A Study on Enhancing the Perception of Strategic Plans Using Digital Media: A Case Study of Ubon Ratchathani University

Abstract

          This research aims to enhance the effectiveness of perception regarding Ubon Ratchathani University’s strategic plan through digital media and to increase staff satisfaction in accessing the plan. The sample group consisted of Ubon Ratchathani University personnel, with data collected from 75.71% of the total sample. The research instruments included a questionnaire, and the statistical analysis included frequency, percentage, mean, standard deviation, and paired samples t-test. The findings indicated that: (1) the development of “digital media” to enhance awareness was strongly agreed upon by the majority of the sample, with 57.08% strongly agreeing and 41.25% agreeing. (2) The quality of the digital media was rated as good (mean = 4.15). (3) The perception from digital media was at a high level (mean = 3.67). (4) Overall satisfaction after viewing the strategic plan via digital media was high (mean = 4.15). (5) The sample group’s satisfaction after the strategic plan was disseminated through digital media was statistically significant at the .01 level, compared to the traditional method. The satisfaction level for the traditional method (old format) was moderate (mean = 3.05), while the satisfaction level for the digital media dissemination (new format) was very high (mean = 4.25), showing an increase in satisfaction (mean difference = 1.20). Conclusion: (1) Digital media or new technologies should be incorporated into operations or the creation of awareness among staff. (2) To enhance awareness and understanding among staff, online media such as websites, Facebook, Line, Instagram, and YouTube should be selected for content production. (3) Personnel involved in creating awareness should be developed in their ability to produce digital media to improve work efficiency.