Title: Strengthening Business English skills: investigating student perceptions of creating product videos in an ESP course

Authors: Wen-Chi Hu

Addresses: Language Center, College of Humanities and Social Sciences, Chaoyang University of Technology, 168, Jifeng E. Rd., Wufeng District, Taichung, 413330, Taiwan

Abstract: This study investigated students' viewpoints on using product video creation to foster their Business English skills in an English for specific purposes (ESP) course. The study aimed to examine the extent to which students could enhance their conversational flow, language usage, and practical expression skills by creating videos to promote a product or service. The participants included 44 university students who enrolled in Business English. In this class, they received instruction on the Business English language and were tasked with creating promotional videos for a chosen product or service. Data were collected through questionnaires, interviews, and rubric-based assessments of the videos. The results revealed that the use of crowdfunding video creation as a learning framework contributed positively to the participants' English usage, persuasion skills, and creativity. The findings suggested that incorporating video production tasks in an ESP class can enhance video editing, collaboration of thoughts and ideas, contextual use of expression, objective evaluation, and logical flow of conversation, preparing students to communicate effectively in the dynamic global business environment.

Keywords: constructivism; English for specific purposes; ESP; video creation; digital literacy.

DOI: 10.1504/IJLT.2025.149275

International Journal of Learning Technology, 2025 Vol.20 No.3, pp.365 - 396

Received: 12 Jun 2023
Accepted: 28 Feb 2024
Published online: 22 Oct 2025 *

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