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Utilising Content Marketing Metrics and Social Networks for Academic Visibility: Content Marketing for Academic Impact

Utilising Content Marketing Metrics and Social Networks for Academic Visibility: Content Marketing for Academic Impact

Mark Anthony Camilleri
Copyright: © 2017 |Pages: 18
ISBN13: 9781522509172|ISBN10: 1522509178|EISBN13: 9781522509189
DOI: 10.4018/978-1-5225-0917-2.ch008
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MLA

Camilleri, Mark Anthony. "Utilising Content Marketing Metrics and Social Networks for Academic Visibility: Content Marketing for Academic Impact." Digital Tools for Academic Branding and Self-Promotion, edited by Marga Cabrera and Nuria Lloret, IGI Global, 2017, pp. 109-126. https://doi.org/10.4018/978-1-5225-0917-2.ch008

APA

Camilleri, M. A. (2017). Utilising Content Marketing Metrics and Social Networks for Academic Visibility: Content Marketing for Academic Impact. In M. Cabrera & N. Lloret (Eds.), Digital Tools for Academic Branding and Self-Promotion (pp. 109-126). IGI Global. https://doi.org/10.4018/978-1-5225-0917-2.ch008

Chicago

Camilleri, Mark Anthony. "Utilising Content Marketing Metrics and Social Networks for Academic Visibility: Content Marketing for Academic Impact." In Digital Tools for Academic Branding and Self-Promotion, edited by Marga Cabrera and Nuria Lloret, 109-126. Hershey, PA: IGI Global, 2017. https://doi.org/10.4018/978-1-5225-0917-2.ch008

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Abstract

There are numerous assumptions on research evaluation in terms of quality and relevance of academic contributions. Researchers are becoming increasingly acquainted with bibliometric indicators, including; citation analysis, impact factor, h-index, webometrics and academic social networking sites. In this light, this chapter presents a review of these concepts as it considers relevant theoretical underpinnings that are related to the content marketing of scholars. Therefore, this contribution critically evaluates previous papers that revolve on the subject of academic reputation as it deliberates on the individual researchers' personal branding. It also explains how metrics are currently being used to rank the academic standing of journals as well as higher educational institutions. In a nutshell, this chapter implies that the scholarly impact depends on a number of factors including accessibility of publications, peer review of academic work as well as social networking among scholars.

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