صورة الشركات كما تعكسها تعليقات المستخدمين على مبادرات المسؤولية الاجتماعية في مواجهة فيروس كورونا المستجد عبر الفيسبوك : دراسة تحليلية

Abstract EN

With the emergence of social media, companies are using their official pages to share their social initiatives with different sectors of the public, and the current study tries to analyze the nature of the mental image of a sample of companies operating in the Egyptian market (in the field of food production) as expressed by users' comments on The social responsibility initiatives of these companies in the face of the emerging corona virus through the official accounts on Facebook, and the study employed survey method, and the analytical study included two samples, the first sample: Posts expressing social responsibility initiatives in facing corona virus, The second sample: is the number of comments on the posts expressing the three corporate social responsibility initiatives.

The results of the current study confirmed the emergence of social networking sites, especially Facebook, as interactive platforms and effective communication tool with the target sectors, as well as sharing their social initiatives to serve the community.

This has been linked to several advantages provided by these sites in terms of speed, availability of dialogue and interaction opportunities and immediate measurement of feedback, in addition to the low cost.

The results of the current study also confirmed the importance of the “social responsibility to create shared values through social media platforms” model, as it became clear to adopt The three companies, namely Juhayna and Nestlé, as well as Almarai Company, one of the largest companies operating in the Egyptian market in the field of food production, for a successful strategy to manage the relationship with the targeted sectors through Facebook, as the results of the study confirmed that the three companies are connected companies that believe in Communicating with the public