Objective: This study aims to identify the extent of the impact of social responsibility activities for public relations on social media in enhancing the reputation of the companies. The researcher has relied on PALTEL group on its Facebook page as a case study for being a pioneer in the field of social responsibility in the West Bank and Gaza Strip.

Methods: The researchers used the descriptive and analytical method and adopted the content analysis as a tool for the study. The study sample consisted of a comprehensive survey of the Facebook publications of the group's page, which covers social responsibility activities from 3/15/2020 to 3/15/2021 by 72 posts.

Results: The Palestinian PALTEL group used several means to enhance its reputation in front of its audiences through the multiplicity of methods of using posts by the Public Relations Department of PALTEL Group, it has adopted the method of following up social activities, spreading positive messages to the public, and using the brand, campaigns and offers.

The study also found that the content used by public relations on the Palestinian PALTEL Group page on Facebook is primarily concerned with the field of developing the local community, as it reached 29.17% of the total posts on the page, and this is due to the fact that this page is generally interested in showing its achievements in social responsibility issues, most of which are concerned with developing the surrounding community to enhance the trust of the individuals around it and adhere to its duties towards them, as well as in the field of investment in charitable and societal works, in the field of building relationships and partnerships with civil society institutions, and in the field of providing aid in the health and cultural field, the study also recommends the necessity of developing a digital plan by public relations to increase interaction on its page where the volume of social responsibility activities that it provides is not equal with the volume of interaction on the page, even if most of the interaction is positive, but the volume of interaction remains small compared to the group's achievements in the field of social responsibility.

Keywords: social responsibility, public relations, social media, reputation.

Title

مجلة جامعة ابن رشد

Publisher

جامعة ابن رشد

Publisher Country

Netherlands

Publication Type

Both (Printed and Online)

Volume

46

Year

2022

Pages

179-210