Web Presence and Digital Performance of Indian Institutes of Management: A Webometric Analysis

This study aims to examine the web presence, visibility, and user engagement of Indian Institutes of Management (IIM) websites using webometric, demographic, and performance indicators. It seeks to identify disparities between older and newer Indian Institutes of Management and assess how institutional maturity influences online impact.

The study analyzes 21 official Indian Institutes of Management websites using webometric indicators such as Domain Authority (DA), Page Authority (PA), link structure, Web Impact Factor (WIF), traffic sources, global and national popularity ranks, and user engagement metrics. Audience characteristics, including gender and age distribution, were also examined. Data were systematically tabulated (Tables 3–11) and interpreted using descriptive analysis.

All Indian Institutes of Management uniformly use the .ac.in domain. Older IIMs such as Ahmedabad (DA 52; 4,306,800 external links), Bangalore (1.496 million visits), and Kozhikode (bounce rate 30.01%; 5.81 pages/visit) demonstrate stronger web visibility and engagement. Male users dominate (57.53%–72.69%), while the 25–34 age group forms the largest audience (21–36%). Organic search is the primary traffic source (50.93%–76.35%). Newer Indian Institutes of Management show higher link density (e.g., Bodh Gaya SWIF 5.354) but lower overall visibility.

The findings suggest the need for newer Indian Institutes of Management to enhance content depth, external linkages, and user engagement strategies to improve digital visibility and academic outreach.