Public Relations and the Impact of Digital Transformation on Institutional Communication: A Case Study of Jordanian Government Institutions

Abstract

This study aims to know the public's trends towards the use of digital institutional communication techniques, and to measure the degree of their acceptance and effectiveness of them. Based on the Unified Theory of Technology Acceptance (UTAUT), the questionnaire was adopted as a tool for study, as it was distributed to a random sample of (225) single through the questionnaire electronically. The results indicated that the digital of Jordanian government institutions is tired of the change of the scientific qualification and the nature of work. The results also showed that there is a statistically significant correlation between the degree of services provided by government institutions through digital means of communication, the features provided by digital means of communication to the public of these institutions, as well as the advantages of using the means of communication of Jordanian government institutions, and the difficulties faced by the Jordanian public when using these means on the attitudes of the Jordanian public towards them,

Keywords : PR, Digital Transformation, Digital Corporate Communication.