Consumer Behavior in the Online Classroom: Using Video Analytics and Machine Learning to Understand the Consumption of Video Courseware.

Abstract

The world is facing Pandemic, which has affected almost every field of life. It has also left worst impact on education sector, due to which students have remained unable to attend their classes. However, to deal with such issues, now the schools have started online classrooms, in which teachers and students interact via online media and learn regarding course content. This has also raised opportunities for the marketing companies to better understand consumers’ need and evaluate what marketing tactics can directly influence the people to buy their products. Thus, the article (Zhou and amp; Chen, 2021) aims to evaluate how use of novel video feature framework can be helpful for the marketing management to understand the consumption of online video from content-based perspective.