Audience Engagement with Media Content and Advertisement: A Study from the Perspective of UAE Media Practitioners
| المصدر: | المجلة العربية للاعلام والاتصال |
|---|---|
| الناشر: | الجمعية السعودية للاعلام والاتصال |
| المؤلف الرئيسي: | Al-Hosani, Ebrahim Rashed (Author) |
| مؤلفين آخرين: | Al-Maamari, Hayam Abdul-Areem (Co-Author) , Omar, Muhammad (Co-Author) , Ismail, Salah Abdul-Hai (Co-Author) |
| المجلد/العدد: | ع36 |
| محكمة: | نعم |
| الدولة: |
السعودية |
| التاريخ الميلادي: |
2023
|
| الشهر: | ديسمبر |
| الصفحات: | 340 - 370 |
| ISSN: |
1658-8835 |
| رقم MD: | 1445318 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | HumanIndex |
| مواضيع: | |
| كلمات المؤلف المفتاحية: |
Confidence | Media Content | Media Practitioners | Transparency | Trust | UAE
|
| رابط المحتوى: |
عدد مرات التحميل
7
| المستخلص: |
Background: This study aimed to investigate the perceptions of media practitioners in the UAE regarding audience measurement institutions. Methods: A quantitative approach was adopted, and a survey questionnaire was designed and administered to media practitioners working at various media and advertising agencies in the UAE. Descriptive statistical analysis was conducted on the collected data, and the reliability of the questionnaire Was assessed using the Cronbach alpha test. Additionally, the relationship between media institutions and audience measurement institutions was examined using ANOVA. Results: The findings revealed that advertising and other media specialists had limited knowledge about data providing agencies, and those who were aware expressed concerns about reliability, trust, and transparency issues with audience measurement agencies. Conclusions: The study concluded that confidence and trust serve as crucial factors missing in the relationship between media institutions and audience and marketing research agencies. Establishing a link based on unified standards for data collection and a defined set of procedures is necessary to move forward in addressing this issue. |
|---|---|
| ISSN: |
1658-8835 |
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