The use of big data in strategic communication for public relations in public and private sector companies in Saudi Arabia : survey study
Author
Source
International Journal of Social Communication
Issue
Vol. 9, Issue 4 (31 Dec. 2022), pp.6-23, 18 p.
Publisher
Publication Date
2022-12-31
Country of Publication
Algeria
No. of Pages
18
Main Subjects
Public Relations and Advertising
Topics
Abstract EN
The revolution brought by big data has evolved the way organizations used to operate.
the implication of big data is potentially significant in strategic communication for public relations.
it helps PR professionals in developing an understanding and manages the massive amount of data.
big data provides the professional of PR with an opportunity to make a decision based on evidence by analyzing the past trends rather than making decisions that are solely based on intuitions and guesswork.
the current research paper dives deeper into the values, benefits, challenges and risks that are associated with the adoption of big data in public relations to achieve strategic communication.
the research paper covers Saudi Arabia’s public and private companies to analyze the utilize of big data in strategic communication for improving public relations.
a sample of 100 PR practitioners within Saudi Arabia’s private and public companies are included in the research.
the paper answers multiple questions regarding the implementation of big data and its extent in Saudi Arabia.
the research paper bridge the literature gaps as most of the studies highlighted the European practitioners’ perspective regarding big data and its applications.
however, the research paper shed light on the perspective of Saudi Arabia’s practitioners regarding big data advantages, challenges, risks and application.
American Psychological Association (APA)
Yusuf, Haytham Muhammad. 2022. The use of big data in strategic communication for public relations in public and private sector companies in Saudi Arabia : survey study. International Journal of Social Communication،Vol. 9, no. 4, pp.6-23.
https://search.emarefa.net/detail/BIM-1468093
Modern Language Association (MLA)
Yusuf, Haytham Muhammad. The use of big data in strategic communication for public relations in public and private sector companies in Saudi Arabia : survey study. International Journal of Social Communication Vol. 9, no. 4 (Dec. 2022), pp.6-23.
https://search.emarefa.net/detail/BIM-1468093
American Medical Association (AMA)
Yusuf, Haytham Muhammad. The use of big data in strategic communication for public relations in public and private sector companies in Saudi Arabia : survey study. International Journal of Social Communication. 2022. Vol. 9, no. 4, pp.6-23.
https://search.emarefa.net/detail/BIM-1468093
Data Type
Journal Articles
Language
English
Notes
Includes bibliographical references : p. 21-23
Record ID
BIM-1468093