=Paper=
{{Paper
|id=Vol-2392/paper22
|storemode=property
|title=Corporate Culture Influence on the HEI's Information Image on the Internet
|pdfUrl=https://ceur-ws.org/Vol-2392/paper22.pdf
|volume=Vol-2392
|authors=Pavlo Zhezhnych,Ivan Demydov,Oleksandr Berezko,Anna Shilinh
|dblpUrl=https://dblp.org/rec/conf/coapsn/ZhezhnychDBS19
}}
==Corporate Culture Influence on the HEI's Information Image on the Internet==
https://ceur-ws.org/Vol-2392/paper22.pdf
Corporate Culture Influence on the HEI’s Information
Image on the Internet
Pavlo Zhezhnych1[0000-0002-2044-5408], Ivan Demydov2[0000-0002-1221-3885],
Oleksandr Berezko 3 and Anna Shilinh4[0000-0003-1063-3437]
Lviv Polytechnic National University, Lviv, Ukraine
pavlo.i.zhezhnych@lpnu.ua1, ivan.demydov@gmail.com2,
oleksandr.l.berezko@lpnu.ua3, AnnaShiling@gmail.com4
Abstract. Corporate culture is a must-have attribute of successful enterprises
and institutions as well as HEIs. In today's conditions, it is not enough just to
publish information about the HEI on websites and social network services. It is
expedient to carry out purposeful activities concerning formation of the HEI’s
information image on the Internet. This study summarizes the practical experi-
ence gained during development of principles of corporate culture and for-
mation of the informational image at Lviv Polytechnic National University. The
HEI’s information image on the Internet is considered as a set of content man-
aged and/or unmanaged by the HEI’s employees. The HEI’s corporate culture
directly affects the HEI’s informational image on the Internet which formation
begins with the HEI’s websites. So, all the HEI’s employees must adhere to the
corporate culture on the Internet including corporate ethical standards, core val-
ues, publishing rules as well as HEI’s Information Security Policy. Further
HEI’s informational image formation is carried out on HEI’s public resources at
other websites and other public resources and websites. It not fully depends on
the HEI’s direct activities because of partial (not full) and not allowed content
management.
Keywords: Corporate culture, HEI, Information image, Internet, Website, So-
cial network service.
1 Introduction
Corporate culture introduction is a sign of many successful enterprises and institu-
tions. This allows normalizing both rules of internal cooperation between staff and
rules of interaction between employees and external environment. Higher education
institution (HEI) as any organization needs to develop and implement its own corpo-
rate culture.
Traditionally, HEI is an authoritative center for ideas exchange, information and
knowledge accumulation. Therefore, HEI directly affects formation of various social
groups, since HEI serves as a focal point of social life and communication. Therefore,
the HEI’s corporate culture has an influence not only on effectiveness of its activities,
but also it influences on public opinions and relations.
Modern development of information and communication technologies (first of all the
Internet) allows almost instantaneous delivery of information to the necessary group
of people. However, not all potential consumers of the information are ready to per-
ceive it as it is necessary for the author of the information. This means that it is not
enough to just publish the information about HEI’s life, but it is necessary to develop
a certain strategy for the information publication and to carry out targeted activities
for its proper perception. In other words, HEI should directly influence the publica-
tion of information about its functioning, that is, to form its information image.
The HEI’s information image on the Internet is considered as a set of information
with open access rights, published on websites and specialized web services that pro-
vide opportunities for creating and modifying existing information or wide public
discussing directly at the posting address [20]. From this definition, it follows that the
process of forming the information image is affected not only by the information
quality itself, but also by the behavior of an author or a publisher of the information,
leaving the relevant information trace on websites and specialized web services.
Therefore, by publishing the information about the HEI’s activities, regardless of a
type of the information publishing platform (corporate or private), the person (the
author or the publisher) must adhere to the corporate culture, since it directly or im-
plicitly affects the HEI’s information image.
This study summarizes the practical experience gained during development of
principles of corporate culture and formation of the informational image at Lviv Poly-
technic National University.
2 State-of-the-art
The term “corporate culture” has been known since the 19th century. In the second
half of the 20th century, a corporate culture became the subject of scientific research.
And in 1982 it was identified as the most important factor affecting an organization
behavior and social development [7]. This understanding of the corporate culture is
clearly followed in all subsequent publications.
A corporate culture promotes the manifestation of various talents of individuals and
allows elimination of negative phenomena that arise when employees perform their
direct functions. The corporate culture with information technologies supports for-
mation of a competitive person with leadership qualities [15]. Emphasis on ethical
leadership reduces the level of Internet access at legitimate work for personal use
called cyberloafing. It also leads to development of a flexible, innovative organiza-
tional structure with an adhocracy culture [38].
