The Development of a Video Content Series to Promote Fashion Product Sales on the TikTok Platform

Abstract

This research aimed 1) to develop a video content series to promote fashion product sales on the TikTok platform for Skechers Comfort TH, 2) to evaluate the quality of the developed video content, 3) to assess the perception of the sample group, and 4) to evaluate the satisfaction of the sample. The research tools included 1) the developed video content series for promoting fashion product sales on the TikTok platform for Skechers Comfort TH, 2) a content and media quality assessment form, 3) a perception assessment form, and 4) a satisfaction assessment form. The sample group consisted of 50 followers of the Skechers Comfort TH page, selected through accidental sampling by drawing lots from volunteers willing to participate in the study. The research findings were as follows: 1) three video clips were successfully developed to promote fashion product sales on TikTok, (2) expert evaluations revealed that the content quality was rated at a very good level (x̄= 4.61, S.D. = 0.61), and the media presentation quality was rated at a good level (x̄= 4.26, S.D. = 0.71), (3) the sample’s perception was rated at the highest level (x̄= 4.66, S.D. = 0.67), and (4) the satisfaction of the sample group was also rated at the highest level (x̄= 4.76, S.D. = 0.48). Therefore, the developed video content series is considered practical and applicable for promoting fashion product sales on the TikTok platform for Skechers Comfort TH.