Digital Public Relations and Building a Corporate Image of Educational Institutions—A Case Study of Users of Al Bayan College Platforms in the Sultanate of Oman

Abstract

This study aims to explore the role of digital public relations in enhancing the corporate image of educational institutions by focusing on Bayan College in the Sultanate of Oman. The study is based on a central question regarding the effectiveness of social media platforms in improving the institution’s image among its audience, particularly students. To achieve its objectives, the study employed the descriptive and analytical method using a questionnaire tool, with a sample of 662 students from various academic disciplines at the college. The results showed that Instagram was the most widely used social media platform and that digital public relations played an effective role in strengthening the college’s image. The findings also indicated no statistically significant differences attributable to gender or academic specialization, while differences were found based on academic year. The study recommends adopting effective digital communication strategies and enhancing the use of social platforms to build a positive and sustainable institutional image.

1. Introduction

Managing the corporate image is an essential function of digital public relations departments across institutions of all types. This task has gained increasing significance, as it is no longer confined to positive promotion; rather, it encompasses the construction of an institutional image grounded in credibility and realism—an approach that reinforces public trust and bolsters the institution’s reputation within its competitive environment. The creation, enhancement, and management of the corporate image, therefore, become priorities for public relations practitioners, given their direct impact on shaping positive impressions of the institution. In light of the rapid transformations in the communication field, media channels have expanded to include digital tools, compelling institutions to engage with these modern platforms. Social media has accordingly become a central actor and a strategic partner in institutional communication processes, owing to its capacity to facilitate reciprocal influence between the institution and its public (Ghryani and Omar 2021).

The significance of public relations lies in its role as the primary instrument for building bridges of trust with the public and promoting understanding between an organization and its public. Its role is not confined to defending the institution or polishing its corporate image in a way that does not reflect reality; rather, it rests upon presenting a balanced, fact-based corporate image free from distortion—an approach that renders public relations an effective tool for shaping rational perceptions of the institution among its public (Qadim 2022). Within this context, specialists in corporate communication and public relations seek to employ a wide array of media tools, both traditional and digital, to influence public opinion, directing it toward specific issues, and managing the corporate image in terms of its formation, modification, and development (Hammack and Pilecki 2014). The capacity to exert media influence is intrinsically linked to the effectiveness of the tools employed to address individuals and groups and shape or adjust their attitudes toward the institution (Al-Amer 2005).

Institutions that engage with their public face multiple challenges, and the foremost among them is the ability to construct a distinctive and stable corporate image amid the diversity of entities with which individuals interact, to ensure the sustainability of this image, and to continuously enhance it. There is also a pressing need to build strong and enduring relationships with the public and maintain a positive perception of the institution and its services. The success of the concept of “institutional image” ultimately lies in its ability to convey truth through discourse and shape individuals’ thoughts and orientations toward the institution, which in turn influences opinion formation, decision-making, and behavior (Ajwah 2013).

The concept of the corporate image has garnered increasing attention from both profit-driven and non-profit institutions, as it represents one of the most prominent components of an institution’s capital. The instability of the corporate image and the fluctuation of perceptions associated with it stand among the most significant challenges institutions face in the digital age, prompting them to adopt strategies for improving and reinforcing their image through social media platforms, which have become an effective means for building robust communication campaigns aimed at enhancing the institution’s image among its external public (Balbrahim 2017; Ghryani and Omar 2021).

Digital public relations departments have increasingly turned to social media platforms, given their rapid dissemination, ease of use, and effectiveness in reaching target audiences. Through these social media platforms, public relations efforts aim to reinforce the positive corporate image of universities and colleges by highlighting their academic programs, community roles, and developmental plans, as well as showcasing their research, educational, and student achievements and disseminating their periodic reports. Such practices contribute to strengthening public trust and deepening the institution’s relationship with its community.

In light of the previous discussion, the present study aims to examine the role exercised by digital public relations departments through the use of social media platforms in enhancing the corporate image from the students’ perspective, to evaluate the services provided and verify the effectiveness of these tools in shaping a positive corporate image of the educational institution.

Bayan College was selected as the case study because it represents a relevant higher education institution in the Sultanate of Oman with an active social media presence and regular communication with students through platforms such as Instagram, WhatsApp, X, YouTube, Facebook, and Telegram. The college also has a clearly defined student population, which enabled the researcher to obtain a substantial response rate and examine students’ perceptions of institutional communication in a focused and systematic manner. The selection of one college therefore served the case-study purpose of obtaining in-depth evidence on how social media-based public relations practices contribute to building the corporate image of an educational institution.

1.1. Objectives of the Study

This study aims to:

• Highlight the role of corporate communication in shaping attitudes by underscoring the importance of institutional communication, particularly through the digital public relations department, in influencing individuals’ orientations toward specific issues or viewpoints.
• Clarify the role of social media platforms in shaping and reinforcing the corporate image by analyzing the concept and identifying the contribution of public relations to its formation.
• Provide an analytical framework for the factors, variables, and strategies influencing the formation of the corporate image, which educational institutions may adopt to improve their image among both internal and external audiences.

1.2. Research Questions

Accordingly, the study poses the following main question: What role does digital public relations play in constructing the corporate image of an educational institution? This central question branches into the following sub-questions:

• To what extent do the functions carried out through social media platforms influence the enhancement of the corporate image of Bayan College?
• How effective are social media platforms in enhancing Bayan College’s corporate image from the students’ perspective?
• Do gender, academic major, or year of study affect Bayan College students’ perceptions of the role of social media platforms in enhancing the college’s corporate image?

