Digital Campaign Communication Factors Related to Alcohol Consumption Reduction Behavior among Students of Nakhon Pathom Rajabhat University

Abstract

The objectives of this research were 1) to study digital campaign media exposure and engagement behaviors and 2) to investigate digital communication factors influencing attitudes and behaviors regarding alcohol consumption reduction among students at Nakhon Pathom Rajabhat University. This quantitative study utilized questionnaires to collect data from a sample of 400 students selected through stratified random sampling. Data were analyzed using descriptive statistics, including percentage, mean (x ̅), and standard deviation (SD). The results indicated that the majority of respondents were female (40.0%) and first-year students. Overall digital communication factors (SMCR) were at a high level (x ̅=4.07), with peers or influencers being the most influential sources (x ̅=4.18), and short-form video formats (TikTok/Reels) being the most preferred (x ̅=4.11). Regarding motivations and gratifications (U&G), students were most satisfied with humorous or entertaining content (x ̅=3.94). Post-exposure outcomes showed that students developed the highest level of courage to refuse alcohol invitations from peers (x ̅=3.97). Multiple regression analysis revealed that digital communication factors predicted alcohol reduction behavior by 52% (R2=0.52) at a .05 significance level, with the 'Source' factor being the most significant predictor (β=0.45). In conclusion, communication through role models and the use of edutainment media play a crucial role in effectively fostering alcohol reduction values among university students.