Linking YouTube and university rankings: Research performance as predictor of online video impact

The use of online video by universities to communicate with their community is increasingly growing, however, the effect of the university characteristics on the online video impact remains overwhelmingly unstudied. Previous research has found a relation between research performance and the online video impact of the most prestigious universities (world-class universities). The objective of this study is twofold. Firstly, we aim to check whether...