Academic institutions electronic-recruitment efforts on academic diversity: A comparative analysis of websites of US, UK, and South Korean universities

Abstract

This study explores the extent to which universities utilise the benefits of the web to reach one of their major public relations goals to increase international student recruitment. This study compares the content of the websites of the US, the UK, and South Korean universities in terms of information quality and system quality. A total of 261 websites were content-analysed in this study. Most of the three countries’ universities use their websites as an effective tool to utilise various public relations performances such as information providers. But, they are not effectively using the web to connect with their publics in terms of two-way communication and interactivities.