2. Literature Review

The literature indicates that institutions increasingly rely on diversifying their communication channels and approaches to cultivate positive and sustainable relationships with their audiences. A study conducted on a number of Singaporean universities—based on interviews with three public relations specialists—demonstrated the effectiveness of social media in developing targeted communication campaigns. The study concluded that public relations constitute a central tool in building strategic relationships with the public and underscored the importance of adopting data-driven systems to design effective digital communication campaigns (Citra et al. 2024). Similarly, an analytical study conducted in the United States—through a review of relevant literature and in-depth interviews with several senior public relations practitioners—found that public relations plays a decisive role in enhancing corporate image, particularly during times of crisis (Singh and Pandey 2017). In the same vein, a field study carried out at Coca-Cola (Pakistan branch), using a questionnaire administered to a sample of 46 employees, revealed that public relations activities had a direct positive impact on improving the company’s corporate image (Ejaz et al. 2019).

The findings further showed that digital public relations strategies grounded in transparency, message consistency, and interactive content exert a direct influence on strengthening practitioners’ professional identity and reinforcing communication practices within institutions. The study also demonstrated that digital strategies for managing institutional reputation constitute a key factor in fostering public trust and enhancing loyalty, particularly when organizations rely on credible content that offers genuine value. The researchers concluded that digital public relations have evolved beyond a mere communication tool to become a strategic component in reputation building and corporate image formulation. They emphasized the necessity of integrating digital public relations strategies within institutional digital transformation initiatives to ensure effective and sustainable communication (Alshammari and Alshammari 2025).

The scope of previous and related studies has expanded to encompass the impact of both traditional and social media communication channels on electronic marketing through social networking platforms. In the study conducted by Adenuga (2025), the researcher sought to examine the shifts that have occurred in public relations practices as a result of the widespread adoption of social media, focusing specifically on analyzing how institutions have transitioned from the traditional communication model to a more interactive paradigm grounded in continuous engagement with the public. The study employed a descriptive–analytical methodology based on a review of global and regional literature addressing the digital transformation in public relations between 2015 and 2024, complemented by an analysis of several applied models in institutions that rely predominantly on digital communication. The findings indicated that public relations are no longer confined to the dissemination of messages, but have transformed into an interactive communicative environment that encompasses engagement, trust building, and monitoring audience behavior across social media platforms. Moreover, institutions that capitalized on digital analytics—particularly audience-interaction data—were able to enhance the efficiency of their communication strategies and significantly improve their institutional image. The study concluded that social media has ceased to function solely as a means of information transmission; instead, it constitutes a comprehensive communication framework that requires the adoption of modern and sustainable public relations strategies rooted in understanding the audience, analyzing their interactions, and providing dynamic content capable of shaping a strong institutional image.

In a study conducted at Shaqra University in the Kingdom of Saudi Arabia, the researcher used a survey method to administer a questionnaire to 1399 female students. The findings revealed the positive role of university media platforms in supporting the Kingdom’s Vision and in enhancing its public image (Al-Fawzan 2022). In a similar study conducted on students at the University of Anbar in Iraq, a questionnaire was distributed to a sample of 173 students to examine their corporate image of the United States of America; the results showed that the Internet, satellite channels, and radio were the most influential media (Al-Jabri 2022). As for the study by Tor (2023), its objective was to explore the dimensions of the perceived image among international students across six Saudi public universities, using a survey distributed to a sample of 366 students. The findings demonstrated that academic reputation, quality of life, attractiveness of the educational environment, and digital governance represent the most prominent determinants of the corporate image, supported by media communication and interpersonal communication.

In a related context, multiple studies have highlighted the growing effectiveness of social media in building and enhancing the corporate image of institutions. The study conducted by Oluwasola and Fasami (2018)—which relied on interviews with 30 corporate communication employees and the analysis of 500 digital interaction cases—concluded that the use of social media platforms significantly contributed to improving the corporate image of Procter & Gamble Nigeria, strengthening its brand identity, bolstering public trust, and reinforcing principles of transparency. Similarly, the study by Atiyah and Tawfiq (2020)—which employed a descriptive–analytical methodology on a sample of 400 participants representing the audiences of four Palestinian telecommunications companies—demonstrated that social media platforms effectively contributed to improving the corporate image of these companies. Furthermore, the findings of the study by Ghryani and Omar (2021)—which targeted 400 customers of Uber and Careem in the cities of Mecca and Medina—confirmed that the practices of public relations personnel on social media play a significant role in shaping a positive corporate image among customers. The study therefore recommended intensifying the use of these platforms to enhance service quality and consolidate a favorable institutional impression.

Saeed et al.’s (2024) study examined how Omani institutions employ digital media within public relations practices amid the ongoing shift toward the use of electronic platforms for communication with the public. The study adopted a descriptive–analytical method, administering a questionnaire to 150 practitioners in the field of public relations across various institutions, in addition to conducting 20 semi-structured interviews with specialists to identify the practical challenges they encounter. The study concluded that institutions that effectively adopted digital media succeeded in achieving broader reach, faster communication, and an enhanced capacity to measure public responses in real time. It further found that the use of social media platforms contributed to increasing public satisfaction, particularly through prompt responsiveness and the provision of clear and direct content. Conversely, several challenges were highlighted, including a shortage of digital competencies, difficulties in managing negative comments, and concerns related to the rapid spread of misinformation and the crises it may provoke. The interview findings also revealed that some institutions remain hesitant to publish real-time content due to internal bureaucratic procedures that delay approval processes. The researcher concluded that digital public relations constitutes a significant opportunity for Omani institutions; however, it necessitates continuous training, the strengthening of digital skills, and the establishment of clear policies governing content management and public engagement (Saeed et al. 2024).

