Capítulo de livro

The Role of Digital Public Relations in Improving the Mental Image

2023; Springer Nature; Linguagem: Inglês

10.1007/978-981-99-6101-6_15

ISSN

2197-716X

Autores

Mustafa S. Al-Shaikh, Saed Abdullah Mohammad, Sulieman Ibraheem Shelash Al-Hawary, Leen Sulieman Mohammad, Samer Faiq Yousef Abuaisheh, Rami Essa Abu Ghaith, Abdullah Matar Al-Adamat, Fu’ad Abdallah Al-Fakeh,

Tópico(s)

Technology Adoption and User Behaviour

Resumo

This study came to test the role of digital public relations in improving the mental image of the Jordanian Duty Free Company. The study population includes all customers of the Jordanian Duty Free Shops Company, with the sample size determined by simple random sampling. The study followed the quantitative approach using partial least squares structural equation modeling (PLS-SEM) to analyze the hypotheses. The study found that there is an impact of digital public relations in improving the mental image. According to the results, the recommendations of the study is activating the digital public relations means for the customers of the Jordanian Duty Free Shop Company.

Referência(s)