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ERIC Number: EJ1463466
Record Type: Journal
Publication Date: 2018-Jun-11
Pages: 15
Abstractor: As Provided
ISBN: N/A
ISSN: ISSN-0951-354X
EISSN: EISSN-1758-6518
Available Date: 0000-00-00
Approaches to University Public Engagement in the Online Environment: Insights from Anglo-Saxon Higher Education
Vittoria Marino1; Letizia Lo Presti1
International Journal of Educational Management, v32 n5 p734-748 2018
Purpose: The purpose of this paper is to investigate the construct of online public engagement by identifying the modalities universities use to give visibility to their approach on institutional websites. Design/methodology/approach: An exploratory factor analysis outlined the principle dimensions that explain online public engagement starting from the analysis of a sample of American and English universities. To finish, a t-test shows the differences in the approaches to online public engagement in the sample universities. Findings: The results of this analysis show that the construct of public engagement used for online communication has been investigated through three dimensions and that the American and English universities have different approaches in its declination. Research limitations/implications: The analysis was conducted on a sample of American and English universities; however the study underlines the fact that the traditional approaches to public engagement can assume different connotations for online communication. Practical implications: Coherent organization of the online communication of public engagement activities can reinforce the perception of the university in the eyes of both internal and external stakeholders. For this reason, research offers interesting input for evaluating which kind of strategy should be adopted for online public engagement in line with the desired positioning and as defined by the governing bodies of the university institutions. However, the universities still need to institutionalize public engagement. Originality/value: This work constitutes the first attempt to investigate public engagement in the university context through the web, using quantitative methodologies in order to highlight the different strategic orientations and operative declinations.
Emerald Publishing Limited. Howard House, Wagon Lane, Bingley, West Yorkshire, BD16 1WA, UK. Tel: +44-1274-777700; Fax: +44-1274-785201; e-mail: emerald@emeraldinsight.com; Web site: http://www.emerald.com/insight
Publication Type: Journal Articles; Information Analyses; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: United States; United Kingdom
Grant or Contract Numbers: N/A
Author Affiliations: 1Department of Management and Innovation Systems, University of Salerno, Fisciano, Italy; 2Universita degli Studi di Salerno, Fisciano, Italy