This article analyses the current state of research on institutional digital communication in universities. An analysis of WOS- and Scopus-indexed research on the subject over the last 30 years (1990-2020) was carried out based on seven factors: volume and evolution of scientific production; number of universities and geographical area; communication tools; social networks; communication dimensions, and content. The results reveal a considerable increase in articles on digital communication in the last decade, mainly in Iberian and Hispanic journals (Spain, Portugal, Latin America). Studies focusing on websites and social networks were found to be especially common, particularly in relation to digital presence and online institutional information. Inferential and in-depth studies are proposed to allow a more detailed assessment of the state of the art in this emerging field of research.
|Translated title of the contribution||State of the art in research on digital communication in universities|
|Number of pages||18|
|Journal||Redmarka. Revista de Marketing Aplicado|
|Publication status||Published - 16 Dec 2022|