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Website content quality in terms of perceived image of higher education institution

Treść / Zawartość
Identyfikatory
Warianty tytułu
PL
Jakość treści witryny pod względem postrzeganego wizerunku instytucji szkolnictwa wyższego
Języki publikacji
EN
Abstrakty
EN
The main objective of the article is to clarify the importance of different types of website content found on websites of higher education institutions in relation to the image – reputation perceived by their students – customers based on the analysis. Specifically, the analysis focused on the content found in the sections Information about the study and News and events. The analysis focused on the higher education institution of economic and economic-management type that actively communicates with its existing students as well as prospective students online. The results of the analysis are based on responses from 400 respondents - 20.83 % of the total number of students studying at the selected educational institution. Based on the findings it can be concluded that the correlation coefficients found in both cases - contents of the website - were significantly low. In the case of the section "Information about the study” the analysis did not reveal a significant relationship between variables, however, in the case of the section "News events” the analysis found a positive relationship. This relationship was described using the regression equation. The results of the analysis should serve higher education institutions as a tool for better understanding of their target groups’ preferences in order to optimize online reputational management activities.
PL
Głównym celem artykułu jest wyjaśnienie znaczenia różnych rodzajów treści strony znalezionych na stronach internetowych szkół wyższych w stosunku do wizerunku - reputacji postrzeganej przez swoich studentów - klientów na podstawie analizy. W szczególności analiza skupiła się na zawartości znajdującej się w sekcji Informacje na temat studiów i Nowościach i wydarzeniach. Analiza skoncentrowała się na instytucji szkolnictwa wyższego typu ekonomicznego i zarządzania ekonomicznego, która aktywnie komunikuje się zarówno z istniejącymi studentami, jak i przyszłymi studentami online. Wyniki analizy oparte są na odpowiedziach 400 respondentów - 20.83% ogólnej liczby studentów studiujących w wybranej placówce edukacyjnej. Na podstawie wyników można stwierdzić, że współczynniki korelacji w obu przypadkach - zawartość strony - były znacząco niskie. W przypadku sekcji "Informacje o badaniu" analiza nie wykazała istotnego związku pomiędzy zmiennymi, jednakże w przypadku sekcji "Aktualne wydarzenia" analiza wykazała pozytywną relację. Związek ten został opisany za pomocą równania regresji. Wyniki analizy powinny służyć instytucjom szkolnictwa wyższego jako narzędzie do lepszego zrozumienia preferencji grup docelowych odnośnie optymalizacji działań związanych z internetową działalnością w zakresie zarządzania reputacją.
Rocznik
Strony
153--163
Opis fizyczny
Bibliogr. 40 poz., rys., tab.
Twórcy
autor
  • University of Prešov in Prešov, Faculty of Management
autor
  • University of Prešov in Prešov, Faculty of Management
autor
  • University of Prešov in Prešov, Faculty of Management
Bibliografia
  • 1. Al-Qeisi K., Dennis C., Alamanos E., Jayawardhena C., 2014, Website design quality and usage behavior: Unified Theory of Acceptance and Use of Technology, “Journal of Business Research”, 67(11).
  • 2. Bruck P.A., Buchholz A., Karssen Z., Zerfass A., 2005, E-Content: Technologies and perspectives for the European market, Berlin, Springer.
  • 3. Carroll C.R., 2013, The Handbook of Communication and Corporate Reputation, New York, Wiley-Blackwell.
  • 4. El-Gohary H., Eid R., 2013, E-marketing in developed and developing countries: Emerging practices, Harshey, IGI Global.
  • 5. Fan Y., Ju J., Xiao M., 2016, Reputation Premium And Reputation Management: Evidence from the largest e-commerce platform in China, “International Journal of Industrial Organization”, 45.
  • 6. Fransen M.L. & Van Rompay J.L., 2011, Living Brands: Consumer Reactions toward Online Experienced-based Marketing Communication, “Advances in Advertising Research”, 2(1).
  • 7. Gay R., Essen R., Charlesworth A., 2007, Online marketing: a customer – led approach, New York, Oxford University Press.
  • 8. Helm S., Liehr-Gobbers K., Strock Ch., 2011, Reputation management, New York, Springer Science & Business Media.
  • 9. Hruza P., Sousek R., Szabo S., 2014. Cyber-attacks and attack protection, “WMSCI 2014 - 18th World Multi-Conference on Systemics, Cybernetics and Informatics”, Proceedings, 1.
  • 10. Charlesworth A., 2011, Internet marketing: A practical Approach, New York, Routledge.
  • 11. Karlíček M., Král P., 2011. Marketingová komunikace: Jak komunikovat na našem trhu. Praha, Grada.
  • 12. Kot S., Ślusarczyk B., 2014, Problems in the development of higher education in Poland, “World Transactions on Engineering and Technology Education”, 4.
  • 13. Levinson J.C., 2011, Guerilla marketing. Brno, Computer Press.
  • 14. Merwe V.D., Adri W., Puth G., 2014, Towards a Conceputal model of the relationship between corporate trust and corporate reputation, “Corporate reputation review”, 17(2).
