Online video impact of world class universities

YouTube has become the standard social network for the dissemination of university multimedia content, but the impact of academic online videos has been scarcely researched. This study covers this gap and provides a new dimension to evaluate university performance. Data and statistics of 416 YouTube...

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Bibliographic Details
Published in:Electronic markets 2019-09, Vol.29 (3), p.519-532
Main Authors: Meseguer-Martinez, Angel, Ros-Galvez, Alejandro, Rosa-Garcia, Alfonso, Catalan-Alarcon, Jose Antonio
Format: Article
Language:English
Subjects:
Business and Management
CAI
Colleges & universities
Computer assisted instruction
Correlation analysis
Dissemination
Distance learning
e-Commerce/e-business
Electronic commerce
Impact analysis
Information technology
IT in Business
Multimedia
Productivity
Ratings & rankings
Research Paper
Social networks
Teaching
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Summary:YouTube has become the standard social network for the dissemination of university multimedia content, but the impact of academic online videos has been scarcely researched. This study covers this gap and provides a new dimension to evaluate university performance. Data and statistics of 416 YouTube accounts and ca. 190,000 online videos of world class universities are gathered. The H-index is adapted to quantify the online video impact, universities are ranked accordingly and the correlates of impact are analyzed. The H-based ranking of online video impact is closely related to standard rankings of world class universities, with a stronger relation than that with other online video related metrics. Research productivity and online video orientation of a university are robustly related to online video impact, whereas teaching, university size and geographical location are not.
ISSN:1019-6781
1422-8890
DOI:10.1007/s12525-018-0315-4