A STUDY OF SOCIAL MEDIA USAGE BEHAVIOR FOR LEARNING LANNA ARTS AND CULTURE : A CASE STUDY OF UNIVERSITY STUDENTS IN CHIANG MAI

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Abstract

This research aims to study the behavior of using social media for learning about Lanna art and culture among university students in Chiang Mai. A quantitative research method was employed, with a sample group consisting of 400 undergraduate students from Chiang Mai University selected through multi-stage sampling. The data collection tool was a questionnaire, and the statistical methods used for data analysis included percentage, mean, and standard deviation.

          The research results revealed that most respondents were female, aged between 19 and 21 years old, and domiciled in other provinces. Most of them used social media primarily for communication, entertainment, and information searching, with smartphones being the main device. The average time spent on social media was 3–4 hours per day, and the most popular application was Facebook. Regarding the use of social media for learning about Lanna arts and culture, the primary motivation was to gather information for assignments or research projects. Additionally, many students expressed an interest in learning about Lanna arts and culture based on personal preferences and to further develop creative works. However, limitations were identified, such as the predominance of photographs over textual information and the lack of references in content, which affected its reliability. Despite these limitations, social media remained the preferred medium for researching information due to its convenience and accessibility, offering a combination of text, images, audio, and video without restrictions on time and location.