The Role of Digital Public Relations in Shaping the Mental Image of the Services of the Ministry of Hajj and Umrah

Abstract

The study aimed to assess the level of awareness among pilgrims and Umrah performers regarding the services provided by the Ministry of Hajj and Umrah, to identify the most frequently used digital applications among them, and to examine the existence of statistically significant differences in the overall degree of exposure to Hajj and Umrah-related digital applications based on the pilgrims' service institutions. The study also sought to explore the existence of a statistically significant correlation between exposure to digital applications and the formation of the mental image of the Ministry's services among the study sample. A questionnaire was administered to a sample of 400 pilgrims and Umrah performers who interact with the Ministry of Hajj and Umrah's digital public relations platforms. A high level of awareness among the sample regarding the services of the Ministry of Hajj and Umrah, reaching 28.2 and high rate of use of digital applications related to Hajj and Umrah among the sample, reaching 27.2%.