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Using YouTube video to promote university: a content analysis

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Listed:
  • Hiep-Hung Pham
  • Kelly Farrell
  • Huyen-Minh Vu
  • Quan-Hoang Vuong
  • Nancy K. Napier

Abstract

In today’s global higher education environment, international students represent not only an important source of external income for universities: the degree of cross-border student mobility also reflects the internationalization of higher education sector. Universities have engaged in efforts to sell themselves to prospective students and promotional videos are among the most widely used marketing tools for this purpose. This article reports the results of a study analyzing the content of 140 higher education promotional videos from 14 countries available on YouTube. The results reveal that while the pattern of use of YouTube for two-way communication with viewers, information contents and appeal messages among sampled universities is fairly homogenous, some marked differences emerge when cultural background and global position ranking of the university are taken into account. The implications of these findings are that, although transnational higher education has been profoundly globalized, culture still plays a significant role in marketing practice for the recruitment of mobile students. In addition, different universities have various student-targeted segments. These findings provide the basis of a series of recommendations for universities looking to optimize their use of YouTube and promotional video design to market to international students.

Suggested Citation

  • Hiep-Hung Pham & Kelly Farrell & Huyen-Minh Vu & Quan-Hoang Vuong & Nancy K. Napier, 2017. "Using YouTube video to promote university: a content analysis," Working Papers CEB 17-004, ULB -- Universite Libre de Bruxelles.
    • Handle: RePEc:sol:wpaper:2013/245595
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    References listed on IDEAS

    as
    1. Vuong Quan Hoang & Tran Tri Dung & Nancy K. Napier & Dau Thuy Ha, 2013. "Business Education in the Emerging Economy of Vietnam: Twenty Years of Expectations, Illusions and Lessons," Palgrave Macmillan Books, in: Ilan Alon & Victoria Jones & John R. McIntyre (ed.), Innovation in Business Education in Emerging Markets, chapter 6, pages 96-109, Palgrave Macmillan.
    2. Thomas J. Hayes & Doug Ruschman & Mary M. Walker, 2009. "Social Networking as an Admission Tool: A Case Study in Success," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 19(2), pages 109-124, December.
    3. Efthymios Constantinides & Marc C. Zinck Stagno, 2011. "Potential of the social media as instruments of higher education marketing: a segmentation study," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 21(1), pages 7-24, March.
    4. Kayvan Kousha & Mike Thelwall & Mahshid Abdoli, 2012. "The role of online videos in research communication: A content analysis of YouTube videos cited in academic publications," Journal of the American Society for Information Science and Technology, Association for Information Science & Technology, vol. 63(9), pages 1710-1727, September.
    5. Kayvan Kousha & Mike Thelwall & Mahshid Abdoli, 2012. "The role of online videos in research communication: A content analysis of YouTube videos cited in academic publications," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 63(9), pages 1710-1727, September.
    6. Quan-Hoang Vuong & Nancy K. Napier, 2013. "Acculturation and Global Mindsponge," Working Papers CEB 13-053, ULB -- Universite Libre de Bruxelles.
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    Cited by:

    1. Mohamed Ahmed Mady & Said Baadel, 2020. "Technology-Enabled Learning (TEL): YouTube as a Ubiquitous Learning Aid," Journal of Information & Knowledge Management (JIKM), World Scientific Publishing Co. Pte. Ltd., vol. 19(01), pages 1-16, March.

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    More about this item

    Keywords

    international student; promote; YouTube; content analysis; cross-culture; ranking;
    All these keywords.

    JEL classification:

    • A29 - General Economics and Teaching - - Economic Education and Teaching of Economics - - - Other
    • I21 - Health, Education, and Welfare - - Education - - - Analysis of Education
    • P46 - Political Economy and Comparative Economic Systems - - Other Economic Systems - - - Consumer Economics; Health; Education and Training; Welfare, Income, Wealth, and Poverty
    • Z13 - Other Special Topics - - Cultural Economics - - - Economic Sociology; Economic Anthropology; Language; Social and Economic Stratification

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