In the security context, Al-Shuhaib’s (2022) study revealed the impact of social media use in constructing a positive corporate image of the Saudi security institution, based on a survey administered to 100 security personnel and 400 members of the public. The findings indicated that Facebook and WhatsApp were the most influential platforms. The study recommended adopting interactive strategies to address negative portrayals and enhance communicative performance (Al-Shuhaib 2022).

Furthermore, the studies of Musa and Al-Mousawi (2022) and Khanom (2023) emphasized the necessity of adopting systematic digital strategies to strengthen the effectiveness of public relations in developing digital content, attracting audiences, and building trust. These studies relied on both quantitative and qualitative analyses, including data derived from audience interactions, interviews with experts, and questionnaires directed at public relations professionals. In the same vein, An’s (2024) study—which employed a questionnaire distributed to 500 public relations specialists and an in-depth analysis of twenty digital institutions—demonstrated that the existence of an integrated digital marketing plan constitutes a fundamental requirement for enhancing institutional engagement with the public and establishing a positive corporate image (Musa and Al-Mousawi 2022; Khanom 2023).

The reviewed literature demonstrates substantial theoretical depth and a wide range of empirical applications in addressing the corporate image from multiple analytical perspectives. The present study has drawn upon this accumulated body of scholarship in formulating its theoretical framework and designing its research instrument. Most of the studies emphasized the important role of social media in constructing the corporate image relative to traditional media, attributable to its interactive nature and its capacity for rapid, expansive audience engagement.

The review also indicated that the descriptive–analytical approach was the most frequently employed methodology, accompanied by the use of questionnaires administered to random samples—an element that enhances the reliability of results and substantiates the adoption of this approach in the current study. What distinguishes the present research, however, is its focus on educational institutions in the Sultanate of Oman, whereas prior studies largely concentrated on governmental and private institutions. This represents a substantive contribution to the scholarly field concerned with the institutional corporate image.

3. Theoretical Framework

This study is grounded in Relationship Management Theory and Digital Reputation Management, with support from the corporate social responsibility (CSR) perspective. According to Relationship Management Theory, public relations is not just about delivering messages from an institution to its public but also about establishing and sustaining mutually beneficial relationships between the institution and its public through the mutuality of trust, satisfaction, commitment and control (Ledingham and Bruning 1998; Hon and Grunig 1999). At the college level, these dimensions are manifested in students’ perceptions of institutional communication, responsiveness, credibility, and support or defense of the college in the face of challenge to its image.

Digital Reputation Management offers a free perspective on the way in which educational institutions build and maintain their corporate reputation in networked environments. Social media platforms constantly open institutions to public scrutiny, the rapid dissemination of information and immediate interaction; hence, reputation is dependent on consistency, transparency, responsiveness and the perceived value of published information (Aula 2010). In this sense, the college’s use of Instagram, WhatsApp, X, Facebook, YouTube and other platforms is not just about communication for operation, but also a strategy to build its reputation, which can help to increase awareness, trust, loyalty and positive institutional associations.

The CSR perspective also reinforces the idea of a sustainable institutional image since educational institutions are expected to deliver social values, accountability and service to society, rather than promotional messages. The CSR communication approach focuses on the fact that organizations establish long-term legitimacy through their public communication that is responsible, transparent and responsive to the needs of stakeholders (Carroll 1991). Therefore, the sustainable corporate image of Bayan College, as a result of ongoing digital relationships, responsible communication and reputational consistency in the digital space, is considered in the present study. The theoretical integration helps to interpret the findings by connecting students’ perceptions of digital public relations with relationship quality, reputation management, and socially responsible institutional communication.

4. Methodology

The study employed the descriptive survey method on a sample of students from Bayan College, in Al Batinah South Governorate, Sultanate of Oman, whose total population numbers 1080 students. A random sampling approach was adopted, yielding 662 valid responses that were subsequently subjected to statistical analysis (See

Table 1. The distribution of the study sample.

Study Population	Study Sample	Gender	Number	Percentage %
1060	662 (62%)	Male	236	35.6%
		Female	426	64.4%
		Total	662	100%

).

The study utilized a questionnaire as its primary data collection instrument, structured around two principal sections. The first comprised the demographic characteristics of the sample, while the second included items measuring the role of the public relations department in enhancing the college’s corporate image. This section focused on the type of content presented through social media platforms, the relationship between the college and its students, and the extent to which social media contributes to improving the college’s corporate image. The initial version of the questionnaire consisted of 25 items. It was reviewed by a panel of expert referees to assess its suitability as a data collection tool. Based on their observations—which centered on linguistic formulation and included recommendations to delete and merge certain items—the final questionnaire was refined to 24 items. To assess the reliability of the study instrument, Cronbach’s Alpha coefficient for internal consistency was applied to all questionnaire items. The reliability value reached 0.929, a high score that justifies using the instrument in the study.

Table 2. Cronbach’s Alpha Coefficient for the Study Questionnaire.

#	Axis	Number of Statements	Cronbach’s Alpha Coefficient
1	The Roles of Social Media Platforms	9	0.928
2	Social Media Platforms’ Ability to Enhance Corporate Image	9	0.920
3	Effectiveness of Social Media Communication Practices	6	0.710
	Total	24	0.929

presents the results.

The data in Table 2 indicate that the questionnaire demonstrates a high level of reliability, with an overall internal consistency coefficient of 0.929. The reliability coefficients for the sub-dimensions of the questionnaire ranged between 0.710 and 0.928, which are acceptable values that justify employing the instrument for the purpose of this research.

