Shape the mental image of sports clubs via social media platforms - Theoretical approach to importance and methods

Abstract

This study examined the role of social media sites in the process of improving the mental image of sports clubs through an analysis perspective aimed at illustrating the ways, objectives and methods of using social media sites as an important tool of contemporary public relations in the process of building or improving the mental image of sports institutions by presenting the most important strategies, methods and scientific entrances that ensure the optimization of these means of achieving the objectives of the sports institution while taking into account the components of the mental image and the characteristics of the new virtual audience in the formulation of the targeted communication messages. approach ", building on the descriptive approach to analysis as the most appropriate approach to studies and research in the human and social sciences and in line with the requirements of the study.