The Use of Public Relations Departments in Palestinian Private Companies in The Northern Governorates On Social Media and Its Impact On Achieving Competitive Advantage

Authors

• Ahmed Ammar, An-Najah National University, PalestineFollow

DOI

10.71220/2790-5616.1098

Abstract

This study aimed to examine the use of public relations departments in private Palestinian companies in the northern governorates for social media and their impact on achieving competitive advantage. The study adopted a descriptive-analytical approach, with data collected via a questionnaire distributed to a sample of 49 employees in public relations and related administrative roles. Descriptive analysis indicated that digital content management, media communication, audience engagement, relationship building, and performance monitoring and strategic analysis are all key factors in enhancing competitive advantage, with varying levels of impact. Multiple regression analysis showed that digital content management and media communication and audience engagement and relationship building have statistically significant effects on competitive advantage, while the impact of performance monitoring and strategic analysis was limited. The study concludes that the integrated use of digital public relations contributes to enhancing competitive capability, improving institutional image, and increasing customer loyalty. It recommends adopting comprehensive strategies for content management and digital engagement and improving employee competencies through specialized training programs

Recommended Citation

Ammar, Ahmed (2026) "The Use of Public Relations Departments in Palestinian Private Companies in The Northern Governorates On Social Media and Its Impact On Achieving Competitive Advantage," Middle East Journal of Communication Studies: Vol. 6: No. 1, Article 7.
DOI: https://doi.org/10.71220/2790-5616.1098
Available at: https://mejcs.meu.edu.jo/home/vol6/iss1/7