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Development of a Public Relations Video on Social Media of the Thai-French Innovation Institute, King Mongkut’s University of Technology North Bangkok

Auchanee Sauram

Abstract


The objectives of this research were to 1) develop a public relations video on social media of the Thai-French Innovation Institute, 2) evaluate the quality of the public relations video on social media of the Thai-French Innovation Institute, and 3) study the satisfaction of the sample towards the public relations video on social media of the Thai-French Innovation Institute. The sample was 30 users of the Thai-French Innovation Institute services in 2021 and 30 personnel from the Thai-French Innovation Institute selected by simple random sampling. The instruments used in this research consisted of (1) a newly developed public relations video on social media of the Thai-French Innovation Institute, (2) public relations channels, which are the Institute’s website, YouTube channel, and Facebook page, (3) video quality assessment forms for content experts and video production technique experts, (4) satisfaction assessment form for the sample to assess their satisfaction towards the public relations video on social media. The statistics for data analysis were percentage, mean, and standard deviation. The findings reveal that 1) the developed public relations video on social media of the Thai-French Innovation Institute  is in the form of online media and can be displayed on mobile devices, iPads, tablets, computers, etc., through various communication channels, including websites, Facebook pages, YouTube channels and Application Line with a clear target group;  2) regarding the results of assessment of the quality of the public relations video on social media by content experts, the overall content quality was at the highest level, with  x̄ = 4.53 and S.D.=0.57. Meanwhile, the overall result of assessment by video production technique experts in 9 aspects was at a high level, with  x̄ = 4.35 and S.D. = 0.63.  and 3) the overall assessment result of personnel satisfaction was at the highest level, with  x̄ = 4.61 and S.D.=0.63. Meanwhile, the overall assessment result of academic service user satisfaction was at the highest level, with x̄ = 4.64 and S.D.=0.53

Keywords


Videos; Social Media; Public Relations

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