Going Viral for Victory: A Study of User-Generated Content's Influence on The Success of the Move Forward Party in the 2023 Thai Election.

Abstract

The 2023 Thai general election underscored the growing influence of social media, particularly User-Generated Content (UGC) on TikTok, in shaping public perception and political participation. This study aims to classify UGC related to the election, explore its contribution to voter decision-making, and analyse the persuasive strategies employed by content creators. A mixed-methods approach was used, combining quantitative analysis of engagement metrics (likes, comments, views) with qualitative thematic analysis of 171 high-engagement TikTok videos selected through purposive sampling during the 45 days before and 30 days after the election.

Thematic analysis revealed eight key themes: Everyday Accessibility, Fan Affection and Emotion, Grassroots and Street Campaign, Parody and Politainment, Policy and Power Critique, Gratitude and Mobilisation, Religious or Cultural Context, and Context-Specific Specials. Persuasive tactics observed included emotional appeals, identity and affiliation building, humour and parody, rational policy cues, authenticity narratives, and direct calls to action. The study found that user-generated content on TikTok is an effective political medium, significantly influencing voters’ attitudes and behaviours. It played a key role in the Move Forward Party winning the most votes in the election through emotionally resonant and accessible content.