الجانب الوجداني و علاقته بفعالية حملات الاتصال الاجتماعي : دراسة ميدانية على عينة من القائمين بالاتصال

الملخص EN

Emotional and emotional aspects of communication and communication activities aimed at changing or modifying the behavior of the target audience and their attitudes towards people and issues, values and behavior patterns, as an important element of the persuasive process, so the communicator in the social communication campaigns has the task of identifying the attitudes and feelings of individuals towards service or idea, and seeking to strengthen positive trends, plans programs and campaigns linking service or idea to the values and beliefs of the target audience.

therefore, emotional components must be taken into consideration in the design of media campaigns strategies, as they are an important input to achieve communicative goals of communication, to address various problems in society, and to achieve awareness and sustainable education.

from this point of view, this study seeks through a sample of communicators to reveal the role of the emotional side in achieving the effectiveness of social communication campaigns.