Media Exposure Behaviors Affecting the Utilization of Twitter Among Teenage and Working-age Individuals in Chiang Mai Province *
Main Article Content
Abstract
This study aimed 1) to investigate the utilization of Twitter in teenage and working-age individuals; 2) to compare levels of knowledge of using Twitter and media exposure behaviors in utilizing Twitter; and 3) to study the relationship between demographic characteristics of Twitter media usage behavior, knowledge level of the sample group and utilization of Twitter. This study employed a mixed-methods approach, combining quantitative and qualitative data collection. In the quantitative part, data were collected from questionnaires administered to 400 respondents, comprising 200 teenage and 200 working-age individuals. In the qualitative part, data were collected from in-depth interviews with 20 participants, comprising ten teenage and ten working-age individuals. Interview data were then analyzed to supplement questionnaire data to ensure the completeness of answers to research questions. Results revealed that Most participants had a habit of using Twitter every day. The utility reasons included searching for new knowledge ( = 4.16, SD=0.84) and receiving news ( = 3.97, SD=0.90), both rated high. Furthermore, based on demographic characteristics, those in the teenage group had a significantly higher knowledge of using Twitter ( = 7.515) than those in the working-age group (t-score=2.499) at the .05 level. On the contrary, the working-age individuals had significantly higher utilization of Twitter ( = 3.830) than the teenagers (t-score=-3.068) at the .05 level.
Article Details
References
Ad Addict T.H. (2020, February 19). Digital Thailand 2020: A Summary of 30 Digital Statistics of Thais in 2020, All-in-one Edition. Retrieved September 16, 2020, from https://adaddictth.com/knowledge. /digital-thailand-2020.
Bennet, J. (2021). 23 Amazing Statistics on Internet and Social Media in 2021. WizCase. Retrieved September 18, 2021, from https://www.wizcase.com/blog/stats-on-internet-social-media-and-digital-trends/.
Chaipanya, C. (2019). Twitter Has the Highest Growth in Thailand, but Why Have Marketers Overlooked it? by Chanachai Chaitanya, a Twitter Utilization Expert. Retrieved October 18, 2021, from https://www.thumbsup.in.th/goh-chanachai-twitter-thailand.
Chaiyasaeng, K. & Fyeted, K. (2013). Twitter Usage for Television Journalists to Present News. Bangkok: Kasetsart University. Office of the Higher Education Commission. Ministry of Education.
Chomjuntuek, P. (2018). Exposure Behavior, Attitudes, and the Travel Decision Processes in Using Travel Hashtags on Twitter. Master of Arts in Mass Communication, Faculty of Journalism and Mass Communication, Thammasat University.
DeFleur, M.L., & DeFleur, M. H. (2022). Mass Communication Theories. (2nd ed.). New York: Routledge.
Electronic Transactions Development Agency. (2019). ETDA reveals more Thais are using the internet in 2019, with an average time of 10 hours 22 minutes; Gen Y has been the winner for five consecutive years. Retrieved September 19, 2020, from https://www.etda.or.th/content/thailand-internet-user-behavior-2019-press-release.html.
Hughes, A., & Wojcik, S. (2019a). They are sizing Up Twitter Users. in Pew Research Center. April 2019. Retrieved October 19, 2021, from https://www.pewinternet.org/wp-content/uploads/sites/9/2019/04/Sizing-Up-Twitter-Users_FULL-REPORT.pdf.
Hughes, A., & Wojcik, S. (2019). 10 facts about Americans and Twitter. In Pew Research Center. August 2, 2019. Retrieved October 19, 2021, from https://www.pewresearch.org/fact-tank/2019/08/02/10-facts-about-americans-and-twitter/.
Ruben B. Belmas G. Reis R. & Iverson B. (2010). Mass communication producers and consumers. Kendall Hunt Pub.
Junkisen, T. (2019). Four Behavioral Insights from Twitter: When Thais Watch Dramas While Gossiping Intensely on Twitter. Retrieved September 17, 2020, from https://thestandard.co/twitter-thai-behavioural-insights/.
Kasemchaiyanun, T. (2001). Factors Affecting Website Behaviors of Internet Users in Bangkok Metropolitan. Thammasat University/Bangkok. DOI: https://doi.nrct.go.th/ListDoi/listDetail?Resolve_DOI=.
