Campaign Media Exposure to Prepare Themselves for Retirement Among Middle-Aged People in Bangkok and Surrounding Provinces

Abstract

This research has three main objectives: (1) to examine the personal factors of middle-aged individuals associated with their exposure to campaign media aimed at preparing for retirement, (2) to investigate the types of campaign media exposure related to retirement preparation methods among middle-aged individuals, and (3) to explore the relationship between campaign media exposure and retirement preparation practices among middle-aged individuals. The findings reveal that personal factors such as gender, marital status, age, educational level, income, occupation, current residence, peers or colleagues, posters, debt obligations, asset ownership, and shared housing arrangements are positively correlated with exposure to campaign media on retirement preparation. Furthermore, the types of campaign media exposure are positively related to the level of awareness regarding retirement preparation. Individuals exposed to a variety of campaign media types are more likely to effectively apply the acquired knowledge. In addition, campaign media exposure is positively associated with overall retirement readiness, which can be categorized into five dimensions: health, social readiness, economic readiness, housing and environmental conditions, and readiness in technology and innovation. The results indicate that media exposure contributes positively to retirement preparation in all dimensions. Therefore, campaigns targeting middle-aged individuals must emphasize increasing the frequency of communication across all media channels, both offline and online. The content should continuously highlight health, economic, housing and environmental, and technological preparedness to raise awareness of the importance of comprehensive retirement readiness among middle-aged individuals.