A Study of Content User Engagement Sharing of News Contents on Facebook Fan Pages

Abstract

Background and Aims: Online social networks, made possible by the accessibility of modern technology, have a substantial impact on communication. With rising user engagement, Facebook emerged as the most popular online social network in Thailand, closely followed by Line Application. Researchers are interested in examining the dynamics of content sharing, participation, and content on Facebook fan pages and news programs as a result of these data. This research aims (1) To study the objectives and types of content. was presented through the Facebook fan page of the news program. And (2) To study the sharing of sports content by the audience through the Facebook fan page of the news program.

Methodology:  The research sample for this study was selected at random (purposive sampling) from the Facebook fan pages of news programs with at least 100,000 followers that were active between January and December by 2022, responders from at least 1% of all active accounts must be included in the content used for analysis. To examine both verbal and nonverbal forms, the researcher divided the content into at least three shares (shared posts) per content.

Results: (1) The majority of news program Facebook fan pages present news with the greatest objectivity and variety of content. (2)  The most prevalent attitudes and values are found in the division of content into image types and the dissemination of news program content among the audience via Facebook fan pages. Following are needs, experiences and routines, objectives, circumstances, capacities, applications, and communication modalities that come next, in that order. Furthermore, the majority of recipients' primary goal when presenting the content is to convey the news by offering a variety of helpful information. This goal is supported by the recipients' responses when they share the content (Share) with the greatest quantity of replies.

Conclusion: According to the analysis, Facebook fan pages for news programs primarily value objectivity and diversity of content, emphasizing the delivery of news in multiple formats. Additionally, as indicated by the high response rates, recipients interact with the content primarily with the intention of sharing useful information, indicating a common goal of distributing informative content among audiences.