توظيف العلاقات العامة في وزارة الاتصالات وتكنولوجيا المعلومات الفلسطينية صفحة فيسبوك للترويج لمشروع الحكومة الإلكترونية

Farid Abdel Fattah Abudheir; Farah Ahmad Abedadayem

doi:10.35516/hum.v52i4.6375

Authors

Farid Abdel Fattah Abudheir Department of Communication and Digital Media, Faculty of Business and Communication, An-Najah National University, Nablus, Palestine https://orcid.org/0000-0003-0428-9924
Farah Ahmad Abedadayem Department of Contemporary Public Relations, Faculty of Business and Communication, An-Najah National University, Nablus, Palestine https://orcid.org/0009-0009-1729-2904

DOI:

https://doi.org/10.35516/hum.v52i4.6375

Keywords:

Public relations, Palestinian Ministry of Communications and Information Technology, e-government, Facebook.

Abstract

Objectives: This study aims to investigate the utilization of the Facebook page by the Public Relations (PR) Department at the Palestinian Ministry of Communications and Information Technology (MCIT) to promote the e-government project.

Methods: The study uses a descriptive analytical approach based on a questionnaire administrated to participants selected through non-probability sampling. The study sample consists of (384) individuals, representing a mixture of convenient and voluntary participants who are followers of the MCIT’s Facebook page. The analytical framework is based on social marketing theory.

Results: The study’s findings reveal several key insights. First, respondents believe that the PR Department at the MCIT actively utilizes their Facebook account to promote the e-government project, with a notable majority agreement of (69.4%). Second, followers of the ministry’s Facebook page demonstrate a high level of familiarity with the PR activities that are related to the e-government project, with a percentage of (69.2%). Additionally, the level of interaction of respondents with e-government-related posts on the page is assessed as moderate. Notably, the study indicates no statistically significant differences at the significance level of (α=0.05) in the responses of the sample members due to variables of gender, place of residence, and educational background.

Conclusion: The findings show that the MCIT level of posting on social media platforms to introduce the e-government project, along with the level of audience engagement, is moderate. Furthermore, the study reveals no significant differences in audience engagement based on gender, place of residence, or educational qualification.

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