فاعلية برامج المسئولية الاجتماعية في تشكيل الصورة الذهنية لشركات الاتصال : دراسة تطبيقية على شركة زين للهاتف السيار في الفترة من 2019-2020 م

الملخص EN

The study aimed to find out the effectiveness of social responsibility programs in forming the mental image of communication companies, and to know the satisfaction of Zain subscribers about the social responsibility programs provided by the company.

the researcher had used the descriptive analytical method, and the research community consists of all subscribers Zain telephone company, and the sample of the study was a random sample and its number was (33) individuals in Khartoum state.

the researcher had used a questionnaire as a tool to collect information and data and the questionnaire was analyzed using the program (SPSS) and reached the following results: the study confirmed that the company's social responsibility programs increase its profits, and the most important means of communication used by Zain company is the press and the internet , and also the study revealed that the majority of the members of the sample researched (Zain subscribers) are not satisfied with the services of Zain company.

the study recommendations : Zain company should not neglect other means of communication such as television and radio because it has an effective role in communicating with the company's audience interaction, Zain's company should reconsider the reality of its mental image with its subscribers, and also the management of the company should make more efforts to provide services that satisfy its subscribers, in addition the management of the company should use research centers when planning social responsibility programs.