AN ACADEMIC REVIEW OF RESEARCH IN LOCAL MARKETING COMMUNICATIONS

Abstract

This research aims to explore the knowledge of research on marketing communication of local agricultural products in Chiang Rai by using a documentary research method, reviewing research papers, theses, and independent studies in the fields of communication studies, mass communication, journalism, and communication technology in both public and private universities. The findings of the research can be summarized as follows: The development of research in this area between 2012-2014 showed no research on this topic. Between 2015-2018, there were three studies on this subject. From 2019-2023, there were 4 studies, indicating a continuous trend in research growth in this area. Most of the research conducted by academics from higher education institutions in Chiang Rai and other universities used qualitative research methods, particularly in-depth interviews with producers and consumers. The agricultural products studied included fruits such as hydroponic melons, processed fruits, Ngan Lae pineapple, Phu Lae pineapple, followed by agricultural learning centers like Rai Ruen Rom, and paper products made from agricultural waste materials. Marketing communication channels employed digital media, using integrated marketing communication approach through digital media, branding concepts, marketing mix, smart farming concepts, consumer satisfaction theory, and SWOT analysis.