Strategic online marketing communication for community-based enterprises: Evidence from water hyacinth products

Community-based enterprises often struggle to communicate the cultural and sustainability values of local products in highly competitive digital markets, resulting in limited brand recognition and consumer engagement (Dwivedi et al., 2021). This study aims to develop and evaluate an online marketing communication framework to promote water hyacinth woven products under the Yim Thai brand in Thailand, with a focus on enhancing the competitiveness of community-based enterprises in digital markets. A mixed-methods approach was employed. Qualitative data were collected through expert interviews and content analysis, while quantitative data were gathered from 343 online consumers in Bangkok and surrounding metropolitan areas. The data were analyzed using descriptive statistics, analysis of variance (ANOVA), and multiple regression analysis (MRA) to examine relationships among communication variables and consumer responses. The results indicate that brand perception and environmental image significantly influence brand recognition and purchase intention. Media exposure and engagement on visually oriented platforms, particularly Instagram and TikTok, positively affect consumer responses. In addition, short-form video content and sustainability-based storytelling enhance communication effectiveness, audience engagement, and brand trust. The study emphasizes the strategic role of digital communication in strengthening brand equity, enhancing consumer engagement, and improving the long-term competitiveness and sustainable growth of community-based enterprises.