The Exposure and Satisfaction on Agricultural Information Format through Social Media of Undergraduate Students in Kasetsart University, Bangkh

Abstract

     The objectives of this research were 1) to study the basic demographic characteristics of undergraduate students 2) channels for receiving information 3) satisfaction with agricultural information formats via social media and 4) to compare the satisfaction with agricultural information formats via social media. The sample group was 394 undergraduate students of Kasetsart University, Bangkhen. The results of the research showed that most of the students were male, average age 21 years and monthly expenses of 9,873.60 baht. The primary channel for exposure of agricultural information for most of them was smartphone devices with Facebook account . Most of the respondents are in the residences where news sources are mostly agriculture-related websites followed by Facebook with the objective of being aware of agricultural innovation events and technology. The students were overall satisfied with the format of agricultural news through social media. Their satisfaction level with the infographics format was moderate. The video type and the article type format were viewed with a low level of satisfaction. The results of hypothesis testing showed that the students' satisfaction with the article category format classified by age and faculty was different with a statistically significant difference at the 0.01 level and at the 0.05 level (P=0.023) when classified by sex. The infographic category format was significantly different at 0.05 level. (P=0.019) classified by age.