Applying Local Wisdom of Dum Yai Pottery to Online Commerce: Marketing Strategies for Upgrading Community Enterprises in Muang Sam Sip District, Ubon Ratchathani Province

Abstract

         This research aimed A mixed-methods approach was employed. The key informants included 40 members of the Dum Yai community-based ceramic enterprise group (comprising the chairperson, committee members, and general members), 3 experts in e-commerce, digital marketing, and technology, 2 community leaders, and 30 consumers—totaling 75 participants. Data collection methods included semi-structured interviews, focus group discussions, and surveys. Research instruments consisted of interview guides, observation forms, and questionnaires. Data were analyzed through categorization, data reduction, and content analysis, alongside descriptive statistics to calculate means and standard deviations.

          The research findings revealed that Dum Yai’s ceramic local wisdom is distinguished by its handcrafting techniques, unique forms, and symbolic patterns that reflect the cultural identity of the Isan region. Integrating this wisdom with digital technologies—such as utilizing Facebook platforms and positioning the products as cultural souvenirs—enhanced market opportunities, overcame geographic limitations, and fostered emotional connections with consumers through storytelling and community-based imagery. Consumer satisfaction with online marketing was found to be high, particularly in terms of information accessibility, product credibility, and purchase decision-making. Key factors influencing the competitiveness of the community enterprise included product development, delivery logistics, and the effective communication of cultural identity through digital channels. This study proposes strategic directions for creative product development, digital community management, and participatory engagement to sustainably elevate Dum Yai ceramics in the online marketplace while preserving the integrity of local