دور العلاقات العامة الرقمية في إدارة سمعة الجامعات الخاصة المصرية : دراسة ميدانية

الملخص EN

Digital public relations play an important role in managing the electronic reputation of various institutions in general and educational institutions in particular.

Competitive advantage, so most of the various institutions are interested in digital public relations in managing their reputation in general and in educational institutions and universities in particular so that they can form a positive mental image of the educational institution and its reputation and achieve mutual understanding between it and its audience, This study aims to identify the role of digital public relations in managing the reputation of Egyptian private universities through a field study on a random sample of 450 students from Egyptian private universities.

The study relied on the survey method and the questionnaire tool.

The most important findings of the study: - The results confirmed the importance of activating electronic public relations in private universities, the importance of the role of public relations in managing the relationship between the public and the university, managing the university's reputation, and immediate and immediate publication in all media.

- The results showed a high degree of respondents' follow-up to the university's website or social networking pages.

- The level of respondents' accreditation on the university's website or social networking pages is medium.

- The informational importance of universities’ websites and social networking pages and their constant dependence on them due to the speed of their updating and the high level of trust in them.

- The reasons for respondents’ follow-up to the university’s website or social networking pages varied to gather information about courses and exam dates, learn about the academic system, know the results of exams, know general news about the university, know the details of electronic lectures, know the available training courses, and follow up on social, cultural and sports activities.

- The results confirmed that the degree of influence of the university's website or social networking pages in the respondents' preference for the university over others is medium.

- The results showed the importance of the university's website or social networking pages in enhancing its reputation with the public through speed and credibility in providing news and information of interest to students.