Statistical analyses were carried out using the SPSS 25 software package. These analyses included the computation of arithmetic means, standard deviations, significance levels, and ranking of the sample’s responses to the questionnaire items. In addition, an Independent Samples t-test was used to identify differences between male and female respondents in mean scores, while a One-Way ANOVA test was employed to determine statistically significant differences attributable to the variables of specialization, year of study, and governorate (See

Table 3. Distribution of the Study Sample According to Demographic Variables (n = 662).

Variable	Category	Count (Frequency)	Percentage %	Mean	Standard Deviation
Gender	Male	236	35.6%	1.640	0.479
	Female	426	64.4%
	Total	662	100%
Specialization	Radio and Television	135	20.4%	4.650	2.320
	Media	10	1.5%
	Design and Visual Communication	17	2.6%
	English Language and Literature	198	29.9%
	Professional English Writing	4	0.6%
	Human Development and Family Studies: Individual and Family Development	28	4.2%
	Public Relations	270	40.8%
	Total	662	100%
Year	Foundation Year (Preparatory)	86	13.0%	2.350	1.320
	First Year	100	15.1%
	Second Year	116	17.5%
	Third Year	219	33.1%
	Fourth Year	141	21.3%
	Total	662	100%
Governorate	Muscat	226	34.1%	3.640	2.430
	Al Dakhiliyah	71	10.7%
	North Al Sharqiyah	32	4.8%
	South Al Sharqiyah	37	5.6%
	North Al Batinah	93	14.0%
	South Al Batinah	154	23.3%
	Al Wusta	1	0.2%
	Ad Dhahirah	38	5.7%
	Al Buraimi	7	1.1%
	Dhofar	3	0.5%
	Total	662	100%

).

Table 3 presents the distribution of the study sample according to the relevant demographic variables. In terms of gender, females constituted the majority of the sample, with 426 students (64.4%), while males accounted for 236 participants (35.6%). Regarding academic major, most participants were enrolled in Public Relations, with 270 students (40.8%), ranking first. This was followed by English Language and Literature, with 198 participants (29.9%), while Radio and Television ranked third with 135 participants (20.4%). The remaining participants were distributed among other majors in smaller proportions.

In terms of academic year, the sample distribution shows that the largest group of participants were third-year students, totaling 219 participants (33.1%), followed by fourth-year students with 141 participants (21.3%). The percentages of participants in the second and first years were relatively close, at 17.5% and 15.1%, respectively. Foundation-year (preparatory) students represented the smallest share of the sample, with 86 students (13%). Overall, third- and fourth-year students together represented 54.4% of the total sample. This distribution may be attributed to a higher level of awareness among these students regarding constructive participation in expressing opinions that contribute to improving the college and its services. Table 3 further shows that 57.4% of the participants were from the Governorates of Muscat and Al Batinah South, likely due to their geographical proximity to the college. The remaining participants were distributed across the other governorates of the Sultanate. It is also notable that no participants from the Musandam Governorate responded to the study questionnaire.

5. Results

The extent to which the functions carried out through social media platforms influenced the enhancement of the corporate image of Bayan College was assessed.

Table 4. Frequencies, Percentages, and Ranking of Study Participants by Preferred Social Media Platform (Descending Order, n = 662).

#	Social Media Platform	Frequency	Percentage %	Rank
1	Instagram	451	68.100	1
2	Instagram, WhatsApp, and X	81	12.200	2
3	WhatsApp and X (formerly Twitter)	50	7.600	4
4	X (formerly Twitter)	11	1.700	5
5	YouTube, WhatsApp, and X	5	0.800	6
6	Facebook and Instagram	3	0.500	7
7	Telegram	1	0.200	8
8	Do Not Know	60	9.060	3
	Total	662	100

presents the distribution of study participants according to their preferred social media platforms for following the college news and announcements, arranged in descending order. The results show that Instagram is the most widely used and preferred platform among participants, with 68.1% relying on it to track the college news and updates—indicating that more than half of the sample favor Instagram. The remaining platforms—WhatsApp, X (formerly Twitter), YouTube, Facebook, and Telegram—recorded usage rates ranging from 12.2% to 0.2%, which are comparatively low despite the diversity of content they offer. Additionally, 1.9% of students reported that they do not prefer using any social media platform to follow the college news and updates. The arithmetic means and standard deviations are presented in

Table 5. Arithmetic Means, Standard Deviations, and Rankings of the Roles of Social Media Platforms in Enhancing the Corporate Image of Bayan College (n = 662).

#	Variable	Mean	Standard Deviation	Rank
5	Social media contributes to forming a positive impression of the services provided by the college.	4.270	0.766	1
3	The college uses social media to attract an audience and reach a wider segment.	4.230	0.801	2
9	Social media has contributed to increasing my awareness of college news.	4.220	0.824	3
7	Social media has enhanced the college’s communication with its audience.	4.200	0.842	4
6	Social media has enhanced my confidence in the college and improved communication with others.	4.180	0.855	5
4	Social media gives me a sense of security because I am dealing with the college.	4.160	0.824	6
2	I find that the social media platforms used by the college excel in delivering information quickly.	4.150	0.858	7
8	Social media has strengthened my convictions about the college’s distinguished services.	4.120	0.899	8
	Overall Mean	4.150	0.619

.

