The Development of Short Video Clips on Online Platforms for Public Relations of Performances of Mercury Digital Co., Ltd.

The objectives of this research were to: 1) develop short video clips on online platforms to publicize the performances of Mercury Digital Co., Ltd., 2) evaluate the quality of the developed short video clips, 3) assess the perception of the sample group towards the developed short video clips, and 4) evaluate the satisfaction of the sample group towards the developed short video clips. The tools used in this research included: 1) short video clips on online platforms to publicize the performances of Mercury Digital Co., Ltd., 2) quality assessment forms for content and presentation media, 3) perception assessment forms for the sample group, and 4) satisfaction assessment forms for the sample group towards the short video clips on online platforms to publicize the performances of Mercury Digital Co., Ltd. The sample group in this study included 50 followers of the Merc Station page, selected by simple random sampling from those who followed the Merc Station on Facebook, Instagram, and TikTok, who had watched the video content on online platforms, and who were willing to respond to the survey. The development results included four short video clips on online platforms to publicize the performances of Mercury Digital Co., Ltd. Expert evaluations showed that the content quality was at a very good level (x̄̄ = 4.67, S.D. = 0.48), the presentation media quality was at a very good level (x̄̄= 4.56, S.D. = 0.50), the perception of the sample group was at the highest level (x̄̄= 4.70, S.D. = 0.46), and the satisfaction of the sample group was at the highest level (x̄̄ = 4.59, S.D. = 0.49). Therefore, the short video clips developed on online platforms for public relations of the performances of Mercury Digital Co., Ltd. could be used with quality.