THE IMPACT OF STRATEGIC DIGITAL COMMUNICATION PRACTICES ON CORPORATE REPUTATION MANAGEMENT THROUGH DIGITAL PLATFORMS: A FIELD STUDY OF SELECTED YEMENI BANKS

Abstract

This study aimed to examine the effect of strategic digital communication practices on corporate reputation management through digital platforms in selected Yemeni banks, amid the rapid transformation of the corporate communication environment and the growing reliance on digital platforms to communicate with customers and stakeholders. The study adopted a descriptive-analytical approach and used a questionnaire to collect data from a purposive sample of 36 managers and employees whose responsibilities were related to corporate communication, public relations, digital media, and digital platform management, drawn from a population of 95 individuals. The study examined five dimensions of strategic digital communication practices: digital content management, digital interaction with the public, digital monitoring and follow-up, digital crisis management, and transparency and interactive digital communication, while corporate reputation management represented the dependent variable. The findings indicated a high level of strategic digital communication practices. Digital content management ranked first, with a mean score of 4.44, followed by transparency and interactive digital communication with a mean of 4.39. Digital interaction with the public and digital monitoring and follow-up each recorded a mean of 4.03, whereas digital crisis management ranked last with a mean of 3.78. Corporate reputation management also recorded a high mean score of 4.69. Regression analysis indicated a statistically significant effect of strategic digital communication practices on corporate reputation management, with R=0.435, R²=0.190, and F=7.953 at p=0.008. Statistically significant effects were also found for digital content management, digital interaction with the public, digital monitoring and follow-up, and transparency and interactive digital communication. However, digital crisis management did not have a statistically significant effect on corporate reputation management. The study concludes that Yemeni banks should adopt an integrated strategic digital communication strategy that emphasizes content quality, dialogue and interaction with the public, continuous monitoring of the digital environment, and transparency, while strengthening their capabilities in managing digital crises and rumors.