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Register a new userThe impact of social networking sites on improving the mental image of the organization A field study on two Syrian Telecommunications Companies in Damascus
أثر مواقع التواصل الاجتماعي في تحسين الصورة الذهنية للمنظمة لدى العملاء دراسة ميدانية على شركتي الاتصالات السورية في دمشق
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سامر المصطفى( باحث )
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تزداد أهمية مواقع التواصل الاجتماعي في عالم الخدمات بشكل مطرد كمفهوم يتضمن عدة أبعاد ذات انعكاسات مهمة في عملية تقييم العميل للمنتج و المنظمة معاً، و خاصة في ظل التشابه الكبير في الخدمات المقدمة ، بحيث أنها تزيد من أرباح المنظمة و تدعم قدرتها التنافسية، كما تقلل من الحاجة إلى الترويج المكثف و تشكل حاجزا أمام المنظمات الأخرى يمنعها من الدخول إلى السوق، و تستطيع أن تفتح أسواقاً جديدة عندما يعتمد نمو المنظمة على اختراق أسواق جديدة، و تضمن بقاء المنظمة و استمراريتها و تحسن في النهاية من صورتها الذهنية . يهدف البحث إلى تسليط الضوء على مواقع التواصل الاجتماعي، و لفت انتباه منظمات الاتصالات إلى ضرورة الاهتمام بدورها في التأثير على صورتها الذهنية. و تشير نتائج البحث أن مواقع التواصل الاجتماعي لها تأثير إيجابي في تحسين الصورة الذهنية لمنظمات الاتصالات.
Growing importance of social networking sites in the science of services steadily as a concept that includes a number of important implications dimensions in the process of client assessment of the product and the organization together, especially in light of the great similarity of the services provided, so that they increase the organization profits and support their competitiveness and reduce the need for promotion condenser and a barrier to other organizations, preventing them from entering the market, and can open up new markets when the organization growth depends on penetrating new markets, and ensure the organization and its continuity and improved survival at the end of the mental image. The research aims to shed light on the social networking sites, and drew attention to the communications organizations need to focus on their role in influencing the mental image. The search results indicate that social networking sites have a positive impact on .improving the mental image of the organizations communications.
References used
(Lun Hsu, Y., (2011): "Facebook as international eMarketing strategy of Taiwan hotels", International Journal of Hospitality .Management, 31 (2012
Angella J. Kim, and Eunju K., (2011): "Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand", Journal of Business Research, 10 (4), - ,pp: 1-7, available on line: www.sciencedirect.com
Mangold, W. G., David J., F. (2009): "Social media: The new hybrid element of the promotion mix", Business Horizons
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The study found significant differences between the demographic variables of
the research sample and the confidence of the customers' brand. There was
also an effective statistical significance between the role of interactive
marketing in all its
dimensions and the confidence of the brand to serve
customers. The research also recommended understanding the customer's
behavior, the direction of the customer and the mechanism of influencing them.
The study aimed to study the relationship between the use of the Syrian mobile
telecommunications companies' customers for social media (Facebook) for marketing
purposes, and their ability to influence customers at each stage of the purchase proces
s,
which includes:: the generation phase of the need, the stage of the search for alternatives,
the stage of evaluating the alternatives, the stage of making the purchase decision, and the
post-purchase phase. In order to achieve this, a main hypothesis was formulated with five
sub-hypotheses. The researcher used the questionnaire technique to collect the data
analyzed using statistical tests, the most important being the one-sample T. test and the
Pearson Correlation test. The researcher has reached several results, the most important of
which is: There is a strong positive correlation between the use of the Syrian mobile
telecommunications companies' customers for social media (Facebook) for marketing
purposes and all stages of the purchase process.
The study aimed to identify the impact of social networking on the values and
behaviors among university "Face book" Students sites model "
To achieve the objectives of the study were a number of questions as follows:
1- What are the main qualitat
ive characteristics of the members of the study sample?
2- What are the habits and patterns of use of university students to the social
networking site "Face book
3- What are the main pros and cons of using university students to site "Face book"?
4- Do you use the site "Face book" and exposure to its contents helps university students to
link the values?
5- Does it help the site "Face book" university students to overcome some of the
negative behaviors.
And to answer the questions of the study was the use of a questionnaire included
several axes, according to the objectives of the study, and the study included all students
enrolled in the University of Damascus community in the year 2016 Aldrase2015.
The aim of the current research is to identify the effect of university
students' use of social networking sites to achieve personal and social
compatibility according to their theoretical and applied competencies,
and to exacerbate gender differe
nces in the use of these sites on their
personal and social consensus better.
The research aims to:
- Learn about the degree of Hesitation on the social networking sites with students of the Faculty of Education at the University of Damascus.
- Learn about common social problems among students of the Faculty of Education
at the University of Damascus.
- Learn about the relationship between the Hesitation of social networking sites and social problems.
- Know the significance differences in the answers to the research sample to identify Hesitation of social networking sites and measure social problems according to the members of the search variables: (number of years of Hesitation on the social networking sites, the number of hours of use).
And adopted a researcher on the analytical method, and used two tools Search: (Hesitation questionnaire on social networking sites, and the measure of social problems). The research sample included 400 students in the College of Education at the University of Damascus.
Among the most important findings of the research:
1) there is a positive correlation statistically significant differences between Hesitation of social networking sites and social problems at Damascus University students.
2) there are significant differences between the average sample answers to a questionnaire on the Hesitation of social networking sites members according to the use of variable years networking for the benefit of students who were using networks since a period of 5 years or more.
3) the presence of statistically significant differences between the average answers the research sample differences on a scale of social problems, according to a variable-year frequency networking sites for the benefit of students who were using communication networks, since a period of 5 years or more.
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