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Promotional Strategies of Top Nigerian and United Kingdom Universities in Webometrics Rankings: A Comparative Discourse Analysis

Promotional Strategies of Top Nigerian and United Kingdom Universities in Webometrics Rankings: A Comparative Discourse Analysis

Efosa Legemah
Copyright: © 2023 |Pages: 12
ISBN13: 9781668481226|ISBN10: 1668481227|ISBN13 Softcover: 9781668481264|EISBN13: 9781668481233
DOI: 10.4018/978-1-6684-8122-6.ch004
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MLA

Legemah, Efosa. "Promotional Strategies of Top Nigerian and United Kingdom Universities in Webometrics Rankings: A Comparative Discourse Analysis." Transformation of Higher Education Through Institutional Online Spaces, edited by Rotimi Taiwo, et al., IGI Global, 2023, pp. 72-83. https://doi.org/10.4018/978-1-6684-8122-6.ch004

APA

Legemah, E. (2023). Promotional Strategies of Top Nigerian and United Kingdom Universities in Webometrics Rankings: A Comparative Discourse Analysis. In R. Taiwo, B. Idowu-Faith, & S. Ajiboye (Eds.), Transformation of Higher Education Through Institutional Online Spaces (pp. 72-83). IGI Global. https://doi.org/10.4018/978-1-6684-8122-6.ch004

Chicago

Legemah, Efosa. "Promotional Strategies of Top Nigerian and United Kingdom Universities in Webometrics Rankings: A Comparative Discourse Analysis." In Transformation of Higher Education Through Institutional Online Spaces, edited by Rotimi Taiwo, Bimbola Idowu-Faith, and Simeon Ajiboye, 72-83. Hershey, PA: IGI Global, 2023. https://doi.org/10.4018/978-1-6684-8122-6.ch004

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Abstract

This chapter carries out a comparative discourse analysis of the promotional strategies used by Nigerian and UK universities in order to explain how the strategies are different or related and what possible effect they could have on the increased students' patronage of the UK universities by Nigerians. Online messages from the websites of top ten universities in Nigeria and UK based on current Webometrics ranking were collected as data and analysed, using rapport management theory. The analysis revealed that Nigerian and UK universities share similar promotional strategies in terms of giving information about the school, amongst others. The chapter concludes that the difference that exists in promotional strategy usage by Nigerian and UK universities are not enough to bring about the increase in the number of Nigerians travelling to UK for university education: some other factors may be responsible

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