اتجاهات البحوث العربية والأجنبية في مجال التسويق عبر الإنترنت: دراسة تحليلية من المستوى الثاني

نوع المستند : المقالة الأصلية

المؤلف

مدرس بقسم العلاقات العامة والإعلان بکلية الإعلام– جامعة الأهرام الکندية

المستخلص

سعى البحث لرصد الدراسات التي أجريت في مجال التسويق عبر الإنترنت في المجال الإعلامي لمدة 20 عام، وذلک من خلال تحليل عينة من الدراسات العربية والأجنبية التي أجريت في تلک الفترة؛ للتعرف على أهم الموضوعات والاتجاهات البحثية، وتوضيح النماذج والنظريات العلمية التي تم توظيفها في تلک الدراسات، مدى تحقق فروضها، بالإضافة لرصد المناهج البحثية التي تم الاعتماد عليها، وتحديد أدوات جمع المعلومات التي تم الاعتماد عليها، وتوضيح أهم النتائج التي توصلت إليها تلک الدراسات، وتنتمي هذه الدراسة لدراسات تحليل المستوى الثاني، وتوصلت الدراسة في أهم نتائجها لندرة الدراسات العربية في مجال التسويق عبر الإنترنت التي أجريت في مطلع (2000)، بينما کان هناک وفرة في الدراسات التي تناولت توظيف العلامات التجارية لوسائل التواصل الاجتماعي لأغراض تسويقية، واعتمدت الغالبية العظمي من الدراسات موضوع التحليل على المنهج المسحي بشقية، کما تنوعت أدوات جمع البيانات ما بين الاستبيان والمقابلات المتعمقة، ودليل تحليل المضمون، عمدت الدراسات محل التطبيق على استخدام النماذج الحديثة، کما لجأت بعض الدراسات للاعتماد على الدمج بين النظريات التقليدية، والنماذج الحديثة.

الكلمات الرئيسية

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