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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
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
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  Data: 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
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  Data: 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&#39;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 &lt; 0.05), and satisfaction was rated at the highest level.
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  Data: 2026
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  Data: EJ1491566
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RecordInfo BibRecord:
  BibEntity:
    Languages:
      – Text: English
    PhysicalDescription:
      Pagination:
        PageCount: 15
        StartPage: 19
    Subjects:
      – SubjectFull: Artificial Intelligence
        Type: general
      – SubjectFull: Interaction
        Type: general
      – SubjectFull: Computer Mediated Communication
        Type: general
      – SubjectFull: Social Media
        Type: general
      – SubjectFull: Marketing
        Type: general
      – SubjectFull: Undergraduate Students
        Type: general
      – SubjectFull: Interpersonal Communication
        Type: general
      – SubjectFull: Web 2.0 Technologies
        Type: general
      – SubjectFull: Business Education
        Type: general
      – SubjectFull: Foreign Countries
        Type: general
      – SubjectFull: Thailand
        Type: general
    Titles:
      – TitleFull: The Development of Digital Content on the Metaverse Combined with Interactive Communication Activities with Professional on TikTok Marketing for Students
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            NameFull: Amornrat Kittipongpisut
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            NameFull: Pornpapatsorn Princhankol
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            NameFull: Kuntida Thamwipat
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            NameFull: Paitoon Kantunyaluk
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              Type: published
              Y: 2025
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              Value: 18
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