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Branding Process and Online Marketing Communication for Organic Products |
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| รหัสดีโอไอ | |
| Creator | 1. Surachai Srinorajan 2. Bu-nga Chaisuwan |
| Title | Branding Process and Online Marketing Communication for Organic Products |
| Publisher | Department of Agriculture |
| Publication Year | 2562 |
| Journal Title | Thai Agricultural Research Journal |
| Journal Vol. | 37 |
| Journal No. | 2 |
| Page no. | 177-185 |
| Keyword | สมาร์ทฟาร์มเมอร์, เกษตรอินทรีย์, การสร้างตราสินค้า, สื่อออนไลน์, smart farmers, organic farming, Branding, online |
| URL Website | http://at.doa.go.th/journal |
| Website title | Thai Agricultural Research Journal |
| ISSN | 0125-8389 |
| Abstract | Media influences the distribution of information. Online media can help agriculturalproducts to reach the target consumers directly and can be used as an alternative meansof distribution. Farmers should be encouraged to be interested in brand development andpay more attention to online communication. This research focuses on branding processand online communication channels of organic products. Three successful farmers in3 provinces: Chiang Rai, Nakhon Ratchasima and Ratchaburi provinces were chosen as thesamples. Quantitative data were collected by using questionnaires and in-depth interviewtechniques was carried out to obtain qualitative data from the chosen 3 brand owners aboutthe branding process and online marketing communication. Moreover, 300 consumers oforganic agricultural products were assessed for their satisfaction. Obtained data wereanalyzed by using descriptive statistics and content analysis. The results revealed as follows:1) the branding process of the 3 brands includes 4 similar steps while the products weredifferent namely: (1) Melon (2) agricultural design by consumers and (3) local plant products2) in terms of concept and form of communication channels we found that, all 3 brandsfocused on the concept of "online to offline", and having different forms of communicationchannels. |
