إستخدام نموذج بناء العلاقات الحوارية عبر الإنترنت على المنصات الرقمية للجامعات الحكومية : دراسة تحليلية مقارنة
This research aims at analysing the content of the digital platforms of public universities. Central to this study is to investigate the approaches adopted by Cairo University (Egypt) and the United Arab Emirates University (UAE) in managing their relationships with stakeholders and ability to employ the principles of Online Dialogic Relationship Building Model on their official websites, Facebook and Twitter accounts. As a Qualitative Research, this study analyses a complex phenomenon taking into consideration the special aspects of academic education, the multiplicity of stakeholders and the diversity of cultural, social and economic variables in both Egypt and the UAE communities. Qualitative Content Analysis is used to identify the dialogic principles employed in managing public relationships through digital platforms. Research findings showed the advancement of the digital platforms of the United Arab Emirates University compared to Cairo University platforms in using Online Dialogic Relationship Building Model. It is noted that the utilization of the principles of this model for developing interactive dialogue on the two universities’ platforms is retracted compared to utilizing the principles of design and ease of interface. It is recommended to conduct more studies for exploring dialogic approach on the digital platforms of different universities representing various ownerships and different countries to improve the digital presence of academic institutions. (Published abstract)