Abstract

This study aims at identifying the role of the digital content in promoting the effect of Advertising and media campaigns of public relations at An-Najah National University on student audience. Both researchers utilized the descriptive and analytical approach. Therefore, the questionnaire study method was composed of (40) paragraphs which were distributed on a sample consisting of (250) students at An-Najah National University.

The results of the study showed that there is an average degree of response to the main question the study raises. The question was about the role of the digital content in promoting the effect of Advertising and media campaigns of public relations at An-Najah National University on student audience. Additionally, the results showed that there were no statistically significant differences at the indication level (a = 0.05), towards the role of digital content in promoting the effect of media and advertising campaigns of public relations at An-Najah National University on the student audience. This is because of the variables of gender, age, educational qualification and place of residence.

 The researchers recommended that it is really crucial to pay much attention to the utilization of the digital content in the functions of public relations. Furthermore, they confirmed that more research should be conducted on this topic.

Keywords: digital content, media campaigns, advertising campaigns, public relations

Title

د. عبد الكريم سيرحان

Publisher

جامعة ابن رشد

Publisher Country

Netherlands

Publication Type

Both (Printed and Online)

Volume

45

Year

2021

Pages

164-205