Disentangling the Effects of Instructor Credibility Cues in Bolstering Learners’ Engagement with Health Short Videos

Mengli Yu, Na Jiang, Eric T.K. Lim, Chee-Wee Tan

Publikation: Bidrag til bog/antologi/rapportKonferencebidrag i proceedingsForskningpeer review

Abstract

With the rapid development of mobile short-video platforms, viewers have greater access to a diversity of health short videos. Due to relatively homogenized content in these health short videos, instructor credibility is becoming a key determinant of learners’ engagement with health short videos. Yet, there is a dearth of research that has sought to elucidate the role of instructor credibility in driving learners’ engagement. Building on social presence theory, we classified the source of instructor credibility into four constituent components, namely physical, contextual, psychological, and behavioral features. Additionally, we advance a research model to disentangle the effects of these four instructor credibility cues on learners’ engagement. The research model will be validated by employing deep learning algorithms to operationalize our focal variables based on data of health short videos harvested from a popular mobile short-video platform in China.
OriginalsprogEngelsk
TitelProceedings of the 30th European Conference on Information Systems (ECIS)
Antal sider12
UdgivelsesstedAtlanta, GA
ForlagAssociation for Information Systems. AIS Electronic Library (AISeL)
Publikationsdato2022
Artikelnummer58
StatusUdgivet - 2022
BegivenhedThe 30th European Conference on Information Systems (ECIS) 2022: New Horizons in Digitally United Societies - Universitatea de Vest din Timișoara (UVT) / West University of Timişoara (WUT), Timisoara, Rumænien
Varighed: 19 jun. 202224 jun. 2022
Konferencens nummer: 30
https://ecis2022.eu/

Konference

KonferenceThe 30th European Conference on Information Systems (ECIS) 2022
Nummer30
LokationUniversitatea de Vest din Timișoara (UVT) / West University of Timişoara (WUT)
Land/OmrådeRumænien
ByTimisoara
Periode19/06/202224/06/2022
Internetadresse
NavnProceedings of the European Conference on Information Systems
ISSN0000-0034

Emneord

  • Health short videos
  • Instructor credibility cues
  • Engagement
  • Deep learning

Citationsformater