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Agentic AI-driven creative media management in mass communication Education 5.0: A PRISMA-guided mixed-methods systematic review and bibliometric analysis

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 intelligencecreative media managementmass communication educationEducation 5.0systematic 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

Go Najok App: Gamification for Marketing Communication to Promote Ho Chi Minh Trail Tours in Nakhon Phanom in Thailand

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

Text-to-Speech (TTS) Analysis System with Client-Side Processing

In todays digital age, text-to-speech (TTS) technology has become a crucial tool for increasing accessibility and enhancing user experiences across platforms, from devices for the visually impaired to smart assistants. Developing this technology efficiently and quickly is essential. This article focuses on developing a text-to-speech analysis and synthesis system using client-side processing technology, an approach that enables TTS conversion to occur directly on a user’s web browser, thereby reducing server load and increasing response speed. The work covers everything from the process of TTS, user interface (UI) development, to Web Speech API implementation. Furthermore, to ensure the quality of the synthesized voices, a systematic evaluation was conducted using the internationally-standardized Mean Opinion Score (MOS) for Thai voices from Microsoft client-side TTS voices, namely Pattara and Kanya, to measure clarity, naturalness, and fluidity. The results of this project not only serve as a prototype for an effective TTS system, but also provide valuable insights for the future development of synthetic voices that are more natural and closely approximate human speech.

Taskeow Srisod, Prachyanun Nilsook, Sasitorn Issaro, Oraphan Amnuaysin, Thananan Areepong, Orawan Saeung, Thani Jintasuttisak and Thamasan Suwanroj.
Text-to-Speech (TTS) Analysis System with Client-Side Processing.
Journal of Theoretical and Applied Information Technology 15th April 2026. Vol.104. No.7
https://doi.org/10.5281/zenodo.19593882

https://www.jatit.org/volumes/Vol104No7/18Vol104No7.pdf

Emerging trends in virtual simulation for education: A systematic review of technology– pedagogy alignment

Keywords: 

Virtual Simulation, Educational Technologies, Instructional Design

Abstract

Virtual simulation has become a transformative approach in education, particularly in contexts that require practical, skill-oriented learning. This systematic review examines emerging trends in virtual simulation for education by synthesizing evidence on educational technologies and instructional design approaches applied in virtual laboratory environments. Guided by the PRISMA protocol and the PSALSAR framework, 20 peer-reviewed journal articles published between 2020 and 2024 were systematically selected and analyzed. The results indicate a growing emphasis on virtual laboratories and immersive technologies, especially virtual and augmented reality, to support hands-on learning across science, engineering, medical, and vocational education. These technologies are predominantly implemented through learner-centered instructional designs, including experiential, inquiry-based, and constructivist approaches, which facilitate active engagement, repeated practice, and meaningful knowledge construction. While immersive and simulation-based technologies dominate current implementations, the integration of AI-supported and analytics-driven systems remains limited, suggesting an emerging area for future development. This review contributes a synthesized conceptual framework that illustrates how virtual simulation technologies are pedagogically operationalized through instructional design themes to produce meaningful learning outcomes. By integrating technological and pedagogical perspectives, the findings provide a structured foundation to inform evidence-based instructional design, implementation, and future research on virtual simulation–based education.

Yindeemak, A., Pasmala, R., Chooppawa, P., Nammanee, M., Jantakoon, T., Wannapiroon, P., & Nilsook, P. (2026). Emerging trends in virtual simulation for education: A systematic review of technology–
pedagogy alignment. International Journal of Technology in Education and Science (IJTES), 10(2), 417-442.
https://doi.org/10.46328/ijtes.6779

Experiential Design Thinking Learning Model through Virtual Co-Working Spaces

Abstract—This study employed a research and development methodology with the objectives of developing an experiential design thinking learning model through virtual co-working spaces to enhance digital entrepreneurship competencies. The model integrates experiential learning concepts, design thinking processes, virtual co-working environments, and the digital entrepreneurship competency framework. The sample comprised 30 undergraduate students majoring in Business Information Technology. Data were analyzed using descriptive statistics. The findings reveal that the experiential design thinking learning model through virtual co-working spaces comprises two principal components: (1) a six stage experiential design thinking learning process encompassing User Understanding, Experience Creation, Reflection, Prototyping, Experimentation, and Real-World Integration; and (2) virtual co-working spaces incorporating seven dimensions: instructional management, technology infrastructure, collaboration mechanisms, support systems, security protocols, motivational elements, and assessment frameworks. The overall evaluation of the model indicated a high level of appropriateness (M = 4.59, SD = 0.50). Among the individual dimensions, data security achieved the highest mean score (M = 4.77, SD = 0.43), followed by learning process activities (M = 4.67, SD = 0.48). These results demonstrate that the model is highly appropriate and shows strong potential for application in enhancing digital entrepreneurship education within contemporary contexts.

