@article{MAKHILLTSS202015224837,
    title = {Using YouTube Videos to Promote Universities: A Content Analysis},
    journal = {The Social Sciences},
    volume = {15},
    number = {2},
    pages = {83-94},
    year = {2020},
    issn = {1818-5800},
    doi = {sscience.2020.83.94},
    url = {https://makhillpublications.co/view-article.php?issn=1818-5800&doi=sscience.2020.83.94},
    author = {Quan-,Huyen-,Hiep- and},
    keywords = {promote,cross-culture,International student,content analysis,YouTube,ranking},
    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 study 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.}
    }