A corporate culture is an important mean for ensuring enterprise sustainability. It
impacts various organizational and production processes increasing their performance
[30]. Mostly, companies with the corporate culture of sustainability are solidly com-
mitted to environmental and social activities [8]. Also, it allows to significantly re-
duce possible negative effects of personal changes in the company's management, that
particularly may be reflected in productivity of the enterprise [9]. A common under-
standing of the corporate culture and the organization mission increases effectiveness
of corporate conflict management improves perception of organizational justice [21]
and reduces level of employees’ Internet abuses [34]. Also, in a relatively stable envi-
ronment, the strong corporate culture provides better reliability of company’s perfor-
mance [30] based of employees’ creativity [10].
A corporate culture is important not only for its institution. If the institution has high
authority, then its corporate culture is one of possibilities to change the culture of a
society’s part associated with the institution [11]. Such understanding of the corporate
culture importance is fundamental when HEI importance in the modern Internet-
oriented society is considered. But public oriented institutions like HEIs are less able
to sustain their integrity as a dimension of the corporate culture [12]. Therefore, the
only HEIs that have been able to put their corporate culture above particularities of
individual educational units can have a significant impact on the society culture.
Customer-centric content of company’s website is one of indicators of a well-
considered cooperative culture on the Internet [3]. Actually, a combination of pres-
ence of features of corporate identity and the company’s strategies positively affects
the company perception by customers [5].
Of course, developed approaches to corporate culture raising are effective for enter-
prises and commercial companies. However, the direct copying of manufacturing
models of the corporate culture for HEIs did not yield expected performance results.
This is due to the fact that it is not possible to fully commercialize HEIs because in
addition to commercial educational or scientific activities, they are set up to fulfill the
social role of producing ideas. That is HEIs are idea factories [6]. Having such social
role HEI needs to pay great attention to its public (or corporate) image [13, 26], and
with on the Internet to its information image [17] because it has a large impact on
students’ satisfaction with HEI's information resources [1], students’ academic
achievements [27] and on an ability to involve specialists to employment or collabo-
ration with a social network service (SNS) [28].
The HEI’s public image on the Internet relates to users’ impression based on infor-
mation published on HEI’s websites and SNS communities. First of all, such impres-
sion is based on visual perception of such website elements as design quality, perspi-
cuity, content quality, inclusion of social elements, Q&A, Wiki, rich text publications,
mobile version [31] etc. Each of the website elements affects two main components of
the image [26]: cognitive image (concerns usefulness of published information) and
affective image (concerns emotions gained after perception of the information like
pleasure, stimulating, relax, etc.).
The HEI’s information image on the Internet is determined by information about the
HEI published on the websites and specialized web services. It is a result of interac-
tion between HEI and its stakeholders. This interaction is based on the cultural and
social behavior of individuals. The cultural behavior of individuals depends on their
belonging to HEI. If a person is an employee of HEI, then its behavior culture on the
Internet should combine its own culture and the HEI’s corporate culture. Otherwise,
the culture of the person's behavior does not depend on the HEI’s corporate culture.
The HEI’s corporate culture can only set certain restrictions on cultural behavior of its
employees on the Internet and cannot completely limit their information activities.
These restrictions refer to HEI's corporate social responsibility, which has the follow-
ing characteristics [14]: diversity, sustainable environment, community involvement.
The social behavior of individuals on the Internet depends on opportunities that SNS
gives individuals, communities and organizations to create, collaborate and exchange
user-generated content [22]. It is based on personal ability to communicate publicly
with other users of websites and SNSs that includes elements of promotion of profes-
sional and entrepreneurial activities.
There are two types of entrepreneur-related communication strategies on the Internet
[35]: “making yourself a person” (directs to personal qualities that induces the infor-
mation image to be formed by social responsibility associations) and “managing your
own affairs” (emphasizes enterprise abilities that stimulates the information image to
be formed by enterprise's capacities associations). In general, the strategies are uni-
versal, but from the HEI’s point of view they must be adapted to characteristics of
information consumers of different societies [33].
The social behavior is important for social marketing with SNS. HEI’s social market-
ing is to manage the SNS community platform and to manage relationships with
stakeholders. Social marketing strategies take into account analysis of the community
activities statistics [2], in particular activity countdown in words and images, quantity
of published articles and reports, quantity of shared pictures and news, Q&A interac-
tion [32] etc. Also, effective social marketing is based on linguistic peculiarities of
information published by stakeholders [37].
