أثر انشطة المسؤولية الاجتماعية للعلاقات العامة على وسائل التواصل الاجتماعي في تعزيز سمعة المؤسسة : صفحة مجموعة الاتصالات على فيس بوك نموذجا

Abstract EN

In terms of its objective, the study seeks to identify the impact of social responsibility activities for public relations on social media in enhancing the reputation of companies.

The researchers adopted the Communications Group on its Facebook page as a case study because the Communications Group is a pioneer in the field of social responsibility in the West Bank and Gaza Strip.

As for its methodology, the researchers used the descriptive analytical method and adopted content analysis as a tool for the study.

The sample of the study consisted of a comprehensive survey sample of Facebook publications for the group's page, which covers social responsibility activities from 15/3/2020 to 15/3/2021 AD, with 72 publications.

This led to the results for which the Palestinian Communications Group used several means to improve its reputation in front of its audiences through the multiple ways of using publications by the Public Relations Department of the Palestinian Communications Group with the aim of improving its reputation.

It adopted the method of following up on social activities, spreading positive messages to the public, and using Branding, campaigns and offers.

The study also found that the content used by public relations through the Palestinian Communications Group’s Facebook page is primarily concerned with the development and development of the local community, as its percentage reached 29.17% of the total publications received on the page, and this is due to the fact that this page is generally concerned with Presenting its achievements in social responsibility issues, most of which are concerned with the development of the surrounding community to enhance the confidence of the individuals around it and the commitment to its duties towards them, as well as in the field of investment in charitable and community works and in the field of building relationships and partnerships with civil society institutions and in the field of providing subsidies in the health and cultural fields The study recommends the need to develop a digital plan by the public relations to increase the interaction on its page, as the volume of social responsibility activities it provides is not equal to the volume of interaction on the page, even if most of the interaction is positive, but the interaction volume remains small compared to the group's achievements in the field of social responsibility.