基于社会网络分析的世界一流大学品牌影响力研究

[目的/意义]品牌是世界一流大学的核心因素,对其影响力进行研究,有助于提高大学品牌意识和提升世界一流大学的国际影响力。[方法/过程]以57所世界一流大学英文官网的校级新闻作为数据来源,运用社会网络分析方法构建世界一流大学的品牌影响网络矩阵。对品牌影响网络的整体特征及度数中心度、中间中心度、接近中心度等影响力指标进行测评,同时将结果与大学国际排名的名次、分项指标得分进行相关性分析。[结果/结论]研究发现,世界一流大学的品牌影响网络存在核心-边缘结构,不同指标能够从不同维度测量世界一流大学的品牌影响力;入度中心度和内接近中心度等指标与排名表现更为相关;中间中心度与国际排名的相关性则相对较弱。

Research on the Brand Influence of World-class Universities Based on Social Network Analysis

[Purpose/Significance]Brand is a key factor of world-class universities.Research on brand influence will contribute to improving the brand awareness of universities and increase the international influence of world-class universities.[Method/Process]This paper uses the English official website news of 57 world-class universities as the data source,and uses social network analysis method to build the brand influence matrix of world-class universities.The overall characteristics of the brand influence network and the influence indicators such as degree centrality,betweenness centrality and closeness centrality are evaluated,and a correlation analysis is performed with the results and the rankings and sub-index scores of international rankings.[Result/Conclusion]The study finds that there is a core-edge structure in the brand-influenced network of world-class universities,and different indicators can measure the brand influence of world-class universities from different dimensions.The indicators such as in-degree centrality and in-closeness centrality are more related to the ranking performance,while the correlation between betweenness centrality and international ranking is relatively weak.