Digital Public Relations Communication in Higher Education: Associations with University Image and Student Loyalty

Abstract

The rapid expansion of digital communication technologies has transformed how universities engage with stakeholders and manage institutional reputation. Within this context, digital public relations (PR) communication has become a strategic tool for maintaining stakeholder relationships and institutional visibility in higher education environments. Despite its growing importance, empirical research examining the multidimensional nature of digital PR communication and its association with key relational outcomes in higher education remains limited. This study examines the relationships among digital PR communication, university image, and student loyalty in the university context. Data were collected through a structured survey administered to university students, and the proposed relationships were analyzed using exploratory factor analysis, Pearson correlation analysis, and multiple regression analysis. The results indicate that digital PR communication represents a multidimensional construct encompassing informational, interactive, and behavioral communication dimensions. The findings demonstrate that dimensions of digital public relations communication are associated with university image and student loyalty. Word–action consistency, information usefulness, and interactivity emerged as variables significantly associated with university image, while word–action consistency and interactivity demonstrated significant associations with student loyalty. The findings offer practical implications for university communication managers and administrators seeking to strengthen student engagement and institutional competitiveness through digital communication strategies.