استراتيجيات الاتصال المؤسسي في المسؤولية المجتمعية لمصارف دول الخليج العربي: دراسة تحليلية وفق نموذج نهج المحصلة الثلاثي 2022م

Abstract EN

The study aimed to identify the institutional communication strategies and their role in enhancing the social responsibility of the banks in the gulf countries, according to the triple bottom line (TBL) model 1994, john Elkington.

to achieve this goal, the study used the descriptive analytical method by studying tweets in the official websites of companies and profitable institutions in the gulf countries.

the study has chosen three banks as a sample.

the sample data was analyzed through a content analysis form in the period from august 1, 2021 ad to 1/2/2022 ad.

the study found the following most important results: there is agreement between the banks (the subject of the study) in the social support programs.

there is a discrepancy in the aspects of support in its social dimension.

the Saudi national bank represents the first rank in social support programs, and artistic cultural activities ranked first among other activities.