العلاقات العامة الرقمية ودورها في إدارة الصورة الذهنية للمؤسسات التجارية

Abstract EN

Digital public relations and its role in managing the mental image of commercial institutions.

The aim of the research is to identify the role of digital public relations in managing the mental image of commercial institutions, this research relied on descriptive research because it depends on describing the problem through its sources, references, books that dealt with it in theory based on the inductive approach, the researcher relied on personal interviews With a number of specialists, the results of the research also showed that the introduction of modern technologies contributed to increasing the effectiveness of public relations management, especially in improving the mental image of commercial institutions in the minds of their audiences.

And the difficulties facing the institution and contribute to increasing the effectiveness of public relations in finding solutions to these problems, based on those results, the researcher listed a number of recommendations that will enrich future scientific research in this field.