THE ROLE OF SOCIAL MEDIA IN POLITICAL ADVERTISING: AN EXPLORATORY INVESTIGATION OF THE BANGKOK GOVERNOR'S ELECTION

Abstract

The utilization of both traditional media (e.g. television advertising, posters) and new media (e.g. online social media, websites) plays a major role in decision making process of voters. The survey questionnaires were distributed among Bangkokians in different areas to find out how they used media during the Bangkok governor campaigns in 2013. Contrary to the increasing use of social media in the society, it turned out that the voters still relied on the traditional media such as televi- sion to make decision on voting. For the upcoming election campaigns in Thailand, the campaigners should creatively communicate via new media to target younger generation. Nevertheless, the traditional ways of persuading are still necessary to gain votes.