فاعلية استخدام تطبيقات الهواتف الذكية كوسيلة للتسويق الاجتماعي في مصر- دراسة تطبيقية

نوع المستند : المقالة الأصلية

المؤلف

أستاذ مساعد العلاقات العامة والإعلان بكلية الإعلام جامعة عين شمس

المستخلص

       هدفت الدراسة إلى التعرف على مدى استخدام وتقبل الجمهور لتطبيقات الهواتف الذكية كوسيلة للتسويق الاجتماعي، والوقوف على العوامل المؤثرة في اتجاهاتهم نحوها، وقد تم تطبيق استبانة إلكترونية على عينة عمدية متاحة من مستخدمي الهواتف الذكية قوامها 551 مبحوثًا، بالإضافة إلى تحليل أربعة تطبيقات مجتمعية تحليلًا كيفيًّا، وقد تبين أن المبحوثين يتقبلون تطبيقات الهواتف الذكية كوسيلة للتسويق الاجتماعي من حيث سهولة الاستخدام، والفائدة المدرَكة، والنية السلوكية، والاستخدام الفعلي، وقد اتضح فاعلية الثقة والمصداقية وعوامل الثراء المختلفة كعوامل أسهمت في تقبل المستخدمين لتطبيقات الهواتف الذكية كوسيلة للتسويق الاجتماعي، ولكن لا يزال هناك عدد من العوائق التي تحدّ من تلك الفاعلية.

الكلمات الرئيسية

الموضوعات الرئيسية


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