Clustering Information Exposure Behavior the Welfare State Needs Among Older Adults in Thailand

This research has organized data on exposure to welfare state information among senior citizens in Thailand.The K-means algorithm was used to study the media consumption behavior of the seniors. Data derived from the Public Relations Policy and Planning Development Office of the Public Relations Department, covering the period from February 6, 2023 to February 24, 2023 and involving 1,314 participants. The optimal number of clusters was determined through the application of the Elbow method. The results of the clustering analysis, based on the survey of the elderly behavior, led to the identification of three and four distinct groups, respectively. Furthermore, the researchers used the analysis results to recommend publicizing welfare news for the older adults in Thailand, aiming to further enhance the efficiency of public relations.