The Effectiveness of Digital Public Relations in Achieving Job Satisfaction among the Internal Audience at Jordanian Universities

Abstract

Objectives: This study aimed at identifying the effectiveness of digital public relations in achieving job satisfaction among the internal audience at Jordanian universities.

Method: The study basically relied on a questionnaire distributed to a sample of (400) employees including academics, administrators and technicians at Yarmouk and Petra universities.

Results: The study results showed that the utilization of digital public relations at the universities under scrutiny greatly helped achieve the job satisfaction among the internal audience. The results also showed that the mostly used means of communication resided in the university’s website, the instant messages sent by the institution’s mail system and the university’s pages on social media platforms. The results also showed that variants such as gender, age, work place amd years of experience were of a significant statistic value while other variants such as educational level and work nature were not statistically significant. The results also showed that some factors represented in the difficulty in using the university’s website, not knowing the electronic search basics and the improper usage of communicative and electronic applications were impediments that hindered achieving job satisfaction among the internal audience.

Conclusion: The study recommends the necessity of organizing workshops that target the internal audience at Jordanian universities to educate the audience about using websites and online searching techniques about university-related information.