The Effectiveness of Awareness Campaigns in the Saudi Banking Sector in Raising Awareness about Financial Fraud - The 'Be Careful' Campaign as a Model Field study - the Eastern province

Maki, Zakya Elnour Yousif Maki; ALMUTAIRi, FAY ABDULRAHMAN Yahya ALMUTAIRi; Al-Halibi, Fatima Hamad Ahmed Al-Halibi; Al-sallami, Reem Abdulhay Taha Al- S Allmi

doi:10.21608/jsb.2024.275757.1717

The Effectiveness of Awareness Campaigns in the Saudi Banking Sector in Raising Awareness about Financial Fraud - The 'Be Careful' Campaign as a Model Field study - the Eastern province

Document Type : Original Article

Authors

¹ Kjng Faisal University, -College of Arts, -Department of Communication and Information

² Department of Communication and Informationn, College of Arts, King Faisal University, Al-Ahsa, Kingdom of Saudi Arabia

³ Department of Communication and Information, College of Arts, King Faisal University, Al-Ahsa, Kingdom of Saudi Arabia

10.21608/jsb.2024.275757.1717

Abstract

The study aimed to identify the effectiveness of the awareness campaigns of the Saudi banking sector in raising awareness of the methods of financial fraud for the "Be careful" campaign, and to reveal the impact of the effectiveness of these campaigns and the level to which they reach the Saudi public and increase their awareness of the risks of financial fraud, and this study falls within descriptive research within the media survey methodology, and the study community consists of the Saudi public in the eastern province from the age of 18 to 45 and over for all those who were exposed to the "Be careful" campaign, using the intentional sample (250), and in this study, the questionnaire form was used to collect the study data the study reached several results, the most prominent of which were:
The Saudi public, who sometimes follow the "Be careful" campaign, came in first place with 48%. The respondents also rely on the internet and social networking sites as the first means to follow up on the "Be careful" campaign, with a percentage of 90.4%. As it turned out, the respondents relied on X as the first application to follow the "Be careful" campaign 61.6%, as a second application (TikTok) 41.6%, and as a third application (Instagram) 33.6%.
- The dependence of the studied public on the "Be careful" campaign to find out the methods of financial fraud to a large extent was in the first place with a percentage of 55.6%.

Keywords

{"sdg_fld":["17"]}

Main Subjects

The new media

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