Thai farmers’ information needs and seeking that lead to mobile phone application development for production and marketing promotion

DOIhttps://doi.org/10.1108/ILS-06-2017-0051
Date14 May 2018
Pages246-259
Published date14 May 2018
AuthorUnchasa Seenuankaew,Jurairat Rattichot,Watcharee Phetwong,Bhornchanit Leenaraj
Subject MatterLibrary & information science,Librarianship/library management,Library & information services
Thai farmersinformation needs
and seeking that lead to mobile
phone application development
for production and
marketing promotion
Unchasa Seenuankaew
College of Innovation and Management,
Songkhla Rajabhat University, Songkhla, Thailand
Jurairat Rattichot
Faculty of Humanities and Social Sciences,
Nakhon Si Thammarat Rajabhat University, Nakhon Si Thammarat, Thailand
Watcharee Phetwong
Department of Information System and Business Computer,
Rajamangala University of Technology Suvarnabhumi,
Suphanburi, Thailand, and
Bhornchanit Leenaraj
Department of Library and Information Science, Faculty of Humanities,
Chiang Mai University, Chiang Mai, Thailand
Abstract
Purpose The purposoe of this paperwas to study the information needs and information-seekingamong
Thai farmers that lead the development of a mobile phone application for the purpose of production and
marketingpromotion.
Design/methodology/approach The qualitative research was performed by in-depth interviews,
observations, eld notes and content analysis. The 48 primary informants were the best-practice farmers
around SongkhlaLake Basin.
Findings The results demonstrate the farmersneed for information on the following topics: increasing
production, developing quality, reducing costs, manufacturing products, increasing marketing and sales
channels and changingto short-lived crops. The farmers acquired information directlytargeted to their needs
and behaviors by making inquiries,exchanging ideas and joining study trips and training, whichresulted in
productionand marketing promotion and, hence, higher incomes.
Originality/value As a result, theirfarming will yield high-quality products, bringingthem more income
and a better standard of living. When the lives of the farmers, who are the majority of the Thailand
population, are improved, the holistic conditions of national economic development will in turn be good,
leading to security,wealth and sustainability.
Keywords Information-seeking, Information behavior, Information need, Mobile phone application,
Production and marketing promotion, Thai Farmers
Paper type Research paper
ILS
119,5/6
246
Received6 June 2017
Revised5 September 2017
Accepted23 September 2017
Informationand Learning Science
Vol.119 No. 5/6, 2018
pp. 246-259
© Emerald Publishing Limited
2398-5348
DOI 10.1108/ILS-06-2017-0051
The current issue and full text archive of this journal is available on Emerald Insight at:
www.emeraldinsight.com/2398-5348.htm

To continue reading

Request your trial

VLEX uses login cookies to provide you with a better browsing experience. If you click on 'Accept' or continue browsing this site we consider that you accept our cookie policy. ACCEPT