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Evaluation of Selected Online Image-Building Activities By Polish Universities

Author

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  • Marzęda Agnieszka

    (University of Warsaw, Krakowskie Przedmieście 26/28, 00-927 Warsaw)

  • Tworzydło Dariusz

    (University of Warsaw, Krakowskie Przedmieście 26/28, 00-927 Warsaw)

Abstract

The purpose of this paper is to identify the online tools used by Polish universities and analyse to what extent these tools are used for image-related, communication, and marketing purposes. Based on our own analyses and desk research, we listed and then compared selected image-related activities carried out online by the higher education institutions rated as Poland’s top universities in the “Perspektywy Ranking”. We also extended our analysis to the universities rated as the world’s top universities, selected based on the Webometrics ranking, and identified a clear difference in trends. The online tools listed in this paper were evaluated in terms of their impact on the position of the higher education institutions in the education market.

Suggested Citation

  • Marzęda Agnieszka & Tworzydło Dariusz, 2021. "Evaluation of Selected Online Image-Building Activities By Polish Universities," Marketing of Scientific and Research Organizations, Sciendo, vol. 40(2), pages 53-70, June.
    • Handle: RePEc:vrs:mosaro:v:40:y:2021:i:2:p:53-70:n:3
    DOI: 10.2478/minib-2021-0009
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    References listed on IDEAS

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    1. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
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