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The corporate identity of Italian Universities on the Web: A webometrics approach

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Bibliographic Details
Title: The corporate identity of Italian Universities on the Web: A webometrics approach
Authors: Bianchi G., Bruni R., Palma A. L., Perani G., Scalfati F.
Publisher Information: International Society for Scientometrics and Informetrics, 2019.
Publication Year: 2019
Subject Terms: Corporate identity, Corporate websites, Education and researches, Globalisation, Higher education, Monitoring frameworks, Partner institutions, Web analytics, 0502 economics and business, 05 social sciences
Description: In parallel with the increasing marketisation and globalisation of higher education, Universities’ corporate websites have become institutional virtual storefronts largely contributing to reinforcing the organisations’ brand, to disseminate information on their main achievements and to communicate with both enrolled students and potential “customers” worldwide. Thus, the effectiveness of Universities’ websites to deliver value in terms of information on the organisations’ activities and to interact with actual and potential students - as well as partner institutions in education and research projects - is to be regarded as a key objective of all Universities. The level of accomplishment of this task, measured so far mostly on a case-study basis, can be more extensively surveyed by adopting a webometric approach combining the use of web analytics as indicators of efficiency with selected indicators of contents collected through web scraping techniques. This approach has been tested on the websites of Italian Universities with the aim of classifying them in terms of quality and impact of their institutional websites, as well as to develop a permanent monitoring framework.
Document Type: Conference object
File Description: application/pdf
Language: English
Access URL: https://hdl.handle.net/11573/1384366
Accession Number: edsair.od......3686..9edecdabbfe887b33f3b5f7675c6dc7f
Database: OpenAIRE
Description
Abstract:In parallel with the increasing marketisation and globalisation of higher education, Universities’ corporate websites have become institutional virtual storefronts largely contributing to reinforcing the organisations’ brand, to disseminate information on their main achievements and to communicate with both enrolled students and potential “customers” worldwide. Thus, the effectiveness of Universities’ websites to deliver value in terms of information on the organisations’ activities and to interact with actual and potential students - as well as partner institutions in education and research projects - is to be regarded as a key objective of all Universities. The level of accomplishment of this task, measured so far mostly on a case-study basis, can be more extensively surveyed by adopting a webometric approach combining the use of web analytics as indicators of efficiency with selected indicators of contents collected through web scraping techniques. This approach has been tested on the websites of Italian Universities with the aim of classifying them in terms of quality and impact of their institutional websites, as well as to develop a permanent monitoring framework.