Decoding Thai Digital Audiences: Social Media Usage and Engagement with Social Issues
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Abstract
This quantitative research aimed to investigate 1) social media usage patterns and 2) forms of interaction with social issues on social media among Thai digital audiences. Data were collected through an online survey using convenience sampling, with a sample size of 476 participants. Descriptive statistics were used for data analysis, including percentages, frequencies, means, and standard deviations. The results revealed that 1) the five most popular social media platforms among Thai digital audiences are Facebook, LINE, Instagram, YouTube, and TikTok. The top five social issues of interest to participants were livelihood and the economy, the Thai education system, politics, domestic violence, and employment, with varying levels of interest across age groups. Furthermore, 2) the majority of participants expressed a desire to engage with social issues through media, primarily motivated by the desire to collaborate with others, the belief that the issue is a problem that needs to be solved, and the feeling that the issue is personally relevant. However, some participants were hesitant or uninterested in taking part due to a lack of trust in the media, concerns about potential risks associated with participation, and insufficient information about the issues.
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