أخلاقيات عرض الفواصل الإعلانية الرقمية واتجاه الجمهور نحوها- دراسة ميدانية في إطار نظرية المسؤولية الاجتماعية

نوع المستند : المقالة الأصلية

المؤلف

کلية الاعلام وتکنولوجيا التصال بجامعة مصر للعلوم والتکنولوجيا

المستخلص

     تسعى هذه الدراسة للوقوف على أخلاقيات عرض الفواصل الإعلانية الرقمية واتجاه الجمهور نحوها في إطار نظرية المسؤولية الاجتماعية، وتحليل تأثير كثافة عرض الفواصل الإعلانية بالمحتويات الرقمية عبر الإنترنت على اتجاهات الجمهور سواء بالسلب أو بالإيجاب، وقياس مصداقية المعلومات وموضوعية المعلِن عند التقديم الكثيف للفواصل الإعلانية، وتحديد العوامل التي تسهم في مراعاة أخلاقيات عرض الفواصل الإعلانية وتنفيذها بشكل فعّال، وذلك من خلال التطبيق الميداني على عينة بحثية تكونت من 400 مفردة، وذلك في الفترة من 15/2/2023 حتى 15/3/ 2023، وتوصلت الدراسة إلى وجود علاقة ارتباط طردية ضعيفة (موجبة) بين كثافة عرض الفواصل الإعلانية الرقمية وبين الاتجاه السلبي للجمهور (النفور)، كذلك وجود علاقة ارتباط طردية ضعيفة (موجبة) بين كثافة عرض الفواصل الإعلانية الرقمية وبين شعور الجمهور بوجود صراع مصالح لصالح المعلِن، كما توجد علاقة ارتباط طردية متوسطة (موجبة) بين كثافة عرض الفواصل الإعلانية الرقمية وبين شعور الجمهور بالضيق، وتوصلت الدراسة لوجود علاقة ارتباط طردية ضعيفة (عكسية) بين كثافة عرض الفواصل الإعلانية الرقمية وبين شعور الجمهور بموضوعية المعلِن، إلى جانب وجود علاقة ارتباط بين مراعاة أخلاقيات عرض الفواصل الإعلانية الرقمية وبين اتجاه الجمهور نحو تلك الإعلانات.

