أثر القيادة التحويلية على أداء العلاقات العامة الرقمية في الجامعات الحكومية بمحافظة جدة

Abstract EN

This study aimed to identify the impact of transformational leadership with its dimensions: (idealized influence, inspirational motivation, intellectual stimulation, individualized consideration, empowerment) on the performance of digital public relations in public universities in Jeddah.

The study' community consisted of public relations department employees in public universities, as their number reached (174) employee in four universities: (King Abdulaziz University, Jeddah University, King Saud University for Health Sciences - Jeddah Branch, Saudi Electronic University - Jeddah Branch).

The study relied on the analytical descriptive approach.

The data were collected through the questionnaire tool.

The study reached a number of results, the most important of which are: The level of transformational leadership practice was in a high rate of 73.8%, the performance of digital public relations was at a high rate of 75%, there is a positive impact of transformational leadership with its dimensions on the performance of digital public relations in public universities in Jeddah, the inspirational motivation is the most influential among the dimensions.

Accordingly, the study presented a number of recommendations, including working on the continuity of the practice of transformational leadership pattern.

Because it enhances employees’ willingness toward innovation and change as well as increase their ability to communicate since it is the essence of public relations work.