Online Social Media Usage Behavior among Students Majoring in Modern Business Management, Lampang Inter-Tech College

Abstract

The objectives of this research were to 1) study the characteristics of using online social media among students majoring in modern business management, and 2) study the behavior of using online social media usage among students majoring in modern business management. The sample group was 100 students studying in years 1–4, enrolled in semester 1/2022, for the Modern Business Management major, Faculty of Business and Technology, Lampang Inter-Tech College. The data were collected through a questionnaire. The statistics used in the data analysis were percentage, mean, and standard deviation.

The research results showed that: 1) characteristics of using online social media among students indicated that the online social media platform most commonly and frequently used was Facebook, with average daily usage of more than 3–4 hours, commonly before bedtime from 18:00 to 24:00 hrs. The intention was to listen to music, watch clip, or watch movie. The place of use was found to be a home or dormitory and 2) the students' social media use behavior was classified according to the behavior of using online social networks; all 3 aspects were overall at a high level with an average of 4.06. The highest behavior in using social media was the communication aspect at a high level with an average of 4.08. Followed by the entertainment aspect, which had an average of 4.07 at a high level and academics and mass communication had an average of 4.02, at a high level, respectively.