The Role of Social Media on Political Movements: Case Study Pranakhon District Bangkok, Thailand
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Abstract
This research aims to: 1) examine the level of factors influencing the role of social media in political movements; 2) investigate the relationships among the factors influencing the role of social media in political movements; and 3) compare the relationships among variables related to the role of social media in political movements with empirical data, using Phra Nakhon District, Bangkok, as a case study. A quantitative research approach was employed, utilizing multistage sampling from the population across all 12 subdistricts of Phra Nakhon District, resulting in a total of 745 respondents. Data were analyzed using descriptive statistics and Structural Equation Modeling (SEM) to test the relationships among variables. The research findings revealed that: 1) the factors influencing the role of social media in political movements were at a high level; 2) the relationships among the variables ranged from moderate to high; and 3) the proposed model was consistent with the empirical data. In conclusion, social media plays a crucial role in shaping news agendas and encouraging political participation, particularly among young people. Its use strengthens political movements by enabling the rapid and widespread dissemination of information. Therefore, social media is not merely a communication channel but also a tool for generating public interest in political issues, influencing public opinion, and decision-making.
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