Modern Research Trends in Digital Public Relations in Arabic Literature

(A Second-Level Analytical Study)

Abstract

This study aims to monitor and evaluate recent research trends related to the topic of digital public relations by analyzing Arabic studies in the time period from 2013 to 2023. The goal is to provide an in-depth insight into the recent research trends in this area, identify the key issues, understand the frameworks and conceptual models used in the studies, examine the methodologies, and highlight the main results and recommendations.

This study falls under the category of second-level analytical research, intending to conduct a critical review of published research on a specific issue. The study’s key findings indicate that Arabic studies in the field of digital public relations covered various research issues in several Arab countries, with notable studies conducted in Saudi Arabia, the United Arab Emirates, Egypt, Jordan, and Algeria.

The results suggest that the primary focus of these studies was on the use and deployment of digital technology and social media in activating communication processes with the public. The diversity of digital platforms studied in the field of digital public relations reflects the nature of research issues and areas. Notably, platforms such as Twitter and Facebook were prominent in Arabic studies, either as platforms utilized by organizations or as platforms where the public interacts to follow various communication activities.

The methodological frameworks adopted in the scientific heritage of digital public relations varied between applied and theoretical studies. Methodological approaches included both quantitative and qualitative methods, and some studies employed a combination of both. The survey method, both descriptive and analytical, emerged as the most prominent and important methodology used by Arabic studies in the field of digital public relations. The qualitative method, through in-depth interviews and scientific observation, was used in a few studies. Case study methodology was employed for specific research case studies. The study did not identify any experimental Arabic studies in the field of digital public relations.