Social Media Usage of Thailand's Ministry of Public Health for Crisis Communication during Covid-19

Abstract

The objectives of this research are to study 1) information eXposure, uses and gratifications on information about COVID-19 among Facebook page followers of Thailand's Ministry of Public Health; 2) comparing eXposure, uses and gratification of information about COVID-19 according to the demographic characteristics of Facebook page followers and; 3) the relationship between eXposure, uses and gratification of information about COVID-19.

   This research employed an eXploratory research approach. The sample group was 400 followers of the Ministry of Health's Facebook page who were eXposed to information about COVID-19 through multi-stage sampling. The research tool was a questionnaire, and the data were analyzed using statistical values such as frequency, percentage, mean, standard deviation, one-way ANOVA, multiple correlation, and Pearson's correlation coefficient.

   Research findings revealed that 1) the sampling eXposed that they followed the information via smartphones for a period of 2 years or more. The frequency of information eXposure was not every week, but it was discovered that the best period of the eXposure was to be during 09.0-12.00 hours. The average time per eXposure was less than 15 minutes, they regularly eXposed to information regarding the epidemic situation in different areas, used information regarding pandemic situation, and gratified with the correct and reliable information which were ranked the highest; 2) the demographic sampling which consisted of ages, occupations, and different incomes had positive effect toward information eXposure differently. The sampling from different occupations had positive effect toward uses of information and the differences between occupations and incomes had positive effect on information gratification and; 3) the information eXposure, the time period of following the information, frequency in information eXposure, an average length of time per information eXposure were related to uses and gratification of information with statistically significant level at 0.05.