PhD Abstract: ((The Role of Modern Means of Communication in Shaping the Attitudes of the External Public Towards Service Institutions: A Field Study on Communication Companies in the Republic of Yemen))
, Vol.11
, Forty-Fourth Issue - International Crisis Management
PP:00
Authors:
Jihad Ali Mohamad Wadi Bahdad-Lecturer of Mass Communication,Public Relations & Advertising Department,Faculty of Mass Communication,Aden University
Abstract:
introduction:
Modern communication technology has diversified and multiplied greatly in recent times, and has developed remarkably, resulting in many communication applications with different features. To reach different groups of audiences, address them, and be able to influence them, and institutions with different orientations, whether service or production, have become operating in a changing and evolving environment, and their success depends on their ability to adapt to this changing environment around them, by taking advantage of these means that have played a prominent role at the levels all.
the study Problem:
The problem of the study is crystallized in the researcher's attempt to identify the role played by modern means of communication in shaping the attitudes of the external public towards Yemeni communication companies. Through the qualitative description of the websites and social networking pages of these companies, and the methods of their use by (the general external public, and the contact persons) in these companies, and monitoring their attitudes towards the effectiveness of these means in achieving the communication goals of the communication companies, and the extent to which they are used in influencing the public with what Contribute to the formation of his attitudes towards these companies.
the importance of studying:
a. Scientific significance:
1. The lack of Yemeni field scientific research and studies (according to the researcher's knowledge) that focus on the study of the contact person and the general external public in Yemen, which dealt with and addressed the role of modern means of communication in shaping the public's attitudes towards communication companies.
2. This study can provide a scientific framework and serve as a reference for researchers in the field of media and modern means of communication, and add new research to the media library in this aspect.
B. Practical Importance:
1. Finding a scientific study that contributes to reaching some indicators that the contact person in the communication companies - the subject of the study - may benefit from in presenting a successful communication message.
2. To know the extent of the ability of modern means of communication for the communication companies operating in Yemen to achieve influence on the public and form its attitudes towards it.
3. Learn how to employ modern means of communication by the Yemeni communication companies - the subject of the study - and exploit them in achieving their communication with the public, forming their attitudes towards them, and answering some related questions.
Objectives of the study:
The study sought to achieve a set of objectives within the framework of the studies of the general and communicative external audience through:
1. Disclosure of the volume and nature of the use of modern means of communication and their importance from the point of view of the external public and those involved in the exercise of their activities in the Yemeni communication companies.
2. Conclusion of the role played by modern means of communication in shaping the attitudes of the general external public towards Yemeni telecom companies.
3. Monitoring the external public's attitudes towards each of the Yemeni communication companies and their modern means of communication.
4. Seeking to know the trend that the use of modern means of communication creates among the target audience.
5. Identifying the advantages achieved by the modern means of communication in the Yemeni communication companies for the public dealing with these companies, and the difficulties they face while using them.
6. Monitoring indicators of media richness and dimensions of interactivity provided by modern means of communication - the study sample - through a qualitative description of these means.
Study methodology: This study relies on the Survey Method. In this context, the researcher relied on the sample survey method, by applying it to an available sample of those in charge of communication in Yemeni communication companies, consisting of (35) individuals working in public relations agencies, and communication officials on websites on the Internet, Facebook pages, and YouTube channels of companies (Yemen Mobile for mobile phones). , MTN Yemen Mobile Phone Company, SabaFon Mobile Company, and Y Mobile Company) in their main centers in the Yemeni capital, Sana'a, and the study extended during the period from July 1 to October 15, 2021 AD, in addition to surveying an available sample of (440) individuals from the public The public external beneficiary of the communication services provided by these companies, and the study extended during the period of time from May 26 to September 30, 2021 AD, using the electronic questionnaire as a tool for collecting data and information from the field, and a qualitative description of the websites and social media pages of the communication companies under study.
The general results of the study
a. Qualitative description of the websites and social networking pages of Yemeni telecom companies
1. It was found through the qualitative description that ((MTN Yemen) mobile phone company employs modern means of communication - the study sample _ well in disseminating the necessary data and information about the services and offers it provides to its customers and its social activity, and employing it for that with the nature of its activity, as its use of these means is consistent with What went to the theory of the richness of the means.
2. The results of the characterization also show that the (SabaFon) mobile phone company makes good use of the communication and interactive capabilities provided by modern means of communication - the study sample - and employed them in a way that achieves its communication goals and meets the needs of the public in obtaining the necessary information and data about its services, offers and various social activities, so use it For these means is consistent with what went to the theory of richness of the means.
3. The results showed that the (Yemen Mobile) mobile phone company pays great attention to the modern means of communication - the study sample - that it uses, as it is a means rich in information and data, and allows through it different interactive techniques to communicate directly with its customers from the external public, which means that its use of these The means are consistent with the doctrine of the richness of the means.
