Developing a Learning Network on YouTube: Analysis of Student Satisfaction with a Learner-Generated Content Activity

Abstract

This chapter focuses on an innovative learning project in which under- graduate marketing students create videos and post them on the official YouTube channel of the course. The project aims to apply new information technologies to university teaching, use social networks to disseminate information and knowl- edge, and provide students with a more active role in their learning process. We offer an overall vision to enable the appropriate application of this project and analyze students’ perceptions and satisfaction with the activity; we also offer a tool (e.g., rubric) to objectively evaluate the video content. The results of the first study show that students’ satisfaction with the activity is high and is affected by the emo- tions it generates, its perceived usefulness, and its ease of use. In a second study, we observe that the students are satisfied with the activity’s evaluation rubric, because it is a simple evaluation system and serves to guarantee an objective and consistent evaluation. The description of the project and discussion of the research findings will help academics to understand the key drivers of a satisfactory experi- ence by students. It also provides scholars with advice on how to implement edu- cational networking in their subjects.