การสื่อสารการตลาดเนื้อหาเชิงวัฒนธรรมของผลิตภัณฑ์โอทอปประเภทเครื่องแต่งกาย ในจังหวัดเชียงใหม่

Abstract

The objectives of this research are to study (1) To analyze the cultural marketing communication content of OTOP textile products in Chiang Mai province, (2) To analyze the cultural marketing communication formats of OTOP clothing products in Chiang Mai province. This research is mixed method. combining interviews and content analysis with a group of informants, specifically OTOP costumes product entrepreneurs, totaling 8 participants. The study was conducted from September to December 2023, spanning 4 months. The results showed that cultural marketing communication content. There are four main points as follows 1. Values, 2. Recognition, 3. Features and 4. Cultural experiences. The content is presented through cultural aspects via local images, under the content of history and culture, the uniqueness of geography developed into local societies, and the presentation through the key attributes of the products. This includes content about the structure of clothing construction, materials found locally, and techniques for creating patterns on products. In addition, in terms of cultural marketing communication styles, there are three main points. The first point is that cultural marketing communication media is most frequently found in photo albums. The content is presented through four main aspects: 1. Value, 2. Recognition, 3. Features, and 4. Cultural experiences. The second point is that the format of cultural marketing communication reveals that sales are the most frequent. The content of sales presentation includes three aspects: 1. Value, 2. Recognition, and 3. Highlights. The media formats for sales are: 1. Photo albums, 2. Single images, and 3. Live broadcasts. The final point is that marketing using influencers, who are entrepreneurs, is the most frequent. The characteristics of marketing thought leaders include five dimensions: 1. Credibility, 2. Expertise, 3. Trustworthiness, 4. Attractiveness, and 5. Similarity.