The importance of online videos is increasing constantly. However, research has so far failed to provide an in-depth analysis of what has been driving the adoption of online videos within organizations. Thus, this study analyzes the adoption of online videos through case study research. We collected data from semi-structured interviews in four different organizations. A cross-case analysis shows that top-management and environmental characteristics drive the use of online videos. However, innovation and organizational characteristics do not influence the adoption of online videos in this study.
Ruf, Christian and Back, Andrea, "Adoption of Online Videos in Organizations: A Multi-Case Comparison" (2013). BLED 2013 Proceedings. 25.