Publication: The dynamics of the university impact on YouTube: a comparative analysis
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Date
2021
Authors
Ros Gálvez, Alejandro ; Meseguer Martínez, Ángel ; López Buenache, Germán
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Publisher
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DOI
https://doi.org/10.1007/s13278-020-00716-w
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info:eu-repo/semantics/article
Description
©2021. This manuscript version is made available under the CC-BY-NC-ND 4.0 license http://creativecommons.org/licenses/by-nc-nd/4.0/
This document is the Accepted version of a Published Work that appeared in final form in Social Network Analysis and Mining. To access the final edited and published work see https://doi.org/10.1007/s13278-020-00716-w
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 (UPV), and an educational channel, the saurabhschool [25]. This is the first work that analyzes 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 times 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 behavior pattern of their videos in order to maximize the impact of their content through YouTube.
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Citation
Social Network Analysis and Mining 11, 9, 2021
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Este ítem está sujeto a una licencia Creative Commons. CC BY 4.0