EVENT COMMUNICATION AS A CATALYST FOR CORPORATE IDENTITY PROMOTION: A CASE STUDY OF OOREDOO QATAR

This research discusses how event communication contributes to the formation of corporate identity and a positive public image, taking the case of Ooredoo Qatar. Adopting a case study methodology, the research looks at Ooredoo's event communication, the media utilized, and how they are integrated into general public relations practices. Through the qualitative analysis, the research points out how Ooredoo engages in new communications technologies, such as virtual events and social media, to convey and establish itself as a socially responsible organization. The research pinpoints event communication as a vital variable in the achievement of organizational goals and company image creation. The paper contributes to understanding telecommunications institutions and how they can use event communication to enhance their influence and public engagement, offering practical implications for other institutions of this type on how to develop their brand image and relations with society. The study concludes that event communication significantly strengthens Ooredoo Qatar’s corporate identity and suggests future research to validate these findings across the Gulf region.