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| Research on the Quantitative Evaluation of Universities' Online Reputation |
| Zhang Yang, Zhu Jiaqi, Wei Anqiao, Hou Jianhua |
| School of Information Management, Sun Yat-sen University, Guangzhou 510006 |
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Abstract Universities’ online reputation is an important intangible resource with an important reference value for the mobility of talent and the allocation of social resources, and quantitative evaluations are of both theoretical and practical importance. Based on previous research, this study selected data from People’s Daily Online, Zhihu, and Weibo as research samples, deduced and designed an index system of universities’ online reputation through scientometrics and altmetrics, and carried out an empirical test on 137 double-world-class universities. The results demonstrated that the online information channels represented by People’s Daily Online, Zhihu, and Weibo contain rich online reputation data. There was a relationship between the performance of the university’s online reputation and its location and category factors. The online reputation of science and technology universities was relatively weak, and the universities’ online reputation proposed in this study was highly consistent with the performance of traditional university academic reputation in top universities and had a strong identification effect on some social science colleges.
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Received: 06 May 2022
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