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ERIC Number: EJ1336038
Record Type: Journal
Publication Date: 2022
Pages: 13
Abstractor: As Provided
ISBN: N/A
ISSN: EISSN-2651-5369
EISSN: N/A
Available Date: N/A
Using YouTube to Connect and Educate Individuals in the Chemical Industry
International Journal of Technology in Education and Science, v6 n1 p74-85 2022
In the chemical industry, a new generation of decision-makers is emerging in the next 5 to 10 years with a higher affinity for the use of videos to find information and to connect with other individuals. Through the digital transformation, an "on-demand" culture has become usual. As individuals want to access information at any time, B2B companies need to transform to video-based infrastructures enabling them to build effective relationships through connecting their employees with the new decision-makers of the industry. The specialty chemicals business is characterized by a high level of innovations which is seen as an excellent source to create video content aiming to connect individuals and to change social communication patterns. The current academic literature indicates the advantages of using YouTube in B2B, but a specific framework describing how to embed YouTube in the customer journey to improve B2B social communication and to achieve better social connections between B2B individuals is missing. Using an adopted content analysis, this paper developed a framework for YouTube-based activities combining the four major elements, Content, Touchpoint, Usage and Stimulus, in an interrelated setup.
International Society for Technology, Education, and Science. e-mail: ijtesoffice@gmail.com; Web site: http://www.ijtes.net
Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A
Author Affiliations: N/A