Viewing Behaviors and Content Factors of Vertical Advertising Affecting the Interest of Students at Nakhon Pathom Rajabhat University

Abstract

The purposes of this research were to 1) study the viewing behaviors of vertical advertising and 2) investigate the content factors of vertical advertising that affect the interest of students at Nakhon Pathom Rajabhat University. The sample consisted of 400 students from Nakhon Pathom Rajabhat University, obtained through cluster sampling. The research instrument was an online questionnaire. Data were analyzed using descriptive statistics, including percentage, mean ($\bar{x}$), and standard deviation ($S.D.$). The research findings were as follows: 1. Viewing Behaviors The majority of students viewed vertical advertisements daily (34.0%). The most popular platform was Instagram Reels (33.0%). The peak viewing time was during the evening between 17:00 and 21:00 (44.25%). Notably, the most prevalent behavior was "skimming through only the first few seconds" (37.75%). 2. Content Factors Overall, students' opinions toward content factors were at a high level (x ̅=4.36). The highest-rated factor was legible vertical text layout (x ̅=4.54), followed by innovative creativity in content format (x ̅=4.42). and Levels of Interest: Students demonstrated a high overall level of interest in vertical advertisements (x ̅=4.35). The highest behavioral response was the tendency to like, comment, or share (x ̅=4.59). Conversely, brand or product recall was the lowest-rated aspect (x ̅=4.08). Media producers should prioritize communicating the "core message" within the first seconds to stop scrolling behavior. Design elements should emphasize legibility based on visual rhetoric principles, and content distribution should be scheduled during evening hours for maximum reach efficiency.