Table 5 displays the arithmetic means and standard deviations for the roles of social media platforms in enhancing the corporate image of Bayan College from the students’ perspective. The means—ranked in descending order—ranged from 4.27 to 4.12, reflecting relatively high averages and indicating that social media platforms play a significant role in strengthening the college’s corporate image, according to the students. Statement 5 “Social media contributes to forming a positive impression of the services provided by the college” ranked first as a principal role of social media platforms, with a mean of 4.27 and a standard deviation of 0.766, underscoring the students’ recognition of its strong contribution to enhancing the college’s corporate image.

Statement 3 “The college uses social media to attract audiences and reach a broader segment” ranked second, with a mean of 4.23 and a standard deviation of 0.801. Statement 9 “Social media has increased my awareness of the college news” ranked third, followed by “Social media has enhanced the college’s communication with its audience” in fourth place, with a marginal difference of 0.02 in the mean between them. Finally, statement 8 “Social media has strengthened my confidence in the college’s distinguished services” ranked last, recording the lowest mean among all statements related to the roles of social media platforms in enhancing the college’s corporate image.

Effectiveness of Social Media Platforms in Enhancing the Corporate Image of Bayan College:

To assess the extent to which social media platforms enhance the corporate image of Bayan College from the students’ perspective, the arithmetic means and standard deviations of respondents’ performance on the second section of the study questionnaire were calculated. The resulting means were then classified to determine the effectiveness of social media platforms in enhancing the corporate image according to the following scale (See

Table 6. Arithmetic Means and Standard Deviations for the Extent to Which Social Media Platforms Enhance the Corporate Image of Bayan College from the Students’ Perspective, Ranked in Descending Order According to the Arithmetic Means (n = 662).

Item No.	Statement	Mean	Standard Deviation	Effectiveness Level
24	I defend the college when it is spoken about negatively or unfavorably.	4.290	0.876	Very High Effectiveness
11	Social media has enhanced the college’s good reputation.	4.260	0.799	Very High Effectiveness
22	To what extent do you agree that social media has contributed to improving the positive image of the college?	4.190	0.859	High Effectiveness
12	Social media has contributed to increasing my conviction in the college due to its distinguished services.	4.150	0.873	High Effectiveness
10	Social media has played a role in changing my negative thoughts about the college.	4.130	0.880	High Effectiveness
19	To what extent do you agree that the college uses social media to ensure continuous communication with its students and audience?	4.130	0.830	High Effectiveness
13	Social media has contributed to enhancing my loyalty to it (the college).	4.080	0.900	High Effectiveness
20	I make sure to personally interact with the college’s posts on social media.	4.050	0.925	High Effectiveness
21	I share the college’s posts with others.	3.990	0.975	High Effectiveness
	Overall Mean	4.140	0.688	High Effectiveness

).

• 1.00–1.79: Very low platform effectiveness.
• 1.80–2.59: Low platform effectiveness.
• 2.60–3.39: Moderate platform effectiveness.
• 3.40–4.19: High platform effectiveness.
• 4.20–5.00: Very high platform effectiveness.

The results presented in Table 6 indicate that the arithmetic means for the extent to which social media platforms enhance the corporate image of Bayan College from the students’ perspective ranged between 4.29 and 3.99. These values reflect a high level of platform effectiveness in reinforcing the college’s corporate image. Statement 24: “I defend the college when it is spoken about negatively,” ranked first, with the highest mean of 4.29, signifying a very high level of effectiveness. It was followed by statement 11: “Social media has enhanced the college’s good reputation,” with a mean of 4.26, likewise indicating very high effectiveness. The remaining statements reflected a high level of platform effectiveness in enhancing the college’s corporate image from the students’ viewpoint. Collectively, these findings demonstrate that social media platforms play a significant role in strengthening the corporate image of the college.

The effectiveness of the college’s social media communication practices was further assessed from the students’ perspective by calculating the arithmetic means and standard deviations of respondents’ performance on the third section of the study questionnaire. These items focused on the perceived effectiveness of communication tools, suitability of platform use, creativity of designs, responsiveness to students’ needs, and preferred content formats rather than directly measuring individual staff competence. The arithmetic means were then classified to determine the perceived effectiveness of these practices, according to the following standard (See

Table 7. Arithmetic Means and Standard Deviations for Evaluating the Effectiveness of Social Media Communication Practices at Bayan College from the Students’ Perspective, Ranked in Descending Order According to the Arithmetic Means (n = 662).

Item No.	Statement	Mean	Standard Deviation	Evaluation Level
15	To what extent do you agree that the college uses communication tools effectively?	4.230	0.816	Very High Effectiveness
23	The college strives to introduce its plans and projects through social media.	4.190	0.799	High Effectiveness
17	To what extent do you agree that the college uses communication tools in a manner appropriate to the nature of its work?	4.140	0.822	High Effectiveness
16	To what extent do you agree that the college’s designs are characterized by creativity and beauty?	4.070	0.931	High Effectiveness
18	To what extent do you agree that the college strives to communicate with its students to understand their needs and suggestions?	4.010	0.918	High Effectiveness
14	I find that the content that most attracts my attention and I prefer to see on the college’s social media is short videos (Reels, TikTok) and long videos (documentaries)	2.780	1.070	Moderate Effectiveness
	Overall Mean	3.900	0.573	High Effectiveness

):

• 1.00–1.79: Very low effectiveness.
• 1.80–2.59: Low effectiveness.
• 2.60–3.39: Moderate effectiveness.
• 3.40–4.19: High effectiveness.
• 4.20–5.00: Very high effectiveness.

