Management Information Systems Commons^™

Vodcast Impact On Students' Attitudes And Behavioral Intentions, Bela Florenthal, Priscilla Arling, Deborah Skinner, Kathryn King

Scholarship and Professional Work - Business

Purpose: This paper uses structural equation modeling to assess the effectiveness of Vodcasts (video podcasts) as part of a university’s communication strategy with prospective students. Design/methodology/approach: Three theoretical models were tested using a structural equation model. Findings: We find that perceived informativeness, credibility, and irritation of the advertising are directly related to the value of the Vodcast advertising. However of those three factors, only the informativeness is directly related to the intent to take further action toward enrollment. In addition, while prior work has suggested that perceived entertainment of advertising positively influences its perceived value, we find that for these …