The Development of a Video Content Set for Public Relations of the “Heal Jai Wai Roon” Program on the TikTok Platform

Abstract

The objectives of this research were 1) to develop and to evaluate the quality of a video content set for public relations of the “Heal Jai Wai Roon” program on the TikTok platform, 2) to examine audience perception towards the video content set, and 3) to assess audience satisfaction with the video content set for public relations purposes. The research instruments consisted of 1) the video content set for public relations of the “Heal Jai Wai Roon” program on TikTok, 2) a content and media presentation quality evaluation form, 3) an audience perception assessment questionnaire, and 4) an audience satisfaction questionnaire. The sample group comprised 50 followers of the healjai__yroon TikTok account who voluntarily agreed to watch the video content and complete the questionnaires. The participants were selected using accidental sampling. The research results indicated that three video content pieces were developed and published on the healjai__yroon TikTok platform. Expert evaluation revealed that the content quality was rated at a very good level (  = 4.92, S.D. = 0.28), while the media presentation quality was also rated at a very good level (  = 4.75, S.D. = 0.44). The audience’s perception towards the video content set was rated at the highest level ( = 4.71, S.D. = 0.51), and audience satisfaction was likewise rated at the highest level (  = 4.83, S.D. = 0.40). Therefore, the developed video content set for public relations of the “Heal Jai Wai Roon” program on the TikTok platform was found to be applicable for actual public relations purposes.