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The effect of social influence in video engagement and retention of video

Talsma, E.A. (2020) The effect of social influence in video engagement and retention of video.

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Abstract:Videos are a popular tool for delivering knowledge. However, it can be hard to watch a video and stay engaged because watching videos is a passive activity. Therefore, help should be provided to students to process the content, which will lead to effective learning. Social influence describes the way the behaviour of others influences the behaviour of the individual. Some preliminary research has been done to see if social influence can be used to increase engagement and whether this can be beneficial for acquiring knowledge. To further expand research in this area, this thesis focuses on “Do social influence techniques improve engagement and retention-rates in educational videos?”. To investigate this question, self-report questionnaires and log data tested engagement, and a test checked the retention rates of videos. The experiment took place in an online setting, resulting in a group of 60 respondents. The experiment included a control group, where the group watched the video without social influence techniques, and the experimental group, where the video did have social influence techniques. The current research found no effect on social influence techniques on both engagement and retention rates of videos. Further research should aim to clarify if, and to what extent, to use these techniques to improve engagement and enhance learning from videos.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:70 social sciences in general, 81 education, teaching
Programme:Educational Science and Technology MSc (60023)
Link to this item:http://purl.utwente.nl/essays/84790
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