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All Journal Jambura Science of Management
Putri, Roisatul Agitsah Hilwana
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Economics, Econometrics & Finance

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Digital PR Strategy and Institutional Image in Islamic Boarding Schools Maulana, Irfan; Saleh, Nino Nopriandi; Aryanto, Puput; Putri, Roisatul Agitsah Hilwana; Meifiana, Andini
Jambura Science of Management Vol 8, No 1 (2026): Jambura Science of Management - January 2026
Publisher : Universitas Negeri Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37479/jsm.v8i1.34122

Abstract

Purpose: The purpose of this research is to examine how digital communication strategies and social media credibility shape institutional image, trust, and public involvement, and to recommend effective digital public relations practices.Design/Methodology/Approach: Employing a mixed methods sequential exploratory design, the study began with qualitative thematic analysis of interviews with key stakeholders, followed by quantitative testing using Structural Equation Modelling (SEM) with 215 respondents.Findings: Six major themes were revealed: strategic digital communication, stakeholder engagement, governance and management, values and positioning, issues and crises, and impacts and outcomes. SEM results indicate that social media credibility significantly influences institutional image and public engagement. Institutional image mediates the relationship between credibility and engagement. However, digital communication strategies alone do not significantly affect public engagement unless governance, clear procedures, and competent human resources support them.
Co-Authors Aryanto, Puput Irfan Maulana, Irfan Meifiana, Andini Saleh, Nino Nopriandi