The results presented in Table 7 indicate that the arithmetic means for evaluating the effectiveness of social media communication practices at Bayan College, from the students’ perspective, ranged between 4.23 and 2.78. This demonstrates that the overall assessment of these practices was high, with an overall mean of 3.90 and a standard deviation of 0.573. Statement 15: “To what extent do you agree that the college uses social media effectively,” ranked first, with the highest mean of 4.23, indicating a very high evaluation. It was followed by statement 23: “The college ensures the promotion of its plans and projects through social media,” which ranked second with a mean of 4.19, reflecting a high evaluation.

The remaining statements also received high evaluations regarding the effectiveness of social media communication practices in supporting the college’s functions and enhancing its corporate image. Notably, statement 14: “I believe that the content that attracts my attention the most and that I prefer to view on the college’s social media platforms is short videos (Reels, TikTok) and long videos (documentaries),” had the lowest mean of 2.78, corresponding to a moderate evaluation. These results indicate that Bayan College’s social media practices are generally perceived as effective, while students’ moderate preference for short and long video formats suggests the need to further diversify and improve video-based content.

Are there statistically significant differences regarding the role of social media platforms in enhancing the corporate image of the college that can be attributed to gender, academic major, or academic year? To determine whether differences exist in the mean responses of the study sample regarding the role of social media platforms in enhancing the corporate image of Bayan College attributable to gender, an independent samples t-test was conducted (See

Table 8. Results of the Independent Samples T-Test for Differences in Means Regarding the Role of Social Media Platforms in Enhancing the Corporate Image of the College from the Students’ Perspective by Gender (n = 662).

Variable	Gender	Count	Mean	Standard Deviation	T-Value	p-Value
The role of social media platforms in enhancing the college’s corporate image	Male	236	4.093	0.695	−1.358	0.175
	Female	426	4.169	0.684

Interpretation: The p-value (0.175) is greater than the significance level of 0.05. Therefore, there is no statistically significant difference between the means of males and females regarding their assessment of the role of social media platforms in enhancing the college’s corporate image.

).

To investigate whether statistically significant differences exist in the responses of the study sample regarding the role of social media platforms in enhancing the corporate image of Bayan College according to academic major, a one-way analysis of variance (ANOVA) was conducted.

Table 9. Means and Standard Deviations of the Study Sample’s Responses Regarding the Role of Social Media Platforms in Enhancing the Corporate Image of the College from the Students’ Perspective by Academic Major (n = 662).

Axis	Specialization	Count	Mean	Standard Deviation
The role of social media platforms in enhancing the college’s corporate image	Radio and Television	135	4.156	0.665
	Media	10	3.778	0.693
	Design and Visual Communication	17	3.745	0.982
	English Language and Literature	198	4.159	0.728
	Professional English Writing	4	3.694	0.687
	Human Development and Family Studies: Individual and Family Development	28	4.115	0.624
	Public Relations	270	4.170	0.648
	Total	662	4.142	0.688

presents the arithmetic means and standard deviations of the study sample’s responses on the questionnaire according to academic major, while

Table 10. Results of the One-Way ANOVA for Differences in the Role of Social Media Platforms in Enhancing the Corporate Image of the College from the Students’ Perspective by Academic Major (n = 662).

Source of Variation		Sum of Squares	Mean Square	F-Value	p-Value
The role of social media platforms in enhancing the college’s corporate image	Between Groups	5.127	0.855	1.816	0.093
	Within Groups	308.167	0.470
	Total	313.295

Interpretation: The p-value (0.093) is greater than the common significance level of 0.05. Therefore, there is no statistically significant difference between the means of different academic majors regarding their assessment of the role of social media platforms in enhancing the college’s corporate image.

displays the results of the one-way ANOVA for these responses based on academic major.

To investigate whether statistically significant differences exist in the responses of the study sample regarding the role of social media platforms in enhancing the corporate image of the college according to academic year, a one-way ANOVA was conducted.

Table 11. Means and Standard Deviations of the Study Sample’s Responses Regarding the Role of Social Media Platforms in Enhancing the Corporate Image of the College from the Students’ Perspective, by Academic Year (n = 662).

Axis	Academic Year	Count	Mean	Standard Deviation
The role of social media platforms in enhancing the college’s corporate image	Foundation Year	86	4.339	0.658
	First Year	100	4.263	0.639
	Second Year	116	4.089	0.667
	Third Year	219	4.127	0.656
	Fourth Year	141	4.002	0.770
	Total	662	4.142	0.688

presents the arithmetic means and standard deviations of the study sample’s responses according to academic year, while

Table 12. Results of the One-Way ANOVA for Differences in Means Regarding the Role of Social Media Platforms in Enhancing the Corporate Image of the College from the Students’ Perspective by Academic Year (n = 662). (*) One Star (p < 0.05): Indicates significant results. There is less than a 5% probability that the result happened purely by random chance.

Source of Variation		Sum of Squares	Mean Square	F-Value	p-Value	(η2)
The role of social media platforms in enhancing the college’s corporate image	Between Groups	7.914	1.979	4.257	0.002 *	0.075
	Within Groups	305.381	0.465
	Total	313.295

Interpretation: The p-value (0.002) is less than the significance level of 0.05. Therefore, there is a statistically significant difference between the means of different academic years regarding their assessment of the role of social media platforms in enhancing the college’s corporate image. The effect size (η² = 0.075) indicates a small to medium effect.

shows the results of the one-way ANOVA for these responses.

The results in Table 8 indicate that no statistically significant differences exist at the 0.05 significance level according to gender regarding the role of social media platforms in enhancing the corporate image of the college from the students’ perspective. This suggests that both male and female students agree on the significant role played by social media platforms in strengthening the college’s corporate image, with no differences between them.

