The Impact of Social Media Management on the Level of Public Perception in Dubai: The Mediating Role for the Performance of Government Media Institutions

Authors

Ayoub Yousif Ali, 1 Ph.D. Student, College of Business, University Utara Malaysia, 06010 Sintok, Kedah, Malaysia.Follow
Muslimin Bin Wallang, 2Senior Lecturer, School of Government, College of Law, Government & International Studies, University Utara Malaysia, 06010 Sintok Kedah Malaysia.Follow
Hussein Mohammed E. Abu-Rejal, 2Senior Lecturer, School of Government, College of Law, Government & International Studies, University Utara Malaysia, 06010 Sintok Kedah Malaysia.Follow

Abstract

Social media management tools are tools designed to manage and analyze social interactions via the Internet, and this is useful for companies that need to manage their brand on different platforms. This research aims to evaluate the impact of social media management tools on public perception in Dubai, and to measure the effect of using multiple platforms on public perception in Dubai, and following the objective of measuring the impact of content quality on public perception in Dubai, examining the effect of follower interaction on public perception in Dubai, and assessing the impact of scheduled posts on public perception in Dubai, instead of evaluating the impact of metrics analysis on public perception in Dubai, and measuring the impact of organizational media performance as a mediator between (use of social media management tools, social media goals, use of multiple platforms, content quality, follower engagement, scheduled posts, and metrics analysis) and public perception in Dubai.

Recommended Citation

Yousif Ali, Ayoub; Bin Wallang, Muslimin; and Mohammed E. Abu-Rejal, Hussein (2022) "The Impact of Social Media Management on the Level of Public Perception in Dubai: The Mediating Role for the Performance of Government Media Institutions," The World Research of Political Science Journal: Vol. 5: Iss. 2, Article 6.
Available at: https://digitalcommons.aaru.edu.jo/wrpsj/vol5/iss2/6