Adra Allaoua Aiouadj
Faculty of communication and media, King Abdulaziz University, Jeddah, Saudi Arabia. Faculty of Social Sciences and humanities, Oum El Bouaghi University, Algeria.
Volume: 16 | Issue: 3 | Pages: 56-87 | September 2024 | https://doi.org/10.54940/ss47602541 | PDF
Received: 09/11/2023 | Revised: 31/01/2024 | Accepted: 14/02/2024
Corresponding Author: [email protected]
Abstract
The study aimed to find out how to use public relations in Saudi Airlines for communication strategies through its official Facebook page, and the role of these strategies in marketing an image of the Kingdom of Saudi Ara-bia. This is based on the theory of dialogic communication, Grunge's four models and Lawler's model focusing on the mechanisms of creating interaction between the organization and its audience. The study is a descriptive one the descriptive studies, as it applied the descriptive and analytical survey method, while the data collection tool was represented in the content analysis form, which was designed to analyze the 116 posts of the Face-book page of Saudi Airlines during the months of September and October of 2023. The most important find-ings are the Saudi Arabian Airlines page relied on high levels of engagement, as evidenced by the continuous updating and diversification of publications. The media strategy also came at the forefront of the communica-tion strategies employed by the page, which tries to market a good image of the Kingdom by focusing on the uniqueness of the services of Saudi Airlines and the distinction of its achievements and awards in the field of aviation being the official air carrier of the Kingdom, as well as focusing on originality and pride in the Saudi heritage.
Keywords
Mental image, digital marketing, talk communication
How to Cite
Aiouadj, A. (2024). The use of public relations in airlines for com-munication strategies through the Facebook page and its role in marketing the image of the state: an analytical study of the Saudi Airlines page. Journal of Umm Al-Qura University for Social Sciences, Vol16(3), pp56-87. https://doi.org/10.54940/ss47602541
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