Development A Set of Digital Content for Public Relations of Food Vendors at KMUTT on a Facebook Fanpage

Abstract

This research aimed to 1) develop a set of digital content for public relations of food vendors in the market area within King Mongkut’s University of Technology Thonburi (KMUTT) through the ECT Social Lab Facebook fanpage, 2) evaluate the quality of the developed digital content, (3) assess audience perception, and (4) examine the satisfaction of the target audience toward the developed media. The research instruments consisted of 1) a set of digital content for public relations of campus food vendors on the ECT Social Lab Facebook fanpage, 2) content and media presentation quality evaluation forms, 3) a perception assessment questionnaire, and 4) a satisfaction questionnaire. The sample group comprised 50 followers of the ECT Social Lab Facebook fanpage, selected through accidental sampling from volunteers who willingly participated in the study. The results revealed that 1) six pieces of digital content for public relations of food vendors in the campus market area were successfully developed, 2) expert evaluation indicated that the content quality was rated at a good level (x̄= 4.44, S.D. = 0.43), while the media presentation quality was rated at a very good level ( x̄= 4.72, S.D. = 0.38), 3) the participants’ perception was rated at the highest level ( x̄= 4.86, S.D. = 0.44), and 4) overall satisfaction was also rated at the highest level ( x̄= 4.82, S.D. = 0.41). These findings suggest that the developed digital content for public relations of food vendors at KMUTT via the ECT Social Lab Facebook fanpage is effective and suitable for actual public relations.