THE STUDY OF MARKETING CONTENT FACTORS AND SOCIAL INFLUENCE FROM TIKTOK USERS IN UDON THANI PROVINCE

Abstract

The objective of this research was to 1) study the demographic characteristics of TikTok users in Udon Thani Province, and 2) examine the level of marketing content awareness and social influence of TikTok users in Udon Thani Province. Data were collected using a questionnaire from 400 TikTok users in Udon Thani with prior experience using the application. The statistical methods used for data analysis were mean and standard deviation. The research results found that: 1) The majority were female (228 people, 57.00%), aged between 15 and 25 years (120 people, 30.00%), students (164 people, 41.00%), with a bachelor's degree (167 people, 41.75%), and had an income of less than 9,000 baht per month. 2) The level of marketing content awareness was high, with a focus on entertainment content. The level of social influence showed that indirect reference groups were more important than direct reference groups, with a preference for watching TikTok videos that had a high number of views.