Article (Scientific journals)
Learning value of video tutorials in online learning communities
Steils, Nadia
2023In Journal of Consumer Marketing, 40 (3), p. 273-285
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Keywords :
Marketing; Business and International Management
Abstract :
[en] <jats:title content-type="abstract-subheading">Purpose Vlogging constitutes a potential advertising channel for branded products. This paper aims to investigate the role and antecedents of the learning value, i.e. substantive (vs nonsubstantive) information processing, in consumers’ purchase behavior online. <jats:title content-type="abstract-subheading">Design/methodology/approach The authors used a mixed-methods approach including qualitative data from 25 interviews, and two quantitative studies (a field study on 4,560 members of a vlogging learning community and a replication survey on 118 participants in a different context). <jats:title content-type="abstract-subheading">Findings The results highlight the predominant role played by perceived learning due to the characteristics of the online environment. The authors further identify the components of vlog tutorials’ learning value. The findings distinguish structured from destructured learning content depending on consumers’ level of expertise. <jats:title content-type="abstract-subheading">Practical implications The findings recommend developing the learning value for consumers. Managers should provide micro learning unit tutorials for expert consumers and complete structured learning units for novices based on core and additional learning components. <jats:title content-type="abstract-subheading">Originality/value In contrast with traditional entertainment videos, tutorials provide added learning value that affects purchase behaviors to a greater extent. The results present in learning components that are recommended when developing learning tutorials.
Research center :
PRISME - Pôle de Recherche Interdisciplinaire en Sciences du Management et de l'Économie
Disciplines :
Author, co-author :
Steils, Nadia  ;  Université de Liège - ULiège > HEC Liège : UER > UER Management : Strategic Marketing Management
Language :
Title :
Learning value of video tutorials in online learning communities
Publication date :
18 January 2023
Journal title :
Journal of Consumer Marketing
Publisher :
Volume :
Issue :
Pages :
Peer reviewed :
Peer Reviewed verified by ORBi
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since 22 August 2023


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