The results in Table 10 further indicate the absence of statistically significant differences at the 0.05 significance level among members of the study sample regarding the role of social media platforms in enhancing the corporate image of the college from the students’ perspective according to academic major. The calculated F value for the scale reached 1.816, which is not statistically significant at the 0.05 level. This demonstrates that students do not differ in their perceptions of the significant role played by social media platforms in enhancing the college’s corporate image, irrespective of their academic major.

The results of Table 12 reveal statistically significant differences at a significance level below 0.05 among members of the study sample regarding the role of social media platforms in enhancing the corporate image of the college from the students’ perspective, when grouped by academic year. The calculated F value for the scale reached 4.257, which is statistically significant at a level below 0.01. This indicates that there is variation among the mean responses of the study sample concerning the role of social media platforms in enhancing the college’s corporate image according to academic year. The effect size shows that 7.5% of the variance in the perceived role of social media platforms in enhancing the corporate image of the college can be attributed to the students’ academic year. To determine the direction of these differences, Scheffé’s post hoc test was applied.

Table 13. Results of Scheffé’s Post Hoc Comparisons for Differences in the Role of Social Media Platforms in Enhancing the Corporate Image of the College from the Students’ Perspective According to Academic Year (n = 662).

Variable	Year	Mean	Probability Value p-Value
			Foundation	First Year	Second Year	Third Year	Fourth Year
The role of social media platforms in enhancing the college’s corporate image	Foundation	4.339	-	-	-	-	0.012 *
	First Year	4.263	-	-	-	-	-
	Second Year	4.089	-	-	-	-	-
	Third Year	4.127	-	-	-	-	-
	Fourth Year	4.002	−0.012 *	-	-	-	-

Key: * p < 0.05.

presents the results of this post hoc analysis.

The results of the Scheffé post hoc comparisons in Table 13 indicate that the perceived level of the role played by social media platforms in enhancing the corporate image of the college, from the students’ perspective and according to the academic-year variable, was higher among Foundation Year students compared with those in the fourth academic year, in favor of the Foundation Year group. Conversely, no statistically significant differences were found among students in the remaining academic years (first, second, and third), as their responses regarding the role of social media platforms in enhancing the college’s corporate image did not differ. This reflects a general consensus among students that social media platforms play a clear and effective role in strengthening the college’s corporate image.

6. Discussion and Conclusions

The findings of the study revealed that Instagram is the most widespread, preferred, and frequently used platform among participants for following Bayan College’s announcements and news. It also exerts the strongest influence on shaping the college’s corporate image from the students’ perspective, with 68.1% indicating their preference for Instagram—meaning that more than half of the study sample rely primarily on this platform to stay informed about the college. Ranked second were the remaining social media platforms (WhatsApp, X, YouTube, Facebook, and Telegram), with usage rates ranging between 12.2% and 0.2%, which represent relatively modest percentages given the diversity of content these platforms offer. The study further found that 1.9% of participating students do not prefer using any social media platform to follow Bayan College’s news, updates, or announcements. These findings differ from those of prior studies, such as Al-Shuhaib (2022), which reported that Facebook and WhatsApp ranked first among the social media platforms most influential in shaping a positive corporate image of security personnel, and Al-Zahrani et al. (2020), which concluded that Snapchat plays a significant role in promoting public awareness of the concept of moderation.

Accordingly, by relying on Instagram as its primary platform, Bayan College conveyed its messages effectively and established sustained communication with its student audience—an outcome that positively influenced the students’ overall perception of the institution. A corporate image is not formed solely through the quality of education or academic services; rather, it is also shaped by how an institution presents itself in the digital space, the extent of its proximity to its audience, and its responsiveness to their expectations and interests. The study demonstrated that digital public relations can play an important role in this regard by disseminating purposeful content, providing accurate information, and reinforcing transparency and openness.

The present study concluded that social media platforms play a significant role in enhancing the corporate image of Bayan College from the perspective of its students. Among the most significant contributions are creating a positive impression of the services provided by the college, attracting the public, reaching a broader segment of society, increasing students’ awareness of college news, and fostering positive communication between the college and its audience. Additionally, digital communication tools contribute to strengthening students’ confidence in the college’s distinguished services. This finding aligns with the results of numerous previous studies, including Al-Fawzan (2022); Oluwasola and Fasami (2018); Atiyah and Tawfiq (2020); Ghryani and Omar (2021); Musa and Al-Mousawi (2022); Khanom (2023); and An (2024).

The current study also found that digital public relations contribute to enhancing the corporate image of Bayan College through the effective use of social media platforms. The high evaluations of communication tools, the promotion of college plans and projects, and the perceived appropriateness of platform use indicate that students view these practices as supportive of institutional communication and image-building. However, these findings should be interpreted as evidence of the perceived effectiveness of social media communication practices rather than as a direct assessment of the personal competence of individual public relations personnel.

The moderate rating of short-form video content, such as Reels, TikTok-style videos, and longer documentary-style videos (M = 2.78), is an important exception within the generally positive findings. This result indicates that the issue is not the popularity of video platforms among students, but rather the extent to which the video content produced by the college aligns with students’ expectations, interests, and communication styles. When short-form videos offer limited informational value, are overly formal or promotional, do not align with the fast-paced nature of Reels and TikTok, or do not encourage interaction through comments, questions, student participation, or shareable storytelling, they may not perform as effectively. Previous studies indicate that the effectiveness of digital communication depends not only on the use of social media platforms, but also on content quality, creativity, audience engagement, and the perceived value of the message (Oluwasola and Fasami 2018; Khanom 2023; An 2024).

