Digital Factors Influencing the Use of Social Media in Political Communication Among Thai Youths

Abstract

The purpose of this research was to study the digital factors influencing the use of social media in the political communication of Thai youths. Four hundred samples were collected through multi-stage sampling from undergraduate students studying at higher education institutions in Thailand. A questionnaire was used as a research tool and the content validity of the questionnaire was examined. Cronbach's alpha was also applied in a pre-test stage to measure the reliability. The alpha coefficient for all items was 0.95. The results showed that political news tracking was most influenced by the motivation for using social media, and media literacy in analysis of political issues, in terms of creating political content, and in the dimension of access for political information. The variation of political news tracking was explained at 33.6 %. Political discussion was mostly influenced by media literacy in access for political information, as well as the motivation for the use of social media. The variation of the political discussions was explained at 35.3 %. Political mobilization was most influenced by media literacy in creating political content, motivation for using social media, and media literacy in access for political information. The variation of the political mobilization was explained at 33.0 %.