Perceived Procedural Fairness in University Social Media Communication and Its Impact on Institutional Reputation: Evidence from Public Universities in Azerbaijan

الملخص

Objective: The analysis here investigates the link between perceived procedural fairness of university social media communication and public perceptions of institutional reputation among Azeri state universities. It extends procedural justice theory to higher education digital branding and tests the extent to which stakeholder perceptions of fairness-based online communication processes drive reputation, through engagement quality and institutional trust.

Approach/Methodology/Design: This was a quantitative cross-sectional study conducted through an in-depth survey of 300 key informants across ten public universities in Azerbaijan. Data were analyzed employing Partial Least Squares Structural Equation Modelling (PLS-SEM). These elements were standardized in the literature to define procedural fairness with transparency, voice opportunity, consistency, and adequacy of explanation dimensions making up the definition.

Results: Perceived procedural fairness significantly predicted the quality of engagement (β = 0.547, p <. 001), which sequentially mediated the link to institutional trust (β = 0.483, p <. 001) and legitimacy (β = 0.461, p <. 001). The quality of ICT infrastructure moderated the fairness–engagement relationship (β = 0.19, p <. 01), and geography moderated the trust–reputation conversion (Δβ = 0.14, p <. 05).

Implications: Through trust, universities that engage in procedural fairness– transparent processes, voice for stakeholders and explanations of the reasons are better able to maintain a reputation. The quality of infrastructure conditions the efficacy of above practices which is more important for digital strategy as "Azerbaijan 2030".