Communication to Increase Efficiency for Social Media Literacy toward Preventing the Spread of Coronavirus for Undergraduate’s Students in Phitsanulok Province

Abstract

The purposes of this research were to study: 1) the factors affecting social media literacy towards preventing the spread of Coronavirus for undergraduate students in Phitsanulok province; and 2) the communication methods to increase the efficiency of social media literacy towards preventing the spread of Coronavirus for undergraduate students in Phitsanulok province.

This study is quantitative research, in which the data is collected through in-depth interviews and a focus group of fifteen samples.

The findings indicated that factors influencing social media literacy in preventing the spread of coronavirus among undergraduate students encompassed demographic characteristics, proficiency in social media skills, behavior related to social media exposure, and social media literacy. The skills for enhancing social media literacy in the context of preventing coronavirus transmission were identified, including accessing information on social media, analyzing information from social media, evaluating media content on social platforms, creating content on social media, and actively participating in disseminating information through social media. Furthermore, communication guidelines to enhance the effectiveness of the social media literacy model in preventing coronavirus transmission comprise family, university, collaboration between the government and the private sector, and social media use among students.