Author
Atakan-Duman, Ş., Paşamehmetoğlu, Ayşın
Publication Date
2019
Publication Place
-
USC Annenberg Press
Subject
Online identity, Institutional theory, Organizational communication, Content analysis, Social media platforms, Foundation universities
Type
Periodical
Language
English
Digital
Yes
Manuscript
No
Library
Özyeğin University
Library Asset ID
2-s2.0-85068190735
Record ID
027788ee-d883-45f2-9ea6-7844efa10f72
Library Location
Hotel Management
Date
2019
Sample Text
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