This finding also suggests that the strategic plan for video content may need to be strengthened. The lower evaluation of short-form video may be due to technical issues, including weak editing, inconsistent production quality, or limited visual appeal; a mismatch between institutional formality and the communication culture of youth-oriented platforms; or limited interaction, where students passively watch content without being prompted to comment, share, or engage. From the perspective of Relationship Management Theory, such content may be less effective because it may not sufficiently build mutuality, trust, or continuous dialog with students. From a Digital Reputation Management perspective, weak or inadequate video content can negatively affect the institution’s ability to convert visibility into reputational value. Therefore, Bayan College should create short videos based on students’ needs, academic life, achievements, services, events, and frequently asked questions, and should adopt interactive video formats such as student stories, behind-the-scenes videos, polls, and question-based videos.

The empirical results may also be explained using CSR and digital reputation frameworks. Students’ perceptions of digital public relations as a source of institutional credibility and relationship-building are reflected in the high levels of agreement regarding awareness, communication, reputation, loyalty, and willingness to defend the college. These results are consistent with a CSR-oriented communication approach, as the college’s platforms not only promote the institution but also provide information, maintain contact with students, and communicate services and projects that affect the student community. Concurrently, the findings reflect Digital Reputation Management, as consistent and responsive online communication helps improve the corporate image. Therefore, the study connects its statistical results with established theoretical models by demonstrating that a sustainable institutional image can be created through continuous relationship management, responsible communication, and image consistency in the digital space.

The present study distinguished itself from previous research by examining the effect of variations in gender, academic major, and academic year on the role of social media platforms in enhancing the corporate image of Bayan College. The study revealed no statistically significant differences at the 0.05 significance level with respect to gender and academic major. This indicates that male and female students, regardless of their field of study, concur in their views on the significant role of digital public relations in promoting a positive corporate image of the institution, with no variation between them. Conversely, the study identified statistically significant differences at the 0.05 significance level regarding students’ perceptions of the role of social media platforms in enhancing the corporate image attributable to the academic year of the respondents. The F-value for the measure reached 4.257, which is statistically significant at a level below 0.01, with an effect size indicating that 7.5% of the variance in perceptions of the role of social media platforms can be attributed to the students’ academic year. Results from post hoc comparisons using Scheffé’s test revealed that the perceived role of social media platforms in enhancing the corporate image was higher among Foundation Year students compared with fourth-year students, while no differences were observed among students in the remaining academic years.

The statistically significant differences by academic year require further interpretation. Foundation Year students reported more positive perceptions than fourth-year students, which may be explained by differences in institutional experience and expectations. New students are often more exposed to introductory campaigns, orientation messages, admission-related announcements, and welcoming content, which may create a more favorable first impression of the college’s digital communication. By contrast, senior students have accumulated longer direct experience with academic procedures, services, administrative communication, and possible gaps between digital messaging and lived experience. Their evaluations may therefore be more critical and based on sustained exposure rather than initial impressions. This pattern suggests that digital public relations should not focus only on attracting and orienting new students, but should also maintain meaningful, service-oriented, and responsive communication with students across all academic years. In contrast, the absence of statistically significant differences by gender and academic major indicates that the college’s digital communication produces relatively consistent perceptions across these groups, which supports the coherence of its institutional image.

Overall, the findings show that digital public relations have become a core component of institutional communication in educational settings. When social media platforms provide credible information, support two-way communication, and reflect stakeholder needs, they contribute to a positive and sustainable corporate image. However, the moderate evaluation of short-form video content also indicates that platform adoption alone is insufficient; communication effectiveness depends on strategic content design, relevance, interactivity, and continuous evaluation of audience expectations.

7. Research Contribution

This study contributes to the literature in several ways. First, it extends research on digital public relations and institutional image-building to the higher education context in the Sultanate of Oman, a setting that remains comparatively underrepresented in prior scholarship. Second, by integrating Relationship Management Theory with Digital Reputation Management and CSR-oriented communication, the study provides a stronger theoretical explanation of how social media platforms contribute to a sustainable institutional image. It shows that corporate image is not only the outcome of platform presence, but also the result of trust building, stakeholder responsiveness, message consistency, and socially responsible communication. Third, the study offers empirical evidence from 662 students at Bayan College, demonstrating that Instagram and other social media platforms can enhance awareness, confidence, communication, loyalty, and students’ willingness to defend the institution. Fourth, the findings add nuance by showing that perceptions do not significantly differ by gender or academic specialization, while they vary by academic year, indicating that student experience and length of institutional exposure shape evaluations of digital public relations. Finally, the study provides practical value for educational institutions by identifying the need to improve short-form video strategies through more relevant, interactive, and audience-centered content.

Study Limitations and Future Research

Although the study provides useful evidence about the role of social media platforms in enhancing the corporate image of Bayan College, its scope is limited to a single institution. Therefore, the findings should not be generalized to all colleges and universities in Oman without caution. Future research should extend the sample to include several public and private higher education institutions in different Omani governorates in order to improve comparability, objectivity, and generalizability.

8. Recommendations

In line with the previous discussion findings, the study recommends the following:

• Conducting a comparative study on the corporate image of the English Language and Public Relations departments in Omani public and private universities from the students’ perspective.
• Investigating the impact of work ethics on the corporate image of institutions through a field study encompassing a selection of governmental and private organizations.
• Developing analytical models to measure the effectiveness of digital public relations campaigns during crisis situations.
• Assessing the role of emerging platforms, such as TikTok and Snapchat, in shaping the corporate image among younger generations within educational environments.