Volume 17, No. 4, 2020
The Impact Of Media Exposure On The Admiration Of K-POP Artists Among Thai Teenagers In Bangkok
Khomson Suebsaeng
Abstract
The objectives of this research are to study the extent of media exposure on Thai teenagers in Bangkok, their admiration of K-POP artists, and the influence of media exposure on their admiration. This research is a quantitative research. The statistical tools used in this research consist of mean, standard deviation, and multiple regression analysis. Research results showed that (1) the overall level of media exposure of Thai teenagers was very high. When considering individual aspects, experience receptivity and information receptivity were found to be very high. (2) The overall level of admiration for K-POP artists was very high, along with each individual aspects considered separately. (3) Information seeking, information receptivity and experience receptivity were found to have an influence on their admiration, with a forecasting coefficient of 60.70% (R2 = 0.607), which can be written in the form of a linear equation as follows: Z Thai teenagers' admiration for K-POP artists = .386 Z Information receptivity +.239 Z Information seeking +.250 Z Experience receptivity
Pages: 261-269
Keywords: Media exposure, K-POP, Thai teenagers' admiration for K-POP artists