On the Determinants of Online Short Videos’ Effectiveness Relative to Parents’ Attitudes, Behavioural Intentions and Consideration of Alternatives

Konstantoulaki Kleopatra (), Rizomyliotis Ioannis (), Lionakis Konstantinos () and Chen Yiheng ()
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Konstantoulaki Kleopatra: Saint Petersburg State University, University Embankment, 7/9, 199034 St Petersburg, Russia
Rizomyliotis Ioannis: University of West Attica, Agiou Spiridonos Str., 12210 Athens, Greece
Lionakis Konstantinos: Athens University of Economics and Business, 76, Patission Str., 10434 Athens, Greece
Chen Yiheng: University of Birmingham, Edgbaston, B15 2TT Birmingham, UK

Review of Marketing Science, 2022, vol. 20, issue 1, 63-82

Abstract: The purpose of this research is to examine the key content factors of short videos and their influence on parents’ attitudes, behavioural intentions and consideration of alternatives in the education sector. In particular, the current study is the first to explore elements of online short videos (informative content, user interactivity, perceived usefulness, trust, entertainment and invasiveness) as predictors of parents’ attitudes toward, consideration of and intention to choose a nursery school. Using a sample of 178 participants, a conclusive research design applying structural equation modelling was employed to assess the effect of the aforementioned short videos’ key characteristics on attitude, intention and consideration. According to the results, short videos with informative and trusted content tend to enhance parents’ attitudes, consideration and behavioural intentions regarding the provider being promoted. Attitude is also affected by entertainment, while perceived usefulness, interactive features and lack of invasiveness increase scores pertaining to inclusion of alternatives in parents’ consideration choice sets and expression of intentions to ultimately select them. Managers in childcare operators should find a delicate balance among the aforementioned elements in order to include the appropriate ones into their videos depending on the promotional goals or indented outcomes and the targeted audience. Managerial implications and suggestions for future research are thoroughly discussed.

Keywords: perceived usefulness; trust; entertainment; information; invasiveness; attitudes; behavioural intentions; consideration (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1515/roms-2021-0063

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