Title: The digital economy: the use of explainer videos in SMEs' communication

Authors: Tanja Sedej

Addresses: Research and Research, LLC, Ob Koprivnici 66, 3000 Celje, Slovenia

Abstract: Understanding the emerging development in a digital economy is one of the most important features of today's knowledge-based society. The digital economy has created new opportunities and also challenges. Many SMEs have a hard time explaining the true value of their ideas, products, projects, or other important business issues, they need to tackle. Explainer videos represent one of the modern and effective tools to communicate messages with the target audiences in the modern business world. In other words: explainer videos translate complex issues into simple stories, which people enjoy watching. Owing to its many advantages, the purpose of explainer videos can be diverse.

Keywords: digital economy; technological change; knowledge-based society; SMEs; video communication; video marketing; explainer video; explainer animation.

DOI: 10.1504/IJDIPE.2019.106765

International Journal of Diplomacy and Economy, 2019 Vol.5 No.2, pp.150 - 162

Received: 20 Sep 2019
Accepted: 16 Oct 2019
Published online: 20 Apr 2020 *

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