SOCIAL MEDIA DEVELOPMENT GUIDELINES FOR MARKETING COMMUNICATION IN KAEW TAK’ FEMALE CAREER GROUP PRODUCTS IN NAKHON CHAI SI DISTRICT, NAKHON PATHOM PROVINCE

Abstract

This research aims to study consumers' social media satisfaction and to determine the guidelines for the use of social media to communicate the marketing of products of Kaew Tak’s Female Career Group, Nakhon Chai Si District, Nakhon Pathom Province. Using questionnaires to collect data from consumers who used Facebook as online social media to purchase products of The Kaew Tak’s Female Career Group, 200 people in total. percentage, average, and standard deviation were analyzed. The results showed that all consumers included Generation X (37-52 years old), Generation Y (17-36 years old), and Baby Boomer (53-71 years old) attained a high level of satisfaction while using social media (4.10, 4.04, and 3.96 respectively). Moreover, they also showed that consumers mostly satisfied with social media in media design, marketing content, and accession (4.12, 4.03, and 3.87, respectively). The media design aspect is the most satisfactory with the beauty of the page. The marketing content aspect attains the highest satisfaction with the image and color of the products offered. The media accession aspect is the most satisfactory with the communication between page managers and users. These findings can somehow help career groups to know their main audiences on social media and adjust how the social media communications can fulfill consumers, satisfaction bringing more sales.