العلاقات العامة الاكترونية لدى المؤسسات الناشئة

Abstract

The study addressed the topic of electronic public relations in emerging institutions through a survey analysis of a set of posts on the Face book page of Yasser institution during the period from October 5 to December 20. The aim of this study is to identify the approach adopted by the emerging institution in dealing with its target audience, and the nature of the content it broadcasts through its Facebook page in order to monitor the goals it wants to achieve through its posts, by posing the following main question: How does Yasseer institution practice electronic public relations through its Face book page? The comprehensive survey method and content analysis tool were relied upon in an attempt to analyze the content of the posts, by analyzing all the page's posts in the specified time period. The study revealed that the institution makes use of various strategies to present their posts and to demonstrate its social image to its followers. It was also induced that Yasseer is aimed to show products and services, to provide information about the institution and to share a set of consumption values with its audience.