مؤشرات بناء الهوية الاتصالية المؤسساتية في البيئة الرقمية: دراسة وصفية تحليلية لصفحة المراعي على الفايسبوك (ميتا)‎ لشهر ماي لسنة2023

Abstract EN

we aim to develop indicators to build an institutional communication identity in the digital environment in the field of food industries, which constitutes a soft power for countries, especially with the current global political conditions and intense competition, by developing a set of indicators that enable the institution to build a communication identity according to scientific foundations, namely: communication strategy: message, values, communication methods, and visual identity.

By projecting these indicators on Almarai Food Foundation and analyzing the publications of its Facebook page for the month of May 2023, we have concluded that the Foundation is keen to adhere to the identity of the founders and adopt the style of promotional communication, persuasive solicitations, institutional values.