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

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Název: The corporate identity of Italian Universities on the Web: A webometrics approach
Autoři: Bianchi G., Bruni R., Palma A. L., Perani G., Scalfati F.
Informace o vydavateli: International Society for Scientometrics and Informetrics, 2019.
Rok vydání: 2019
Témata: Corporate identity, Corporate websites, Education and researches, Globalisation, Higher education, Monitoring frameworks, Partner institutions, Web analytics, 0502 economics and business, 05 social sciences
Popis: 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.
Druh dokumentu: Conference object
Popis souboru: application/pdf
Jazyk: English
Přístupová URL adresa: https://hdl.handle.net/11573/1384366
Přístupové číslo: edsair.od......3686..9edecdabbfe887b33f3b5f7675c6dc7f
Databáze: OpenAIRE
Popis
Abstrakt: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.