DEVELOPMENT OF ONLINE MARKETING COMMUNICATION MODEL OF ORGANIC AGRICULTURAL PRODUCTS FOR FARMERS.

Abstract

The purpose of this research studies a foundation for the Development of an online marketing communication model for organic agricultural products for farmers. The sampling groups are 343 organic agricultural product customers in Bangkok and In-depth interviews with ten experts. This study used combined methods of Quantitative research and Qualitative research. The research found that the communication model of organic agricultural products for farmers consisted of 1. The farmers have to know about information technology and marketing, be honest with themselves and consumers, be ethical, and produce good quality products. 2. Contents should be used and straightforward for consumers. 3. Online communication channels should be easy to use, fast, and inexpensive. 4. The ECommerce process consists of information searching, purchasing, payment, and shipment, which have to be easy to use and fast. 5. Consumers and stakeholders consider food safety and clean knowledge about organic agriculture. 6. Re-action of consumers or stakeholders after receiving information that presents satisfaction in the relationship between sellers and customers. The problem with online marketing communication in organic agricultural products of farmers is farmers' need for knowledge in information technology, online communication channels, marketing and branding, creative idea, or content. Consumers trust online marketing communications, which are high-level.