Textbooks for the YouTube generation? A case study on the shift from text to video

Abstract

A case study is used to achieve two research objectives: To understand students’ attitudes, behavior toward, and satisfaction with videobooks vs. traditional textbooks; and to identify factors that drive student satisfaction and positive attitudes toward videobooks. Analysis of student experiences across multiple sections of an introductory marketing course found students have more positive attitudes toward, and higher satisfaction with, a videobook vs. a textbook. Further, students found the videobook to be easier to use and understand, and more engaging than a traditional textbook, making it overall more effective for learning. Finally, the videobook format facilitated the switch to virtual learning as its content delivery method more closely resembles in-class lectures.