R. (2023). Cultural Diversity and Marketing Challenges in Southeast Asia. Asian Marketing Quarterly, 14(3), 289-305.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Faculty of Economics and Business Administration, Thaksin University
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
