Abstract
The article is focused on the approbation of methodological basis that underpin the analysis of the universities online network branding effects among empiricists. Before the upcoming research, the authors substantiate the choice of concepts and approaches that can provide the most objective and comprehensive study of the characteristics of the social media image of universities, propose an empirical analysis design, and show possible sampling strategies. The article is aimed at forming an expert discussion to improve the methodological framework of the applied study of online network branding of universities in the system of means of informational influence on public consciousness.
Highlights
The article is focused on the approbation of methodological basis that underpin the analysis
the authors substantiate the choice of concepts and approaches
The article is aimed at forming an expert discussion to improve the methodological framework of the applied study
Summary
МЕТОДОЛОГИЯ И МЕТОДИКА АНАЛИЗА ОНЛАЙН-СЕТЕВОГО БРЕНДА ВУЗОВ В СИСТЕМЕ СРЕДСТВ ИНФОРМАЦИОННОГО ВОЗДЕЙСТВИЯ НА ОБЩЕСТВЕННОЕ СОЗНАНИЕ Среди относительно небольшого числа отечественных исследовательских работ об изучении бренда вуза доминируют труды, нацеленные на изучение представленности, упоминаемости вузов в традиционных и новых медиа [Петруша 2018; Косарева 2013; Шевченко, Локтюшина 2014].
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