  • 15. Money K., Rose S., Hillenbrand, C., 2010, The impact of the corporate indentity mix on corporate reputation, “Journal of Brand Management”, 18(3).
  • 16. Moraru R.I., 2012, Current Trends and Future Developments in Occupational Health and Safety Risk Management, Risk Management for the Future - Theory and Cases, INTECH Open Access Publisher.
  • 17. Nekmat E., Gower K.K., Ye L., 2014, Status of Image Management Research in Public Relations: A Cross-Discipline Content Analysis of Studies Published Between 1991 and 2011, “International Journal of Strategic Communication”, 8(4).
  • 18. Otim S., Grover V., 2006, An empirical study on Web-based services and customer loyalty, “European Journal of Information Systems”, 15(6).
  • 19. Öüzturk Y., Serdar C., Selen Y., Allahyari S., 2013, The art of corporate reputation management in accommodation business, “Journal of Travel and Tourism Research”, 13(1/2).
  • 20. Papuc M., Edu, T., Negricea, I.C., 2014. Purchasing behaviour patterns. Evidence from large surface stores in Romania, “Polish Journal of Management Studies”, 10(2).
  • 21. Pearce J.L., 2010, Status in management and organizations, Cambridge, Cambridge University Press.
  • 22. Pudło P., Gavurová B., 2013. Experimental teaching methods in higher education - Practical application, “International Multidisciplinary Scientific GeoConference Surveying Geology and Mining Ecology Management – SGEM”, 2.
  • 23. Pollák F., Nastišin Ľ., Kakalejčík L., 2015, Analytical view on the use of mobile platforms in purchasing process, “European Journal of Science and Theology”, 11(6).
  • 24. Portmann E., Meier A., Cudré-Mauroux P., Pedrycz W., 2015, FORA – A fuzzy set based framework for online reputation management, “Fuzzy Sets and Systems”, 269.
  • 25. Rahimnia F., Hassanzadeh J.F., 2013, The impact of website content dimension and e-trust on e-marketing effectiveness: The case of Iranian commercial saffron corporations, “Information and Management”, 50(5).
  • 26. Scott D.M., 2010, The New Rules of Marketing and PR, New Jersey, John Wiley & Sons.
  • 27. Scullion H., Collings D.G., 2011, Global talent management, New York, Routledge.
  • 28. Shad Manaman H., Jamali S., Aleahmad A., 2015, Online reputation measurement ofcompanies based on user-generated content in online social networks, “Computers in Human Behavior”, 54.
  • 29. Shah A.A., Ravana S.D., Hamid S., Ismail M.A., 2015, Web credibility assessment: Affecting factors and assessment techniques, “Information Research”, 20(1).
  • 30. Skulmowski A., Augustin Y., Pradel S., Nebel S., Schneider S., Rey G.D., 2016, The negative impact of saturation on website trustworthiness and appeal: A temporal model of aesthetic website perception, “Computers in Human Behavior”, 61.
  • 31. Smith K.T., Smith M., Wang, K., 2010, Does brand management of corporate reputation translate into higher market value?, “Journal of Strategic Marketing”, 18(3).
  • 32. Strebe R., 2016, Aesthetics on the web: Effects on approach and avoidance behaviour, “Behaviour and Information Technology”, 35(1).
  • 33. Sumanjeet S., Minakshi P., 2013, Infringement and protection of copyrights in the age of internet, “Journal of Advanced Research in Law and Economics”, 4(2).
  • 34. Thielsch M.T., Blotenberg I., Jaron R., 2014, User evaluation of websites: From first impression to recommendation, “Interacting with Computers”, 26(1).
  • 35. Tušer A., 2010, Ako sa robia noviny, Bratislava, Polygrafické centrum.
  • 36. Watson T., Noble P., 2007, Evaluating Public Relations: A Best Practice Guide to Public Relations Planning, Research and Evaluation, London, Kogan Pages.
  • 37. Weiner M., 2006, Measuring corporate reputation, “PR news”, 62(42).
  • 38. Xiao S., Dong M., 2015, Hidden semi-Markov model-based reputation management system for online to offline (O2O) e-commerce markets, “Decision Support Systems”, 77.
  • 39. Yan Z., 2010, Trust modeling and management in digital environments: From social concept to system development, Harshey, IGI Global.
  • 40. Zacharia G., Maes P., 2000, Trust management through reputation mechanisms, “Applied Artificial Intelligence”, 14(9).
Uwagi
1. This article is one of the partial outputs under the scientific research grant VEGA 1/0857/15 „Research of economically significant factors of perception of reputation and its dominant contexts in relation to the success in the processes of e-commerce and e-marketing on the Slovak Virtual Market" and scientific research grant VEGA 1/0806/16 "Research on issues of consumer behaviour of a new generation of customers with emphasis on identifying preferences and usability of mobile platforms in the process of e-commerce of the subjects localized predominantly on the Central European Market”.
2. Opracowanie ze środków MNiSW w ramach umowy 812/P-DUN/2016 na działalność upowszechniającą naukę.
Typ dokumentu
Bibliografia
Identyfikator YADDA
bwmeta1.element.baztech-66dc1e56-b007-407d-a171-5e96b85d50e5
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