DC FieldValueLanguage
dc.contributor.authorKonstantoulaki, Kleopatra-
dc.contributor.authorRizomyliotis, Ioannis-
dc.contributor.authorLionakis, Konstantinos-
dc.contributor.authorChen, Yiheng-
dc.date.accessioned2024-02-29T14:30:51Z-
dc.date.available2024-02-29T14:30:51Z-
dc.date.issued2022-09-01-
dc.identifierscopus-85122632830-
dc.identifier.issn15465616-
dc.identifier.other85122632830-
dc.identifier.urihttps://uniwacris.uniwa.gr/handle/3000/1273-
dc.description.abstractThe 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.en_US
dc.language.isoenen_US
dc.publisherDe Gruyteren_US
dc.relation.ispartofReview of Marketing Scienceen_US
dc.subjectAttitudesen_US
dc.subjectBehavioural intentionsen_US
dc.subjectConsiderationen_US
dc.subjectEntertainmenten_US
dc.subjectInformationen_US
dc.subjectInvasivenessen_US
dc.subjectPerceived usefulnessen_US
dc.subjectTrusten_US
dc.titleOn the Determinants of Online Short Videos' Effectiveness Relative to Parents' Attitudes, Behavioural Intentions and Consideration of Alternativesen_US
dc.typeArticleen_US
dc.identifier.doi10.1515/roms-2021-0063en_US
dc.identifier.scopus2-s2.0-85122632830-
dcterms.accessRights0en_US
dc.relation.deptDepartment of Early Childhood Education and Careen_US
dc.relation.facultySchool of Administrative, Economics and Social Sciencesen_US
dc.relation.volume20en_US
dc.relation.issue1en_US
dc.identifier.spage63en_US
dc.identifier.epage82en_US
dc.linkhttps://www.scopus.com/record/display.uri?eid=2-s2.0-85122632830&origin=inward&txGid=6de41a641c6e1395bd1fd6c0204139a9en_US
dc.collaborationUniversity of West Attica (UNIWA)en_US
dc.subject.fieldSocial Sciencesen_US
dc.journalsSubscriptionen_US
dc.publicationPeer Revieweden_US
dc.countryGreeceen_US
item.openairecristypehttp://purl.org/coar/resource_type/c_18cf-
item.fulltextNo Fulltext-
item.grantfulltextnone-
item.languageiso639-1en-
item.openairetypeArticle-
item.cerifentitytypePublications-
crisitem.author.deptDepartment of Early Childhood Education and Care-
crisitem.author.deptDepartment of Business Administration-
crisitem.author.facultySchool of Administrative, Economics and Social Sciences-
crisitem.author.facultySchool of Administrative, Economics and Social Sciences-
crisitem.author.orcid0000-0002-0481-3637-
crisitem.author.orcid0000-0002-3516-0050-
crisitem.author.parentorgSchool of Administrative, Economics and Social Sciences-
crisitem.author.parentorgSchool of Administrative, Economics and Social Sciences-
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