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

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review


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.
Original languageEnglish
Title of host publicationProceedings of the 30th European Conference on Information Systems (ECIS)
Number of pages12
Place of PublicationAtlanta, GA
PublisherAssociation for Information Systems. AIS Electronic Library (AISeL)
Publication date2022
Article number58
Publication statusPublished - 2022
EventThe 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, Romania
Duration: 19 Jun 202224 Jun 2022
Conference number: 30


ConferenceThe 30th European Conference on Information Systems (ECIS) 2022
LocationUniversitatea de Vest din Timișoara (UVT) / West University of Timişoara (WUT)
Internet address
SeriesProceedings of the European Conference on Information Systems


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

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