Academic performance ranking and universities' Twitter use

Maddalena Della Volpe, Paolo Diana, Francesca Esposito and Maria Carmela Catone

International Journal of Business Innovation and Research, 2022, vol. 27, issue 1, 22-36

Abstract: This paper explores the different uses of the Twitter social media made by the top 100 universities in the world as classified by The 2018 Times Higher Education World Ranking (THE). The aim is to relate the THE Ranking performance indicators to the data from the Twitter activities of each university, in order to understand if the level of the universities' prestige affects their interacting communicative attitude on social media. Using statistical and quantitative methods, we succeeded in identifying three types of universities: megaphone universities, characterised by a one-way communication model, collaborative universities, concentrated on international openness, and social universities, more active and participative on Twitter than the others. Except for marketing purposes, universities reveal several obstacles in using social media. A more entrepreneurial vision of a university could allow recognising social media as an opportunity to enhance the circulation of knowledge flow and resources.

Keywords: higher education institutions; academic performance ranking; Times Higher Education World Ranking; university; social media; Twitter; network; web communication; principal component analysis; PCA; cluster analysis; entrepreneurial vision; entrepreneurial university; university business cooperation. (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=120416 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbire:v:27:y:2022:i:1:p:22-36

Access Statistics for this article

More articles in International Journal of Business Innovation and Research from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().