Evaluation of Marketing Public Relations (MPR) Criteria on Digital Platforms to Build Public Awareness of Environmental Issues and Climate Change: A Case Study of Arab Governmental Initiatives (Arabic)

Abstract

The study analyzes a purposive sample of digital platforms of governmental initiatives used for building public awareness of environmental issues and climate change in three Arab countries (Egypt, UAE, Saudi Arabia) to evaluate marketing public relations criteria. It is a descriptive comparative study that adopts a case study approach to analyze the platforms’ content, using a qualitative analysis form to evaluate (MPR) criteria. The researcher designed a scale to evaluate these criteria. The results show variance among the studied platforms in the criteria of trust, credibility, and long-term customer relations. The analysis of the " YOUTH4SUSTAINBILITY " platform in the UAE indicated a high achievement of trust and credibility, and a limited achievement of long-term customer relations; the important factor influencing this was the low achievement of customer expectations. For the “Saudi Youth for Sustainability” platform in Saudi Arabia, the analysis reveals high achievement of trust, high credibility, and low success in establishing long-term customer relations; the factor of influence here was lack of personalization. As to the Egyptian platform, “Be an Ambassador”, findings show that trust and the long-term customer relations were limited, while credibility was achieved to some extent. The study recommends highlighting the visual identity and future actions of the organization-not solely focusing on past actions. Other recommendations to better achieve marketing public relations criteria in digital platforms are increasing interactive tools, media libraries, media endorsement, and the personalization of services.