Metodología para evaluar la comunicación institucional en sitios web universitarios

Segura-Mariño, Adriana Graciela; Piñeiro-Naval, Valeriano; Moreira-Cedeño, Cristhian Marcelo

doi:10.5209/esmp.65418

Cited by 3 publications

(2 citation statements)

References 38 publications

(28 reference statements)

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“…This study concentrates on some factors that have been considered in previous research in the context of the corporate and public sectors, as well as some factors that are unique to the higher education sector (Saraite et al, 2018;Larrán et al, 2019;Segura-Mariño et al, 2020b;Garde et al, 2021). Seven variables have been chosen in particular: private funding, internationality, gender, academic performance, social media presence, university age, and university size.…”

Section: Explanatory Factors Of Online Disclosure By Universitiesmentioning

confidence: 99%

Main factors influencing the digital transparency in higher education institutions

Ramírez,

Montero

2024

Rev. esp. doc. Cient

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This paper aims to analyze the online transparency of Spanish higher education institutions and examine the factors that explain the degree of online transparency achieved by these institutions. To this end, this paper analyses the institutional websites of all Spanish universities and develops a global transparency index comprising of four dimensions (“E-information”, “E-Services”, “E-Participation” and “Navigability, Design and Accessibility”). This paper evidences that Spanish universities are aware of the importance of having a web page with adequate navigability, design and accessibility. In contrast, the “E-information” is the least valued dimension, particularly concerning the disclosure about Community services and Outcomes of teaching services. Moreover, the results show that internationality, leverage and size positively affect the online transparency in Spanish universities. From a practical point of view, our findings could be used by university’ managers, regulators and standard-setting bodies to improve the online transparency in universities.

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Section: Explanatory Factors Of Online Disclosure By Universitiesmentioning

confidence: 99%

Main factors influencing the digital transparency in higher education institutions

Ramírez,

Montero

2024

Rev. esp. doc. Cient

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“…Así, Internet y la Web Social obligan a las universidades a redefinir su comunicación institucional, adaptando su discurso y herramientas comunicativas. Varios estudios resaltan la relevancia de la comunicación institucional digital de universidades (Aguilera Moyano et al, 2010;Bélanger et al, 2014;Brech et al, 2017;Canelón, 2013;Fähnrich et al, 2020;Ferrer-Serrano et al, 2020;Linvill et al, 2012;Peruta & Shields, 2016;Segura-Mariño et al, 2020).…”

Section: Comunicación Institucional Y Universidadunclassified

30 años de producción científica sobre comunicación institucional de las universidades: evolución histórica del 1990 al 2020

Zeler

Capriotti

Oliveira

2023

Estud. mensaje periodís.

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El interés científico por la comunicación institucional de las universidades es cada vez más notable. Sin embargo, no se identifican investigaciones bibliométricas publicadas en revistas indexadas en Scopus y WOS, que permitan conocer el desarrollo de la producción científica en el ámbito. Así, este trabajo pretende realizar un primer análisis de la producción científica sobre la comunicación institucional de las universidades durante los últimos 30 años. Mediante una metodología cuantitativa y descriptiva, se estudiaron cuatro aspectos: artículos, revistas, autores y contenido. Los hallazgos muestran un estado de crecimiento acelerado de este ámbito de estudio, a pesar de que aún está en una fase de consolidación.

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Evaluating the content strategy developed by universities on social media

Capriotti

Losada-Díaz

Martinez-Gras

2023

EPI

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Institutional communication is becoming a strategic instrument for universities, since it facilitates the relationships with their various publics and allows positioning of the institutional brand, which will contribute to building a distinctive reputation. The types of content disseminated by universities via their social media accounts will contribute decisively to these objectives, since the way in which the different topics are communicated may influence the publics’ perceptions of these higher education institutions. This research analyses the different types of content disseminated by universities (in Europe, the United States and Latin America) via their accounts on social networks (Twitter, Facebook, and LinkedIn), to assess the main content topics that define the universities’ communicative positioning. A content analysis of the publications by universities on their social networks was carried out, representing an appropriate method to recognize the main themes and topics of their communication strategy. The results reveal two main thematic blocks of content: functional (teaching, research and social commitment topics) and institutional (organizational and contextual topics). Institutional publications are the most relevant block of content, far above the functional posts. In terms of specific topics, the organizational ones are the most common, well above publications on teaching or research, while contextual and social commitment content is used marginally. Most universities, in all regions and on all social networks, follow a dominant strategy of institutional content. So, the higher education institutions are mainly using social networks as a strategic tool for institutional positioning, more than informing about their daily activity.

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Metodología para evaluar la comunicación institucional en sitios web universitarios

Cited by 3 publications

References 38 publications

Main factors influencing the digital transparency in higher education institutions

Main factors influencing the digital transparency in higher education institutions

30 años de producción científica sobre comunicación institucional de las universidades: evolución histórica del 1990 al 2020

Evaluating the content strategy developed by universities on social media

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