Public Engagement Through Mass Communication Organizations’ Social Media in Thailand During Covid-19 Pandemic: Case Study Phuket Province
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Abstract
This research emphasized on Public engagement through mass communication organizations’ social media in Thailand during Covid-19 pandemic which case study was Phuket province. Mixed methods of quantitative and qualitative researches were exploited in this research. Research results showed that social media dependency, perceived credibility of social media, and social media community identification, all these three independent variables, had directly positive influenced on public engagement through mass communication organizations’ social media in Thailand during Covid-19 pandemic in Phuket. Additionally, public engagement through mass communication organizations’ social media had directly positive influenced on (a) perceived risk at low level, (b) psychological wellness at moderate level, and (c) social cooperation at low level. Moreover, according to quantitative research results combined with analysis and synthesis of review literature and qualitative research results, this research proposed 12 main guidelines on how to create and maintain public engagement through mass communication organizations’ social media in Thailand during Covid-19 pandemic in Phuket province. The research results will be beneficial for those related organizations especially mass media organizations in Thailand by enhancing their maximum efficiency usage of social media in health crisis by promoting public engagement via social media.
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References
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