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الرئيسية > أثر الممارسات التسويقية عبر ال...>الوصف

أثر الممارسات التسويقية عبر الإنستجرام على تشكيل قيمة العلامة التجارية للمطاعم بين العملاء

العنوان بلغة أخرى: The Impact of Instagram Marketing Practices on Shaping the Brand Value of Restaurants among Customers
المصدر: مجلة المعهد العالي للدراسات النوعية
الناشر: المعهد العالي للدراسات النوعية
المؤلف الرئيسي: يوسف، سيد نصر الدين علي (مؤلف)
المجلد/العدد: مج4, ع2
محكمة: نعم
الدولة: مصر
التاريخ الميلادي: 2024
الشهر: يناير
الصفحات: 311 - 363
ISSN: 2786-0256
رقم MD: 1424757
نوع المحتوى: بحوث ومقالات
اللغة: العربية
قواعد المعلومات: EduSearch
مواضيع:
الممارسات التسويقية | وسائل التواصل الاجتماعي | العلامات التجارية
كلمات المؤلف المفتاحية:
الممارسات التسويقية | وسائل التواصل الاجتماعي | الإنستجرام | قيمة العلامة التجارية للمطاعم | Marketing Practices | Social Media | Instagram | Restaurant Brand Value
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المستخلص: The reflective thinking scale was applied to the students of the research sample, and it consisted of (26) items. It was presented to a group of experts and arbitrators in the field of teaching science to see if it is suitable for the level of students. Scientific accuracy and correct linguistic formulation were taken into account, and the percentage of agreement was (84%). Appropriate statistical methods were used using statistical packages (SPSS). Where the stability coefficient was calculated using Cronbach's alpha, and the value of the stability coefficient was (0.88), and the research reached the following results: 1- The use of the strategy (stop - raise your hand - participate) has given the students the opportunity to make the appropriate decision in partnership with their peers at different levels of thinking, and has increased their achievement rate. The use of this strategy has increased students' self-confidence, as it emphasizes the active and effective role in the educational process. 1- This strategy contributed to helping students develop their reflective thinking by reflecting on answering questions on the subject. The researcher made some recommendations and proposals by using this strategy in other stages and by using other dependent variables such as critical thinking, productive thinking and creative thinking.

The importance of social media marketing has been increasing in a technology-driven world dominated by information and communication technology. Instagram is one of the prominent social media platforms in contemporary marketing. This study aims to examine the role of Instagram marketing practices in shaping brand value among customers. The marketing practices on social media were classified and aligned with the digital environment of Instagram. The relationship between these practices and the customer-based dimensions of brand value was then examined. These dimensions were identified as customer brand awareness, customer brand image, and perceived brand quality, with an attempt to understand their impact on customer loyalty to the brand. The study concluded that Instagram marketing practices have a positive impact on the three components of brand value from a customer perspective: customer brand awareness, customer brand image, and perceived brand quality. The results also indicated a significant effect of various components of brand value on emotional customer loyalty, represented by brand love, and behavioral customer loyalty, represented by repeated reliance on Instagram.
ISSN: 2786-0256

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