THE EFFECTIVENESS OF RESPONSIBLE COMMUNICATION IN BUILDING ADVERTISING CONTENTS FOR INSTITUTIONS WITH A DIGITAL DIMENSION: A THEORETICAL STUDY WITHIN THE VIRTUAL ENVIRONMENT

This study examines the value of responsible communication as an operational basis in the field of institutional communication with a strategic dimension through its entry as an effective variable in building communication contents in the context of messages presented by modern institutions with a digital dimension in their advertising contents with the aim of reaching recipients inside and outside the institution, within the framework of the transformations that occurred as a result of the virtual digital environment by creating a symbolic, moral and digital field for competitiveness within what is called modern marketing environments. The study also attempts to investigate the field of advertising content in the form of promotional and marketing discourse as an economic motive to attract profits on which modern institutions with a digital dimension rely in the context of the new competitive space, considering that the majority of the world today from all categories are in a state of immersion and endless use of social media with all its carriers that facilitate the individual's access to anything and then make a decision on the topics and interests that fall within the circle of his attention, whether they are purely material consumption or have symbolic and moral intellectual dimensions, and this represents a strong motive for the integration of institutions with a digital dimension to follow a modern administrative philosophy within the societal communication responsibility to create more convincing and dazzling advertising contents in relation to the preferences of the receiving audience.