{"title":"Driving online course sales by leveraging teacher information","authors":"Yan Shi, Baiqing Sun, Ou Li, Chunhong Li","doi":"10.1108/apjml-11-2023-1071","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>Online learning is increasingly popular, and educational platforms provide a wealth of courses. Improving course sales is the key to promoting sustainable development of online course platforms. However, limited research has explored the marketing of online courses. We study how to drive online course sales by leveraging teacher information.</p><!--/ Abstract__block -->\n<h3>Design/methodology/approach</h3>\n<p>We performed an empirical study. We collected data through a crawler and image recognition from Tencent classroom.</p><!--/ Abstract__block -->\n<h3>Findings</h3>\n<p>Our results show that providing teacher information and profile images helps promote online course sales. However, detailed course descriptions weaken the positive impact of teachers' profile images on online course sales. Furthermore, our study shows an inverted U-shaped relationship between the intensity of smiling in teacher profile photos and online course sales, and teacher descriptions negatively moderate this relationship.</p><!--/ Abstract__block -->\n<h3>Research limitations/implications</h3>\n<p>Our study contributes to the research on online course sales and extends the context of the research on smiling as well as the studies of visual and textual information.</p><!--/ Abstract__block -->\n<h3>Practical implications</h3>\n<p>The results have practical implications for online course sellers and platforms.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>Existing scholarly efforts have explored online courses mainly from an education perspective. More research is needed to advance the understanding of online course sales. Our study advances research in the marketing of online courses.</p><!--/ Abstract__block -->","PeriodicalId":47866,"journal":{"name":"Asia Pacific Journal of Marketing and Logistics","volume":null,"pages":null},"PeriodicalIF":3.9000,"publicationDate":"2024-09-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Asia Pacific Journal of Marketing and Logistics","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/apjml-11-2023-1071","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
Purpose
Online learning is increasingly popular, and educational platforms provide a wealth of courses. Improving course sales is the key to promoting sustainable development of online course platforms. However, limited research has explored the marketing of online courses. We study how to drive online course sales by leveraging teacher information.
Design/methodology/approach
We performed an empirical study. We collected data through a crawler and image recognition from Tencent classroom.
Findings
Our results show that providing teacher information and profile images helps promote online course sales. However, detailed course descriptions weaken the positive impact of teachers' profile images on online course sales. Furthermore, our study shows an inverted U-shaped relationship between the intensity of smiling in teacher profile photos and online course sales, and teacher descriptions negatively moderate this relationship.
Research limitations/implications
Our study contributes to the research on online course sales and extends the context of the research on smiling as well as the studies of visual and textual information.
Practical implications
The results have practical implications for online course sellers and platforms.
Originality/value
Existing scholarly efforts have explored online courses mainly from an education perspective. More research is needed to advance the understanding of online course sales. Our study advances research in the marketing of online courses.
期刊介绍：
The Asia Pacific Journal of Marketing and Logistics (APJML) provides a unique focus on marketing and logistics in the Asia Pacific region. It publishes research which focus on marketing and logistics problems, new procedures and practical approaches, systematic and critical reviews of changes in marketing and logistics and cross-national and cross-cultural comparisons of theory into practice. APJML is to publish articles including empirical research, conceptual papers, in-depth literature review and testing of alternative methodologies and theories that have significant contributions to the knowledge of marketing and logistics in the Asia Pacific region. The journal strives to bridge the gap between academia and practice, hence it also publishes viewpoints from practitioners, case studies and research notes of emerging trends. Book reviews of cutting edge topics are also welcome. Readers will benefit from reports on the latest findings, new initiatives and cutting edge methodologies. Readers outside the region will have a greater understanding of the cultural orientation of business in the Asia Pacific and will be kept up to date with new insights of upcoming trends. The journal recognizes the dynamic impact of Asian Pacific marketing and logistics to the international arena. An in-depth understanding of the latest trends and developments in Asia Pacific region is imperative for firms and organizations to arm themselves with competitive advantages in the 21st century. APJML includes, but is not restricted to: -Marketing strategy -Relationship marketing -Cross-cultural issues -Consumer markets and buying behaviour -Managing marketing channels -Logistics specialists -Branding issues in Asia Pacific markets -Segmentation -Marketing theory -New product development -Marketing research -Integrated marketing communications -Legal and public policy -Cross national and cross cultural studies
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