The challenge of constructing a unique online identity through an isomorphic social media presence

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dc.authorid0000-0003-0887-5963
dc.contributor.authorAtakan Duman, Şirin
dc.contributor.authorPaşaahmetoğlu, Ayşın
dc.contributor.authorBozaykut Bük, Tuba
dc.date.accessioned10.07.201910:49:13
dc.date.accessioned2019-07-10T19:36:48Z
dc.date.available10.07.201910:49:14
dc.date.available2019-07-10T19:36:48Z
dc.date.issued2019
dc.departmentİstanbul Medipol Üniversitesi, İşletme ve Yönetim Bilimleri Fakültesi, İşletme Bölümü
dc.description.abstractGrounded in institutional theory for analyzing and differentiating isomorphic identity features, this study aims to analyze how foundation universities in the higher education field of Turkey use social media to construct their online identities. To determine the themes used by these universities for their online identity construction, secondary data were collected from the universities' social media accounts (Facebook and Twitter). Content analysis was conducted to identify the major themes and theme categories used by the foundation universities. Study results revealed that to construct a unique identity while embracing widely accepted industry practices, foundation universities concentrate their communication efforts mainly on public relations. This study contributes to the existing literature by providing insights from the higher education field into the challenge of constructing a unique identity while communicating similar identity elements so as to establish legitimacy through isomorphism. This study proposes that foundation universities communicate both distinctive identity elements through persuasion to be able to stay in competition and identity elements consistent with industry norms through mimetic and normative isomorphism to gain legitimacy.
dc.identifier.citationBozaykut Bük, T., Paşaahmetoğlu, A. ve Atakan Duman, Ş. (2019). The challenge of constructing a unique online identity through an isomorphic social media presence. International Journal of Communication, 13, 160-180.
dc.identifier.endpage180
dc.identifier.issn1932-8036
dc.identifier.scopusqualityQ1
dc.identifier.startpage160
dc.identifier.urihttps://hdl.handle.net/20.500.12511/1258
dc.identifier.volume13
dc.identifier.wosqualityQ3
dc.indekslendigikaynakWeb of Science
dc.indekslendigikaynakScopus
dc.language.isoen
dc.publisherUniversity of Southern California
dc.relation.ispartofInternational Journal of Communicationen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/openAccess
dc.subjectContent Analysis
dc.subjectFoundation Universities
dc.subjectInstitutional Theory
dc.subjectOnline Identity
dc.subjectOrganizational Communication
dc.subjectSocial Media Platforms
dc.titleThe challenge of constructing a unique online identity through an isomorphic social media presence
dc.typeArticle

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