Selling a university : a content analysis of NCAA Division I colleges' featured YouTube videos using the Spirituality in Advertising Framework.

American universities are using social media outlets to reach audiences; moreover, the collegiate YouTube channels included in this study had more than 1.5 million subscribers as of August 31, 2018. Past studies have identified spiritual elements within commercial advertising (Marmor-Lavie & Stout, 2016). Explicitly identifying aspects of spirituality using the Spirituality in Advertising Framework (SAF), this study analyzes NCAA Division I videos (n=115) featured on the institutions' official YouTube channels. A key finding was the presence of spiritual ideas in each NCAA conference, in public and private colleges, in Carnegie R1, R2 and R3 research institutions and Hispanic Serving Institutions (HSIs). The SAF core idea most frequently identified in the study's video was the "integration with others" (n=51) or to join with others and be a part of something (Marmor-Lavie, Stout, & Lee, 2009, p.9). Nevertheless, represented at varying frequencies were all 16 SAF core ideas.

Name thesis:degree_name

M.A.

Level thesis:degree_level

Masters

Grantor

Baylor University.

Year dc:date.issued

2018

Author dc:creator

• George, Amber R., 1980-

Advisor dc:contributor.advisor

• Neill, Marlene S.

• Advertising.
• Branding.
• Research.
• Spirituality.
• College.
• University.
• Higher education.
• Social media.

Statement dc:rights

• Baylor University works are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission. Contact libraryquestions@baylor.edu for inquiries about permission.

Language dc:language.iso

en

Handle dc:identifier.uri

https://hdl.handle.net/2104/10493

OAI identifier oai:identifier

oai:baylor-ir.tdl.org:2104/10493