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International Journal of Information Technology & Computer Science ( IJITCS )

Abstract :

The purpose of this study was to examine the uses and gratification of audience members toward ThanavuddhoStory Facebook page, a popular religious social media website in Thailand. Descriptive statistics and inferential statistics were used for data processing and reporting. The research results reveal that the uses and gratification of ThanavuddhoStory’s audience members were related to four motives: contribution, discovery, social interaction, and sanctuary. Among these four motives, sanctuary received the highest mean score. The study also found that Dharma conveyed through ThanavuddhoStory Facebook page is useful and could provide gratification to audience members. The results also point to the importance of using social media networking to convey the Buddha’s words or Dharma in today’s consumer contexts. The results indicate that social media like Facebook is acceptable for disseminating religious beliefs in the digital age. This study will be beneficial to social media developers and religious organizations that publicize online religious beliefs. It is the obligation of every religious organization as influential social institutions to take responsibility for religious communication both online and offline .

Keywords :

: Facebook page /Uses & Gratification/Social network/Religious communication

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