USING ADDIE MODEL TO PRODUCE DIGITAL CONTENT ON TIKTOK THROUGH SERVICE-LEARNING APPROACH

The objectives of this research were 1) to use the ADDIE Model to produce and assess the quality of content on soft power on TikTok in conjunction with a communication activity to enhance students' perception through a service-learning approach, 2) to assess the perceptions of the sample group, and 3) to evaluate the satisfaction of the sample group towards the content on soft power on TikTok and the communication activity. The sample group for this study consisted of 50 third-year students majoring in Educational Communications and Technology, King Mongkut’s University of Technology Thonburi in the second semester of the 2023 academic year. The sampling method used was simple random sampling of individuals who learned through a service-learning approach and produced TikTok content on soft power in conjunction with a communication activity. The content development was conducted using the ADDIE Model framework, resulting in 10 content clips on TikTok and one communication activity. Experts evaluated the media and activity and found that the content quality was at a very good level ( = 4.88, S.D. = 0.34), ( = 4.92, S.D. = 0.28). The perception and satisfaction of the sample group were at the highest level ( = 4.88, S.D. = 0.35), ( = 4.90, S.D. = 0.3. The results suggest that the use of the ADDIE Model to develop digital content on soft power on TikTok through a service-learning approach is effective and practical.