Kidrob, S. (2009). Utilization and Social Issues of Twitter in Thailand. Master of Communication Arts. Thesis Department of Journalism, Chulalongkorn University.
Limsakul, S. (2019). The Media Exposure Factors Affecting Choosing Entertainment News Selective Behavior on Twitter of The New Generation in Bangkok. (Independent Study, Master of Communication Arts). Faculty of Communication Arts, Bangkok University.
Matemate. (2016). Analyzing the Internet Usage of Thais in 2016: Notes that Brands Need to Know. Brand Inside. August 27, 2016. Retrieved October 19, 2021, from https://brandinside.asia/survey-internet-thailand-user-2016/.
Matichon Online. (2019). February 19). How to #hashtags to Satisfy Social Media Users. Matichon. Retrieved September 16, 2020, from https://www.matichon.co.th/news_detail.php?newsid=1030086155.
Morgan-Lopez, A. A., Kim, A. E., Chew, R. F., & Ruddle, P. (2017). Predicting age groups of Twitter users based on language and metadata features. PloS one, 12(8), e0183537. https://doi.org/10.1371/journal.pone.0183537.
National Statistical Office. (2019). 1 Demographic Statistics: Population and Housing. Retrieved September 19, 2020, from http://statbbi.nso.go.th/staticreport/page/sector/ en/01.aspx.
Oongkhing. (2017) Thoth Zocial Reveals the Statistics of Increasing Thai Teenagers using Twitter: Reiterating Brands’ Preparation for “Chatbots.”. Retrieved September 17, 2020, from https://www.thumbsup.in.th/thoth-zocial-statistic-social-media-thai.
Phanpinit, S. (2011). Research Techniques in Social Science. 2nd edition. Bangkok: Wittayapat.
Phothisoontorn, C. (2014). Marketing Mix of #Hashtag on Twitter Affecting People's Decision to Buy Bakery on Twitter. Master of Business Administration Independent Study, Bangkok University.
Positioning. (2017) Twitter made a comeback when teenagers ran towards it and away from their parents. What should brands do?. Retrieved September 19, 2020, from https://bit.ly/2ZE0hBC.
Positioning. (2019). 4 Reasons Thai People Use Twitter. Retrieved September 19, 2020, from https://positioningmag.com/1219553.
Positioning. (2023). Penetrating the Behavior of Thai People Spending Time Watching Video Content on Twitter, increasing by 81%. Retrieved January 15, 2023. https://positioningmag.com/1400916.
Promdirake, J. (2015). Expectation, Exposure, and Participation in Using Campaign Hashtags in Thailand. Master of Arts in Mass Communication, Thammasat University.
Rungpattanaphan, M. (2012). What are Twitter and its Benefits?. Retrieved September 18, 2020, from https://www.gotoknow.org/posts/310329.
Sampaoprasert, N. (2000). Internet Use of Beginners in Bangkok Metropolitan and the Impact of Changes in Communication Behaviors. Bangkok: Thammasat University.
Sanook. (2018). Thailand Social Award 2018 and the Growth of Facebook-Twitter-Instagram. Retrieved September 25, 2020, from https://bit.ly/3BoaTBp.
Satawedin, P. (2003). Mass communication: Processes and theories. Bangkok: Chulalongkorn University.
Soongsomsakul, R. & Wattanaprapa, N. (2019). A Study on Human Behaviour Using Online Social Media on Twitter Sharing Negative Posts. The Second National Conference on Research in Humanities and Social Sciences, January 19, 2019, Faculty of Humanities and Social Sciences, Suan Sunandha Rajabhat University.
Techajarupun, A. (2018). Revealing Thailand Internet User Profile 2018. Retrieved September 20, 2020, from https://bit.ly/3jPFstI.
Wang, R., Bianchi, S. M., & Raley, S. B. (2005). Teenagers’ Internet Use and Family Rules: A Research Note. Journal of Marriage and Family, 67(5), 1249–1258. http://www.jstor.org/stable/3600310.
Wiboonyasake, M. (2018). Enjoy the Twitter Realm with Fun Twitter – What do we, Workers, Gain from Twitter?. Retrieved September 20, 2020, from https://www.aware.co.th/it-jobs/what-makes-thailands-twitter-sphere-so-unique/.