نحو نموذج مقترح للارتقاء بالكفاءة الاتصالية و التسويقية لرأس المال الاجتماعي

Abstract EN

The current study belongs to the second level analysis studies; that attempts to monitor and analyze the results of theoretical heritage; What it contains of studies and research related to each of (indicators, patterns, objectives, strategies, aspects of application) of social capital in different companies and institutions; On the different scope and field of work, the pattern of ownership, and the diversity of its audience.

In order to devise a well-rounded scientific model, theoretically and methodically; It ensures the efficiency of the communication and marketing functions of organizations that can adopt this model in the framework of their strategic planning for their commercial and social programs and campaigns, and in managing their relations with interest groups, or in achieving their humanitarian and charitable goals consistent with sustainable community development strategies.

The study presented a model based on the determinants of structural capital; As the inputs of the organizational structure that control the work climate in companies and institutions; What it contains of regulations, legislation and administrative systems that outline the patterns of the organization's communicative and interactive relations with its internal and external audiences; This is provided that the organization adheres to indicators of trust, fulfills its responsibilities, and instills the concepts of cooperation, coordination and teamwork among employees.

These indicators represent the main guarantee for the quality of the organization's outputs resulting from the treatment of its interactive processes with the public, so the relationship appears to be correlational between (the efficiency of the organization's inputs, the safety and stability of the environment of interactive relations, the dominance of trust and commitment indicators over these processes) on the one hand and the efficiency of the outputs that represent points Strength and competitive advantages on the other hand.

Finally, the goals of the organization, which are characterized by being strategic goals; as a product of the accumulation of intellectual capital - not only of the organization - but also of its external environments in which it operates; Where this environment is a complete social construction; It is governed by many political, economic, and cultural variables.

The study presented its recommendations on the necessity of strategic planning for social responsibility campaigns and initiatives; In line with the communication and marketing objectives of social capital, as well as the inclusion of social capital indicators in the communication vision of the company and its organizational culture, and deriving the values and principles of human resources departments from these indicators.

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along with other recommendations.