STRATEGIES FOR UTILIZING SOCIAL MEDIA AND MARKETING CHANNELS TO INCREASE SALES OF THE LONG-LAPLÆ DURIAN VENDORS GROUP IN UTTARADIT

Abstract

This study aimed to (1) analyze the current use of social media and marketing channels by the Long-Laplae durian vendors in Uttaradit Province, (2) identify key factors influencing the effectiveness of online marketing strategies in boosting sales, and (3) propose strategic approaches to develop and improve the use of online media and marketing channels for sustainable market expansion and sales growth. A qualitative research method was employed. The sample consisted of 30 purposively selected participants who were members of the Long-Laplae Durian Vendor Group in Uttaradit and had at least one year of experience selling durians via social media platforms. Data were collected using semi-structured interviews and analyzed through content analysis. The results revealed that 1) ost entrepreneurs choose to use the Facebook platform as the main channel for selling products, with the use of key strategies such as live streaming, posting high-quality product photos, telling product stories, running promotions, and responding to customers quickly 2) key factors affecting the effectiveness of social media marketing strategies in increasing sales include the ability to communicate with customers effectively, building credibility through posting high-quality product photos, and using promotions that attract customers' interest and 3) the challenges that entrepreneurs face include limited knowledge of technology, product delivery problems, and confusion in the customer communication process, which can be solved by developing digital marketing knowledge, support from government agencies, and forming groups of entrepreneurs to strengthen their competitive potential in the online market sustainably