Journal
REVIEW OF HIGHER EDUCATION
Volume 42, Issue 3, Pages 1145-1184Publisher
JOHNS HOPKINS UNIV PRESS
DOI: 10.1353/rhe.2019.0032
Keywords
Stakeholder engagement; Social media; Dialogic accounting; Universities; QS World University Rankings
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This study examines whether online interaction through social media is used as a mechanism of dialogic accounting and stakeholder engagement by top-ranked universities. Our research adopts a quantitative methodology based on the Content Analysis of the Facebook and Twitter accounts of the top 200 universities in the QS World University Rankings. Our analysis confirms that many universities take advantage of social media to provide public information and engage stakeholders. This highlights some early signs of dialogic accounting and the attempts of top-ranked universities to create spaces for stakeholders whose opinions are ignored in traditional accounting.
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