Document Details
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Document Type |
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Thesis |
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Document Title |
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Digital public relations as a means of persuading citizens to subscribe to Saudi Aramco (Twitter as an example) العلاقات العامة الرقمية كوسيلة إقناعية للمواطنين بالاكتتاب العام في شركة أرامكو السعودية ( تويتر أنموذجًا) |
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Subject |
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Faculty of Communication and Media |
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Document Language |
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Arabic |
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Abstract |
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Saudi Aramco’s IPO is part of Saudi Vision 2030, aims to in improve the Saudi economy for the benefit of the country and its citizens. For citizens to be convinced of this vision, Saudi Aramco is responsible for activateing its media voice at the time of the IPO subscription. It is not the only company to announce, promote, and market the subscription, as other official bodies, including the Saudi Tadawul Company, Saudi banks, the media sector (newspapers and television and radio channels), and Saudi Vision 2030 accounts are also involved. Hence, this study aimed to address the importance and role of digital public relations content via the Twitter platform as a way of persuasion for Saudi Aramco subscribers. Given the importance of the public relations role through new media platforms, the researcher applied the elaboration likelihood model of persuasion (ELM) and used a mixed approach that combined quantitative and qualitative methods. Data was collected from a sample of 400 Saudi Aramco subscribers. The most important results are that 1) the Twitter platform is a powerful platform for companies, which helps digital public relations practitioners to choose it when communicating with the public; 2) the content of public relations tweets via the Twitter platform regarding the Aramco IPO contributed positively to persuading the public to subscribe; 3) through content analysis, the positive diversification of logical and emotional persuasive entreaties and the unification of the media message in all official accounts became clear to the researcher; 4) the quantitative analysis of the sample of subscribers showed that they prefer logical and emotional persuasive entreaties in tweets; 5) the most influential persuasive path was the central path, which expresses logical persuasive appeals; and 6) there is a need to activate the Twitter platform’s features, such as the presence of images, videos, links, and hashtags with textual content, which may increase the reader’s desire to complete reading the tweet and be convinced of it. Based on the current study’s results, digital public relations through new media platforms pay attention to emotional aspects and that Saudi Aramco offers more subscriptions, continues to pay attention to the content of the tweets via the Twitter platform where the logical and emotional persuasive appeals contribute positively to achieving Saudi Vision 2030. In addition, it is recommended that more research related to the theory of elaboration likelihood model of persuasion in light of new media platforms is conducted to develop a conceptual framework for it and its relationship to digital public relations. In addition, two qualitative studies were conducted: the first included interviews with digital public relations practitioners in Saudi Aramco, and the second included discourse analysis. Both studies aimed to study the media plans that were followed to motivate citizens to subscribe to Saudi Aramco.
Keywords: حفظ لترجمة
Digital public Relations, Persuasion, Twitter platform, Aramco IPO, Saudi Aramco, Saudi Vision 2030, Elaboration likelihood model of persuasion. |
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Supervisor |
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Dr. Alaa Bakur Alshaikh |
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Thesis Type |
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Master Thesis |
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Publishing Year |
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1445 AH
2023 AD |
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Added Date |
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Saturday, October 21, 2023 |
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Researchers
| بدور علي الغامدي | Alghamdi, Bdour Ali | Researcher | Master | |
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