STUDYING YOUTUBE USER BEHAVIOR WITH FINANCIAL LITERACY

Abstract

This research purpose is to study and analyze the format of the content. Members' engagement and response to YouTube content marketing on financial and investment literacy by studying the response patterns to video clips about finance and investments. Attitudes of viewers on all 20 YouTube channels about finance and investment in Thailand during a one-month period (from 14 March 2023-14 April 2023). The show with the most emotional and opinion averages was Paul Pattarapon, Paul Pattarapon, with an average of 0.47619048. There are 4 clips: 1) Know before anyone else! "Top Jirayus" WEF 2023 World Leaders Summit the Exclusive Talk EP.16 2) 5 Things That People Are Near Death Money Matters | Recap 3) If you don't want to be poor! Stop doing it! These 5 Things You Shouldn't Have | Money Matters EP.203 and 4) Who doesn't have enough money? How much money do you spend? You must not do these 5 things!! | Money Matters EP.