Reputational Dynamics in Higher Education: Chinese and UK Universities' Post-Pandemic Reputation Management Perceptions and Practices

Abstract

The marketisation and internationalisation of Higher Education (HE) have led to a paradigm shift, with HE accesses increasingly viewed as 'buying a service'. This transformation has prompted universities to prioritise reputation management (RM) for targeted audiences. While recent literature on RM in Chinese and UK HE has mainly conducted from the viewpoint of international students (ISs), a comprehensive understanding of this topic remains underdeveloped. This thesis explores the complexities of resource dependence, recruitment rationale, and RM strategies using social media in Chinese and UK Higher Education Institutions (HEIs) in the post-COVID-19 era. It employs a mixed-methods approach, including a systematic literature review using Preferred Reporting Items for Systematic reviews and Meta-Analyses (PRISMA), qualitative case study, and semi-structured interviews with 19 managers from selected UK and Chinese HEIs. The study is guided by the active/reactive RM framework and analysed through the lens of Resource Dependence Theory (RDT). Key findings reveal that RM in Chinese HE is underdeveloped and overly focused on external audiences. Chinese universities heavily rely on public narrative control, proposed as 'Yuqing' management in this thesis, in response to crises. This approach is deeply rooted in the financial and political governance of Chinese universities. In contrast, UK HEIs' digital marketing strategies are driven by market competition and student engagement through social media platforms. The COVID-19 pandemic has necessitated shifts in RM strategies due to increased online engagement, influencing digital advancements in both UK and Chinese HE contexts. Key contributions to the field of this thesis are summarised as follows. It proposes a new framework: an active-reactive continuum to characterise and better understand Chinese universities' RM practices and strategies nationally and internationally. The study extends the active/reactive RM framework to guide research design and analysis in comparative studies. Additionally, it applies RDT and its sub-concepts to explain the factors influencing university behaviour in the post-COVID-19 era. Furthermore, this research provides empirical evidence on the use of social media for RM in the Chinese HE context with the impact of COVID-19 for the first time, filling a gap in the literature. It offers a comprehensive understanding of the factors influencing university behaviour through the lens of RDT in the post-COVID-19 era. The study synthesises and extends current understanding of reputation management in higher education, highlighting the evolving landscape of RM practices in Chinese and UK institutions. These findings contribute significantly to the body of knowledge on RM in HE and offer practical guidance for institutions navigating the increasingly competitive and digitalised landscape of global HE. By providing insights into the nuanced differences between Chinese and UK approaches to RM, particularly in the context of the COVID-19 pandemic, this research paves the way for more culturally informed and adaptive strategies in HE reputation management.

Date of Award	15 Oct 2025
Original language	English
Awarding Institution	The University of Manchester
Supervisor	Miguel Antonio Lim (Main Supervisor) & Heather Cockayne (Co Supervisor)