Developing a Digital Marketing Communication Model to Support Sustainable Community Enterprise Development: Evidence from the Khok Nong Na Pa Phai Model

This study addresses the digital skills gap that constrains the online marketing potential of rural community enterprises in northern Thailand, where only 18% of producers possess video editing capabilities. Using Khok Nong Na Pa Phai Herbal Balm Enterprise in Pa Phai Subdistrict, Chiang Mai Province, as a case study, we develop a digital marketing communication model to support sustainable enterprise growth. A mixed-methods design was employed, integrating 20 in-depth interviews, three focus groups (n = 30) and a stratified random survey of 400 community members, leaders and customers.

Thematic analysis of qualitative data identified key communication gaps, digital skills constraints and preferred strategies. Quantitative findings, analysed through descriptive statistics, t-tests, ANOVA, Pearson correlations and multiple regression (R² = 0.52), reveal high enterprise awareness and positive perceptions of its socio-economic and environmental value. Digital engagement showed strong associations with online support intentions (r = .71, p < .001), while satisfaction with current digital marketing remained moderate, despite high smartphone penetration (92%). Facebook and TikTok were the most frequently used platforms, with digital engagement and attitudes emerging as significant predictors of purchase intentions. Additionally, the proposed model integrates participatory communication, short-form video content strategies and tailored capacity-building. It offers actionable recommendations to strengthen rural enterprise marketing and supports scalable ICT-for-development strategies aligned with Sustainable Development Goals 8 and 9.