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

dc.contributor.authorEddie, Natasha
dc.contributor.supervisorDorson, Thomas Anning
dc.date.accessioned2025-02-18T10:51:50Z
dc.date.issued2024
dc.descriptionA research report submitted in partial fulfillment of the requirements for the degree of Management in the field of Digital Business to the Faculty of Commerce, Law, and Management, Wits Business School, University of the Witwatersrand, Johannesburg, 2024
dc.description.abstractFrom 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
dc.description.submitterMM2025
dc.facultyFaculty of Commerce, Law and Management
dc.identifier.citationEddie, Natasha. (2024). The use of short-form videos in business-related educational content: A cross platform study [Master’s dissertation, University of the Witwatersrand, Johannesburg].WireDSpace.
dc.identifier.urihttps://hdl.handle.net/10539/43904
dc.language.isoen
dc.publisherUniversity of the Witwatersrand, Johannesburg
dc.rights© 2025 University of the Witwatersrand, Johannesburg. All rights reserved. The copyright in this work vests in the University of the Witwatersrand, Johannesburg. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of University of the Witwatersrand, Johannesburg.
dc.rights.holderUniversity of the Witwatersrand, Johannesburg
dc.schoolWITS Business School
dc.subjectShort-form video
dc.subjectShort video; Social media
dc.subjectTikTok
dc.subjectYouTube Shorts; Business education
dc.subjectUCTD
dc.subject.otherSDG-8: Decent work and economic growth
dc.titleThe use of short-form videos in business-related educational content: A cross platform study
dc.typeDissertation

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