Perceived Effectiveness of an AI Interactive Video for Cyberbullying Awareness among University Students

AI interactive video is progressively used as an innovative digital communication tool to support awareness of social and mental well-being issues. The use of interactive video may help students better understand cyberbullying, its impact, and appropriate responses. However, there is limited empirical evidence on students perceived effectiveness of AI interactive cyberbullying awareness videos, particularly in supporting cyberbullying awareness among university students. Hence, this study intends to examine students’ perceptions of an AI interactive cyberbullying awareness video (CyberAware AI video). A total of 61 university students in Malaysia participated in this study. The present study applied descriptive statistical methods, reliability analysis, knowledge quiz scoring and thematic analysis to analyse the data. The findings showed high levels of understanding after watching the video (M = 4.38, SD = 0.54), awareness of cyberbullying types, impacts and response actions (M = 4.39, SD = 0.51), and perceived video effectiveness (M = 4.35, SD = 0.68). The knowledge quiz also showed strong post-video knowledge, with a mean score of 9.62 out of 10. The study results highlight the potential of CyberAware AI video as a digital awareness tool to support cyberbullying awareness, responsible online behaviour, and appropriate response actions among university students. However, the findings should be interpreted as perceived effectiveness and post-video awareness rather than causal evidence of improvement.

Perceived Effectiveness, AI Interactive Video, Cyberbully, University student

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