The Development of Video Content Using the Feature Advantage Benefit Storytelling Technique to Promote the Bank of Thailand on the BOT Careers Facebook Page

Abstract

This research aimed to 1) develop a series of video content using the Feature Advantage Benefit (FAB) storytelling technique to promote the Bank of Thailand on the BOT Careers Facebook Page, 2) evaluate the quality of the video content, 3) assess the sample’s perception of the content, and 4) assess the sample’s satisfaction. The research instruments consisted of 1) a series of video content developed using the FAB storytelling technique to promote the Bank of Thailand on the BOT Careers Facebook Page, 2) an evaluation form for content quality and presentation media, 3) a perception assessment form, and 4) a satisfaction assessment form. Data were collected from a sample group of 50 individuals who followed the Bank of Thailand's Facebook Page and voluntarily participated in the questionnaire. The participants were selected through accidental sampling using a lottery method. The statistical tools used for data analysis were the mean and standard deviation. The results of the study were as follows; 1) Four sets of video content were developed and assessed by experts for quality. 2) The content quality was rated at a very good level (  = 4.79, S.D. = 0.03), and the presentation media were also rated at a very good level (  = 4.53, S.D. = 0.18). 3) The sample's perception was at the highest level (   = 4.73, S.D. = 0.12). 4) The sample’s satisfaction was also at the highest level (   = 4.76, S.D. = 0.05). In conclusion, the developed video content is suitable for actual dissemination.