استخدامات وسائل التواصل الاجتماعي في المؤسسات الخيرية : دراسة وصفية على عينة من المؤسسات الخيرية

Abstract EN

The digital divide extends beyond the Internet, and takes four forms, beginning with the access gap, the physical access gap, the access gap, and finally the usage depth gap.

The digital divide between organizations varies depending on the size of the use of ICTs, the desire to use and the ability to use, thus creating the disparity between the three sectors and between organizations of each sector.

the study sought to describe the reality of the use of the third sector institutions for the means of social communication after entering the means of social communication, which represents the second type of digital gaps, to achieve the following objectives: 1.

Identify the uses of social media in charitable organizations, as part of the assumptions of the digital divide theory (post-use).

2.

Identify the factors affecting post-use of social media in charitable organizations.

The researcher used the quantitative approach, and chose a sample of this community, which is (13%) of the total vocabulary of the study community.

The results of the study have confirmed the existence of a post-employment digital divide between philanthropic institutions, while positive ratios of all measures applied to Saudi companies previously indicate that there is no gap between the second and third sectors in the use of social media.

The indicators showed that the digital divide between charities was first reflected in the motives of access for donor institutions in terms of reliance on specific criteria for use at a general average (4.21 of 5.00).

On the other hand, Which increases its experience in the use of means of social communication (4 years and more).

The digital gap in access skills was also reflected in the fact that the Department of Public Relations and Information oversees the social media in 83.5%, at the expense of other marketing communication activities, and the skills of social media workers were highly concentrated (3.69 from 5.00) Traditional skills.

Finally, the results showed that the institutions and associations of the study sample do not see the importance of measuring the benefits of social media, with an average of 3.22 (5.00) ).