The Development of Digital Media for Marketing Public Relations in Community Business Enterprise : A Case Study of Hin Tang – Ban Dong Community, Muang District, Nakhon Nayok Province

Abstract

The purposes of this research were 1) to study the production situation, product manufacturer information and community products; 2) to develop digital media for public relations of community business and; 3) to assess the effectiveness of the developed media. This study would be conducted in the Hin Tang community and Ban Dong community, Mueang district, Nakhon Nayok province. The research process had been divided into 3 steps as follows: 1) studied production and service conditions and business model by using documentary analysis and in-depth interview; 2) developed digital medias; 3) evaluated media performance by experts and evaluated by user satisfaction survey.  The research found that Hin Tang and

Ban Dong communities operated in two forms, which were community products and services. Business responded to tourism as a priority. The outstanding community product was fruit processing. The main service would be service for nature tourism and adventure tourism. As for the development of digital media in public relations, the website and Facebook media would be developed in form of advertorial articles. When evaluating media efficiency by experts, it had a high level of efficiency with an average of 4.32 and media user satisfied with an average of 4.40. The developed digital media had advantages in using content of community learning centers that focus on agricultural tourism combined with beautiful visual elements.

Keywords: digital media / marketing / community business