The Efficiency of Elderly Community Product Using Digital Marketing through Unfolding of Practice during COVID19 Pandemic

Abstract

The development of the trade sector of elderly community enterprise in Thailand during the COVID-19 pandemic triggers the need to study the processes of formation and evaluation of digital marketing through the unfolding of local practice. This research has developed the Digital Marketing for Elderly Community Enterprises (DMeCE) model to increase online trade capability and customer relationship management for elderly entrepreneurs who do not have sufficient digital skills in Thailand community enterprises. DMeCE model includes social media CRM, storytelling for branding, gamification CRM, augmented reality for branding using the hybrid marker QR code, and Thai ontology Thai chatbot services for both customers and elderly entrepreneurs via the voice command function. The evaluation results based on the classification of the model performance measurement indicated that the developed model could help the elderly entrepreneurs reach the infrastructure, process, customers, and organizational performance. Furthermore, it was found that both the effectiveness and satisfaction of the developed DMeCE model were rated at the highest level. Moreover, it provided an accuracy rate of more than 98%, giving the elderly community enterprises more income-making opportunities.