Keywords—experiential learning, design thinking, virtual coworking space, digital entrepreneurship

Noppadol Saikatikorn, Panita Wannapiroon, and Prachyanun Nilsook, “Experiential Design Thinking Learning Model through Virtual Co-Working Spaces,” International Journal of Information and Education Technology, vol. 16, no. 3, pp. 708-717, 2026.
https://doi.org/10.18178/ijiet.2026.16.3.2543

Application of Gamified Hybrid Competency-Based Learning to Enhance Vocational Students’ Digital Safety Skills

Abstract—Digital safety skills are essential for vocational students as technology becomes a core component of almost every industry. Thus, students’ understanding of how to stay safe online and use digital tools responsibly is critical for their academic and future success. However, traditional learning methods cause students to lack motivation and not understand the risks associated with the digital world. Without a clear understanding of these risks, learning about digital safety becomes less of a priority. This study presents an application of Gamified Hybrid Competency-Based Learning (GH-CBL). We designed and developed a GH-CBL system to enhance digital safety skills among vocational students. Experts validated the system design to ensure the appropriateness of its components for educational implementation. A pre-experimental research design was employed with a one-group pretest-posttest method with a sample of 40 vocational students. The research findings revealed that experts consider GH-CBL suitable for vocational students’ learning. In addition, the students’ digital safety achievement scores increased significantly before and after learning.

Keywords—vocational education, competency-based learning, gamification, digital platform, digital safety

Nutthacha Siengdee, Sasithorn Chookaew, and Prachyanun Nilsook, “Application of Gamified Hybrid Competency-Based Learning to Enhance Vocational Students’ Digital Safety Skills,” International Journal of Information and Education Technology, vol. 16, no. 2, pp. 569-573, 2026. https://doi.org/10.18178/ijiet.2026.16.2.2528

KMUTNB Researchers

🎉🔶✨Congratulations’ 🎉🔶✨
👨‍💼 KMUTNB Researchers
Published in a TIER 1 Journal📊
.
Top 10% or Tier 1 in 2025

🔶Professor Dr. Panita Wannapiroon
🔶Professor Dr. Prachyanun Nilsook
🏢(Faculty of Technical Education)
📖Title : The effectiveness of artificial intelligence in English instruction for speaking and listening skills:
A meta-analysis
.
source by Research Strategy Division, Science and Technology Research Institute, KMUTNB.

Jantakoon, T., Jantakun, T., Jantakun, K., Pongpanich, W., Pasmala, R., Wannapiroon, P., & Nilsook, P. (2025). The effectiveness of artificial intelligence in English instruction for speaking and listening skills: A meta-analysis. Contemporary Educational Technology, 17(4), ep596. (SCOPUS Q1)
https://doi.org/10.30935/cedtech/17310

ICTAECT2025 IEEE

ผลงานวิจัยในการประชุมวิชาการระดับนานาชาติ
2025 5th International Conference on Educational Communications and Technology (ICTAECT)
https://ieeexplore.ieee.org/search/searchresult.jsp?newsearch=true&queryText=ICTAECT

W. Srisung, P. Piriyasurawong and P. Nilsook, “Skill-A-Thon Action Learning Framework,” 2025 5th International Conference on Educational Communications and Technology (ICTAECT), Bangkok, Thailand, 2025, pp. 1-5, https://doi.org/10.1109/ICTAECT67351.2025.11391285

C. Chawarangkoon, P. Wannapiroon and P. Nilsook, “Learning Platform Based on Spatial Computing,” 2025 5th International Conference on Educational Communications and Technology (ICTAECT), Bangkok, Thailand, 2025, pp. 1-5, https://doi.org/10.1109/ICTAECT67351.2025.11391262.

W. Milinthapunya, P. Nilsook and P. Wannapiroon, “Generative AI in Higher Education: A Student Perspective,” 2025 5th International Conference on Educational Communications and Technology (ICTAECT), Bangkok, Thailand, 2025, pp. 1-6, https://doi.org/10.1109/ICTAECT67351.2025.11391308.

N. Pramon, P. Wannapiroon and P. Nilsook, “Conceptual Framework of Artificial Intelligence Strategy with Scenario-Based Training,” 2025 5th International Conference on Educational Communications and Technology (ICTAECT), Bangkok, Thailand, 2025, pp. 1-8, https://doi.org/10.1109/ICTAECT67351.2025.11391299.

P. Yaiyindee, P. Wannapiroon and P. Nilsook, “AI-Enhanced Learning for Engineering Community of Practice,” 2025 5th International Conference on Educational Communications and Technology (ICTAECT), Bangkok, Thailand, 2025, pp. 1-8, https://doi.org/10.1109/ICTAECT67351.2025.11391267.

S. Channgam, W. Jarunopratam, E. Gedkhaw, N. Soodtoetong and P. Nilsook, “Developing Virtual Reality-Based Tourism to Promote Historical and Community Culture in Chainat, Thailand,” 2025 5th International Conference on Educational Communications and Technology (ICTAECT), Bangkok, Thailand, 2025, pp. 1-6, https://doi.org/10.1109/ICTAECT67351.2025.11391255.

M. Warasart, P. Piriyasurawong, P. Wannapiroon and P. Nilsook, “Gamified Social Collaboration via Mesh CoP: Effectiveness in Enhancing Cybersecurity Awareness,” 2025 5th International Conference on Educational Communications and Technology (ICTAECT), Bangkok, Thailand, 2025, pp. 1-6,
https://doi.org/10.1109/ICTAECT67351.2025.11391320.