4. The results showed that the Y mobile company stopped its media and advertising activity on its official website, and it was found that its communication activity on its YouTube channel was very limited and through which it does not achieve instant interaction with its customers from the external audience, and it continued to do so until the beginning of last year. The channel was last updated, and its communication activity with its audience was limited to its Facebook page until November 2022 AD, and the page does not contain sufficient information and data about its services, and it does not allow through it direct interaction between the contact person and the company’s clients, which confirms that the modern means of communication that the company has been using are not It is rich in information that customers are interested in, and it does not allow direct feedback with them, and this is not consistent with the theory of media richness.
B. The results of the contact study
1. The results of the study indicate an increase in the intensity of Internet use among those in charge of communication in the Yemeni telecommunications companies, at a rate of (94.3%). This means that these companies are interested in using the Internet in all their various communication activities, and that the communicators in these companies are familiar with communication skills and modern technologies.
2. The results showed that there is an increase in the intensity of the use of modern means of communication by the caller compared to traditional means, where social media came at the forefront of these means, and Facebook pages were the most used by the caller to communicate with the company's external audience, then the official websites For companies, corporate channels on YouTube came last in terms of intensity of use.
3. The results showed that the most prominent area for the communicator to use modern means of communication is to disseminate the news and activities of communication companies on a large scale, then to spread their vision, mission and goals, and then to get acquainted with the public's responses about what the company publishes. The use of these means came in conducting public opinion polls on issues The company is in last place.
4. The results of the study also showed that the information on the company's history and achievements comes at the forefront of the contents that the contact person is interested in publishing through the modern means of communication of the Yemeni communication companies, followed by advertising campaigns, then methods of communication with customer service and information about the company's branches and centers in the governorates. Opinions are in the last order of importance in the publication by the communicator.
5. The results of the field study showed that most of the communicators in the Yemeni communication companies (99.0%) of them prefer to choose the method that allows immediate two-way reactions as a basic criterion for practicing their profession, then the method that is more and easier to use by the public. Which publish content in multiple languages, it came at the bottom of the ladder of criteria for choosing the means of communication.
6. The results showed that the most important motives for the communicator’s use of modern means of communication in the practice of the profession are for continuous communication and interaction with the external audience of the company, and then to provide the external public with the necessary information about the company’s various activities and programs, while the motives for using these means to confront crises and quickly contain them came from presenting press releases In the last rank by the contact person in the Yemeni telecom companies.
7. The results of the study indicate that there are indicators of interaction between communication companies and the public, as the degrees of the communicator's use of the interactive tools provided by modern communication tools varied in the practice of corporate communication activities; And in the first order, the immediate response by the contact person through these means to the requests of the public, then providing the company’s e-mail link and including it in all its means of communication, then providing a space that allows the public to communicate directly with the contact person.
c. The results of the study of the general external audience:
1. The study concluded that (MTN YEMEM) came at the forefront of the companies used by the respondents in the study sample with a percentage of (36.4%), followed by (Yemen Mobile) with a percentage of (35.7%), then (SabaFon) with a percentage of (23.6%), then (Y) Company, which ranked last with (4.3%) of the total number of respondents.
2. The results of the study revealed that the quality of the level of services provided by the communication companies to customers is the most important reason on which the public prefers to choose the appropriate communication company, and then because their friends and colleagues use these companies, while the reasons were the least important (the speed of these companies in dealing with the complaint provided by clients).
3. The results indicate a high intensity of the use of modern means of communication among both males and females, and the corporate pages on Facebook came at the forefront of these means in use by individuals (study sample) with a rate of (56.4%), followed by the official websites of companies with a rate of (45.8%) ), while corporate YouTube channels came last in terms of usage (42.3%).
4. The results showed that the most important motives for the public’s use of the study sample for the modern means of communication belonging to the Yemeni communication companies are the informational utilitarian motives, in order to identify the characteristics and advantages of the services provided by the communication companies, followed by a search for new offers offered by these companies, and then to know the prices of the services provided , While the possibility of direct purchase of services through these means came in the last place among the motives of the public to use these means.
5. The results showed that the public (study sample) is highly used for the interactive services employed by the modern means of communication of the Yemeni communication companies, where the ability to comment on the content came at the forefront of these services that the public is keen to use continuously and freely, followed by liking the content, then The ability to share content, while the ability to print content and transfer files came in the last place among the public’s uses of it.
6. The study concluded that there are positive attitudes among the public - the study sample - towards the dimensions and components of the media richness of the modern means of communication belonging to the Yemeni communication companies, as it was found that these means are rich, possess a wide amount of information and data on the services and offers provided by these companies, and possess a multiplicity of information. Great for symbols and diversity in display methods, through which customers can deal freely and easily and interact with the person who is communicating and the content presented through it, in order to influence the attitudes and attitudes of the audience.
