Effectiveness of Smartphone Applications as Social Marketing Tool in Egypt: A practical study

Document Type : Original Article

Author

Associate Professor of Public Relations and Advertising - Faculty of Media and Mass Communication - Ain Shams University

Abstract

This study aimed to identify the effectiveness of smartphone applications as a social marketing tool and the factors influencing attitudes towards them. An online survey was applied to 551 smartphone users. In addition to a qualitative content analysis of 4 societal smartphone applications, it was found that the respondents accept smartphone applications as a social marketing tool, in terms of ease of use, perceived benefit, behavioral intent, and actual use. The study showed the effectiveness of trust, credibility, and richness factors in contributing to users' acceptance of smartphone applications as a social marketing tool, However, there are still several barriers that limit that effectiveness.

Keywords

Main Subjects


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