The use of short-form videos in business-related educational content: A cross platform study

Abstract

From TikTok to YouTube Shorts, it is evident that short videos have dominated social media platforms. Moreover, these bite-sized videos have become a valuable learning tool offering easily digestible information. This study investigated the intention-to-follow and psychological responses to business-related educational short videos, addressing the critical need to optimise these videos amidst shrinking attention spans and declining engagement rates. Drawing upon the Elaboration Likelihood Model (ELM) and the Uses and Gratification Theory (U&G), this research explored both video factors (camera angle, humour, video attractiveness and narrative) and content creator factors (presenter attractiveness, perceived credibility and emotional contagion) influencing the viewers' response to short-form video. Using a quantitative approach, the study employed a self-completion online questionnaire with a sample size of 298 participants. Each participant viewed one of four short videos, featuring distinct content, humour and camera angle. Analysis was conducted using Structural Equation Modelling (SEM) in Jamovi statistical software. The study revealed that humour, narrative and emotional contagion contributed to forming an emotional connection with viewers (hedonic response), while video attractiveness, narrative, and perceived credibility led to a rational response (utilitarian response). Moreover, humour, narrative, and perceived credibility influenced the building of followers. Notably, emotional and rational responses jointly contributed to intention-to-follow, highlighting the importance of both perspectives for follower growth in this context. This research contributes to the existing literature by shedding light on the factors driving engagement with business-related educational short videos from an emerging market perspective, emphasising platform-specific differences that need to be considered when adapting content. Practical recommendations offer valuable insights for universities and business content creators, facilitating the creation of more effective business educational content