The HEI’s information image on the Internet may be changed significantly over time
and requires permanent monitoring. For the information image forming, the active
position of the HEI is important that consists in conducting targeted campaigns on
publication of certain types of information on HEI’s websites and SNS communities.
The lack of such persistent information activities may lead to appearance of certain
motivations of stakeholders [36], that will encourage them to publish HEI related
content with elements of discrimination and aggression [19] or to perform focused
aggressive actions [18].
One of tasks of the HEI’s information image monitoring is its adequate measuring.
The problem is too complex and existing approaches to HEI web ranking like
Webometrics are permanently criticized [16].
3 Peculiarities of HEI Representation on the Internet
HEI’s activities can be represented on various websites and SNSs. At the same time,
these information platforms are not always administered and maintained by the HEI’s
staff. That is, formation of the HEI’s information image is carried out in those condi-
tions where publication and discussion of information about the HEI is not always
managed by its employees.
Помилка! Джерело посилання не знайдено. shows two components of the HEI’s
information image depending on the content ability to be managed.
Content of HEI's Content of non-
web-sites HEI's web-sites
Content of HEI's Content of non-
HEI’s communities on HEI's communities Other
content SNS on SNS content
Employees' posts Other persons'
and comments on posts and
SNS comments on SNS
Fig. 1. Components of the HEI’s information image.
The HEI’s content is directly managed by HEI’s employees and comprises the follow-
ing:
content of HEI’s websites including official HEI’s website, website of HEI’s de-
partments, projects and special activities;
content of HEI’s communities on SNS including official HEI’s SNS pages, SNS
pages of HEI’s departments and projects;
HEI employee’s posts and comments on SNS including user’s profile information.
The following other content cannot be directly managed by HEI’s employees: content
of non-HEI’s websites, content of non-HEI’s communities on SNS, other persons’
posts and comments.
The appearance of unmanaged content about HEI may require some reaction. The
main reactions on the unmanaged content are:
commenting of posts of other SNS users;
submission requests on publishing new, changing existing or removing unneces-
sary information through tools of the corresponding websites or services;
appealing to third-party websites’ or services’ administrators regarding elimination
or correction of false information about the HEI or its employees;
concluding agreements with HEI’s partners for information exchange on websites.
The HEI should develop different scenarios of reactions on the unmanaged content,
depending on authority of the website and the content authors. The strategies could
cover a full set of reactions from intensive activities to complete neglect.
4 HEIs’ Corporate Culture on the Internet
The HEI’s corporate culture on the Internet is a part of the overall corporate culture
and is intended to ensure efficiency and sustainability of information activities during
the HEI representation and HEI’s information image formation on the Internet. All
HEI’s employees must demonstrate an appropriate level of corporate culture, as oth-
erwise negative consequences for the information image and reputation of the HEI
may occur.
The HEI’s employees must adhere to the following corporate ethical standards:
observance of all rules of business communication both during preparation of own
materials for publishing, and during commenting on posts of other authors;
care about the HEI and its reputation;
joint work on achievement of main goals of the HEI;
quality control of information activities on the Internet [25];
responsibility for information activities on the Internet.
Surely, the HEI’s corporate culture should be based on such core values as compe-
tence and professionalism, honesty and impartiality, respect for the human person,
patriotism, interchangeability, harmony and effective interaction, morality, etc.
But special attention should be paid to information security as the value of corporate
culture because it is often difficult to draw a line between work at HEI and private
life. Therefore, employees must adhere to HEI’s Information Security Policy, in par-
ticular, they are prohibited to publish on HEI’s websites and SNS pages the follow-
ing:
protected information including personal data according to EU General Data Pro-
tection Regulation [4];
private information not related to the HEI’s activities;
discriminatory materials;
information outside the context (which is not relevant to the given topic);
information with elements of aggression.
Also, employees are not allowed on SNS:
to conduct public discussions among themselves on internal problems of the HEI
functioning;
to discuss work of other employees without their consent.
Considering the social role of HEIs these restrictions should not violate the right of
employees to express their views on important problems of their city, region or state.
The corporate culture also includes rules of publishing information about HEI on its
websites and SNS pages. In particular, the following issues require special attention:
affiliation of websites and SNS pages of departments and separate projects to the
HEI and existing of relevant links to the HEI’s official website;
referencing of publications of official SNS pages of the HEI and departments on
relevant publications of the HEI’s and departments’ websites;
authenticity and timeliness of published information about the HEI;
presence of personalized or non-personalized contact information (including e-mail
addresses) in contact details of HEI’s managers and departments;
usage of subdomains of the domain name of the HEI’s official website for websites
of departments and separate projects.
