The Development of Digital Content on the Metaverse Combined with Interactive Communication Activities with Professional on TikTok Marketing for Students

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 < .05), and satisfaction was rated at the highest level.