ВИКОРИСТАННЯ ІНТЕРНЕТ-РЕСУРСІВ ДЛЯ ФОРМУВАННЯ ПОЗИТИВНОГО ІМІДЖУ СУЧАСНОГО ЗАКЛАДУ ВИЩОЇ ОСВІТИ
USE OF INTERNET RESOURCES TO FORM A POSITIVE IMAGE OF MODERN HIGH SCHOOL

Summary/Abstract: The purpose of the article is to study the peculiarities of the use of Internet resources for the formation of a positive image of a modern higher education institution (HEI). Research methodology: analysis, synthesis, generalisation of theoretical data from the research problem, systematisation, content analysis. The scientific novelty is the expansion of knowledge about the use of Internet resources by higher education institutions of Ukraine to create a positive image. We have formulated recommendations to improve this process. Conclusions. It has been established that today the most relevant and effective component of forming a positive image of educational institution is the presentation of its activities on the Internet. It is noted that websites and social networks are currently the most promising means that provide ample opportunities for higher educational institutions to talk about themselves and popularise information about their activities in the virtual space. It has been noted that in recent years, the websites of HEIs have given way to social networks, which are actively used by their target audience. It has been observed that most of the information that was previously posted exclusively on websites is duplicated in the social networks of HEIs. It has been established that EIs posts current news, announcements, photos, and videos from various activities, events on their social media pages. Therefore, HEIs should make great efforts to form a positive image, as the competition in the market of educational services is growing every year. In particular, it is necessary to pay considerable attention to the use of various Internet resources, among which the most effective today are the website and social networks.

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