Media Consumption Behavior and Motivation Affecting the Following of T-POP Artists among Students of Nakhon Pathom Rajabhat University

Abstract

This research aimed to: 1) study media consumption behavior and tracking of T-POP artists, and 2) investigate motivational factors influencing the following of T-POP artists among students at Nakhon Pathom Rajabhat University. The research sample consisted of 400 students from Nakhon Pathom Rajabhat University, obtained through stratified random sampling [Query Content, 55]. The data collection instrument was an online questionnaire. Statistical analysis included percentage, mean, and standard deviation.The findings revealed that the majority of students primarily consume media related to T-POP artists through Facebook (68%), followed by X (65.5%), and TikTok (57.5%). The average time spent tracking artists is 1-2 hours per day, with a frequency of 1-2 times per week. The most popular content is live streams (25%), and the most followed artist group is DICE. Overall, motivational factors influencing the tracking of T-POP artists were at a medium level (mean = 3.08). The most significant factor was social popularity (mean = 3.14), followed by entertainment and updating new information. Furthermore, following artists serves as a tool for academic stress relief and reflects national pride in Thai cultural identity, which is perceived as globally standard yet culturally accessible.