The Development of a Video Content Series Using Storytelling Techniques to Promote KMUTT BOOK STORE on the TikTok Platform

Abstract

This research aimed to 1) develop a series of video content using storytelling techniques to promote KMUTT BOOK STORE on the TikTok platform, 2) evaluate the quality of the developed video content, 3) assess the perception of the sample group, and 4) evaluate the satisfaction of the sample group with the video content using storytelling techniques to promote KMUTT BOOK STORE on TikTok. The research tools included 1) a series of video content using storytelling techniques to promote KMUTT BOOK STORE on the TikTok platform, 2) a quality assessment form focusing on content and presentation aspects, 3) a perception evaluation form for the sample group, and 4) a satisfaction evaluation form for the sample group. The sample group in this study consisted of 50 followers of the KMUTT BOOK STORE TikTok platform. Participants were selected through accidental sampling from followers who had viewed the developed video content series and were willing to complete the questionnaire. The design and development process resulted in a total of four video content pieces. The developed media were subsequently evaluated by experts for quality assessment. The evaluation results indicated that the content quality was rated at a very good level (X= 4.80, S.D. = 0.41). The quality of media presentation was rated at a good level (X= 4.42, S.D. = 0.55).  The perception of the sample group was assessed at the highest (X= 4.81, S.D. = 0.48), while the satisfaction of the sample group was also rated at the highest ( X= 4.83, S.D. = 0.42). Therefore, the developed video content series could be practically applied.