Abstract
The impact of universities on social networks has been widely studied, especially on Facebook and Twitter. However, there is a clear lack of research on YouTube, despite an overwhelming presence of universities on this online video platform. The objective of this work is to analyse similarities in the dynamics of views and likes between the YouTube channel of a university, Polytechnic University of Valencia and an educational channel, the saurabhschool (Saurabh and Gautam 2019). This is the first work that analyses the dynamics of online video impact of a university on YouTube, which are subsequently compared to those of an educational channel to find common patterns. The time series of views and likes are obtained for both channels; their seasonal components are calculated and compared. Observation is subsequently supported by an analysis of correlations and the Euclidean distance. Results suggest that the video impact dynamics of a university channel behave similarly to those of an educational channel. These results can help universities anticipate the behaviour pattern of their videos in order to maximize the impact of their content through YouTube.
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Source: own elaboration
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Acknowledgements
The authors want to acknolwedge the Universitat Politècnica de València’s ASIC (Área de Sistemas de Información y Comunicaciones) for the data of their institutional YouTube channel. We also acknowledge the support from Juan Antonio Marín-García and Ignacio Despujol-Zabala.
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Ros-Gálvez, A., Meseguer-Martínez, Á. & López-Buenache, G. The dynamics of the university impact on YouTube: a comparative analysis. Soc. Netw. Anal. Min. 11, 9 (2021). https://doi.org/10.1007/s13278-020-00716-w
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DOI: https://doi.org/10.1007/s13278-020-00716-w