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Short videos, also known as micro-videos, have emerged as a platform for sharing ideas, experiences and life events via online social networks. This paper aims to share preliminary results of a study, involving students from two universities who created six-second videos using the Vine mobile app to explain or illustrate technological concepts.

Students were assigned the task of creating a Vine video to demonstrate their understanding of an assigned technological concept. A survey, performed after creating their micro-videos, asked students about the technology tools they use that allow them to be creative, their current personal digital literacy skills and the extent to which they are able to express a complex concept in a simple way. The study categorizes the students’ micro-videos to determine which formats might be most effective in demonstrating technology learning.

An analysis of their videos shows that the six-second constraint often inspires creativity and critical thinking, as students need to carefully consider the message they wish to convey, and how they can do so effectively in a compelling micro-video. The creation of such videos provides an effective way to demonstrate student learning and digital literacy skills.

The study presents preliminary results gathered during one semester, with 68 videos created by 75 students.

Micro-video platforms are popular among today’s students, whose increased use of social media, dependence on mobile devices and desire for constant connectivity enable new outlets for creativity and communication. This study examines the introduction of a micro-video platform, which many students already use in their personal lives, in an educational context to develop their technology and digital literacy skills.

Students learn to use an emerging social media platform as a vehicle to inspire creativity and learning.

This study explores and shares preliminary results related to the use of micro-videos for demonstrating technology learning and developing digital literacy skills in the information technology classroom.

The purpose of this paper is to understand in-depth how consumers create value in their lives using WhatsApp, the leading mobile instant messaging (MIM) application.

The study adopts the perspective of customer-dominant logic (CDL) and uses a qualitative multimethod design involving 3 focus groups and 25 subsequent in-depth interviews. The research setting was Ecuador, a Latin American country.

Analysis and interpretation of the participants’ stories made it possible to identify and understand the creation of four types of value: maintaining and strengthening relationships; improving role performance; emotional support; and entertainment and fun. In addition, the present study proposes a conceptual model of consumer value creation as it applies to MIM.

Understanding the way consumers create value in their lives using MIM is important not only for organizations that offer MIM applications, but also for those companies that develop other applications for mobile phones or for those who wish to use MIM as an electronic word-of-mouth vehicle.

The current study is one of the first to address the topic of consumer behavior in the use of technologies from the perspective of CDL; this perspective enables an integrated qualitative vision of value creation in which the consumer is the protagonist.

El presente estudio busca comprender a profundidad la forma en que los consumidores crean valor en sus vidas usando WhatsApp, la aplicación líder de mensajería instantánea basada en móviles (MIM).

El estudio adopta la perspectiva de la lógica dominante del cliente y utiliza un diseño cualitativo multimétodo que involucra 3 grupos focales seguidos de 25 entrevistas a profundidad. El escenario de estudio es Ecuador, un país Latinoamericano.

El análisis e interpretación de los relatos de los participantes hace posible identificar y comprender la creación de cuatro tipos de valor: Mantener y fortalecer relaciones, mejorar el desempeño de roles, apoyo emocional y, diversión y entretenimiento. Adicionalmente, el estudio propone un modelo conceptual de creación de valor aplicado a MIM.

La comprensión de la forma en que los consumidores crean valor en sus vidas usando MIM, es importante no solo para las empresas que ofrecen aplicaciones MIM, sino también para las empresas que desarrollan otras aplicaciones para móviles o para aquellas que desean usar MIM como canal electrónico para estrategias boca a boca.

El presente estudio es uno de los primeros en abordar el área del comportamiento del consumidor en el uso de tecnologías desde una perspectiva de la lógica dominante del cliente. Esta perspectiva permite presentar una visión cualitativa integrada de la creación de valor, en la cual el consumidor es el protagonista.