Digital Public Relations and Its Role in Enhancing the Mental Image Among Bank Customers: A Field Study from the Perspective of Commercial Bank Customers in Al-Marj City

Abstract

This study aimed to examine the role of digital public relations in improving the corporate image among customers of Wahda Bank and National Commercial Bank in Al-Marj city. The study adopted the descriptive analytical method and used a questionnaire as the main data collection tool. The sample consisted of 50 customers. The questionnaire included two main variables: digital public relations as the independent variable and corporate image as the dependent variable. The findings revealed that the level of digital public relations practices was high, with a mean score of 3.72. The corporate image level was also high, with a mean score of 3.89. Pearson correlation results indicated a statistically significant positive relationship between digital public relations and corporate image (r = 0.68, Sig. = 0.000). The results also showed no statistically significant differences in corporate image attributed to gender, age, or educational level, while significant differences were found according to the duration of dealing with the bank (Sig. = 0.020). The study concluded that enhancing digital public relations strategies contributes directly to strengthening corporate image and customer trust in the banking sector. It recommended improving digital interaction, ensuring rapid responses, and continuously updating digital content to maintain a positive institutional reputation.