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Academic E-Branding Focused on Higher Education Institutions: Analyzing Digital Visibility in Latin American and European Universities

Academic E-Branding Focused on Higher Education Institutions: Analyzing Digital Visibility in Latin American and European Universities

Rita Maricela Pluas Salazar, Germanico Renee Tovar Arcos, Kerly Ángela Álvarez Cadena
ISBN13: 9781799849308|ISBN10: 1799849309|EISBN13: 9781799849315
DOI: 10.4018/978-1-7998-4930-8.ch006
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MLA

Pluas Salazar, Rita Maricela, et al. "Academic E-Branding Focused on Higher Education Institutions: Analyzing Digital Visibility in Latin American and European Universities." Improving University Reputation Through Academic Digital Branding, edited by Ariana Daniela Del Pino and Nuria Lloret Romero, IGI Global, 2021, pp. 81-96. https://doi.org/10.4018/978-1-7998-4930-8.ch006

APA

Pluas Salazar, R. M., Tovar Arcos, G. R., & Álvarez Cadena, K. Á. (2021). Academic E-Branding Focused on Higher Education Institutions: Analyzing Digital Visibility in Latin American and European Universities. In A. Del Pino & N. Lloret Romero (Eds.), Improving University Reputation Through Academic Digital Branding (pp. 81-96). IGI Global. https://doi.org/10.4018/978-1-7998-4930-8.ch006

Chicago

Pluas Salazar, Rita Maricela, Germanico Renee Tovar Arcos, and Kerly Ángela Álvarez Cadena. "Academic E-Branding Focused on Higher Education Institutions: Analyzing Digital Visibility in Latin American and European Universities." In Improving University Reputation Through Academic Digital Branding, edited by Ariana Daniela Del Pino and Nuria Lloret Romero, 81-96. Hershey, PA: IGI Global, 2021. https://doi.org/10.4018/978-1-7998-4930-8.ch006

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Abstract

Universities of the 21st century have been characterized by being in a stage of great boom in relation to technological development and virtual advances. For this reason, all the institutions have established an adequate use of this advance of science to be able to project their image as a company to the market. Thus, platforms are created where they contain all kinds of information about their services and other criteria so that the student can clearly visualize what each one of them offers. This chapter studies the significant differences between universities whose computer systems are aimed at promoting their corporate image. This discipline is known as e-branding, which means building a business identity and that, through it, the consumer can establish a connection that let you choose to get the services they offer. For this study, the universities that were evaluated corresponded to the Latin American and European context, using methods such as GT-metrix in order to measure the effectiveness of the official pages of each entity.

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