This research aimed to study the online marketing communication of small radio station operators in Chanthaburi Province and the relationship between demographic variables and online media of small radio station operators in Chanthaburi Province. This research used quantitative
research methodology by using a questionnaire to collect data from 46 small radio station operators in Chanthaburi Province. The statistics used in the data analysis were frequency distribution, percentage, mean, and standard deviation, F-test, One-way ANOVA, Scheffe’s method and Chi-square to find the relationship between demographic variables and online media. The results of the research were found that small radio station operators in Chanthaburi Province market online through marketing communication tools in 5 areas; online advertising, online public relations, online promotion, online sales and online direct marketing at a high level.
The most frequently used marketing communication tool was online public relations. Small radio station operators in Chanthaburi Province with different income levels employ different online marketing communication tools in advertising. The demographic characteristics most correlated
with online media, specifically in Facebook age, income and education at the .05 level of significance. A small radio station operators can be understood as a guide to the process. Adjust marketing communication strategies to be able to cope with the changes in a new era of communication and also expanding their reach to targeted people to further increase their audience of small radio station operators and enable further growth.
