Students’ Satisfaction and Awareness toward Alcohol Prevention Campaign Media at Udon Thani Rajabhat University
Article Sidebar
Main Article Content
Abstract
The study aimed to investigate the levels of satisfaction, awareness, alcohol consumption behavior, and media viewing behavior among students at Udon Thani Rajabhat University. A questionnaire was used to collect data from a sample of 60 first-to-fourth-year students from the Faculty of Management Science who had viewed the campaign video.
The results showed that most students consumed alcohol primarily on special social occasions and had occasionally been exposed to campaign media. Students reported a high level of satisfaction with the campaign media (overall mean = 4.02) and a high level of awareness (overall mean = 4.02), particularly regarding deliberating before drinking and encouraging peers to recognize the importance of avoiding alcohol. A significant positive correlation was found between satisfaction and awareness (r = 0.72, p < .01), and satisfaction was found to be a significant predictor of awareness (R² = 0.522, p < .001). These findings suggest that well-designed campaign media may be associated with heightened awareness among students; however, given the cross-sectional survey design and purposive sampling from a single faculty, causal conclusions should be interpreted with caution.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
References
Airhihenbuwa, C. O. (1995). Health and culture: Beyond the western paradigm. Sage.
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
Arnett, J. J. (2000). Emerging adulthood: A theory of development from the late teens through the twenties. American Psychologist, 55(5), 469-480.
Bandura, A. (2001). Social cognitive theory of mass communication. Media Psychology, 3(3), 265-299.
Best, J. W., & Kahn, J. V. (2006). Research in education (10th ed.). Pearson Education.
Juthamas, W., & Suchada, K. (2020). Effectiveness of online campaign media in raising awareness about the dangers of alcohol consumption among university students. Journal of Communication and New Media, 8(2), 45-60.
Katz et al., (1973). Uses and gratifications research. Public Opinion Quarterly, 37(4), 509-523.
Kotler, P., & Armstrong, G. (2018). Principles of marketing (17th ed.). Pearson.
McGuire, W. J. (1989). Theoretical foundations of campaigns. In R. E. Rice & C. K. Atkin (Eds.), Public Communication Campaigns (2nd ed., pp. 43-65). Sage.
Nattakarn, P. (2019). Satisfaction and perception of adolescents toward anti-drug campaign media. Journal of Social Sciences and Humanities, 15(1), 77-92.
Office of the Alcohol Control Committee. (2021). National strategic plan for alcohol control (2021–2026). Department of Disease Control, Ministry of Public Health.
Palmgreen, P., & Rayburn, J. D. (1985). An expectancy-value approach to media gratifications. In K. E. Rosengren, L. A. Wenner, & P. Palmgreen (Eds.), Media Gratifications Research: Current Perspectives (pp. 61-72). SAGE.
Palmgreen et al., (2001). Television campaigns and adolescent marijuana use: Tests of sensation seeking targeting. American Journal of Public Health, 91(2), 292-296.
Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. Advances in Experimental Social Psychology, 19, 123-205.
Rogers, E. M. (2003). Diffusion of innovations (5th ed.). Free Press.
Rosenstock et al., (1988). Social learning theory and the Health Belief Model. Health Education Quarterly, 15(2), 175-183.
Thongdee, S. (2021). The use of video media to raise awareness among university students. Journal of Communication Studies, 15(2), 45-60.
Saiseesod, S. (2025). The development of participatory anti-alcohol campaign media among students in the Faculty of Management Science, Udon Thani Rajabhat University. Journal of Research and Development, Loei Rajabhat University, 20(71), 14-22.
Thai Health Promotion Foundation (ThaiHealth). (2022). Report on the situation of alcoholic beverages in Thailand. Retrieved from https://www.thaihealth.or.th
World Health Organization (WHO). (2018). Global status report on alcohol and health 2018
