Paper Title
Factors Influencing Social Media Adoption for Business Among Thai University Students: A Multiple Regression Analysis

Abstract
As a result of digital alterations and the advance of internet and social network site technology, social media has taken on more crucial responsibilities as one of the vital avenues for youth entrepreneurs to approach prospective clients. Nevertheless, there is a dearth of empirical studies attempting to elucidate the determinants and precursors of utilizing this digital platform for business transactions. The goal of this study is to understand the elements influencing the usage of social media for commercial purposes in Thailand. Multiple regression analysis was performed on 135 samples obtained from an online survey administered to Thai university students at Bangkok University to investigate the factors impacting behavior, intention, and use behavior. The findings demonstrated that the intention of behavior to use social media for business reasons by Thai individuals is significantly positively influenced by performance expectancy, effort expectancy, social influence, and facilitating conditions. Perceived risk, on the other hand, significantly reduces conduct intention. Keywords - Social Media, the Unified Theory of Acceptance and Use of Technology, Thailand