الملخص الإنجليزي
The study aims to identify and analyze the communication strategies used in
public relations activities by eight banks in the Sultanate of Oman on Twitter.
The study relies on survey methodology, using the content analysis tool
during the period from September 1st to November 30th
,2022 for a total of
(1865) tweets.
The study concluded with several findings, including that banks in the
Sultanate of Oman realized the importance of employing Twitter in their
communication activities, so they established Twitter accounts on varying
dates, between 2009 and 2016. The results also showed that all the bank
accounts are verified, except for the bank accounts of Nizwa and Oman Arab,
and the number of followers of these accounts reaches approximately 659,010
followers.
The results of the study also concluded that the banks in the Sultanate of Oman
use different communication strategies. It showed that the dialogue and
persuasion strategies were the most used by Twitter accounts of banks in the
Sultanate of Oman, where the dialogue strategy was used by 31%, and the
persuasion strategy by 29%, while the percentage of using the information
and consensus building strategies was very close, not exceeding 20% each.
The study also found that there is a great diversity in the topics of tweets that
reflect the communication strategies used in the bank accounts, as for the
information strategy, the topics of "news and coverage" topped the list of
topics that reflect it, while for the dialogue strategy, the "invitation to
communicate with banks" was the most popular topics, and the topics of
"promotion of bank cards" were the most common topics in the persuasion
ط
strategy, while the topics related to responding to inquiries came to the
forefront of topics that reflect the consensus building strategy.
Finally, the results showed that the largest percentage of tweets posted by
bank accounts on Twitter during the study period were directed to customers,
and the bank tweets did not have a large interaction rate compared to the
number of followers of these accounts, and the interaction with (like) was one
of the most forms of interaction in all bank accounts.
