The Influence of Social Media Engagement on Political Attitudes, Motivation, and Participation

Abstract

This conceptual review examines the relationship between social media engagement (SME), political attitudes, motivation, and participation in the Thai context. Drawing on nine peer-reviewed studies primarily published between 2015 and 2025, with selected foundational works incorporated to support the theoretical framework, the review proposes an integrative framework in which SME is positioned as an important antecedent of attitudinal change and a contributor to political motivation, which is subsequently linked to various forms of political participation. The analysis highlights the mediating roles of political attitudes, political efficacy, and political motivation, while identity formation and gratifications sought are discussed as additional psychological mechanisms shaping engagement outcomes, as well as moderating factors such as content type, platform design, and network structure. Although the reviewed studies consistently report positive associations between SME and political outcomes, causal interpretations remain limited due to the predominance of cross-sectional research designs. By integrating perspectives from Uses and Gratifications, Agenda-Setting, Social Capital, and Political Participation theories, this review offers a consolidated framework to inform future empirical research in Thailand.