SUSTAINABLE ECONOMY ON COMMUNITY ENTERPRISE AND DIGITAL MARKETING

Abstract

Community enterprise demonstrates the influence of information technologies on the digital economy. Such technologies can transform the processes of economic activities at the community level, leading to sustainable growth. Digital marketing must be coordinated with the goals of community leaders and make use of current information technology in order to achieve sustainable economic goals. The main objectives of this research were to analyze the process of utilizing information technology in developing digital marketing and in the integration of knowledge for effective digital marketing platforms, both of which ultimately lead to the generation of a sustainable economy for community enterprise schemes. The study utilizes qualitative methods, providing knowledge and selecting data through the use of in-depth interviews with key-informants, and secondary research of the existing literature. The results express that “community enterprise” is different from the less organized “community action” which can die out due to lack of effective management. Local resource management by the community is powered by social and cultural elements, rather than by the government, corresponding to the goal of sustainable development. Community enterprise projects utilize local wisdom and the citizen community to bring about fundamental development, generating benefits for the community. One barrier identified by the community was that regulation is not suitable and must change to be appropriate for the current condition of the Thai economy. However, it depends on the community leaders who are carrying out the project. Another suggestion was to improve awareness and conscious understanding of the value of the local environment and local resources through and within community enterprise projects, with a key recommendation that community enterprise is also carried out with a spiritual commitment and in accordance with accepted social and cultural ideals. Communities can comply with government laws and regulations to create a cooperative network between a community enterprise and external organizations, enhancing the exchange of knowledge via the digital economy. © 2021, ABAC Journal. All Rights Reserved