دور حملات العلاقات العامة و استراتيجيات التسويق الاجتماعي في التصدي للاحتيال المصرفي بالتطبيق على الحساب الرسمي لاتحاد البنوك السعودية عبر موقعها في التويتر

Abstract EN

The social marketing is considered one of the important social change tools that being adopted by many countries and organizations to keep their contact with clients for their protection, awareness against some practices or ideas, or changing the targets in their behaviors to achieve the best possible benefits for both sides.

therefore, this study aims at discovering the role of the public relations campaigns of the Saudi banks account on twitter, focusing on “#Be careful” campaign, for awareness against fraud banking, and their employment mechanisms of social marketing strategies to build solid relations with the audience and change their directions and behaviors to achieve these goals, the study presented some questions and assumptions, and the researcher adopted the content analysis method to describe the shown content in the media campaign and its social marketing strategies.

the results showed that 80% of the campaign’s advertisements adopted an original content created specifically for it, while the remaining 20% were reusing some previously published content.

Regarding the social marketing tactics used in the campaign’s advertisements, the study showed that the tactic of risk awareness was the most utilized, followed by the tactic of changing and adapting the behavior, while the tactic of showing the benefits was the least utilized in 4.7% only of the advertisements.

the results also showed that there is a significant relation between the pattern of the advertisements (warning, awareness or informative) and the social marketing tactics adopted in the campaign.