THE STUDY OF POLITICAL INFORMATION CONSUMPTION BEHAVIOR ON SOCIAL MEDIA: A CASE STUDY OF ELIGIBLE VOTERS IN NAKHON SI THAMMARAT PROVINCE

Abstract

This quantitative research aims to study political information consumption behavior via Facebook and TikTok platforms, compare candidates' presentation formats, and analyze the effects on perceived image and trust. The study focused on eligible voters in Nakhon Si Thammarat province, utilizing a sample of 450 individuals obtained through stratified and accidental sampling. The research instrument was a questionnaire with a reliability value of 0.884, and data were analyzed using frequency, percentage, mean, standard deviation, t-test, one-way ANOVA, and Pearson’s correlation. The findings revealed statistically significant behavioral differences between the two platforms: citizens used Facebook to seek in-depth information and policies, whereas they chose TikTok to watch short videos that appeal to emotions. It was found that the age factor significantly affected this dual-platform behavior. Regarding candidates' strategies, Facebook primarily focused on using lengthy texts and statistical graphics, while TikTok focused on storytelling through short clips. Regression analysis results indicated that Facebook positively affected trust in the candidates' vision, wherein the image of expertise on Facebook had a significant impact on actual voting decisions. Meanwhile, TikTok directly enhanced popularity and outreach to younger voters. Furthermore, the research discovered the "Dual-Platform Effect" phenomenon, indicating that TikTok acts as a gateway to attract interest, while Facebook serves as a space for decision-making. The researcher suggests that candidates should apply a hybrid communication strategy that is specific to each age group, and government agencies should promote digital media literacy skills to consciously cope with the echo chamber phenomenon caused by algorithms.