Development of an AI-Integrated Video Content Series Using Nano-Influencer Presenters to Promote Traffic Law Awareness among Undergraduate Students

Abstract

The objectives of this research were, 1) to develop and evaluate the quality of AI-integrated video content series using a nano-influencer presenter to promote traffic laws among undergraduate students, 2) to evaluate the sample group's perception before and after viewing the developed media, and 3) to study the sample group's level of satisfaction with the developed media. The research instruments consisted of the developed AI-integrated video content series using a nano-influencer presenter, quality assessment forms for both content and presentation, a perception assessment form, and a satisfaction assessment form. The statistics used for data analysis included the mean, standard deviation, and t-test. The sample group consisted of 80 second-year undergraduate students majoring in Educational Communications and Technology, Faculty of Industrial Education and Technology, King Mongkut's University of Technology Thonburi, who were enrolled in the ETM 202 Advertising and Public Relations course. The sample size was determined using the Krejcie and Morgan table. The research results revealed that the developed media's content quality was at a very good level (𝑥̅ = 4.95, S.D. = 0.09), and the presentation quality was at a good level (𝑥̅ = 4.41, S.D. = 0.49). The comparison of the sample group's perception showed that their perception after viewing the media was significantly higher than before viewing at the .05 statistical level. Furthermore, the overall satisfaction level of the sample group was at the highest level (𝑥̅ = 4.90, S.D. = 0.24). In conclusion, the developed AI-integrated video content using a nano-influencer presenter is of good quality and can be effectively disseminated to promote traffic laws.