Social Sciences 15 (2):83-94 (2020)

Quan-Hoang Vuong
Phenikaa University
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-waycommunication 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.
Keywords International student  YouTube  content analysis  cross-culture
Categories (categorize this paper)
Edit this record
Mark as duplicate
Export citation
Find it on Scholar
Request removal from index
Revision history

Download options

PhilArchive copy

 PhilArchive page | Other versions
External links

Setup an account with your affiliations in order to access resources via your University's proxy server
Configure custom proxy (use this if your affiliation does not provide a proxy)
Through your library

References found in this work BETA

No references found.

Add more references

Citations of this work BETA

Add more citations

Similar books and articles

Technology-Enabled Learning (TEL): YouTube as a Ubiquitous Learning Aid.Mohamed Ahmed Mady & Said Baadel - 2020 - Journal of Information and Knowledge Management 19 (1):2040007.
Youtube: A New Space for Birth?Robyn Longhurst - 2009 - Feminist Review 93 (1):46-63.


Added to PP index

Total views
224 ( #50,208 of 2,504,877 )

Recent downloads (6 months)
158 ( #3,902 of 2,504,877 )

How can I increase my downloads?


My notes