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Abstract
Reputation is a critical issue for Higher Education Institutions (HEIs) that must attract and retain
students in an increasingly competitive market. With the advance of social media is crucial to compare
online engagement of Higher Education Institutions with their position in the rankings.
Purpose: This paper is based on an international research study aiming at analyzing the relationship
between webometrics ranking, Facebook engagement and website engagement in Higher Education
Institutions.
Methodology: Adopting quantitative analysis based on Webometrics Ranking to analyze online
reputation, this paper provides insights of the top 100 universities in webometrics ranking, relation with
Facebook and website engagement of HEIs.
Originality: The originality of this study is demonstrated by the using of Facebook engagement rate in
relation to website and online reputation namely trough higher education ranking Webometrics.
As we can understand is not only important the number of fans or visits to the website but also the
engagement that they have. So, it is crucial to analyze if the level of engagement has a positive impact
on the ranking of webometrics. On the other hand, it is also relevant to understand if the greater
engagement on Facebook also induces a greater engagement on the website.
Theoretical and managerial implications about Facebook engagement importance to HEIs are
provided, leading to directions for future research.
Keywords: Engagement, Facebook, Website, Webometrics, Ranking.
1 INTRODUCTION
The increasingly competitive environment in Higher Education Institutions (HEI) led many institutions
to rethink not only their marketing orientation but also social media strategies. As some authors [1]
emphasize the universities should develop unique marketing strategies with a ‘‘greater focus on the
student / student ‘s oriented’’ [2], because competition among universities is increasing [3].
Being part or have being part of a university reflects feelings of belonging, memories and emotions,
ties that go beyond learning in a higher education institution. However, in the new digital era of
marketing communications little is known about how social media interactions with HEI brands affect
students thinking and feelings about those brands.
Voss and Kumar [4] and Štefko et al., [5] emphasize the need of future exploration of the possibilities
of using online social networks to improve engagement with students in higher education. Also Dennis
et al., [6] consider that future research can analyze the relative difference between online and offline
channels in the development of the institutional brand in Higher Education. Štefko et al., [5] emphasize
the need of future exploration of the possibilities of using online social networks as another e-
marketing tool in higher education. On the other side, website reflects personality of the organization
which is an important tool also in Higher Education Institutions, contributing to build of online
reputation.
Reputation is critical in the process of university selection and evaluation [7] being a crucial contributor
to perceived quality [8] and to reduce uncertainty for stakeholders [9]. In Higher Education, rankings
have become an all-pervasive feature of higher [10], helping on the globalization of higher education
[11].
How universities manage the relationship with the students and how students perceive the institution's
brand can have an impact on the reputation of the Higher Education Institution and in turn on students'
2 THEORETICAL BACKGROUND
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However, the percentage of fans who engage in Facebook with the brands is reduced. This
engagement is measured through engagement rate that corresponds to the ratio of likes, comments
and shares, per day and fans over a certain period of time. For its calculation, authors such as Cvijikj
and Michahelles [22] use the following formula:
Engagement rate = [likes + comments + shares divided by the number of fans] x 100
This means that engagement is calculated by dividing the total number of interactions (comments,
likes and shares) made by fans to the brand publications on your Facebook page by the total number
of fans on that page.
The use of social networks is positively related to the online engagement of the company that is
positively related to corporate reputation [26]. Therefore, it will be important to analyze not only social
media engagement but also website engagement in Higher Education Institutions.
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In this context, university's reputation and image of Higher Education is affected by the ranking system
[38] because “rankings make perceptions of prestige and quality explicit” [10].
3 METHODOLOGY
This exploratory study aims to understand the relationship among the webometric ranking, the
engagement in the website and the engagement in Facebook page of universities. Empirical research
is based on a quantitative methodology. The sample is made up of the 100 universities ranked in the
top positions in the world ranking webometrics.
The research problem that leads this study is: Is there a relationship among the ranking of
webometrics, the engagement in Facebook and the website of these universities?
Webometrics is the largest academic ranking of Higher Education Institutions. It is performed by the
Cybermetrics Lab (Spanish National Research Council, CSIC) and provides reliable, multidimensional,
updated and useful information about the performance of universities from all over the world based on
their web presence and impact [36].
