SIG ED - IS in Education, IS Curriculum, Education and Teaching Cases
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Paper Type
Complete
Paper Number
1266
Description
Millions of educational videos available on YouTube offer unprecedented learning opportunities. A considerable number of studies have been directed toward YouTube educational videos. Yet, research on learner engagement with YouTube educational videos is scarce, despite its central role in learning. This paper addresses this research gap. We adopt the conceptualization that learner engagement has three dimensions - behavioral, emotional, and cognitive- and investigate how signaling in YouTube educational video presentation affects learner engagement in informal learning. Our analysis shows that signaling positively affects behavioral, emotional, and cognitive engagement. These findings substantiate the empirical knowledge on learner engagement with YouTube educational videos. Our study corroborates traditional video engagement research and extends its relevance to the social media learning environment. It also informs video designers and developers on adding features in the video presentation to optimize learner engagement with YouTube educational videos.
Recommended Citation
Shen, Zixing; Tan, Songxin; and Pritchard, Michael J., "Effects of Signaling on Learner Engagement in Informal Learning on YouTube" (2022). AMCIS 2022 Proceedings. 2.
https://aisel.aisnet.org/amcis2022/sig_ed/sig_ed/2
Effects of Signaling on Learner Engagement in Informal Learning on YouTube
Millions of educational videos available on YouTube offer unprecedented learning opportunities. A considerable number of studies have been directed toward YouTube educational videos. Yet, research on learner engagement with YouTube educational videos is scarce, despite its central role in learning. This paper addresses this research gap. We adopt the conceptualization that learner engagement has three dimensions - behavioral, emotional, and cognitive- and investigate how signaling in YouTube educational video presentation affects learner engagement in informal learning. Our analysis shows that signaling positively affects behavioral, emotional, and cognitive engagement. These findings substantiate the empirical knowledge on learner engagement with YouTube educational videos. Our study corroborates traditional video engagement research and extends its relevance to the social media learning environment. It also informs video designers and developers on adding features in the video presentation to optimize learner engagement with YouTube educational videos.
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