الكلمات الرئيسية

الموضوعات الرئيسية


- Khallaf, H. (2022). aitijah aljumhur almisrii nahw tafaeuliat al'iielanat almumawilat lilmuntajat altijariat ealaa minasat mayta "alfis buk" dirasat maydaniati. almajalat aleilmiat libuhuth al'iielam watiknulujia alaitisali. 12(3).
- Rumisa', F. (2022). aitijahat altalabat aljamieiayn nahw al'iielanat altijariat eabr mawqie alyutyub- dirasatan maydaniatan ealaa eayinat min talabat qism eulum al'iielam walaitisal bijamieat muhamad alsidiyq bin yahii, jijil-. (risalat majistir manshurt, kuliyat aleulum al'iinsaniat walaijtimaeiati, jamieat Muhamad Alsidiyq bin Yahia, aljumhuriat Aljazayiria aldiymuqratiat alshaebiati),
- Robert Brolin & Carl Spangby. (2020). The impact of advertising exposure on attitudes and purchase intention. Master Thesis, International school of business, JÖNKÖPING University. In:
- Haridi, N. (2020). takrar batha alfawasil al'iielaniyt altaliyfizywnyt waealaqataha bimustuyat mutabaeat almushahidiyn lilmusalsalat khilal shahr ramadan. majalat albuhuth Al'iielamiati. 54(2).
- Paragitha Kusuma Wardhani & M. Gunawan Alif. (2018). The Effect of Advertising Exposure on AttitudeToward the Advertising and the Brand and Purchase Intention in Instagram. Advances in Social Science, Education and Humanities Research, vol. 348.
- Farraj, A. (2017). 'iidrak aljumhur almisrii lilrasayil alkhafiyt bial'iielan alraqmii. almajalat aleilmiat likuliyat altarbiat alnaweiati. 10(4).
- Murat Aktan, Sibel Aydogan & Ceyda Aysuna. (2016). Web Advertising Value and Students’ Attitude Towards Web Advertising. European Journal of Business and Management. Vol.8, No.9
- Abd Aleati, M. (2016). alfawasil al'iielaniat bimawaqie altawasul alaijtimaeii waitijahat alshabab nahwaha- dirasatan kayfiatan li'iielanat fidyuhat mawqie alyutyubi-. almajalat Almisriat libuhuth alraay aleami. 2(3)
- Musilili, I. (2015). dawr muhadadat aitijahat aleumala' nahw al'iielanat eabr shabakat al'iintirnit fi sulukihim alaistijabia- dirasat maydaniatan- eumala' al'aswaq altijariat eabr alshabakat alaijtimaeiat fisbuk. (risalat dukturah manshurat, kuliyat alaiqtisadi, jamieat Halb).
- 'Ahmed, A. (2014). tathir alfawasil al'iielaniat fi alqanawat alfadayiyat altilfizyuniat ealaa aljumhuri: fahs 'ambiriqiun litaqasiy aldawr almutaeazim limuealajat almaelumat min khilal aistikhdam namadhij binayiyatin. majalat buhuth alealaqat aleamat alsharq al'awsata. 2(4).
[1] Ping Zhang. (2011). What consumers think, feel, and do toward digital ADS: A multi-phase study. 19th European Conference on Information Systems (ECIS) Helsinki, Finland
[1] Mohammed Ismail El-Adly. (2010). The Impact of Advertising Attitudes on the Intensity of TV Ads Avoiding Behavior. International Journal of Business and Social Science. Vol. 1 No. 1. October.
- Shaybah, S. (2022). 'akhlaqiaat al'iielan bayn alribhiat wahuquq almustahlik dirasat halat ealaa eayinat min alwikalat al'iielaniati. majalat albuhuth waldirasat al'iielamiati. 19(1)
[1] Rimi Moitra, Neha Purohit & Anindo Bhattacharjee. (2022). Advertising Ethics: Towards a Stakeholder Approach. Purushartha - A Journal of Management- Ethics and Spirituality. Vol.15. No. 1. pp 142 - 158
- Aldasuqi. D. (2020). 'akhlaqiaat al'iielan walmasyuwliat aliajtimaeiati- dirasat ealaa namadhij min al'iielan altilifizyunii fi Masr-. almajalat al'akadimiat lil'abhath walnashr alealmii. 10(2).
[1] PARVEZ, M. H & EITEN, E. U. H. (2019). Ethics in television commercials:an opinion survey of consumers onadvertisements of Bangladeshi Companies. Utopía y Praxis Latinoamericana. Vol. 24, No.6, November-December
- Abd Alrahman, M. (2019). tathir al'afkar al'iibdaeiat waltafaeuliat bial'iielanat alkharijiat ealaa saniei al'iielan walmuhtawaa al'iielamii fi wasayil al'iielam aljamahiriati. mutamar kuliyat al'iielam al 25. jamieat Alqahira.
- Abd Alhakim, A. (2018). aitijahat saniei al'iielanat nahw tashrieat wa'akhlaqiaat al'iielan fi masra- dirasatan maydaniatan-. majalat albuhuth Al'iielamiati. 49(2). 169- 204.
[1] Preeti Sharma. (2015). Advertising Ethics. International Journal of Management and Commerce Innovations. Vol. 3. Issue 1. April- September. pp 410-415
[1] Rashid Zaman, Zahid Mahmood & Muhammad Arslan. (2015). Effect of Ethical Issues on Advertising Effectiveness: A Study of Pakistan. European Journal of Business and Management. Vol.7, No.10
[1] Turow, J., & McAllister, M. P. (2014). The future of advertising and advertising research. International Journal of Advertising. Vol. 33. No. 2. pp 205-210.
[1] Schwerdtfeger, P. (2019). The Evolution of Digital Advertising. Lioncrest Publishing.
[1] Sheehan, K. B., & Morrison, D. (2013). A Brief History of Digital Advertising. Journal of Interactive Advertising. Vol. 1. No. 1. pp 1-10.
[1] Sjöblom, M. (2018). "Advertising in the Age of Persuasion: Building Brand America, 1941-1961." Journal of Advertising, Vol. 47. No. 2. pp 143-155
