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Marketing higher education on YouTube: a content analysis of college promotional videos

Alice Marianne Fritz & Andrea M. Smith

Journal of Marketing for Higher Education2024https://doi.org/10.1080/08841241.2024.2400088article
AJG 1ABDC B
Weight
0.37

Abstract

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1 citation

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https://doi.org/https://doi.org/10.1080/08841241.2024.2400088

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@article{alice2024,
  title        = {{Marketing higher education on YouTube: a content analysis of college promotional videos}},
  author       = {Alice Marianne Fritz & Andrea M. Smith},
  journal      = {Journal of Marketing for Higher Education},
  year         = {2024},
  doi          = {https://doi.org/https://doi.org/10.1080/08841241.2024.2400088},
}

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Marketing higher education on YouTube: a content analysis of college promotional videos

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Evidence weight

0.37

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.16 × 0.4 = 0.06
M · momentum0.53 × 0.15 = 0.08
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.