For the analysis of engagement in Facebook (engagement rate) were collected data from the online
platform Fanpage Karma (free for the 3-month period) from June to August 2017. The use of this
platform (Fanpage Karma) is justified by the use of other authors of international studies such as [39].
The analysis of the engagement in the website was made through the similarweb platform in the same
period (from June to August).
Authors such [28] evidenced in their studies the use of metrics of website engagement as average
visit duration, pages per visit and bounce rate.
To address the research problem the following hypotheses are formulated:
• H1: The positioning in the highest places in the webometrics ranking is related with a higher
level of engagement in the Facebook page.
• H2: The positioning in the highest places in the webometrics ranking is related with a higher
level of engagement in the website.
• H3: A higher engagement in Facebook is related with a higher level of engagement in website.
H1 H2
H3
4 RESULTS
In order to answer the research problem a Pearson’s correlation was performed to explain the
relationship between two continuous variables. A relation is linear when the change in one variable is
associated with a proportional change in the other variable. In this case, we used this method to relate
webometrics ranking and website and Facebook engagement. As well as Facebook engagement and
website engagement.
Hypothesis 1- There is no relationship between webometrics ranking and Facebook engagement rate
in Higher Education Institutions. Therefore, the positioning in the highest places in the webometrics
ranking is not related with a higher level of engagement in the website.
This hypothesis was not supported. The correlation between Facebook engagement rate and
webometrics ranking is 0.176, thus positively and weak (according to Dancey and Reidy [40]) as we
can observe in figure 2.
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Figure 2. Pearson’ Correlation Webometrics Ranking and Facebook engagement rate
Facebook
Engagement rate
Webometrics Pearson's Correlation 0.176
Ranking Sig. (2 extremities) 0.083
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Hypothesis 3 - There is no relationship between Facebook engagement rate and website engagement
in Higher Education Institutions. Therefore, a higher engagement in Facebook is not related with a
higher level of engagement in website.
This hypothesis was not supported. The correlation between Facebook engagement rate and website
engagement is positive and weak through the dimensions average visit duration (0.080) and pages
per visit (0.130). Also the dimension “bounce rate” as a weak correlation but negative, as we can
observe in figure 4.
5 CONCLUSION
The emphasis on digital marketing and social media is increasingly important. Nonetheless, in Higher
Education the research is still scarce. This study contributes to both academic and professional
knowledge giving importance to Facebook engagement rate and website engagement in Higher
Education Institutions. As Voss and Kumar [4] and Štefko et al., [5] emphasize there is a need of
future exploration of the possibilities of using online social networks to improve engagement with
students in higher education.
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The results of this study demonstrate that there is a moderate relationship between webometrics
ranking and website engagement in Higher Education Institutions, which means that Higher
Educations Institutions that have a better position in ranking also have a better engagement in
website. It could be maybe explained by the reputation of higher education institutions, there are more
people (current or potential students) searching for this kind of top universities and they see more
pages and spend more time in website, it means are effectively interested in the Higher Education
Institution.
However, when analyzing webometrics ranking and Facebook engagement rate in Higher Education
Institutions there is no relationship. This demonstrate that although higher education institutions have
a greater position in Webometrics ranking its students does not engage on its Facebook page, which
complements the study of Rutter el al., [24] about a positive effect for the use of social media on brand
performance in Higher Education Institutions, especially when an institution attracts a large number of
likes on Facebook and a high number of followers on Twitter. It demonstrates that not only the
number of likes matters but also the engagement rate.
When analyzing the relation between Facebook engagement rate and Website engagement there is
not also a relationship, which means that a higher engagement in Facebook is not related with a
higher level of engagement in website. Since social networks are an important tool in promoting
higher education institutions, Higher Education Institutions must develop digital communication
strategies in social networks that promote the engagement of fans. As Lefever [23] states engagement
is a key in the sense of inclusion in Higher Education Institutions and there is a need of explore the
possibilities of using online social networks as another e-marketing tool in higher education [5].
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