Higher education institutions are facing challenges in navigating social, cultural, and political issues. The online presence of higher education presents a new set of opportunities and challenges; knowledge, news, and continuing education are increasingly disseminated online. Additionally, the public, student bodies and stakeholders are…

This study discusses the relationships between resource dependence, and reputation management (RM) through interviews with university managers regarding the use of social media by Chinese and UK Higher Education Institutions (HEIs). This research enriches existing literature by providing a new and comprehensive understanding of the factors…

Purpose: The rapid adoption of social media has resulted in a fundamental shift in the way communication and collaboration take place. While social media is recognized as an important marketing communication tool, it has become overlooked how social media marketing activities (user-generated and firm-generated content) influence brand equity…

The rise of social media has opened countless opportunities to explore social science questions with new data and methods. However, research on socioeconomic inequality remains constrained by limited individual-level socioeconomic status (SES) measures in digital trace data. Following Bourdieu, we argue that the commercial and entertainment…

The public often makes judgements about schools and what happens within them, despite rarely setting foot inside of one. Prior research finds that the public relies on word-of-mouth, news media, and online resources that rate and rank schools in order to make decisions. Notably though, much of the existing literature predates the widespread usage…

The advent of social media has changed the way the public perceives and reacts to higher education. Although higher education institutions have progressively adopted and integrated social media technologies into their marketing efforts, the efficacy of these initiatives has not been substantially measured. While in the past, higher education…

Integrating the understanding of digital threats into informatics education is crucial for preparing pupils to navigate the complexities of the digital world. This study provides foundational insights for embedding digital safety competencies within informatics curricula by prioritizing key threats faced by young people. Through data collected…

Purpose: Despite promising conceptual developments in value co-creation behaviors, the scholarly attention afforded to the importance of the university website features in strengthening the university brand image and reputation through students' value co-creation behaviors is limited. University website features are conceptualized as a…

Purpose: Social media engagement is widely used by the higher education institutions (HEIs) to improve brand performance through brand image and brand loyalty. This study focusses on the effect of social media engagement on relationship quality and brand performance in the higher education marketing (HEM) context. Social media engagement…

Despite the ubiquity of global university rankings coverage in media and academia, a concerted attempt to investigate the role of social media in ranking entrepreneurship remains absent. By drawing on an affect lens, we critically examine the social media activities of two commercial rankers: Times Higher Education (THE) and Quacquarelli Symonds…

Purpose: This paper aims to understand the ideas and material circumstances behind the policy objective to enhance the perceived value of Technical and Vocational Education and Training (TVET) in Chile through a communication campaign and how this campaign addresses this objective. Design/methodology/approach: This research adopted a qualitative…

This article examines how specialist music secondary schools in England present themselves on their websites and social media platforms. We consider visual communication codes and how such patterns reflect cultural distinctions and social boundaries. Multimodal critical discourse analysis is used to demonstrate how the choice of semiotic resources…

Higher education organizations are increasingly playing a key role in promoting Sustainable Development within society by disclosing information about applied strategies and achieved sustainable performance via social media. Consequently, platforms like Twitter have evolved into decisive tools for fostering accountability, establishing legitimacy,…

"In today's engaging, digitally empowered school setting, stakeholders question whether schools know best about educating their students" (Rose, 2012). Sheninger and Rubin (2017) stated, "We have to do a better job of communicating what we do" (p. 17). Social media has given rise to new tools to help connect with families to…

Social media technologies (SMTs), online brand communities, and social customer relationship management (SCRM) Capabilities play an indispensable role in the engagement and loyalty-building of university students to achieve a sustainable university reputation. This study provides pioneering input for higher education institutions (HEIs) by…