The last issue generally is not important for the HEI, but it can significantly affect the
HEI ratings like Webometrics [24].
5 Influence on the HEI’s Information Image on the Internet
Formation of the HEI’s informational image begins with the official website, which is
the main source of public information about the HEI’s activities. Also, websites of
departments and separate projects can be considered as the sources. Therefore, initial-
ly, the HEI’s corporate culture manifests precisely on these websites. Because materi-
als published on the HEI’s websites can be either republished or used by other web-
sites with mandatory links to them depending on the Terms of Use.
Помилка! Джерело посилання не знайдено. shows general scheme of distribu-
tion of public information about HEI on websites and SNSs that comprises four plat-
forms.
Firstly, information for public publication can be obtained from HEI’s unpublic (lo-
cal) systems and services.
Secondly, public HEI’s websites and services initially representing the HEI’s corpo-
rate culture include the following:
the HEI’s official website that contains information about HEI’s founding and
management, regulations of main activities, financing, staff, services, news and
events, etc.;
the HEI’s knowledge websites including an online HEI’s Encyclopedia (Wiki re-
source [23] containing general information about the HEI, its history, scientific
schools, achievements, etc.), a catalog of multimedia content (first of all classified
photos and videos), an online scientific archive (scientific publications with corre-
sponding bibliographic descriptions and classifications), etc.;
the HEI departments’ websites that contains information about the departments’
management, fields of research and education, news and events, etc.;
the HEI’s specialized websites including websites for entrants and alumni, web-
sites of scientific journals and conferences, websites of HEI’s projects, etc.
Thirdly, the HEI’s public resources at other websites consist of official SNS pages of
the HEI and its departments, in particular:
the HEI’s official page at SNSs contain advertising and consulting information,
news and events republished from the HEI’s official website;
the HEI departments’ pages at SNS contain advertising and consulting information
related to the departments, news and events republished from the departments’
websites or the HEI’s official website;
the HEI’s YouTube Channel is a collection of videos about the HEI.
HEI's local services
HEI's offcicial HEI departments'
website websites
HEI's knowledge HEI's specialized
websites websites
HEI's resources on Personal resources
social network on social network
services Publications on services
HEI's resources on
media websites
Wikipedia
HEI departments' Other mobile
resources on applications
social network
Other websites
services
Fig. 2. Distribution of public information about HEI on websites and social network services.
Fourthly, other public resources and websites contain additional related to the HEI
information and cover media websites, personal pages on SNSs, etc.
As shown in Помилка! Джерело посилання не знайдено., only highlighted in
gray services are fully or partially managed by the HEI’s staff. Services with dashed
border line represent ability of partial (not full) content management. And services
with hyphened border line not allow content management by the HEI’s staff.
6 Conclusions
Corporate culture is a must-have attribute of successful HEI. Its effective applying
issues perception of information about the HEI on the Internet. However, in today's
conditions, it is not enough just to publish information about the HEI on websites and
SNSs. It is expedient to carry out purposeful activities concerning formation of the
HEI’s information image on the Internet. This study summarizes the practical experi-
ence gained during such activities at Lviv Polytechnic National University.
The HEI’s information image on the Internet consists of two types of content: man-
aged and unmanaged by the HEI’s employees. There is no problem to administer
managed content, but appearance of unmanaged content about the HEI may require
some reaction as posts commenting on SNSs or submission some requests on publish-
ing new, changing existing or removing unnecessary information on websites.
All the HEI’s employees must adhere to the corporate culture on the Internet includ-
ing corporate ethical standards, core values, publishing rules as well as HEI’s Infor-
mation Security Policy. They are prohibited to publish on HEI’s websites and SNS
pages protected and private information, discriminatory materials, information outside
the context and with elements of aggression. On SNSs they are not allowed to public-
ly discuss on internal HEI problems.
General distribution of public information about HEI on websites and SNSs compris-
es four platforms: HEI’s unpublic (local) systems and services, public HEI’s websites
and services, HEI’s public resources at other websites, other public resources and
websites. The HEI’s corporate culture directly affects the HEI’s informational image
which formation begins with the official website, websites of departments and sepa-
rate projects. Initially, the HEI’s corporate culture manifests precisely on these web-
sites. Further HEI’s informational image formation not fully depends on the HEI’s
activities because of partial (not full) and not allowed content management.
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