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ABSTRACT
We analyse the factors that determine the number of clicks on the ‘Like’ button in online teaching videos, with a sample of teaching videos in the area of Microeconomics across Spanish-speaking countries. The results show that users prefer short online teaching videos. Moreover, some features of the videos have a significant impact on the number of ‘likes’. We find that videos recorded by female teachers, and presented by entities other than universities are more likely to receive ‘Likes’. Also, viewers prefer videos showing the teachers, along with slides and/or graphics tablets to those showing a recorded class.
Notes
1. Note that each user is entitled to click on the ‘Like’ button just once. Therefore, the number of ‘Likes’ in YouTube equals the number of users who clicked on the ‘Like’ button.
2. No gender bias is usually found in teacher assessment surveys (Feldman, Citation1993), or, if any, the bias favours evaluations of male teachers (Centra and Gaubatz, Citation2000; Hamermesh & Parker, Citation2005). In this sense Business seems to be a special case.