تسويق المبادرات الوطنية عبر الصفحات الرسمية الإلكترونية وعلاقته بمستوى ثقة الجمهور بالمؤسسات الحكومية: دراسة تطبيقية

Abstract EN

The current study aims to identify the marketing strategies addressed by national initiatives through the official social networks (Facebook) and the public's evaluation of them and their relationship to the level of confidence of the Egyptian public in government institutions.

It is one of the descriptive studies that adopt the descriptive and analytical survey method for the two pages of the Good Life Initiative, the campaign of the President of the Republic to support women's health through Facebook using the content analysis tool, as well as surveying a sample of the audience following those campaigns via Facebook using the questionnaire tool.

the study found that the most prominent the marketing strategies that the initiatives addressed by the study focused on are the product strategy (benefit) and then the price strategy (the effort made to obtain the services of those initiatives), and that the most prominent communication strategies that these initiatives relied on were media strategies, while the dialogue strategy declined, which means that they are pages for displaying decisions and government activities only without trying to dialogue with the public.

The study concluded that the level of public confidence in government institutions was medium, and there was a statistically significant relationship between the public's evaluation of marketing strategies and trust in government institutions.