اتجاهات الجمهور نحو الاتصالات التسويقية للمؤسسات الخيرية عبر شبكات التواصل الاجتماعي : دراسة ميدانية

الملخص EN

The current study seeks to monitor and interpret the trends of the public towards marketing communications of charities through social networking sites, and aims to find out the extent to which the respondents are aware of the principles of (interactive dialogue communication) employed by charities - the sample of the study - through their Facebook site, and this study belongs to the descriptive studies, and depends on the survey methodology (SURVEY) ) The questionnaire sheet in collecting the data of the field study on a deliberate sample of 400 singles, and this study reached a set of results, the most prominent of which are:  The poor success of charities in activating social media sites by up to 71.3%, due to the weak marketing level of those in charge of marketing departments of charitable organizations in supporting their communication activities using funded advertisements for the benefit of charities by up to : 60.5%.

 The results proved the existence of a statistically significant correlation between the presence of dialogue seminars on the pages of charitable organizations on Facebook and the public's attitudes to the effectiveness of the marketing activities of the institutions sample of the study.

 The results of the study proved that (Facebook, Twitter, Instagram) ranked first in the public's follow-up to the activities of the charity" by 47.7%.