The utilization of social media by PR practitioners in Saudi universities: an applied study on a sample of PR practitioners in public and private Saudi universities

Bin Nami Al-Mutairi, Abdul Rahman; Bin Abdullah Almahraj, Yazid

doi:10.21608/jkom.2023.304839

The utilization of social media by PR practitioners in Saudi universities: an applied study on a sample of PR practitioners in public and private Saudi universities

Authors

Faculty of media and communication, Imam Mohammad Ibn Saud Islamic University, Saudi Arabia

10.21608/jkom.2023.304839

Abstract

This study aims to address the public relations practitioners' social media adoption at the Saudi public and private universities in their profession practice and the factors affecting the use of those social media according to the unified theory of accepting and using technology. The study also aims to identify the most used social media by the public relations practitioners at the Saudi public and private universities. The study followed the quantitative methodology related to the descriptive survey studies. The study sample contains (77) sample of public relations practitioners at the Saudi public and private universities. The study concluded that the males dominate the work in the public relations departments at the Saudi public and private universities knowing that the public relations practitioners specialized in public relations represent about (23%).
The findings refer to that (Twitter) ranks first in the terms of employing the public relations practitioners at the Saudi public and private universities. The study hypotheses findings of the unified theory of accepting and using technology refer to that the expected performance and effort participate in enhancing the behavioral intention for the public relations department's workers at the Saudi public and private universities by using social media. In addition, the facilities and social influence support have an impact on the study sample's behavioral intentions of public relations practitioners using social media at the Saudi public and private universities. Moreover, the behavioral intention of using social media by public relations practitioners has a positive impact in enhancing relationship with the audience.

Keywords

References

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