تأثير إعلانات الواقع المعزز على اتجاه الشباب المصري نحو المنتج المعلن عنه "دراسة ميدانية"

نوع المستند : المقالة الأصلية

المؤلف

قسم الإعلام، کلية الآداب ، جامعة المنصورة

المستخلص

  هدفت الدراسة إلى التعرف على تأثير إعلانات الواقع المعزز عبر الهواتف المحمولة على اتجاه الشباب المصري نحو المنتج المعلن عنه، ومعرفة دوافع متابعة الشباب لإعلانات الواقع المعزز عبر الهواتف المحمولة، والکشف عن اتجاهات الشباب نحو الأساليب والأشکال التي تقدم بها إعلانات الواقع المعزز عبر الهواتف الذکية، واعتمدت الباحثة على منهج المسح بشقه الميداني، وذلک بتطبيق استمارة استبانة على عينة متاحة قوامها (450) مفردة من الشباب المصري من مستخدمي تطبيقات الواقع المعزز على الهواتف المحمولة، واعتمدت الدراسة على نظرية ثراء وسائل الإعلام، أشارت النتائج إلى ارتفاع معدلات اهتمام المبحوثين بإعلانات الواقع المعزز على الهاتف الذکي، کما توصلت النتائج إلى وجود علاقة ارتباطية ذات دلالة إحصائية بين عوامل الجذب المستخدمة في إعلانات الواقع المعزز والاتجاه نحو المنتج المعلن عنه، کما أشارت النتائج على ارتفاع مستوى الرضا عن إعلانات الواقع المعزز بين المبحوثين؛ نظرًا لاستخدامه أساليب ابتکارية وجذابة في عرض الإعلان.

الكلمات الرئيسية

الموضوعات الرئيسية


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