Abstract
ABSTRACT The proliferation of videos with educational purposes on social media offers unprecedented opportunities for informal learning in virtual space. Yet, research on learner engagement with educational videos in informal learning on social media has been scarce, despite its central role in learning. This study addresses this research gap. Specifically, we investigate how signalling mechanisms (signals and anchors) affect cognitive engagement. We sample YouTube educational videos and analyse the effects of signals and anchors on cognitive engagement on Reddit. Our analyses show that different signals and anchors affect cognitive engagement differently. Textual signals positively associate with cognitive engagement, while visual signals do not. Mathematical models are negatively related to cognitive engagement, and physical models are not correlated with cognitive engagement significantly. Our findings provide valuable empirical knowledge on cognitive engagement with educational videos on social media. This study enriches the understanding of signalling mechanisms and extends the literature on educational videos and multimedia learning. It is also beneficial for video designers and developers to optimise cognitive engagement with the appropriate use of signals and anchors and make online experiences more engaging.
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