A Study on Marketing Strategy of the Local Food Products in Nan Province for Competitiveness through Social Media Platform

Abstract

This research aimed to study important influencing factors to competitiveness component of local food products through social media of marketing platform. The sample group comprised of 400 consumers were collected from questionnaires by using convenience sampling method. The data were analyzed by Confirmatory Factor Analysis to confirm the model’s goodness-of-fit and to test the hypotheses. The results found that 1) the competitiveness of local food products through social media of marketing platform in a statistically significant. The confirmatory factor analyses of model revealed 4 factors namely social media marketing, consumers trust, consumers perceived value, and competitiveness factors. The social media marketing factor consisted of 4 aspects including entertainment, interaction, trendiness, and customization. The consumers perceived value factors consisted of 4 aspects including reasonable price, product quality, functional value, and social value. The consumers trust factors consisted of 4 aspects including reliability, integrity, caring, and response. The competitiveness factors consisted of 4 aspects including finance, marketing, performance, and market size. 2) The results of secondary order confirmatory factor analyses revealed that 4 factors were equally important. The variables in this study were consistent with the empirical data (P-value = 0.268, c2/df = 1.100, CFI = 0.999, GFI = 0.978, AGFI = 0.954, RMSEA = 0.016, RMR = 0.002). These findings indicate the importance of social media marketing influencing consumers perceived value and enhancing the competitiveness of local food products through social media of marketing platform in Nan province.