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Abstract
The improvement of global Internet access and the COVID-19 pandemic, which necessitated mass testing of online teaching methods, have forwarded the competition between higher education institutions from the regional level and the struggle for the rich student into the competition for students in all countries. The paper aims to determine the influence of the rating of higher education institutions on the interest of Internet users by conducting a comparative analysis of the popularity of the official names of higher education institutions in search queries in Ukraine and Poland. To do this, a comparative analysis of the change in the interest in leading higher education institutions in Ukraine and Poland in search queries in the Google search engine is carried out. The analysis is performed using the Google Trends web application. As a result, it is found that a high position of the university in the national ranking does not guarantee more search queries about it on the Internet by both national Internet users and users from the neighboring country. In general, Internet users continue to be most interested in universities located in their region at the time of the search.
Highlights
International integration, globalization, and scientific and technological progress are processes that dominate world politics, economy, affect various areas of society, and change all the spheres of human life
The paper aims to determine the influence of the rating of higher education institutions on the interest of Internet users by conducting a comparative analysis of the popularity of the official names of higher education institutions in search queries in Ukraine and Poland
Another important argument, which has increased the level of competition between universities around the world, was the spread of COVID-19, which created the preconditions for the transfer of universities to online learning
Summary
International integration, globalization, and scientific and technological progress are processes that dominate world politics, economy, affect various areas of society, and change all the spheres of human life. The development of the Internet has opened up new opportunities for the representation of any organization that seeks faster successful development, additional benefits, mutually beneficial cooperation anywhere on the planet, etc Under such conditions, at the same time, there is a competitive struggle for the number of queries in search engines, likes, subscriptions, reposts, cross-browser, high rankings intensifies. The only restriction on the international competition of higher education institutions is the language of teaching This formed a base for the need to find their way of presenting the university on the Internet, to identify new forms and methods of communication to raise awareness among potential customers of educational and research services.
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