Creative Digital Communication for Community Development: A Case study Sila Town Municipality, Khon Kaen

Abstract

This research aimed to: 1) examine the current conditions of local product production, public relations, and distribution, and 2) design and develop creative digital media communication to promote local products. The study focused on a case study of Sila Homestay, Sila Municipality, Khon Kaen Province, Thailand. The sample group consisted of 20 members of the “Sila Homestay” community enterprise, selected through purposive sampling. Data were collected using in-depth interviews. Key informants included the group leader, 13 product producers, and 6 individuals responsible for product distribution and promotion. A questionnaire was used to assess opinions regarding creative digital media communication for promoting Sila Homestay products. Data were analyzed using descriptive statistics, including mean and standard deviation. The findings indicated that Sila Homestay local products with strong market demand include traditional Tung Maeng Mum handicrafts, marigold-based tie-dye fabrics, Riceberry rice sheet soap, and local traditional food menus. The design and development of creative digital media for product promotion included communication principles, creative digital concepts, motion graphics and video media, product–presenter alignment, script development, message design, and online dissemination through digital marketing platforms, particularly TikTok marketing. Overall satisfaction with the digital public relations media used to promote community products was at a high level (x̅ = 4.41, SD = 0.70) Digital marketing through TikTok effectively enhances brand awareness, customer engagement, and sales performance for community-based businesses. It expands marketing channels, attracts new customer segments, and increases opportunities for product purchases and community tourism