A new Journal of Marketing study suggests that an on-demand model for online learning may bring in more paying users, but those users could also be less engaged in the material.

Read an in-depth recap of this research here: https://www.ama.org/2024/04/30/can-the-on-demand-model-work-for-online-educational-platforms-like-coursera-a-new-study-investigates/

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429241227145

Reference: Joy Lu, Eric T. Bradlow, and J. Wesley Hutchinson, “More Likely to Pay but Less Engaged: The Effects of Switching Online Courses from Scheduled to On-Demand Release on User Behavior,” Journal of Marketing.

Narrator: Adalgisa Butkewitsch

Acknowledgments: Sushma Kambagowni

Topics: online learning, asynchronous learning, on-demand content

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