EXPLORING THE ROLE OF SOCIAL MEDIA IN SHAPING THE ADOPTION OF SATELLITE TECHNOLOGY IN THAILAND
Keywords:
Social Media, Influence, Satellite Technology, AdoptionAbstract
This research explores the impact of social media platforms—namely Facebook, YouTube, and Instagram—on the adoption of satellite technology within urban Thailand. The study aims to delineate the ways in which these digital platforms influence public perceptions and decision-making processes related to the utilization of satellite technology in urban environments. Employing a qualitative methodology, the research involved conducting in-depth interviews with eight key informants who were selected through purposive sampling to gain diverse and relevant perspectives. These informants included stakeholders from both the technology sector and active social media users who are knowledgeable about satellite technology. Content analysis was utilized as the main analytical technique to systematically examine the interview data, enabling a thorough exploration of how information dissemination through social media impacts technology adoption. The findings from this study highlight the crucial role that social media plays as a catalyst in the technological shift towards satellite internet in urban Thailand. The results indicate that strategic use of these platforms not only accelerates the adoption rates but also significantly deepens consumer engagement with new technologies. This study underscores the importance of integrating targeted social media strategies in promotional activities to effectively reach and influence urban populations, thereby facilitating a smoother transition to advanced satellite internet services.
References
Asanprakit, S., & Limna, P. (2023). Understanding the role of social influence in consumers' intention to use social commerce. Rom Yoong Thong Journal, 1(2), 103-121. Retrieve from https://so08.tci-thaijo.org/index.php/romyoongthong/article/view/2188
Baima, G., Santoro, G., Pellicelli, A. C., & Mitręga, M. (2022). Testing the antecedents of customer knowledge sharing on social media: A quantitative analysis on Italian consumers. International Marketing Review, 39(3), 682-705. Retrieve from
https://doi.org/10.1108/IMR-03-2021-0122
Centenaro, M., Costa, C. E., Granelli, F., Sacchi, C., & Vangelista, L. (2021). A survey on technologies, standards and open challenges in satellite IoT. IEEE Communications Surveys & Tutorials, 23(3), 1693-1720. Retrieve from https://doi.org/10.1109/COMST.2021.3078433
DEPA. (n.d.). Thailand digital technology foresight 2035. Digital Economy Promotion Agency. Retrieve from https://depa.or.th/storage/app/media/file/depa-Technology-Foresight-Final-Report-EN-250320.pdf
Firth, J., Torous, J., Stubbs, B., Firth, J.A., Steiner, G.Z., Smith, L., Alvarez-Jimenez, M., Gleeson, J., Vancampfort, D., Armitage, C.J., & Sarris, J. (2019). The “online brain”: How the Internet may be changing our cognition. World Psychiatry, 18(2), 119-129. Retrieve from https://doi.org/10.1002/wps.20617
Homssi, B. A., Al-Hourani, A., Wang, K., Conder, P., Kandeepan, S., Choi, J., Allen, B., & Moores, B. (2022). Next generation mega satellite networks for access equality: Opportunities, challenges, and performance. IEEE Communications Magazine, 60(4), 18-24. Retrieve from https://doi.org/10.1109/MCOM.001.2100802
Jorgenson, D. W., & Vu, K. M. (2016). The ICT revolution, world economic growth, and policy issues. Telecommunications Policy, 40(5), 383-397. Retrieve from https://doi.org/10.1016/j.telpol.2016.01.002
Klayklung, P., Chocksathaporn, P., Limna, P., Kraiwanit, T., & Jangjarat, K. (2023). Revolutionizing education with ChatGPT: Enhancing learning through conversational AI. Universal Journal of Educational Research, 2(3), 217-225. Retrieve from
https://doi.org/10.17613/3rtf-4408
Kraiwanit, T., Limna, P., Wattanasin, P., Moolngearn, P., Satranarakun, A. (2023). Digital wallet adoption: Worldcoin’s impact on financial technology. Advances in Business-Related Scientific Research Journal, 14(2), 71-90. Retrieve from https://www.absrc.org/publications/absrj-2023-volume-14-number-2-tk/
Latifah, L., Setiawan, D., Aryani, Y. A., Sadalia, I., & Al Arif, M. N. R. (2022). Human capital and open innovation: Do social media networking and knowledge sharing matter?. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), 116. Retrieve from https://doi.org/10.3390/joitmc8030116
Li, W., Ai, P., & Ding, A. (2023). More than just numbers: How engagement metrics influence user intention to pay for online knowledge products. SAGE Open, 13(1), 21582440221148620. Retrieve from https://doi.org/10.1177/21582440221148620
Limna, P. (2023). Unveiling the 4Es marketing strategy: Factors influencing online shopping behavior among consumers in Krabi, Thailand. Disciplinary Journal of Buriram Rajabhat University, 7(2), 1-11. Retrieve from https://so02.tci-
