ABSTRACT

Education 5.0 is driving a paradigmatic shift toward human-centered, artificial intelligence (AI)-enabled learning ecologies in which Agentic AI autonomously orchestrates creative media production, content management, and instructional design. This study offers a mixed-methods systematic review of Agentic AI-driven creative media management in mass communication education, integrating bibliometric and qualitative evidence to address the current fragmentation of the field. Drawing on Scopus and Web of Science, the review combines bibliometric analysis using VOSviewer and Bibliometrix to map intellectual structures, collaboration networks, and thematic clusters, with inductive content analysis to synthesize strategic management dimensions, core components, and tools deployed in practice. The results reveal dominant thematic clusters, highly influential authors and sources, and evolving keyword trajectories that collectively delineate the research landscape of Agentic AI in Education 5.0. Content-level synthesis identifies key functional roles of Agentic AI in resource optimization, personalized content delivery, and autonomous workflow orchestration, while also cataloguing the specific platforms and architectures used. The review culminates in a comprehensive knowledge map that links macro-level research patterns with micro-level design features, and it foregrounds critical research gaps around AI governance, ethical frameworks, and contextual implementation. These insights provide a foundation for future scholarly work and offer actionable guidance for educational leaders and media managers seeking to responsibly integrate Agentic AI into creative media communication management.

Keywords:agentic artificial intelligence, creative media management, mass communication education, Education 5.0, systematic review

Kraipiyaset, P., Neamchuchuen, T., Chanpramun, S., Cheerapakorn, P., Kongpha, R., Nilsook, P., & Keawbankrud, W. (2026). Agentic AI-driven creative media management in mass communication Education 5.0: A PRISMA-guided mixed-methods systematic review and bibliometric analysis. Online Journal of Communication and Media Technologies, 16(3), e202638. https://doi.org/10.30935/ojcmt/18689

Abstract:

This research employed a mixed-method approach combining qualitative and quantitative analyses. It aims to develop and assess the effectiveness of the Go Najok App and to explore its users’ satisfaction. Research methods in education, anthropology, and tourism were applied. The data collection involved 9 IT experts and 400 stakeholders and tourists. Research instruments included the application, the effectiveness assessment form, and the satisfaction survey. Data were analyzed using mean and standard deviation. It was found that the application contains five features: local history, homestay, chic-check-share, cultural styles, and games and challenge, being downloaded both by Android and iOS. Its effectiveness and users’ satisfaction were at a high level. The broader findings highlight the potential of gamification-based mobile applications in enhancing tourism marketing communication, engaging diverse user groups, and promoting local cultural heritage. These results suggest that similar digital solutions can be applied in other regions to support sustainable tourism development and stimulate local economies.

Keywords – Application, gamification concept, local history, ethnic identity.

Watcharee Sangboonraung, Suriya Khamwan, Prachyanun Nilsook. (2025) Go Najok App: Gamification for Marketing Communication to Promote Ho Chi Minh Trail Tours in Nakhon Phanom in Thailand. TEM Journal. Volume 14, Issue 4, Pages 3492-3502.
https://doi.org/10.18421/TEM144-55