Learning value of video tutorials in online learning communities

Purpose Vlogging constitutes a potential advertising channel for branded products. This paper aims to investigate the role and antecedents of the learning value, i.e. substantive (vs nonsubstantive) information processing, in consumers’ purchase behavior online. Design/methodology/approach The authors used a mixed-methods approach including qualitative data from 25 interviews, and two quantitative studies (a field study on 4,560 members of a vlogging learning community and a replication survey on 118 participants in a different context). Findings The results highlight the predominant role played by perceived learning due to the characteristics of the online environment. The authors further identify the components of vlog tutorials’ learning value. The findings distinguish structured from destructured learning content depending on consumers’ level of expertise. Practical implications The findings recommend developing the learning value for consumers. Managers should provide micro learning unit tutorials for expert consumers and complete structured learning units for novices based on core and additional learning components. Originality/value In contrast with traditional entertainment videos, tutorials provide added learning value that affects purchase behaviors to a greater extent. The results present in learning components that are recommended when developing learning tutorials.