EFFECTIVENESS OF POLITICAL COMMUNICATION TOWARDS DECISION-MAKING OF UNDERGRADUATE STUDENTS IN LOEI PROVINCE TO VOTE FOR MEMBERS OF PARLIAMENT (MPs)

Abstract

This research aims to (1) examine the effectiveness level of political communication influencing the decision to vote for Members of Parliament (MPs) in Loei Province; (2) study political communication factors that influence the voting decisions of undergraduate students; and (3) propose a model for effective political communication for MPs in Loei Province. A mixed-methods approach was employed, including document analysis, a survey using questionnaires with 374 undergraduate students from three institutions in Loei Province, and in-depth interviews. Data were analyzed using descriptive statistics, Pearson correlation, and stepwise multiple regression.

The findings revealed that:

1. The effectiveness of political communication in influencing voting decisions was at a high level, with a predictive power of 94.1%. Both raw score and standardized score prediction equations were accurately developed.


2. The effective political communication model follows the PDCA concept, comprising input factors, processes, outputs, and feedback. The model was thoroughly evaluated based on Guskey’s criteria for appropriateness, feasibility, consistency, and usefulness.


3. The proposed model suggests utilizing accessible media such as social media platforms, along with accurate and engaging content, to foster understanding, build trust, and encourage sustainable political participation. Recommendations are provided for politicians, government agencies, educational institutions, and media organizations to enhance the quality of electoral processes. Future research is encouraged to compare different contexts and refine the model to suit Thai society.