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الرئيسية > مبادرات تسويق الإعلام الأخضر ل...>الوصف

مبادرات تسويق الإعلام الأخضر للمشروعات القومية بالدولة وتأثيرها على صورتها الذهنية لدى الشباب: دراسة ميدانية حول مشروعات النقل الخضراء

العنوان بلغة أخرى: Green Media Marketing Initiatives for National Projects in the Country and Their Impact on Their Mental Image among Young People: A Field Study on Green Transportation Projects
المصدر: المجلة العلمية لبحوث المرأة والإعلام والمجتمع
الناشر: جامعة بني سويف - كلية الإعلام
المؤلف الرئيسي: عبدالحميد، مرفت (مؤلف)
المجلد/العدد: مج1, ع2
محكمة: نعم
الدولة: مصر
التاريخ الميلادي: 2024
الشهر: يوليو
الصفحات: 181 - 257
ISSN: 3009-609X
رقم MD: 1478860
نوع المحتوى: بحوث ومقالات
اللغة: العربية
قواعد المعلومات: EduSearch, HumanIndex
مواضيع:
الاستراتيجيات التسويقية | الإعلام الأخضر | المشروعات القومية | الصور الذهنية
كلمات المؤلف المفتاحية:
مبادرات التسويق الأخضر | مشروعات النقل الأخضر | قضايا البيئة الخضراء | حملات التسويق الرقمية | Green Marketing Initiatives | Green Transportation Projects | Green Environmental Issues | Digital Marketing Campaigns
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المستخلص: The issue of transportation and geographical mobility raises many issues that have a direct impact on the urban sphere, especially the urban area, as well as the impact on the individual within the city as a result of the emergence of a state of integration that causes an imbalance for individuals displaced to cities, which is reflected in their actions and social behaviors, through trying to reach the stage of urban adaptation within the city. Not to mention the problems related to the issue of urban culture and the extent of adoption of its causes, and even the necessity of this happening within the city, which leads us to question the extent of adoption of this new culture by individuals, especially if we know the extent of the problems that the city already suffers from, represented in the problems of urban planning and the obstacles to urban development. Or what we can call sustainable development, which has become an important topic when talking about the role of the city in achieving this important dimension; Through which the roles of the city can be judged between those that are pioneering and encouraging city life in the positive sense when the dimension of urban effectiveness is achieved, and the negative dimension that refers to a state of retreat as well as urban crisis and the emergence of meanings such as alienation and urban marginality, part of the explanation for whose emergence is due to relocation or migration. Ruralism and the values associated with it within the city. These are the values that we will discuss in their theoretical dimension through this article.

The current study sought to identify the role of green media marketing initiatives for green transportation projects in Egypt and their impact on the mental image of the Egyptian state among Arab youth. The study used a survey approach, by applying the survey tool to a sample of Egyptian and Arab youth consisting of 300 individuals, and the study reached the following conclusions : 1. The youth sample relied on green media marketing campaigns carried out by the government to learn about new information about green transportation projects to a large extent (24 %), relied on it to a moderate degree (52.3 %), and did not rely on it at all (23.7 %). 2. The feature of “does not cause harm to the environment” came at the forefront of the features that characterized green transportation projects from the point of view of the youth of the study sample, at a rate of 65%, and safe came in second place, at a rate of 56 %, while electronic payment came with offers on the use of subscription cards. In third place, with a rate of 55 %. 3. There is a correlation between the level of dependence of the youth of the study sample on green media marketing campaigns in following up on national transportation projects and their future vision towards the country to change for the better. 4. There is a statistically significant correlation between the intensity of exposure of the youth of the study sample to campaigns marketing national transportation projects through the media and the mental image they have of the Egyptian state. 6. There is a statistically significant correlation between the intensity of exposure of the youth of the study sample to campaigns marketing national transportation projects through the media and their evaluation of the services provided to them by the green, environmentally friendly transportation network.
ISSN: 3009-609X

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