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Methodology to evaluate institutional communication on university websites

Abstract:

The objective of this research is to evaluate the level of adaptation of organizational communication on university websites and determine what factors are related to that level. For this, it is proposed a methodology that consists of content analysis and the creation of an Institutional Communication Indicator -ICI-. Also, data was collected from a tool that automatically evaluates web quality. There are analyzed 120 websites -from the first 60 universities in world rankings and from the 60 accbkp_redited universities in Ecuador. Among the results, it is highlighted that the ICI is correlated with academic quality rather than web quality. The best institutions value the portals as a strategic communication resource to obtain online and offline results. Most of the good practices are available to universities that wish to be more competitive.