INFLUENCE OF EXPOSURE AND ATTITUDE TOWARD TWITTER HASHTAGSON THAI SERIES VIEWING BEHAVIOR OF GENERATIONS Y AND Z

Abstract

        The objective of the research are 1. to study the exposure towards Thai series hashtags, attitude towards Thai series hashtags, Thai series viewing behavior, the tendency of Thai series hashtags exposure and Thai series viewing behavioral tendency 2. to study the relationship between the demographic characteristics of Twitter user and the exposure towards Thai series hashtags 3. to study the relationship between the attitude towards Thai series hashtags and the tendency of Thai series hashtags exposure 4. to study the relationship between the attitude towards Thai series hashtags and Thai series viewing behavioral tendency 5. to study the influence of exposure and attitude towards Thai series hashtags on viewing behavior after such exposure. This research is a quantitative survey with a cross-sectional study approach. Data are collected, using questionnaire, from 400 members of Generations Y and Z. The finding shows that the majority of the samples are female, 18 - 26 years old, with a bachelor's degree or equivalent, working as office employees, with a monthly personal income of 15,000 - 30,000 Baht. Most were frequently exposed to Thai series hashtags on Twitter each time for 5-6 minutes during 16.01 - 22.00 hours through smartphones. Most show a positive attitude towards Thai series hashtags. The attitude towards the reporting of current situations shows the highest average, followed by attitudes toward trend setting, creation of group chats, search for interesting subjects, and text highlighting, respectively. In addition, the tendencies toward intention to be exposed to Thai series hashtags and to view Thai series are at a high level. The results of hypothesis testing show that the demographic profile of Twitter users who are exposed to Thai series hashtags, in terms of age, education level, occupation, and personal monthly income, reflects different frequencies in the exposure to Thai series hashtags. It is also found that the attitude towards Thai series hashtags on Twitter correlates with the tendency toward Thai series hashtag exposure and that toward Thai series viewing behavior. Furthermore, the exposure of Thai series hashtags and the attitude toward text highlighting of Thai series hashtags also affect the Thai series viewing behavior of the Twitter users after such exposure.