The development of a virtual world platform to promote sales and enhance learning resources for digital marketing of community products

Abstract

This research aims to 1) develop a virtual world platform, and 2) study satisfaction toward the virtual world platform for promoting sales and enhancing digital marketing learning resources for community products on the Spatial.io platform. The sample group consisted of 30 Business Administration students from Chaiyaphum Rajabhat University, selected through purposive sampling. Data were collected using questionnaires during March 2023 and analyzed using descriptive statistics including frequency, percentage, mean, and standard deviation.

The research findings revealed that: 1) the developed virtual world platform featured 3D presentations, text, images, videos, infographics, and various types of content that enhanced perception of creative community products; and 2) Regarding satisfaction toward the virtual world platform, respondents rated accessibility and user experience at a high level (= 4.15), effectiveness of digital marketing learning resources at a high level (= 4.13), and effectiveness of community product sales promotion at a high level ( = 4.03).

The key finding from this research is that the virtual world platform has created a new experience in visiting community products as if actually being at the real location, and can be utilized to create marketing channels for other products in the future.