The brand communication fomat of Manora bead handicraft group, Ban Khao, Ranot District, Songkhla Province on digital media.

Abstract

The purpose of this qualitative research was to investigate the digital communication model of the Manora bead handicraft brand, Ban Khao, Ranot District, Songkhla Province. In-depth interviews were conducted with nine key informants, including members of the Manora bead handicraft group, community villagers, entrepreneurs, and online media academics. In addition, a survey of digital media with content about five different types of Manorah beads was conducted: Facebook, YouTube, News web, Google Ads, and Online shopping apps. All of the data was analyzed using the relevant concepts and theories. The findings revealed that three groups of people presented online brand communication for Baan Khao Manorah Bead Craft: the media group, namely people, and the product owner. All content will be presented on five different digital media platforms, both formal and informal. Creators attempt to communicate brand awareness and brand personality through all forms of creative media. It is also expected that the feedback will lead to future trust and engagement with the brand. All forms of communication must have a distinct identity in the product and be linked to the community in order to entice the audience to watch that media. This process will lead to building trust and branding to purchasing decisions.