Resumen

DAVILA ORDONEZ, Xóchitl Marissa; LEIJA ROMAN, David Alonso  y  MONTES ROJAS, María Luisa. Model design for the assessment of identity and digital reputation of institutional information of HEIs in web environments. Zincografía [online]. 2023, vol.7, n.13, pp.241-263.  Epub 04-Ago-2023. ISSN 2448-8437.  https://doi.org/10.32870/zcr.v7i13.202.

This paper describes the design of a model to assess institutional information and content on HEI websites according to compliance with good practices of identity and institutional digital reputation. First of all, a referential framework of the strategic function of integral communication actions, identity, institutional digital reputation and its impact on HEIs is presented. Then, considerations are applied to elements of relationship between categories of integral communication aspects at internal, external and corporate level for the design of indicators that identify and weight the coverage of good practices of institutional digital identity and reputation according to the availability of information and institutional content on a website. Finally, recommendations are described for the functionality of the assessment model and the importance of its application within the integral communication strategy of HEIs in web environments.

Palabras llave : Identity; reputation; websites; institutional communication; digital information.

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