الملخص الإنجليزي
The study aims to identify and analyze the characteristics of tweets in social
responsibility activities and programs of eight Omanis' governmental
companies on the Twitter. The study focuses on Twitter because all eight
companies own twitter official accounts. The study focuses on identifying
the types of social responsibility mostly used through the published tweets
and by identifying characteristics of interactions of both followers of these
accounts on the companies themselves.
This study relies on survey methodology using the content analysis tool of
the tweets in the accounts of Omanis' governmental companies, during the
period from January 1st 2020 to March 31st 2020. The analysis sample
include (582) tweets of all eight Omanis' governmental companies on
Twitter .
The study found out that Omanis' governmental companies realize the
importance of their presence of Twitter and established verified accounts
between 2009 and 2014. Companies' accounts have about (1428713)
followers.
The study found out a wide range of diversity in the areas and types of social
responsibility tweets published by the governmental companies. The study
also found a diversity in the areas of social responsibility for the activities
and programs especially in overlapping domains that governmental
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companies publish on their Twitter accounts. The study also reveals that the
economic\ legal\ethical domain was the leading according to the Three Domain Model of CSR , followed by legal\ethical domain and the economic
domain ranked third.
The study confirms the superiority of the Arabic language as the first
language of the tweets of social responsibility activities and programs. Some
companies under study adopt the policy of re-tweeting from other accounts.
The accounts of government institutions are the most common source from
which companies re-tweet the news.
Finally, the interviews results show that among the most prominent reasons
for using Twitter, as a communication tool to publish social responsibility
activities and programs were; the ease of use, the low cost, its popularity
among followers, and the interactivity features it provides to the public. The
interviews results also show that the main challenges facing governmental
companies in utilizing Twitter as a communication tool in the Sultanate are
the negative perceptions of the companies and constant criticism, besides the
varying levels of prevalence of the use of Social Networks.
