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World Research of Political Science Journal
An International Journal


Volumes > Volume 5 > No.2


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

PP: 175-181
Ayoub Yousif Ali, Muslimin Bin Wallang, Hussein Mohammed E. Abu-Rejal,
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.

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