Using Sensory Marketing Dimensions Across the Internet and Its Relation to The Egyptian Consumer’s Awareness Level of The Trademark An Applied Study

Document Type : Original Article

Author

Mansoura University Faculty of arts Mass communication department Public Relations Section

Abstract

This study aims to identify how to employ sensory marketing dimensions in smartphone applications and the impact of this employment on the level of brand awareness among Egyptian consumers. This study falls within the descriptive studies, both analytical and field. This study also used the media survey method, both descriptive and analytical. It is divided into an analytical survey represented by a sample of smartphone applications, namely “Shein” and “DeFacto”, which were chosen according to the exploratory study conducted by the researcher, and a field survey represented by a sample of Egyptian consumers who follow smartphone applications. Qualitative analysis and a survey sheet were chosen as tools for collecting data. The study relied on a deliberate sample of 400 individuals. The results of the study also showed that 65.5% of participants constantly follow smart applications, compared to 28.75% who follow these applications “sometimes,” and 5.75% who follow these applications “rarely.” It has been proven that there is an influence of the sense of sight in the forefront among the marketing senses, the field of study represented by (touch - sight - smell) in brand awareness, this was at a rate of 79% based on the study sample’s answers to the statements related to it, followed by the influence of the sense of touch at a rate of 75%, then the sense of smell at a rate of 69%. The results of the study revealed the nature of the dimensions of awareness. The brand, which is represented by two dimensions (brand recognition and brand recall), and the second dimension (recall) was achieved at a greater rate than the first dimension, at a rate of 71% for the second dimension compared to a rate of 68% for the first dimension. The stages of audience representation where Information has three stages: (acquiring information, storing it, and then recalling it). The (recall) stage was achieved by the study sample at a rate of 74%, then the (storage) stage at a rate of 73%, and finally the (acquisition of information) stage at a rate of 72%.

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Main Subjects

References

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