The challenge of constructing a unique online identity through an isomorphic social media presence

Name: The challenge of constructing a unique online identity through an isomorphic social media presence
Author: Atakan-Duman, S., Paşamehmetoğlu, Ayşın, Bozaykut-Buk, T.

İsim	The challenge of constructing a unique online identity through an isomorphic social media presence
Yazar	Atakan-Duman, S., Paşamehmetoğlu, Ayşın, Bozaykut-Buk, T.
Basım Tarihi:	2019
Basım Yeri	- University of Southern California
Konu	Content analysis, Foundation universities, Institutional theory, Online identity, Organizational communication, Social media platforms
Tür	Süreli Yayın
Dil	İngilizce
Dijital	Evet
Yazma	Hayır
Kütüphane:	Özyeğin Üniversitesi
Demirbaş Numarası	1932-8036
Kayıt Numarası	01c35cb1-8eb5-488b-86c8-7e0fe211d9af
Lokasyon	Hotel Management
Tarih	2019
Örnek Metin	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 universities' 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

Kaynağa git Özyeğin Üniversitesi

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Özyeğin Üniversitesi

Kaynağa git

The challenge of constructing a unique online identity through an isomorphic social media presence

Yazar Atakan-Duman, S., Paşamehmetoğlu, Ayşın, Bozaykut-Buk, T.

Basım Tarihi 2019

Basım Yeri - University of Southern California

Konu Content analysis, Foundation universities, Institutional theory, Online identity, Organizational communication, Social media platforms

Tür Süreli Yayın

Dil İngilizce

Dijital Evet

Yazma Hayır

Kütüphane Özyeğin Üniversitesi

Demirbaş Numarası 1932-8036

Kayıt Numarası 01c35cb1-8eb5-488b-86c8-7e0fe211d9af

Lokasyon Hotel Management

Tarih 2019

Örnek Metin 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 universities' 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