AWARENESS OF CONTENT GENERATION AND DISSEMINATION ON SOCIAL MEDIA USING KU GENAI PLATFORM AMONG UNDERGRADUATE STUDENTS AT KASETSART UNIVERSITY

Abstract

This study aimed to: (1) examine awareness among undergraduate students at Kasetsart University regarding the use of the KU GenAI Platform for generating and disseminating information on social media; (2) compare awareness across personal characteristics; (3) investigate the relationship between regularly used media and awareness; and (4) examine the relationship between knowledge of AI-generated content dissemination and awareness levels. The sample consisted of 530 undergraduate students in the second semester of the 2025 academic year. Data were collected using a structured questionnaire. Statistical analyses included frequency, percentage, mean, standard deviation, independent samples t-test, One-Way ANOVA with Bonferroni post hoc comparison, Chi-square test, Cramér’s V, and Pearson’s correlation coefficient, with a significance level of .05.

The findings showed that overall awareness was high (M = 4.45, S.D. = .49). All dimensions were also high, including ethics, legal considerations, and personal data protection (M = 4.49), perception of roles and risks (M = 4.45), academic integrity and reputation management (M = 4.43), and responsible social media use (M = 4.43). Awareness differed significantly by sex, faculty, grade point average, and monthly income, but not by age or year of study. Regular media use had a weak positive association (Cramér’s V = .10), while knowledge of AI-generated content dissemination showed a moderate positive correlation (r = .441).

Keywords: Awareness of AI Use, Content Generation and Dissemination, KU GenAI, Generative AI in Higher Education, Digital Citizenship, Social Media Governance