The Development of Digital Content on the Metaverse Combined with Interactive Communication Activities with Professional on TikTok Marketing for Students
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| Title: | The Development of Digital Content on the Metaverse Combined with Interactive Communication Activities with Professional on TikTok Marketing for Students |
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| Language: | English |
| Authors: | Amornrat Kittipongpisut, Pornpapatsorn Princhankol, Kuntida Thamwipat, Paitoon Kantunyaluk |
| Source: | International Education Studies. 2025 18(6):19-33. |
| Availability: | Canadian Center of Science and Education. 1595 Sixteenth Ave Suite 301, Richmond Hill, Ontario, L4B 3N9 Canada. Tel: 416-642-2606 Ext 206; Fax: 416-642-2608; e-mail: ies@ccsenet.org; Web site: http://www.ccsenet.org/journal/index.php/ies |
| Peer Reviewed: | Y |
| Page Count: | 15 |
| Publication Date: | 2025 |
| Document Type: | Journal Articles Reports - Research |
| Education Level: | Higher Education Postsecondary Education |
| Descriptors: | Artificial Intelligence, Interaction, Computer Mediated Communication, Social Media, Marketing, Undergraduate Students, Interpersonal Communication, Web 2.0 Technologies, Business Education, Foreign Countries |
| Geographic Terms: | Thailand |
| ISSN: | 1913-9020 1913-9039 |
| Abstract: | This research aimed to 1) examine the needs for developing digital content on the metaverse 2) develop and evaluate the quality of digital content on the metaverse combined with interactive communication activities 3) compare the perception of the sample group before and after viewing the digital content, and 4) assess the satisfaction of the sample group with the digital content and activities. The tools used in the study include a needs survey, content and presentation quality evaluation forms, perception assessment, satisfaction assessment, and the digital content with interactive activities, which the researcher developed, consisted of 26 posters and 8 video clips. The sample group included 48 third-year students from the Department of Educational Communications and Technology, who registered for ETM 358 Marketing Communication in the second semester of 2023. Simple random sampling was used, selecting students who had previously viewed the content and were willing to respond to the survey. Statistical analysis involved mean, standard deviation, and t-test. The results showed that the sample group's demand for developing digital content with communication activities was at the highest level. Based on this, the digital content on the metaverse, combined with interactive communication activities with professional, was developed and evaluated by experts. The content quality was rated at a very good level, while the presentation quality was rated at a good level. Perception assessment after viewing the content and activities showed a significant improvement (p < 0.05), and satisfaction was rated at the highest level. |
| Abstractor: | As Provided |
| Entry Date: | 2026 |
| Accession Number: | EJ1491566 |
| Database: | ERIC |
| Abstract: | This research aimed to 1) examine the needs for developing digital content on the metaverse 2) develop and evaluate the quality of digital content on the metaverse combined with interactive communication activities 3) compare the perception of the sample group before and after viewing the digital content, and 4) assess the satisfaction of the sample group with the digital content and activities. The tools used in the study include a needs survey, content and presentation quality evaluation forms, perception assessment, satisfaction assessment, and the digital content with interactive activities, which the researcher developed, consisted of 26 posters and 8 video clips. The sample group included 48 third-year students from the Department of Educational Communications and Technology, who registered for ETM 358 Marketing Communication in the second semester of 2023. Simple random sampling was used, selecting students who had previously viewed the content and were willing to respond to the survey. Statistical analysis involved mean, standard deviation, and t-test. The results showed that the sample group's demand for developing digital content with communication activities was at the highest level. Based on this, the digital content on the metaverse, combined with interactive communication activities with professional, was developed and evaluated by experts. The content quality was rated at a very good level, while the presentation quality was rated at a good level. Perception assessment after viewing the content and activities showed a significant improvement (p < 0.05), and satisfaction was rated at the highest level. |
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| ISSN: | 1913-9020 1913-9039 |
