University Online Communication: Between Institutional Identity and Digital Interactivity

Xenia Negrea
Additional contact information
Xenia Negrea: University of Medicine and Pharmacy of Craiova

Social Sciences and Education Research Review, 2025, vol. 12, issue 1, 411-416

Abstract: Online communication has become a strategic component in building the university image in the context of the accelerated digitalization of higher education. This study aims to analyze how two Romanian universities – the University of Medicine and Pharmacy of Craiova (UMF Craiova) and the National University of Political Studies and Public Administration (SNSPA) – use digital media to communicate their institutional identity, attract audiences, and build relationships with stakeholders. The analysis is based on a qualitative content analysis of the official websites and social media accounts of the two institutions. The results reveal convergences in the use of online media, as well as important differences in storytelling, interactivity, and communication sustainability. The study is framed within the most recent theories of strategic university communication in the digital era.

Keywords: online communication; university; institutional identity; digital interactivity; higher education; strategic communication (search for similar items in EconPapers)
JEL-codes: I23 (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://sserr.ro/wp-content/uploads/2025/07/sserr-12-1-411-416.pdf (application/pdf)

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:edt:jsserr:v:12:y:2025:i:1:p:411-416

DOI: 10.5281/zenodo.15804586

Access Statistics for this article

Social Sciences and Education Research Review is currently edited by Stefan Vladutescu

More articles in Social Sciences and Education Research Review from Department of Communication, Journalism and Education Sciences, University of Craiova
Bibliographic data for series maintained by Dan Valeriu Voinea ().