thaijo.org/index.php/journalfms-thaijo/article/view/264201
Limna, P., Kraiwanit, T., & Chumwatana, T. (2024). Assessing the integration of ChatGPT in business environments: An application of the Technology Acceptance Model. Journal of Dhamma for Life, 30(1), 221-231. Retrieve from https://so08.tci-thaijo.org/index.php/dhammalife/article/view/3135
Limna, P., Kraiwanit, T., & Siripipatthanakul, S. (2023). The growing trend of digital economy: A review article. International Journal of Computing Sciences Research, 7, 1351-1361. Retrieve from https://www.stepacademic.net/ijcsr/article/view/347
Macarthy, A. (2018). 500 social media marketing tips: Essential advice, hints and strategy for business Facebook, Twitter, Pinterest, Google+, YouTube, Instagram, LinkedIn, and more! Create Space Independent Publishing Platform, North Charleston, SC, USA. Retrieve from https://dl.acm.org/doi/abs/10.5555/3208435
Manzoor, U., Baig, S. A., Hashim, M., & Sami, A. (2020). Impact of social media marketing on consumer’s purchase intentions: The mediating role of customer trust. International Journal of Entrepreneurial Research, 3(2), 41-48. Retrieve from https://doi.org/10.31580/ijer.v3i2.1386
OOSGA. (2023, October 30). Social media in Thailand - 2023 stats & platform trends. Retrieve from https://oosga.com/social-media/tha/
Oottamakorn, C., Techateerawat, P., & Thetbanthad, P. (2019). Rural and remote broadband development in Thailand: Enabled by last-mile infrastructures and services. International Transaction Journal of Engineering, Management, & Applied Sciences & Technology, 10(1), 1-17. Retrieve from https://tuengr.com/V10A/10A13EM.pdf
Pavelle, S., & Wilkinson, C. (2020). Into the digital wild: Utilizing Twitter, Instagram, YouTube, and Facebook for effective science and environmental communication. Frontiers in Communication, 5, 575122. Retrieve from https://doi.org/10.3389/fcomm.2020.575122
Phuangsuwan, P., Siripipatthanakul, S., Limna, P., & Pariwongkhuntorn, N. (2024). The impact of Google Maps application on the digital economy. Corporate & Business Strategy Review, 5(1), 192-203. Retrieve fromhttps://doi.org/10.22495/cbsrv5i1art18
Rahman, Z., Suberamanian, & Moghavvemi. (2017).The impact of social media engagement metrics on purchase intention: A study on brand fan page followers. In C. Ignatescu, A. Sandu, & T. Ciulei (eds.), Rethinking Social Action. Core Values in Practice (pp.665-681). Suceava, Romania: LUMEN Proceedings. Retrieve from https://www.proceedings.lumenpublishing.com/ojs/index.php/lumenproceedings/article/view/466
Rutledge, P. B., & Hogg, J. L. C. (2020). In‐depth interviews. In van den Bulck, J., & Roskos-Ewoldsen, D. R. (Eds.). The International Encyclopedia of Media Psychology (pp. 1-7). Wiley Blackwell. Retrieve from https://doi.org/10.1002/9781119011071.iemp0019
Shaheen, M., Pradhan, S., & Ranajee. (2019). Sampling in qualitative research. In M. Gupta, M. Shaheen, & K. Reddy (Eds.), Qualitative Techniques for Workplace Data Analysis (pp. 25-51). IGI Global. Retrieve from https://doi.org/10.4018/978-1-5225-5366-3.ch002
Shaengchart, Y., & Kraiwanit, T. (2024). An impact of Starlink project on regulations and national security. Journal of Infrastructure, Policy and Development, 8(5), 3223. Retrieve from https://systems.enpress-publisher.com/index.php/jipd/article/view/3223
Siripipatthanakul, S., Jaipong, P., Limna, P., Sitthipon, T., Kaewpuang, P., & Sriboonruang, P. (2022). The impact of talent management on employee satisfaction and business performance in the digital economy: A qualitative study in Bangkok, Thailand. Advance Knowledge for Executives, 1(1), 1-17. Retrieve from http://www.researchgate.net/publication/361852040
Tortermvasana, K. (2024, January 2). NBTC approves Starlink internet project. Bangkok Post. Retrieve from https://www.bangkokpost.com/business/general/2716536/
Treem, J. W., & Leonardi, P. M. (2013). Social media use in organizations: Exploring the affordances of visibility, editability, persistence, and association. Annals of the International Communication Association, 36(1), 143-189. Retrieve from
https://doi.org/10.1080/23808985.2013.11679130
Yaqub, M. Z., & Alsabban, A. (2023). Knowledge sharing through social media platforms in the silicon age. Sustainability, 15(8), 6765. Retrieve from https://doi.org/10.3390/su15086765
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Suvarnabhumi Institute of Technology
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของวารสารวิชาการ สถาบันเทคโนโลยีแห่งสุวรรณภูมิ
ข้อความที่ปรากฏในบทความแต่ละเรื่องในวารสารวิชาการเล่มนี้เป็นความคิดเห็นส่วนตัวของผู้เขียนแต่ละท่านไม่เกี่ยวข้องกับสถาบันเทคโนโลยีแห่งสุวรรณภูมิ และคณาจารย์ท่านอื่นๆในสถาบันฯ แต่อย่างใด ความรับผิดชอบองค์ประกอบทั้งหมดของบทความแต่ละเรื่องเป็นของผู้เขียนแต่ละท่าน หากมีความผิดพลาดใดๆ ผู้เขียนแต่ละท่านจะรับผิดชอบบทความของตนเองแต่ผู้เดียว
