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

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

Institut for Digitalisering

Publikation: Bidrag til bog/antologi/rapport › Konferencebidrag i proceedings › Forskning › peer 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.

Originalsprog	Engelsk
Titel	Proceedings of the 30th European Conference on Information Systems (ECIS)
Antal sider	12
Udgivelsessted	Atlanta, GA
Forlag	Association for Information Systems. AIS Electronic Library (AISeL)
Publikationsdato	2022
Artikelnummer	58
Status	Udgivet - 2022
Begivenhed	The 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. 2022 → 24 jun. 2022 Konferencens nummer: 30 https://ecis2022.eu/

Konference

Konference	The 30th European Conference on Information Systems (ECIS) 2022
Nummer	30
Lokation	Universitatea de Vest din Timișoara (UVT) / West University of Timişoara (WUT)
Land/Område	Rumænien
By	Timisoara
Periode	19/06/2022 → 24/06/2022
Internetadresse	https://ecis2022.eu/

Navn	Proceedings of the European Conference on Information Systems
ISSN	0000-0034

Emneord

Health short videos
Instructor credibility cues
Engagement
Deep learning

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Citationsformater

Yu, M., Jiang, N., Lim, E. T. K., & Tan, C.-W. (2022). Disentangling the Effects of Instructor Credibility Cues in Bolstering Learners’ Engagement with Health Short Videos. I Proceedings of the 30th European Conference on Information Systems (ECIS) Artikel 58 Association for Information Systems. AIS Electronic Library (AISeL). http://aisel.aisnet.org/cgi/viewcontent.cgi?article=1057&context=ecis2022_rip

Yu, Mengli ; Jiang, Na ; Lim, Eric T.K. et al. / Disentangling the Effects of Instructor Credibility Cues in Bolstering Learners’ Engagement with Health Short Videos. Proceedings of the 30th European Conference on Information Systems (ECIS). Atlanta, GA : Association for Information Systems. AIS Electronic Library (AISeL), 2022. (Proceedings of the European Conference on Information Systems).

@inproceedings{4c45c68a663949a1b8dd3f2e3fe0bc38,

title = "Disentangling the Effects of Instructor Credibility Cues in Bolstering Learners{\textquoteright} Engagement with Health Short Videos",

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{\textquoteright} 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{\textquoteright} 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{\textquoteright} 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.",

keywords = "Health short videos, Instructor credibility cues, Engagement, Deep learning, Health short videos, Instructor credibility cues, Engagement, Deep learning",

author = "Mengli Yu and Na Jiang and Lim, {Eric T.K.} and Chee-Wee Tan",

year = "2022",

language = "English",

series = "Proceedings of the European Conference on Information Systems",

booktitle = "Proceedings of the 30th European Conference on Information Systems (ECIS)",

publisher = "Association for Information Systems. AIS Electronic Library (AISeL)",

note = "The 30th European Conference on Information Systems (ECIS) 2022 : New Horizons in Digitally United Societies, ECIS2022 ; Conference date: 19-06-2022 Through 24-06-2022",

url = "https://ecis2022.eu/",

}

Yu, M, Jiang, N, Lim, ETK & Tan, C-W 2022, Disentangling the Effects of Instructor Credibility Cues in Bolstering Learners’ Engagement with Health Short Videos. i Proceedings of the 30th European Conference on Information Systems (ECIS)., 58, Association for Information Systems. AIS Electronic Library (AISeL), Atlanta, GA, Proceedings of the European Conference on Information Systems, The 30th European Conference on Information Systems (ECIS) 2022, Timisoara, Rumænien, 19/06/2022. <http://aisel.aisnet.org/cgi/viewcontent.cgi?article=1057&context=ecis2022_rip >

Disentangling the Effects of Instructor Credibility Cues in Bolstering Learners’ Engagement with Health Short Videos. / Yu, Mengli; Jiang, Na; Lim, Eric T.K. et al.
Proceedings of the 30th European Conference on Information Systems (ECIS). Atlanta, GA: Association for Information Systems. AIS Electronic Library (AISeL), 2022. 58 (Proceedings of the European Conference on Information Systems).

Publikation: Bidrag til bog/antologi/rapport › Konferencebidrag i proceedings › Forskning › peer review

TY - GEN

T1 - Disentangling the Effects of Instructor Credibility Cues in Bolstering Learners’ Engagement with Health Short Videos

AU - Yu, Mengli

AU - Jiang, Na

AU - Lim, Eric T.K.

AU - Tan, Chee-Wee

N1 - Conference code: 30

PY - 2022

Y1 - 2022

N2 - 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.

AB - 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.

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KW - Instructor credibility cues

KW - Engagement

KW - Deep learning

KW - Health short videos

KW - Instructor credibility cues

KW - Engagement

KW - Deep learning

M3 - Article in proceedings

T3 - Proceedings of the European Conference on Information Systems

BT - Proceedings of the 30th European Conference on Information Systems (ECIS)

PB - Association for Information Systems. AIS Electronic Library (AISeL)

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T2 - The 30th European Conference on Information Systems (ECIS) 2022

Y2 - 19 June 2022 through 24 June 2022

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Yu M, Jiang N, Lim ETK, Tan CW. Disentangling the Effects of Instructor Credibility Cues in Bolstering Learners’ Engagement with Health Short Videos. I Proceedings of the 30th European Conference on Information Systems (ECIS). Atlanta, GA: Association for Information Systems. AIS Electronic Library (AISeL). 2022. 58. (Proceedings of the European Conference on Information Systems).