Eine experimentelle Studie zur Wirkung von Videos im E-Mail-Marketing auf ausgewählte Konstrukte des Konsumentenverhaltens

Hampel, Stefan; Hammon, Larissa; Hippner, Hajo

doi:10.15358/0344-1369_2013_1_58

Cited by 2 publications

(1 citation statement)

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“…Therefore, it is not surprising that the intention to use it in the future is firstly very much dependent on age and secondly on the use of explanations in the past. In addition, new fields of application arise, for example, as elements in e-mail marketing (Hampel, Hammon, & Hippner, 2013) or as essential parts of an online course (Krämer & Böhrs, 2015).…”

Section: Discussionmentioning

confidence: 99%

How Do Consumers Evaluate Explainer Videos? An Empirical Study on the Effectiveness and Efficiency of Different Explainer Video Formats

Krämer¹,

Böhrs²

2016

JEL

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There is a significant rise in the use of videos. More and more people use videos not only as a source of information but also as learning tool. This article explores the future potential of explainer videos, a format that conveys complex facts to a target group within a very short time. The findings are based on an empirical study representative for the German and U.S. population (18+ years). In the first step, the status quo of the use of e-learning in general and explainer videos in particular is presented. Subsequently, the effectiveness and efficiency of five different explainer video formats are analyzed using an experimental test design for one topic (US presidential election). On one hand, all formats reach a favorable evaluation based on the perception of the respondents, with only a few differences between test groups. On the other hand, significant differences occur in terms of relative improvements in knowledge level as well as input/output-ratios. Thirdly, expectations of potential users regarding the design of explainer videos are determined.

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Section: Discussionmentioning

confidence: 99%