EFFECTIVENESS OF BANGKOK'S POLITICAL COMMUNICATION IN A DIGITAL PLATFORM

Abstract

          The objectives of the research article were 1) to study the level of effectiveness of political communication in Bangkok in a digital platform, and 2) to study the factors affecting the effectiveness of Bangkok's political communication in a digital platform.  This research was a quantitative research and studied the factors affecting the effectiveness of Bangkok's political communication in a digital platform. The research population was the population in Bangkok and the number of samples were 400 populations in Bangkok. The research employed the questionnaire as an instrument of collecting information. Descriptive statistics utilized in the study were frequency, percentage, mean and standard deviation, and inferential statistics was Pearson’s correlation coefficient analysis and multiple regressions (Stepwise).

         The results showed that: 1. the level of effectiveness in political communication in Bangkok in a digital platform was moderate. 2) Factors affecting the effectiveness of Bangkok’s political communication in a digital platform were moderate. results found that sender factor was low level, communication channel factor was low level, information factor was moderate, and receiver factor was moderate had positive affect and could jointly predict the effectiveness of Political Communication in Bangkok in a Digital Platform at the .05 level of statistical significance.