7. The results of the study showed that there is a discrepancy in the levels of trust, satisfaction and loyalty of the public (study sample) towards the communication companies that they deal with. It does not do everything in its power to provide distinguished services to them, and therefore their satisfaction with it was weak, which may lead them to prepare to leave this company and abandon it and join another company that meets their desires and provides them with services and offers that suit their needs.
8. The results of the study revealed that there are negative attitudes (cognitive, emotional, and behavioral) among the public towards the communication companies they deal with, and the extent to which their attitudes are affected according to their use of modern means of communication for these companies, as these results indicated the low level of public services provided, and their failure to provide anything new to retain customers , which prompted the audience of these companies (the study sample) to not want to obtain more of these services, and generated negative impressions and attitudes towards these companies and their role in community service.
9. The results of the study showed that there are difficulties that hinder browsing the modern means of communication belonging to the Yemeni communication companies, the most prominent of which are difficulties related to the quality and efficiency of Internet connection, which ranked first for them, followed by problems and difficulties related to some search and archive services, then the slow loading of pages and some materials Audio and video, then the difficulties related to not allowing the content to be printed, followed by the difficulties of not updating the news and information continuously, as well as not allowing the participation of opinion and comment through discussion forums, dialogue and chat rooms, and not allowing direct response by those in contact with these companies, and not allowing the participation of content through its affiliated means of communication, and the difficulty of not allowing content to be liked came in the last place.
Dr.. Hypothesis test results
1. The results of hypothesis testing showed that the intensity of using the websites of Yemeni telecom companies affects the audience's cognitive, emotional and behavioral attitudes towards these companies. Where there is a correlation between the intensity of exposure to corporate websites and the audience's attitudes (cognitive, emotional, behavioral) towards these companies, that is, the more intense the public's use of corporate websites, the higher their positive attitudes towards communication companies.
2. The results also showed that the intensity of the use of Yemeni telecom companies' channels on YouTube affects the audience's cognitive, emotional, and behavioral attitudes towards these companies. Where there is a correlation between the intensity of exposure to these channels and the audience's attitudes (cognitive, emotional, behavioral) towards these companies, meaning that the more intense the audience's use of the companies' YouTube channels, the higher their positive attitudes towards communication companies.
3. The results of the hypothesis test confirmed that the heavy use of the Yemeni telecom companies' pages on Facebook does not affect the audience's cognitive, emotional, and behavioral attitudes towards these companies; Where there is no correlation between the intensity of exposure to these pages and the audience's attitudes (cognitive, affective, behavioral) towards these companies.
4. The results proved that there were no statistically significant differences in the public's attitudes (cognitive, emotional, and behavioral) towards telecom companies due to the difference of the gender variable, which means that the gender variable does not affect the public's attitudes towards these Yemeni telecom companies.
5. The study also proved that there are no statistically significant differences in the public's attitudes (cognitive, emotional, behavioral) towards telecom companies due to the difference in the age variable, which means that the age variable does not affect the public's attitudes towards these companies.
6. The results of the study showed that there are statistically significant differences between the averages of public attitudes (cognitive, emotional, behavioral) towards telecom companies due to the difference in their educational level, and this means that public attitudes towards companies differ according to their educational levels. The higher education level towards Yemeni telecom companies is more positive than the general attitudes of high school and university graduates, meaning that the higher the individual's education, the higher the rate of his positive attitude towards telecom companies.
7. The results of the study showed that there is a direct correlation between the dimensions of media richness of the modern means of communication used by the Yemeni telecom companies and the attitudes of the public (cognitive, emotional, behavioral) towards these companies. Average positive attitudes of the public towards these companies.
8. The results showed that the interactive mechanisms and behaviors through the modern means of communication used by the Yemeni telecommunications companies affect the public's attitudes towards these companies. Where there is a direct correlation between the audience's attitudes (cognitive, affective, behavioral) towards the Yemeni telecom companies and their interactive behaviors through the modern means of communication that these companies use, which means that the more the public interacts with the communication companies through the modern means of communication, the level of their positive attitudes towards these companies improves. companies.
9. The results of the study revealed that the levels of trust, satisfaction, and loyalty affect, to varying degrees, the public's attitudes towards communication companies. Where there is a medium-strength correlation between the levels of trust, satisfaction, and loyalty of the public to Yemeni telecom companies and their attitudes (cognitive, affective, and behavioral) towards these companies, but by reviewing the correlation values between the total attitudes of the public towards these companies and their levels of trust, satisfaction, and loyalty to them, we find that the correlation is higher. between satisfaction and attitudes (0.673), followed by the correlation between loyalty and attitudes (0.665), and finally the correlation between trust and attitudes (0.560), which means that satisfaction and loyalty are more effective than trust in improving audience levels of positive attitudes towards telecom companies.
Key Words:
Modern Means of Communication, Audience Trends, Service Institutions, Yemeni Communication Companies.
Research Language:
Arabic
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