Framing in International Student Recruitment. A Cross-Country Comparison of the Online Corporate Identity of Universities.

Autor/in	Rijt, Pernill Gerdien Antoinette van der
Titel	Framing in International Student Recruitment. A Cross-Country Comparison of the Online Corporate Identity of Universities.
Quelle	In: Journal of studies in international education, 27 (2023) 2, S. 198-218Infoseite zur Zeitschrift PDF als Volltext Link als defekt meldenVerfügbarkeit
Sprache	englisch; englische Zusammenfassung
Dokumenttyp	online; gedruckt; Zeitschriftenaufsatz
ISSN	1028-3153; 1552-7808
DOI	10.1177/10283153211042087
Schlagwörter	Ländervergleich; Corporate Identity; Framing; Netzwerkanalyse; Hochschulbildung; Hochschulsystem; Ausländer; Student
Abstract	The global mobility of students is on the rise and the recruitment of international students is high on the agenda of institutions in higher education. By communicating a distinctive corporate identity on their websites, universities can distinguish themselves from competitors and generate a positive image to attract talented international students. In this study, the online corporate identity of top universities in 12 countries is compared by semantic network analyses. This cross-country comparison demonstrates that universities in different countries create a distinctive online corporate identity by using different (combinations of) frames within four identified themes: internal characteristics, student resources, external position and affairs, and corporate citizenship. These insights are useful in the development of communication strategies by universities and national governments. (HoF/text adopted).
Erfasst von	Institut für Hochschulforschung (HoF) an der Martin-Luther-Universität Halle-Wittenberg
Update	2024/1