نویسنده
Atakan-Duman, Ş., Paşamehmetoğlu, Ayşın
تاریخ انتشار
2019
محل انتشار
-
USC Annenberg Press
موضوع
Online identity, Institutional theory, Organizational communication, Content analysis, Social media platforms, Foundation universities
نوع
دوره ای
زبان
انگلیسی
دیجیتال
بله
نسخه خطی
خیر
کتابخانه
دانشگاه اوزیغین
شناسه دارایی کتابخانه
2-s2.0-85068190735
شماره ثبت
027788ee-d883-45f2-9ea6-7844efa10f72
محل کتابخانه
Hotel Management
تاریخ
2019
متن نمونه
Grounded in institutional theory for analyzing and differentiating isomorphic identity features, this study aims to analyze how foundation universities in the higher education field of Turkey use social media to construct their online identities. To determine the themes used by these universities for their online identity construction, secondary data were collected from the universitie's social media accounts (Facebook and Twitter). Content analysis was conducted to identify the major themes and theme categories used by the foundation universities. Study results revealed that to construct a unique identity while embracing widely accepted industry practices, foundation universities concentrate their communication efforts mainly on public relations. This study contributes to the existing literature by providing insights from the higher education field into the challenge of constructing a unique identity while communicating similar identity elements so as to establish legitimacy through isomorphism. This study proposes that foundation universities communicate both distinctive identity elements through persuasion to be able to stay in competition and identity elements consistent with industry norms through mimetic and normative isomorphism to gain legitimacy.
Cilt
13
