Explore The Perspective of the Public Institution Toward Their Collaboration with the Social Media Celebrities

Patel, SusmiAlreshwde, Bander2023-11-132023-11-132023-08-10-https://hdl.handle.net/20.500.14154/69648The research’s central idea has been to explore and analyse the views and decisions of public authorities regarding their cooperative working with social-media influencers or celebrities. Methodology: The research integrated semi-structured interviews with 6 editors-in-chief and directors from Saudi media agencies. Thematic analysis was rigorously performed to evaluate the data findings.53enSocial media influencers.Saudi mediaPublic institutionsTraditional mediaQualityTrustExplore The Perspective of the Public Institution Toward Their Collaboration with the Social Media CelebritiesThesis