2023
DOI: 10.1108/ijem-03-2023-0096
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Marketing micro-credentials: understanding learners' engagement and willingness to pay more

Poh Kiong Tee,
Tat-Huei Cham,
Eugene Cheng-Xi Aw
et al.

Abstract: PurposeDigitalisation is reshaping the learning process, shifting it towards personalisation and online learning, and fuelling the growth of massive open online courses (MOOCs) and micro-credentials. Despite being a popular global trend, limited studies have looked at micro-credentials and their impact on learners' behavioural outcomes. The purpose of this study is to investigate the impact of programme design factors on learning experience, as well as the inter-relationships between programme design, learning… Show more

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