Visual Storytelling for Improving the Comprehension and Utility in Disseminating Information Systems Research: Evidence from a Quasi-Experiment

Information Systems Journal (ISJ), vol. 29(6), pp. 1153-1177 (2019)

46 Pages Posted: 8 Mar 2019 Last revised: 30 Nov 2019

See all articles by Kristijan Mirkovski

Kristijan Mirkovski

City University of Hong Kong (CityUHK) - Department of Information Systems

David Hull

City University of Hong Kong (CityUHK) - Department of Information Systems

James Gaskin

Brigham Young University - Marriott School; Case Western Reserve University - Department of Information Systems

Paul Benjamin Lowry

Virginia Polytechnic Institute & State University - Pamplin College of Business

Date Written: November 30, 2019

Abstract

Since the start of human civilisation, storytelling has served as an effective medium for disseminating important knowledge within families, communities and organisations. We make a case for the use of visual storytelling, namely video stories, to supplement traditional scholarly articles in the Information Systems (IS) discipline, thereby exploring its potential to improve actual and perceived comprehension, perceived utility, satisfaction as well as intentions to cite, share and accept research. Drawing on cognitive learning theory, the cognitive theory of multimedia learning and the literature on deep processing, we develop our research model, which is based on the model by Jiang & Benbasat (2007). We test our model in experimental settings with 269 research-oriented students and academics who were randomised into four conditions: (1) reading a text-based article, (2) reading the script for a video about the article, (3) viewing the video story of the article and (4) viewing the video story followed by reading the article. Results showed that the article’s script was significantly perceived to be the least useful in disseminating research content. The video story and text-based article were perceived to be equally useful and supplementing the text-based article with a video story was perceived to be the most useful. Moreover, the video story and text-based article supplemented by a video story were of roughly equal effectiveness; yet, the video script was the most effective and the text-based article was least effective relative to other formats in disseminating scholarly knowledge. Last, we discuss how to further improve the design of video stories by referring to the critical narrative theory, which has the potential to significantly promote the dissemination of IS scholarly knowledge.

Keywords: visual storytelling, video stories, scholarly knowledge dissemination, cognitive learning theory, cognitive theory of multimedia learning, deep processing

Suggested Citation

Mirkovski, Kristijan and Hull, David and Gaskin, James and Lowry, Paul Benjamin, Visual Storytelling for Improving the Comprehension and Utility in Disseminating Information Systems Research: Evidence from a Quasi-Experiment (November 30, 2019). Information Systems Journal (ISJ), vol. 29(6), pp. 1153-1177 (2019), Available at SSRN: https://ssrn.com/abstract=3336323

Kristijan Mirkovski

City University of Hong Kong (CityUHK) - Department of Information Systems ( email )

83 Tat Chee Avenue
Kowloon
Hong Kong

David Hull

City University of Hong Kong (CityUHK) - Department of Information Systems ( email )

83 Tat Chee Avenue
Kowloon
Hong Kong

James Gaskin

Brigham Young University - Marriott School ( email )

United States

Case Western Reserve University - Department of Information Systems ( email )

United States

Paul Benjamin Lowry (Contact Author)

Virginia Polytechnic Institute & State University - Pamplin College of Business ( email )

1016 Pamplin Hall
Blacksburg, VA 24061
United States

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