The impact of digital media on developing public relations strategies and shaping corporate image in Iraqi government institutions
DOI:
https://doi.org/10.31185/wjfh.Vol22.Iss2.1820Keywords:
Digital Media – Corporate Image – Public Relations-Iraqi governmentAbstract
This study examined the impact of digital media on developing public relations strategies and building corporate image in Iraqi governmental and service institutions, aiming to bridge the knowledge gap regarding the actual use of digital media. The study adopted a descriptive-analytical approach, employing a questionnaire administered to a stratified purposive sample of 90 individuals, distributed across the following axes: digital media use, corporate image building, and organizational and technical challenges. Due to the non-normality of the data, non-parametric statistical methods such as Kruskal-Wallis, Mann-Whitney, and Bootstrapping were used. The results showed that digital media use positively impacts corporate image building (R² = 0.752, p < 0.001), while challenges did not appear to have a direct impact when controlling for the independent variable. Statistically significant differences were found for some demographic variables.
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