The effect of social media management on public perception in Dubai: the mediating role of organizational media performance

This study investigates the role of government media management and its impact on the level of public perception in Dubai focusing on the mediating role of the performance of government media institutions. The study has four main objectives. The first objective is to examine how various social media management factors in government media organizations (such as the use of social media tools, setting goals, using multiple platforms, ensuring content quality, fostering follower interaction, scheduling publication, and analyzing metrics) affect public perception in Dubai. The second objective is to examine the effect of these social media management factors on the performance of organizational media in government media organizations in Dubai. The third objective is to examine the impact of the performance of organizational media in government media institutions on the level of public perception among the public in Dubai. Lastly, the fourth objective is to explore how the performance of organizational media mediates the relationship between social media management factors and public perception in Dubai. The study's population consists of all Dubai citizens aged 18 and above, estimated at 2.6 million people. Using Morgan’s formula, the target sample size was calculated to be 384. Data was collected online through a questionnaire available in both Arabic and English, which was validated and tested for reliability. Responses were measured using a five-point Likert scale. Data analysis was conducted using the CB-SEM technique with AMOS.22 to examine the proposed correlations. Findings reveal that follower interaction has a significant positive effect on public perception, highlighting the importance of social media platforms in shaping public opinion. The study highlights the importance of prioritizing follower interaction to positively influence public perception. It also emphasizes the strategic importance of advanced social media management tools in enhancing the performance of organizational media in the digital landscape. Effective media management and communication techniques are essential for developing favorable public perceptions and promoting organizational success in today's dynamic media environment. The researcher concludes that organizational media performance partially mediates the relationship between social media management and public perception, with significant indirect effects observed for all factors except for social communication goals, use of multiple platforms, and follower interaction.