WEBOMETRİK SIRALAMA SİSTEMİNDEKİ ÜNİVERSİTELERİN KURUMSAL BAŞARILARI İLE FACEBOOK POPÜLERİTELERİ ARASINDA BİR İLİŞKİ VAR MIDIR? TÜRK ÜNİVERSİTELERİNİN BÜTÜNSEL ÖRNEĞİ

Yıl 2021, Cilt: 20 Sayı: 40, 310 - 330, 25.06.2021

Orkun Yıldız

https://doi.org/10.46928/iticusbe.768930

Öz

Amaç: Sosyal medya bireyleri ve kurumları bir araya getiren en önemli dijital platformlar arasındadır. Dijital çağda, üniversiteler sosyal medyayı haberler ve kurumları, araştırmaları, öğretim ve sosyal faaliyetleri hakkında güncel bilgileri paylaşmak için kullanmaktadırlar. Sosyal medyada başarılı bir üniversite hesabı yönetim sürecinin belki de en önemli göstergelerinden bir tanesi takipçi sayısıdır. Bu nedenle, bu çalışmada üniversitelerin kurumsal başarılarının bir göstergesi olan üniversitelerin Facebook resmi hesap takip sayıları ile üniversitelerin Webometrics üniversite başarı sıralaması ölçeği arasındaki ilişki arasında bir ilişki olup olmadığını incelenmiştir. Yöntem: Çalışmada Türkiye'de bulunan 161 üniversiteye odaklanılmıştır. Bu kurumların resmi Facebook hesaplarının takipçileri ile Webometrics’de yer aldıkları başarı sıraları 2017 yılında iki farklı ikincil veri seti kullanılarak gerçekleştirilmiştir. Bulgular: Varsayılan ilişkiler korelasyon analizleri ve SPSS 20 istatistik yazılımı kullanılarak test edilmiştir. Sonuçlar, üniversitelerin Facebook sayfalarındaki takipçi sayıları ile Webometrics sıralama puanları arasında anlamlı bir ilişki olduğunu göstermiştir. Özgünlük: Bu çalışma, elde ettiği bulgularla yükseköğretim kurumlarının Webometrik sıralamasındaki başarısı ile bir sosyal medya kanalındaki resmi hesap popülerlikleri arasındaki ilişkiye yönelik literatürde katkı sağlayabilecek öncü bir araştırma olacaktır. Bu araştırma sonuçları dikkate alındığında yükseköğretim kurumlarının üst yöneticileri ve üniversitelerin kurumsal değer yönetimi için katkı sağlayacağı beklenmektedir.

Anahtar Kelimeler

Kurumsal başarı sıralaması, Sosyal medya popülerliği, Üniversiteler, Webometriks

IS THERE A RELATIONSHIP BETWEEN THE INSTITUTIONAL SUCCESS OF UNIVERSITIES IN WEBOMETRIC RANKING SYSTEM AND THEIR POPULARITY ON FACEBOOK? A HOLISTIC CASE OF TURKISH UNIVERSITIES

Öz

Purpose: Social media is among the most important digital platforms that bring individuals and institutions together. In the digital age, universities use social media to share news and updates about the institution, research, teaching, and social activities. Perhaps, one of the most critical indicators of success in the university account management process in social media might be the number of followers. Hence, this study examined whether there is a relationship between universities’ Facebook official account follower counts and universities’ position in the Webometrics university success ranking scale, which is an indicator of universities' institutional success. Method: The present study focused on 161 universities located in Turkey. The official Facebook accounts of these institutions and ranking success position in Webometrics were examined by using two different secondary data sets from 2017. Findings: The assumed relationships were tested through correlation analyses by using SPSS 20 statistical software. The results showed that there was a significant relationship between universities’ follower counts on Facebook pages and Webometrics ranking scores. Originality: This study would be pioneering research that can contribute to the literature on the relationship between the success of higher education institutions in Webometric ranking and the popularity of official accounts in a social media channel. Considering the results of this research, it is expected that the top managers of higher education institutions and universities will contribute to institutional value management.

Anahtar Kelimeler

Institutional ranking success, Social media popularity, Universities, Webometrics.

Kaynakça

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