[1] Kim, J., & Johnson, K. K. (2016). "Power of Mid-Roll Video Advertisements: Comparison of the Effectiveness of Pre-Roll, Mid-Roll, and Post-Roll Video Advertisements. Journal of Advertising Research. Vol. 56. No. 4. pp 402-415.
[1] Moth, D. (2015). ""It's not TV, it's Dot-com TV": Investigating online video advertising and consumer engagement. Journal of Marketing Communications. Vol. 21. No. 6. pp 463-477.
[1] Sundar, S. S., Kang, J., Oprean, D., & Xu, Q. (2016). "Theories of interactivity and social media effects. Human Communication Research, Vol. 42. No.2. pp 237-257.
[1] Borghini, S., Celli, F., & Pellegrini, T. (2017). "Customizing video ads for product and viewer characteristics. Computers in Human Behavior. Vol. 71. pp 433-444.
[1] Nelson-Field, Karen, and James Taylor. (2013). A longitudinal analysis of the impact of advertising on brand image in premium brands. Journal of Marketing Communications. Vol. 19. No.3. pp 151-169.
[1] Lee, Seungwoo, and Sangho Lee. (2017). Effectiveness of online video advertising: The role of website context congruity. Computers in Human Behavior. Vol 73. pp 447-459.
[1] Timmermans, Job, and Hans Haans. )2018). The role of format and placement in digital video advertising effectiveness. Journal of Advertising Research. Vol. 58. No.3. pp 296-310.
[1] Cho, Chang-Hoan, and Hye Jin Cheon. (2005). Study of information content and consumer engagement with online advertising: an experimental study of animated banner advertising. International Journal of Advertising. Vol. 24. No. 2. pp 151-172.
[1] Lewis, Andrew B., and Christopher E. Porter. (2015). Examining mobile advertising effectiveness through the use of GPS-enabled mobile phones. Journal of Interactive Advertising. Vol. 15. No. 2. Pp 68-80.
[1] De Pelsmacker, P., & Janssens, W. (2007). Ethical Issues in Advertising. In Principles of Advertising. Routledge. pp. 307-332
[1] Klein, J. G. (2000). Five Pitfalls in Deciding to Use Unethical Advertising. Journal of Business Ethics. Vol. 27. No. 1-2. pp 167-175.
[1] Boddewyn, J. J., & Kroll, M. J. (1981). Advertising Ethics. Lexington Books
[1] Hastings, G., Stead, M., & Webb, J. (2004). Fear Appeals in Social Marketing: Strategic and Ethical Reasons for Concern. Psychology and Marketing. Vol. 21. No.11. pp 961-986.
[1] Pechmann, C., & Ratneshwar, S. (1994). The Effects of Anticipated Advertising Exposure on the Miscomprehension of Nutritional Claims. Journal of Consumer Research. Vol. 21. No. 2. pp 384–392.
[1] Atkinson, L. (2004). Political Advertising in the 2003 Canadian Election. Canadian Journal of Communication. Vol. 29. No.4. pp 437–448.
[1] Comstock, G., & Scharrer, E. (2005). Media and the American Child. Academic Press
[1] Kilbourne, J. (2000). Can't Buy My Love: How Advertising Changes the Way We Think and Feel. Free Press.
[1] Rashid Zaman, Zahid Mahmood & Muhammad Arslan. Opt. Cit
[1] McQuail, D. (2010). McQuail's Mass Communication Theory (6th ed.). Sage Publications.
[1] Severin, W. J., & Tankard Jr, J. W. (2010). Communication Theories: Origins, Methods, and Uses in the Mass Media (6th ed.). Pearson
[1] Chapman, J., & Chapman, W. (2009). Mass Communication: Living in a Media World. CQ Press.
[1] Deuze, M. (2005). What is Multimedia Journalism? Journalism Studies. Vol.6. No.1. pp 19-34.
[1] Fisher, T. (2010). News That Matters: Television and American Opinion (2nd ed.). University of Chicago Press
[1] Riffe, D., Lacy, S., & Fico, F. G. (2014). Analyzing Media Messages: Using Quantitative Content Analysis in Research (3rd ed.). Routledge
- Hussam Aldiyn, M. (2003). almaswuwliat alaijtimaeiat lilsahafati. Alqahira. aldaar Almisriat Allubnania
- Alhazimi, M. (2021). al'iielam alearabia wal'amn alqawmia: alruwaa waltahadiyati- nahw 'ajandat 'iielamiat mustaqbaliatin-. almajalat almisriat libuhuth alaitisal aljamahiri. 1(2).
-Hijab, M. (2002). 'asasiaat albuhuth al'iielamiat waliajtimaeiati. Alqahira: dar Alfajr lilnashr waltawziei. t 1. s 81.
-Hassan, S. (1999). buhuth al'iielami. Alqahira: Alam Alkutubu. t 3.
- Taya, S. (2001). buhuth al'iielama. Alqahira: dar Alnahdat alearabiati.
- Nasir, H. (2000). astikhdamat alkumbuyutar fi buhuth al'iielami. almajalat Almisria libuhuth al'iielami.
[1] American Advertising Federation. (2020). Code of Ethics & Principles of Conduct. Retrieved from:  https://www.aaf.org/AAFMemberR/American_Advertising_Federation/AAFMemberResources/AAF_Content/Codes_and_Ethics/AAFMemberResources/Ethics/About/Code_of_Ethics.aspx  10/5/2024
[1] Interactive Advertising Bureau (IAB). (2020). The Rise of the 21st Century Brand Economy: A Cross-Industry Study. Retrieved from https://www.iab.com/insights/the-rise-of-the-21st-century-brand-  10/5/2024
[1] De Vries, L., Gensler, S., & Leeflang, P. S. (2012). Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing. Journal of Interactive Marketing. Vol. 26, No. 2. pp 83–9.