public attitudes towards digital advertising and its role in achieving competitiveness for telecommunication companies in Egypt- Applied Study

ٍ  Saber, Engy Mohamed Saeed Mustafa Saber

doi:10.21608/jsb.2021.202075

public attitudes towards digital advertising and its role in achieving competitiveness for telecommunication companies in Egypt- Applied Study

Document Type : Original Article

Author

Engy Mohamed Saeed Mustafa Saber ٍ Saber

Media Department, Faculty of Quality Education, Zagazig University, Zagazig, Sharkiah

10.21608/jsb.2021.202075

Abstract

The study aims to identify the public's trends towards digital advertising and its role in Egyptian telecom companies by monitoring the competitive strategies on which that they rely to present their advertisements to the public. This study belongs to descriptive studies, The study depends on content analysis tools and questionnaire tools. And uses a deliberate sample of digital advertising offered by two telecom companies via their website, mobile ads and advertising in their social media accounts (Facebook, Twitter, Instagram), plus a sample available from the public in a 400- person intentional sample of companies,s services users and their advertisers to identify their trends towards it. The study reveals that telecommunications companies (sample study) employed the differentiation strategy in their advertising, Study companies have employed cost leadership strategy through promotional pricing and psychological and time-based distributes while the method of skimming pricing came last, And have expanded the strategy of focusing on geographic scope, targeted audience and specialized marketing with their websites more than mobile advertising and social media websites, and showing to employ QR Code as a mode of feature for mobile advertising.

Keywords

Main Subjects

Advertising

References

https://www.youm7.com/story/2020/12/30/

) https://www.youm7.com/story/2021/8/3

https://www.vodafone.com.eg/ar/home

https://te.eg/wps/portal/te

Abdel Fattah Al- Azzam& Khaled Al- Mizeed, 2021,"The effect of digital Marketing on purchasing decisions:Acase study in Jordan", Journal of Asian finance, Economics and Business,Vol.8,No.5.

Asma Zaheer, 2020, " Digital Marketing services enhance business performance goals by promoting products and services to consumers: A Digital approach", British journal of marketing studies, vol.8, Issue.1.

Athma B Nath& Titto Varghese,2020,"Factors influence the effective usage of QR Code: A study among readers of Trivandrum city, SSrn electronic journal, vol.7, Issue.1.

7) K.petrova,B.Dawn Medlin,Beatriz Adriana& Sandra A.Vannoy,2016,"QR Codes advantages and dangers",13^th International conference on e-Business and telecommunications-ICE-B,Lisbon, Portugal.

Christine Bauer& christine Strauss, 2016, location- based advertising on mobile devices: Aliterature review and analysis

Avalible online@

https://www.researchgate.net/publication/290788104_Location-based_advertising_on_mobile_devices_A_literature_review_and_analysis

Date of search:15/3/2021

Matthew A. Gana & Toney K. Thomas, 2016, "Consumer attitude towards location-Based advertising: An Exploratory study", Journal of Research in marketing, Vol. 6, No. 1

Gokhan Aydin, Nimet Uray & Gokhan Silahtaroglu, 2021,"How to engage consumers affective social media use-guidelines for consumer, goods companies from an emerging market", Journal of theoretical and applied electronic commerce research, Vol.16, No.4.

Hazem Rasheed Gaber, Len Tiu Wright & Kaouther Kooli, 2019,"Consumer attitudes towards insatgram advertisements in Egypt: The role of the perceived advertising value and personalization", Journal of Cogent business & Management, Vol.6, No.1.

Cody Baker,2018,"How twitter has changed the way advertisers communicate, Journal and campus publications, Vol.14, article.7.

Saara Maki,2016," Gaining acompetitive advantage through social media marketing in B2c sales: social media review", Helsink Metropolia University of applied sciences, Bachelor thesis of business administration international business and logistics

Yurdagul Meral, 2020, Tools and techniques for implementing international e-trading tactics for competitive advantage (Advances business research), Digitalization of human resources: e-HR, 1st ed., IGI Global publisher of timely knowledge.

Shirumisha Kwayu,Banita Lal& Mumin Abubakre,2017,"Enhancing organizational competitiveness via social media –a strategy as a practice perspective", Information systems frontiersm, Vol. 20,No.1.

Dennis Ayaga & Justie O. Nnabuko,2019,"Competitive strategies and customer satisfaction in the telecommunications industry in Nigeria, International journal of business and management review, vol. 7, No,1.

Suvendu Narayan Roy,2019, "Cost leadership strategy enhancing competitiveness: A critical study on MNC retails", HR marketing interface in Indian FMCG industry.

Akinto Kunbo Odunayo, 2018, "Market Focus Strategy and Organizational Performance of telecommunication companies in port Harcourt", International Journal of Innovative Reseach and advanced studies, Vol.5, Issue 3.

Mark Anthony,2017, Market segmentation, Targeting and positioning, Travel Marketing, Tourism Economics and the Airline product: An introduction to theory and practice, ed.1, chapter:4, springer,Cham,Switzerland.

Jama Abdi Mohamed, 2018, "Effects of Competitive Strategies on organizational performance

of telecommunication companies in mo GADAISHU-Somalia, Journal of applied management science, vol., 4, Iss. 4.

Gulnara Baisovna, Margarita andreevna & Yelena Anatolyeuan, 2019, "Ensuring Competitiveness of advertising in the organization management system, International Journal on Emerging Technologies, Vol. 10.

Olgha Auma, Frances Ndungu & Joseph Odhiambo, 2017," Electronic marketing practices, competitive environment and performance of telecommunications companies in Kenya", British journal of marketing studies, Vol. 5, No.5.

Kigunda Eva Nkathe, 2017, "Effect of digital marketing on competitiveness of automobile companies in Kenya", A research oroject submitted to the chandaria school of business in portal fulfillment of the requirement of the degree of master’s in business administration, United states international University-Africa in Nairobi for academic credit.

Susan Bukirwa & Titus kising'u, 2017, "Influence of competitive strategies on organizational performance of Hotels in Kenya: A survey of Hotels in Mombasa County, The strategic Journal of Business & change management, vol.4, Iss.2.

Gregory Dess, Lumpkin Mcnamara & Alan Elsner, 2008, Strategic Management creating competitive advantages, 4th ed., Mc Graw Hill.

26) Kalina Trenevska & Marina Mijoska, 2017; "Applying TAM to study online shopping Adoption among youth in the Republic of Macedonia", Management international Conference, Monastier, Italy.

N. Bamadhian, G. prakars & V.M. Nasution, 2021, "User acceptance of virtual hotel operator applications in Indonesia", 10p conference series: Materials science and Engineering.

Brend W. Wirtz & Vincent Gottel, 2016, "Technology acceptance in social media: Review synthesis and directions for future empirical research", Journal of electronic commerce research, vol. 17, No. 2.