دور الحسابات الرسمية لجامعة أم القرى على مواقع التواصل الاجتماعي في تحسين الصورة الذهنية لدى الطلاب والمنسوبين : دراسة ميدانية
This study sought to know the role of the official accounts of Umm Al -Qura University in improving the mental image of students and employees, and to know the rate of exposure of Umm Al -Qura University students and its employees to the official accounts of the university, and to get to know the type of mental image consisting of students and employees of Umm Al -Qura University, and monitoring the most accounts (YouTube - Instagram - Twitter) used by university students and employees. To achieve these goals, the researcher collected the necessary information by distributing a questionnaire form on an intentional sample of (150) singles of university youth. This study belongs to descriptive studies that aim to collect the information necessary to give a description of the dimensions or variables of the studied phenomenon. This study was divided into three chapters. The first chapter included the theoretical framework of the research, while the second chapter dealt with the methodological procedures for research. The study reached a set of results, the most important of which are: The study showed that the most official accounts followed by members of the sample 'Twitter' followed 'Instagram' followed by 'YouTube' and finally followed by another '(Telegram - Snapchat)', the mental image consisting of the study sample came Through their follow -up of official accounts, according to what (50%) and 47.6 middle positive, but only 3.3% is negative image of the sample members indicated. In light of the results, the study recommended an attempt to continue to meet the needs of students and employees and cover the largest number of topics that arouse their interest, which leads to promoting the university and creating positive impressions on the internal and external masses. The university, especially in light of the academic transformation of the educational system in it. (Published abstract)