CHI TIẾT NGHIÊN CỨU …

Tiêu đề

University websites and dialogic features for building relationships with potential students

Tác giả

Gordon J.; Berhow S.

Năm xuất bản

2009

Source title

Public Relations Review

Số trích dẫn

DOI

10.1016/j.pubrev.2008.11.003

Liên kết

https://www.scopus.com/inward/record.uri?eid=2-s2.0-63149103126&doi=10.1016%2fj.pubrev.2008.11.003&partnerID=40&md5=94629c9d5520d405ab3b0d282bac7dc4

Tóm tắt

Using Kent and Taylor's dialogic principles, a content analysis of 232 university websites was conducted. Results indicate that liberal arts institutions tend to use more dialogic web features than national doctoral universities. Tier 3 institutions have a more significant number of dialogic website features than Tier 4 institutions. Finally, a small correlation was found between the use of dialogic features on the websites and higher rates of student retention and alumni giving. © 2008 Elsevier Inc. All rights reserved.

Từ khóa

Content analysis; Dialogue; Relationship building; University recruitment; Webpage

Tài liệu tham khảo

The Carnegie Classification of Institutions of Higher Education, (2006); FAQs, (2006); Kent M.L., Taylor M., Building dialogic relationships through the World Wide Web, Public Relations Review, 24, 3, pp. 321-334, (1998); Kent M.L., Taylor M., Toward a dialogic theory of public relations, Public Relations Review, 28, 1, pp. 21-37, (2002); Poock M.C., Lefond D., How college-bound prospects perceive university Web sites: findings, implications, and turning browser into applicants, C&U Journal, 77, 1, pp. 15-21, (2001); Taylor M., Kent M.L., Congressional web sites and their potential for public dialogue, Atlantic Journal of Communication, 12, 2, pp. 59-76, (2004); Taylor M., Kent M.L., White W., How activist organizations are using the Internet to build relationships, Public Relations Review, 27, 3, pp. 263-284, (2001)