Factors in Developing Online and Social Media for Marketing Local Silk & Cotton Products

Abstract

This study explores a number of factors critical to the development of an online site and the use of social media as part of promoting local silk and cotton merchandise made by small entrepreneurs located in northern Thailand. SWOT and TOWS analyses were conducted to determine the areas directly related to the successful development of online marketing and sales. Data were collected through interviews, group discussions, informal conversations, and a training seminar. The findings indicate that developing the staff’s knowledge of marketing, public relations, and online sales, and use social media was critical, which requires organizing, training and educating the personnel and possibly designing or creating new silk products. It was also found that another important step was to significantly reduce the products that are not so popular and improve the distribution of those that sell well. The study further recommends that the willingness and collaboration of group members be encouraged as progress largely depends on their cooperation.