Content and Viewer Engagement Analysis of Sufficiency Economy Videos on TikTok
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Abstract
This research aimed to 1) analyze the content, content goals, and viewer engagement levels of Sufficiency Economy videos on TikTok, and 2) compare viewer engagement levels categorized by content creator type. The sample consisted of the first 100 TikTok videos, purposively selected from video search results using the hashtag #เศรษฐกิจพอเพียง (#SufficiencyEconomy). The research instrument was a coding sheet, and data were analyzed using descriptive statistics and the Mann-Whitney U test.
The research findings revealed that:
1) The most common content in Sufficiency Economy videos on TikTok was the application of the New Theory in agriculture by farmers and cultivation methods (41%), which also received the highest viewer engagement in terms of views (11,232,895; 44.45%) and likes (404,191; 36.92%). Conversely, videos related to the Sufficiency Economy and the private business sector were the least common (4%) but received the highest number of comments (13,419; 31.16%). Regarding content goals, videos aimed at sharing personal experiences were the most common (52%) and received the highest viewer engagement levels across all dimensions: views (19,505,785; 77.19%), likes (647,121; 59.10%), and comments (22,903; 53.19%). In contrast, videos aimed at expressing opinions were the least common (13%) and received the lowest viewer engagement levels across all dimensions.
2) A comparison of viewer engagement levels for Sufficiency Economy videos on TikTok, categorized by content creator type, revealed that videos created by individuals had significantly higher engagement across all dimensions—views, likes, and comments—than those created by government agencies, with statistical significance at the 0.05 level (Views: U = 229.00, p = 0.011; Likes: U = 193.00, p = 0.003; Comments: U = 172.50, p = 0.001).
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บทความ ข้อความ ภาพประกอบ ตารางประกอบ ที่ตีพิมพ์ในวารสารเป็นความคิดเห็นและความรับผิดชอบของผู้เขียนแต่เพียงผู้เดียว ไม่เกี่ยวข้องกับมหาวิทยาลัยสุโขทัยธรรมาธิราชแต่อย่างใด
บทความที่เสนอพิจารณาในวารสาร e-JODIL ต้องเป็นบทความที่ไม่เคยส่งไปลงพิมพ์ เผยแพร่ หรืออยู่ระหว่างการพิจารณาของวารสารอื่น
กองบรรณาธิการขอสงวนสิทธิ์ในการพิจารณาและตัดสินการตีพิมพ์บทความในวารสาร
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