A study on the relationship between digital citizenship and digital competence as determinants of digital public relations

Digital citizenship, which refers to the responsible and ethical use of digital technologies and online platforms, encompasses a set of skills, knowledge and attitudes that enable individuals to navigate and interact effectively in the digital world. Digital citizenship requires respecting the rights and privacy of others, practicing online safety and security measures, and promoting positive online interactions. Digital competence, which refers to the ability to use digital technologies effectively for a specific purpose, involves a combination of technical skills, information literacy, critical thinking and problem solving. In the field of digital public relations, digital literacy is essential for professionals to be able to use digital platforms and tools effectively. This includes skills such as social media management, content creation, data analysis, search engine optimisation (SEO) and understanding digital analytics. Through the effective use of digital technologies, PR practitioners can develop their digital skills to engage with target audiences, monitor online conversations, measure campaign effectiveness and develop strategies to achieve communication objectives. This thesis analyses the relationship between digital citizenship and digital literacy. Using quantitative research methods, the relationship between digital citizenship, digital competence and their impact on digital public relations was tested for difference, relationship and impact, and the findings were interpreted and reported. The research findings revealed that perceptions of digital competence and digital citizenship differ significantly according to demographic variables. It was found that the level of digital literacy does not have a determining effect on the perception of digital citizenship. KEYWORDS: Digital Citizenship, Digital Competence, Digital Public Relations