Development of an Online Marketing Communication Model for Community-Based Water Hyacinth Weaving Products

Abstract

This study aims to develop an online marketing communication model to enhance the visibility and purchasing potential of community-based water hyacinth weaving products. With growing consumer interest in sustainable and culturally authentic goods, local artisans face both opportunity and challenge in transitioning from traditional markets to digital platforms. Using a mixed-method approach, the research draws on quantitative data from 343 consumers in Bangkok and the surrounding metropolitan area, as well as qualitative insights from expert evaluations of marketing media. Key constructs explored include visual appeal, emotional engagement, and perceived authenticity. Multiple regression analysis revealed that visual appeal (β = 0.41), perceived authenticity (β = 0.35), and emotional engagement (β = 0.29) significantly predicted purchase intention (R² = 0.74, p < .001). ANOVA results further indicated that purchase intention varied significantly by age group (p = .024) and occupation (p = .038), while emotional engagement was significantly higher among consumers with prior purchasing experience (p = .002). Expert evaluations affirmed the cultural relevance of the content while recommending improvements in platform optimization and call-to-action clarity. The findings underscore the importance of integrating visually compelling, emotionally resonant, and culturally grounded content in online marketing. Furthermore, demographic differences suggest the need for audience segmentation and platform-specific strategies. To maximize impact, the study recommends that community enterprises invest in visual branding, digital storytelling, and digital readiness training. This research contributes to the growing body of knowledge on sustainable marketing and offers a practical framework for enhancing the competitiveness of local crafts in the digital economy.