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An Exploration of The Use of Social Media (Websites/ Twitter) As A Public Relations Communication Technique by Saudi Charities for Relationship Building / ALHANOUF ALJAAFAR

Swansea University Author: ALHANOUF ALJAAFAR

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DOI (Published version): 10.23889/SUthesis.63371

Abstract

This exploratory thesis is one of the first to investigate how charitable organisations in the Kingdom of Saudi Arabia (KSA) create dialogue, develop trust, and build relationships using websites and Twitter, aiming to identify strategic communication plans for enhancing fundraising through donor re...

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Published: Swansea, Wales, UK 2023
Institution: Swansea University
Degree level: Doctoral
Degree name: Ph.D
Supervisor: Rydzewska, Joanna. and Rees, Sian.
URI: https://cronfa.swan.ac.uk/Record/cronfa63371
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spelling v2 63371 2023-05-09 An Exploration of The Use of Social Media (Websites/ Twitter) As A Public Relations Communication Technique by Saudi Charities for Relationship Building 833cc09c148601ebae6c21e9aca4b7ab ALHANOUF ALJAAFAR ALHANOUF ALJAAFAR true false 2023-05-09 This exploratory thesis is one of the first to investigate how charitable organisations in the Kingdom of Saudi Arabia (KSA) create dialogue, develop trust, and build relationships using websites and Twitter, aiming to identify strategic communication plans for enhancing fundraising through donor relationship building via digital means. The theoretical framework comprises Social Exchange Theory, Kent and Taylor’s (1998) principles of dialogic communication, and the two-way symmetrical model of public relations (PR) to examine the use of websites and Twitter as PR tools. Data was collected through qualitative content analysis of the websites of 95 charities, 289 tweets from the Twitter accounts of seven charities, and face-to-face semi-structured interviews with 11 PR practitioners from five charities. The findings revealed that Saudi charities tended to use their websites as a source of information but underutilised the ability to facilitate dialogic communication with stakeholders. Usefulness of Information was the main dialogical principle of communication emerging from the website and Twitter analysis. However, the information disclosed on websites was insufficient, with 38 providing annual reports, 49 with media centres and 76 publishing financial reports. The findings showed that Saudi charitable organisations were not fully exploiting interaction and two-way communication on their websites or Twitter. A charity’s transparency and credibility influence potential donors to make contributions, and the interview results indicated that confidence can be built by delivering and promoting successes and providing visual images and financial reports, as these increase donations. This study offers insight into how Saudi charities use websites and Twitter to communicate and build trust with the key public, extending upon existing knowledge of how websites and social media can be used for PR purposes by charitable organisations. It concludes with implications of how Saudi charities can use websites and Twitter to build and maintain mutually beneficial relationships with stakeholders. E-Thesis Swansea, Wales, UK Dialogic Principles, Trust, Transparency, Public Relations, Charitable Organisations 27 4 2023 2023-04-27 10.23889/SUthesis.63371 COLLEGE NANME COLLEGE CODE Swansea University Rydzewska, Joanna. and Rees, Sian. Doctoral Ph.D The Government of the Kingdom of Saudi Arabia to study in the UK; The Saudi Arabian Cultural Bureau (SACB). 2023-09-28T15:25:08.3215075 2023-05-09T11:29:44.1736020 Faculty of Humanities and Social Sciences School of Culture and Communication - Media, Communications, Journalism and PR ALHANOUF ALJAAFAR 1 63371__27398__16c75e95698b4a20973f5773cc9ec137.pdf 2023_Aljaafar_A.final.63371.pdf 2023-05-10T10:42:15.1076447 Output 15807823 application/pdf E-Thesis – open access true Copyright: The Author, Alhanouf Aljaafar, 2023. Distributed under the terms of a Creative Commons Attribution 4.0 License (CC BY 4.0). true eng https://creativecommons.org/licenses/by/4.0/
title An Exploration of The Use of Social Media (Websites/ Twitter) As A Public Relations Communication Technique by Saudi Charities for Relationship Building
spellingShingle An Exploration of The Use of Social Media (Websites/ Twitter) As A Public Relations Communication Technique by Saudi Charities for Relationship Building
ALHANOUF ALJAAFAR
title_short An Exploration of The Use of Social Media (Websites/ Twitter) As A Public Relations Communication Technique by Saudi Charities for Relationship Building
title_full An Exploration of The Use of Social Media (Websites/ Twitter) As A Public Relations Communication Technique by Saudi Charities for Relationship Building
title_fullStr An Exploration of The Use of Social Media (Websites/ Twitter) As A Public Relations Communication Technique by Saudi Charities for Relationship Building
title_full_unstemmed An Exploration of The Use of Social Media (Websites/ Twitter) As A Public Relations Communication Technique by Saudi Charities for Relationship Building
title_sort An Exploration of The Use of Social Media (Websites/ Twitter) As A Public Relations Communication Technique by Saudi Charities for Relationship Building
author_id_str_mv 833cc09c148601ebae6c21e9aca4b7ab
author_id_fullname_str_mv 833cc09c148601ebae6c21e9aca4b7ab_***_ALHANOUF ALJAAFAR
author ALHANOUF ALJAAFAR
author2 ALHANOUF ALJAAFAR
format E-Thesis
publishDate 2023
institution Swansea University
doi_str_mv 10.23889/SUthesis.63371
college_str Faculty of Humanities and Social Sciences
hierarchytype
hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Culture and Communication - Media, Communications, Journalism and PR{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Culture and Communication - Media, Communications, Journalism and PR
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description This exploratory thesis is one of the first to investigate how charitable organisations in the Kingdom of Saudi Arabia (KSA) create dialogue, develop trust, and build relationships using websites and Twitter, aiming to identify strategic communication plans for enhancing fundraising through donor relationship building via digital means. The theoretical framework comprises Social Exchange Theory, Kent and Taylor’s (1998) principles of dialogic communication, and the two-way symmetrical model of public relations (PR) to examine the use of websites and Twitter as PR tools. Data was collected through qualitative content analysis of the websites of 95 charities, 289 tweets from the Twitter accounts of seven charities, and face-to-face semi-structured interviews with 11 PR practitioners from five charities. The findings revealed that Saudi charities tended to use their websites as a source of information but underutilised the ability to facilitate dialogic communication with stakeholders. Usefulness of Information was the main dialogical principle of communication emerging from the website and Twitter analysis. However, the information disclosed on websites was insufficient, with 38 providing annual reports, 49 with media centres and 76 publishing financial reports. The findings showed that Saudi charitable organisations were not fully exploiting interaction and two-way communication on their websites or Twitter. A charity’s transparency and credibility influence potential donors to make contributions, and the interview results indicated that confidence can be built by delivering and promoting successes and providing visual images and financial reports, as these increase donations. This study offers insight into how Saudi charities use websites and Twitter to communicate and build trust with the key public, extending upon existing knowledge of how websites and social media can be used for PR purposes by charitable organisations. It concludes with implications of how Saudi charities can use websites and Twitter to build and maintain mutually beneficial relationships with stakeholders.
published_date 2023-04-27T15:25:09Z
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