THE DEVELOPMENT OF VIDEO CONTENT USING THE FEATURE ADVANTAGE BENEFIT STORY TELLING TECHNIQUE FOR PUBLIC RELATIONS FOR THE 9th STADIUM PROGRAM

Journal article


Authors/Editors


Strategic Research Themes


Publication Details

Author listKuntida Thamwipat, Pornpapatsorn Princhankol, Tachit Sohsawaeng and Thanakorn Montripisut

Publication year2023

Volume number3

Issue number1

Start page53

End page66

Number of pages14

URLhttps://ph02.tci-thaijo.org/index.php/JSCI/article/view/249894/169212

LanguagesThai (TH)


Abstract

The objectives of this research were to develop and evaluate the video content using the feature  advantage benefit storytelling technique for public relations for the 9th Stadium program on the 9th Stadium page. To assess the perception and satisfaction of the sample  towards the developed video content based on the ADDIE model. The tools used in this study consisted of: content and presentation quality assessment form , a perception assessment form , and a satisfaction assessment form.  Data collected from the sample group  by purposive chosen, which consisted of 30 viewers of the 9th Stadium page who had previously watched video content developed on the 9th Stadium page. The results of the development were 1 clip of  video content using  the feature advantage benefit story telling technique for public relations for the 9th Stadium program on the 9th Stadium page. The result evaluated by experts, indicated that the content quality was at a very good level  (= 4.67, S.D. = 0.48) , and the quality of the presentation media was at a very good level (= 4.72, S.D. = 0.45). The evaluation of perception and satisfaction from the sample group was at a high level (= 4.46, S.D. = 0.66) , (= 4.38, S.D. = 0.61 )  respectively. It could be concluded that the developed video content could be used with quality.


Keywords

Public Relations Media


Last updated on 2023-04-07 at 23:05