Health Advertising Media Exposure Behavior and Purchasing Decision for Dietary Supplements among the Elderly in the Southern Border Areas
Article Sidebar
Main Article Content
Abstract
The purpose of this research was to study the elderly in Yala Province regarding the exposure to health advertising, the factors that influence the decision to buy health supplements, and the media literacy in such advertisements. This research is quantitative. The sample consisted of 400 participants. The data was analyzed using percentage and mean. The research findings indicated that: 1) he media exposure behavior to health supplement advertising among the elderly in Yala was 16 times or more, accounting for 39.1%, and the use of the internet to view advertisements exceeded 1 hour and 30 minutes per day, accounting for 45.5%, primarily through mobile devices. This reflects an increased consumption of digital media among the elderly. 2) The factors influencing the purchase of health supplements among the elderly in Yala Province were found to be four key aspects: exposure to media through the Internet, health maintenance reasons according to age, awareness of fraudulent advertisements by verifying information before making decisions and prioritizing the credibility of the products. 3) The literacy gained from watching health supplement advertisements for the elderly group in Yala Province raises awareness of after-sales service, with an average score of 3.70.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
References
Channoi, K. (1994). The public relations media. Rung Saeng Publication.
Cronbach, L. J. (1963). Educational psychology. Harper & Row
DataReportal. (2024). Digital 2024: Thailand. https://datareportal.com/reports/digital-2024-thailand
Diteeyonta, W. & Ku, H. Y. (2021). Internet literacy among the elderly in Thailand. Educational Media International, 58(3), 251-270. https://doi.org/10.1080/09523987.2021.1976829
Duangphummes, N., Sasiwongsaroj, K., Boonraksa, T., Phanthaphummee, N. & Suebsuwansuwan, W. (2024). Report on media usage, impacts of media exposure, and media literacy behaviors among Thai older adults in 2023. Media Literacy Academic Center for Older Adults, Research Institute for Languages and Cultures of Asia, Mahidol University.
Hall, D. A. (1976). Medical care of the elderly. John Wiley & Sons.
Hobbs, R. (1996). Expanding the concept of literacy. In R. Kubey (Ed.), Media literacy in the information age (pp. 163-183). Transaction Publishers.
Intelligence Center for Elderly Media Literacy, Research Institute for Languages and Cultures of Asia, Mahidol University. (2024). Survey report on media use situation and impacts of media exposure among Thai elderly 2024. https://www.iceml.org/Doc/ ResearchReport-2023-Media-Usage-en.pdf.
Karkach, A., Kravchenko, O. & Semigina, T. (2022). Modern approaches to understanding older people as a peculiar social group. Social Work and Social Education, 2(9), 77-89. https://doi.org/10.31499/2618-0715.2(9).2022.267086
Klapper, J. T. (1960). The effects of mass communication. Free Press.
McLeod, J. M. & O’Keefe, G. J. (1972). The socialization perspective and communication behavior. In F. G. Kline & P. J. Tichenor (Eds.), Current perspectives in mass communication research (pp. 121-168). Sage Publications.
Mrisho, D. H. & Dominic, N. A. (2023). Media literacy: Concept, theoretical explanation, and its importance in the digital age. East African Journal of Arts and Social Sciences, 6(1), 78-85. https://doi.org/10.372 84/eajass.6.1.1087
Nessah, I. (2024). Theoretical study on advertising deception and its impact on consumers. International Journal of Economic Performance, 7(1), 137-157. https://doi.org/10.54241/2065-007-001-008
Paisley, W. (1981). Public Communication Campaigns: The American Experience. In R. Rice and W. Prisley (Eds). Public Communication Campaigns. Sage Publications.
Rogers, E. M. & Svenning, L. (1969). Modernization among peasants: The impact of communication. Holt, Rinehart and Winston.
Sadeghpour, S. & Vlajic, N. (2021). Ads and Fraud: A Comprehensive Survey of Fraud in Online Advertising. Journal of Cybersecurity and Privacy, 1(4), 804-832. https://doi.org/10.3390/jcp1040039
United Nations Department of Economic and Social Affairs, Population Division. (2023). World population ageing 2023: Challenges and opportunities of population ageing in the least developed countries. https://www.un.org/development/desa/ pd/sites/www.un.org.development.desa.pd/files/undesa_pd_2024_wpa2023-report.pdf
Wan, G. & Cheng, H. (2004). The media-savvy: Teaching media literacy skills grades 2-6. Zephyr Press.
Yala Provincial Statistical Office. (2024). Analysis of the Situation of the Elderly in Yala Province. https://yala.nso.go.th/images/ plan/Elder_2568_Analysis.pdf
Yannopoulou, N., Chandrasapth, K., Bian, X., Jin, B., Gupta, S. & Liu, M. J. (2024). How disinformation affects sales: Examining the advertising campaign of a socially responsible brand. Journal of Business Research, 182, 114789. https://doi.org/10.1016/j.j busres.2024.114789
