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الرئيسية > اللغة الدعائية لدى شركات الاتص...>الوصف

اللغة الدعائية لدى شركات الاتصالات السعودية: دراسة وصفية تحليلية

العنوان بلغة أخرى: The Advertising Language of Saudi Telecommunications Companies: An Analytical Descriptive Study
المصدر: مجلة الجامعة الإسلامية للغة العربية وآدابها
الناشر: الجامعة الإسلامية بالمدينة المنورة
المؤلف الرئيسي: اليتيمي، عبدالرحمن عثمان محمد (مؤلف)
المؤلف الرئيسي (الإنجليزية): Al Yatimi, Abdul Rahman Othman Mohamed
المجلد/العدد: ع3
محكمة: نعم
الدولة: السعودية
التاريخ الميلادي: 2021
الصفحات: 311 - 366
DOI: 10.36046/2356-000-003-007
ISSN: 1658-9076
رقم MD: 1275570
نوع المحتوى: بحوث ومقالات
اللغة: العربية
قواعد المعلومات: HumanIndex, AraBase
مواضيع:
شركة الاتصالات السعودية | اللغة الدعائية | الدعاية والإعلان | وسائل الإعلام
كلمات المؤلف المفتاحية:
الدعايات | الاتصالات | زين | شركات | موبايلي | الإعلام | Media | Advertisements | Companies | Telecommunications Zain | Mobily
رابط المحتوى:
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المستخلص: Communication through word of mouth has been recognized to have a significant influence on consumer behavior and purchase intention. Due to the rapid growth of internet usage, a non-personal but global form of communication known as online word of mouth or online customer reviews was created. It has been considered as a new version of the traditional word of mouth, where customers could use several sources on the internet to have hands-on information created by others about the products/services they intend to buy. Moreover, Brand image has also been recognized as a key driver that positively influences consumers’ purchase intention. The purpose of this paper is to analyze the effect of online customer reviews on purchase intention, as well as to examine the moderating role of brand image in the relationship between customer online reviews and purchase intention. The selected brand sector was the mothers who purchase diapers for their children, focusing on Pampers as a well-known brand. Data was gathered through online self-administered questionnaires from a sample of 294 mothers who purchase the brand Pampers for their children. Statistical analysis was conducted to analyze the gathered data whereby appropriate statistical techniques and tests were employed. Results revealed that online consumers’ reviews have a significant positive effect on brand image and that brand image was significantly and positively related to purchase intention. Furthermore, online consumers’ reviews had no significant impact on purchase intention. Additionally, brand image moderates the relationship between online consumers’ reviews and purchase intention. It was also revealed that online customer reviews have a significant positive indirect effect on purchase intention. Research findings were discussed to reflect on the researchers’ interpretation and perception of the outcomes addressed

This research aims at identifying the relationship between language and modern media, accentuating the impact of media on recipients in general, and its effect on the Arabic language and its speakers in particular, while confining this study to the advertising language of the Saudi telecommunications companies, by rectifying the term advertisements, then reviewing the most apparent negative linguistic phenomena contained in their advertisements, and this been identified in three parts, the first: the entry of foreign words, the second: the entry of colloquial words, and the third: the common linguistic and spelling mistakes, with a scientific discussion that clarifies and defines the errors, and shows their impact on the Arabic language and the general public and correct it by mentioning the fluent word in its places. The research concluded with results and recommendations that brought to light the grandeur of Arabic language and its sufficiency for its speakers and its independence, clarifying the defects and shortcomings of the various media outlets, including telecommunications companies, and the lasting solutions to rectify that.
ISSN: 1658-9076

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