دور التسويق بالمحتوى عبر اليوتيوب في استمالة اتجاهات المتعلمين و أوليائهم : المؤسسة الناشئة منصة دروسكم التعليمية الرقمية نموذجا

Abstract EN

This study aimed at analyzing and evaluating the content marketing of your digital educational platform via YouTube and using it as an effective promotional tool to appeal to the attitdes of Algerian learners and their parents as decision makers.

this study seeks to highlight the impact of content marketing elements on the three components of cognitive, emotional and behavioral orientation, and to analyze the behavior of interaction with videos through observations, the number of likes, the number of comments and engagements.

the study includes content analyzing appraoch consisting a sample of videos of dorouscom platform via YouTube during the months of October, November and December 2022 and was based on inductive analysis and online interviews with content makers on the platform.

the study concludes that content marketing elements are important in shaping the trend, and that there is a positive impact between using dorouscom to market content and learners' attitudes towards the educational services they offer.