Communication Strategies for Sustainable Urban Agriculture in Thailand
Sukanya Sereenonchai, Noppol Arunrat
Sustainability
Urban Farm DB summary
This study explored the framing of urban agricultural knowledge disseminated via social media and factors influencing satisfaction among experienced viewers in Thailand. It analyzed eleven clips from the Sustainable Agriculture Foundation (Thailand) on Facebook and YouTube using a coding framework and content analysis. A survey of 200 viewers was conducted and analyzed using SmartPLS 4.0. Key results showed that leading farmers framed messages by explaining actions, reasoning, outcomes, and associated health benefits. Source credibility and information quality significantly influenced satisfaction, as did self-efficacy, source credibility, and interactivity as moderating factors for knowledge satisfaction.