UTILIZATION AND SATISFACTION OF STUDENTS AT THE THAILAND NATIONAL SPORTS UNIVERSITY PHETCHABUN CAMPUS, IN USING THE INSTITUTION’S OFFICIAL FACEBOOK PAGE

Abstract

This research article aimed to: 1) examine the level of students’ utilization of public relations information; 2) investigate students’ satisfaction with public relations communication; and 3) analyze the relationship between students’ utilization of public relations information and their satisfaction. This study employed a quantitative research design. The sample consisted of 385 first- to third-year students in the academic year 2025, selected through purposive sampling. The research instrument was a questionnaire. The data were analyzed using frequency, percentage, mean, standard deviation, and Pearson’s product-moment correlation coefficient.

The research findings revealed that:

1. The majority of respondents were male students (59.5%), studying in their second year (35.1%), and enrolled in the Physical Education program (83.4%)
2. The overall level of students’ utilization of public relations information through the institution’s Facebook page was high (= 3.81). The aspect with the highest mean score was utilization for satisfying the need to be informed about current events (= 3.98), whereas the aspect with the lowest mean score was utilization for satisfying the need for participation (= 3.60).
3. The overall level of students’ satisfaction with public relations communication through the institution’s Facebook page was high (= 3.94). The aspect with the highest mean score was satisfaction with various types of information presented on the Facebook fan page (= 3.95). The aspects with the lowest mean scores were satisfaction with the presentation of information through various forms of multimedia on the Facebook fan page and satisfaction with the convenience, timeliness, and interaction between page administrators and visitors (= 3.94).
4. The utilization of public relations information was positively correlated at a high level with students’ satisfaction toward public relations communication through the institution’s Facebook page, with statistical significance at the .01 level.

The findings indicate that enhancing the quality of public relations communication through the institution’s Facebook page in terms of content, presentation formats, and interactive engagement can effectively increase both students’ utilization of public relations information and their satisfaction.