Learning form tutorials - the value of brand tutorials on short-video platforms. (Focus on Tiktok)

Abstract

Nowadays, tutorials have become increasingly popular on social media platforms like TikTok. Tutorials, which typically involve the use of “how-to” videos explaining and facilitating the use of a product or a service. This trend has shaped the way businesses communicate with their target audience, as it presents an easier way to demonstrate how to use their products or services. Therefore, understanding the role of visual appeal and information quality in shaping attitudes towards tutorials is crucial for developing better business strategies. This thesis examines the effect of a brand tutorial on viewer’s attitude, by reviewing previous literature and conducting a survey. This current study also investigates the mediating variables of autonomy, competence, and relatedness needs. Hence, based on the Self- determination theory and the Uses and Gratifications (U&G) theory 2.0, a research model was developed. The findings reveal that visually appealing tutorials that satisfy viewers' needs for autonomy and relatedness have a more positive impact on attitude towards them than information quality and satisfaction of the need for competence. Specifically, a visually appealing tutorial leads to a more favorable attitude towards it. Additionally, tutorials that satisfy the needs for autonomy and relatedness positively influence viewer attitudes, while information quality and competence satisfaction do not significantly affect attitude towards tutorials. Furthermore, the study demonstrates that a positive attitude towards tutorials enhances consumers' purchase intentions. This thesis highlights in the final chapter the theoretical and managerial implications, study limitations, and recommendations for future research.