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الرئيسية > Evaluating Brand Recall and En...>مارك

Evaluating Brand Recall and Engagement in Social Media Ads: A Case Study of Saudi Students

المصدر: المجلة الدولية للإعلام والاتصال الجماهيري
الناشر: الجامعة الخليجية
المؤلف الرئيسي: Badran, Sherif (Author)
مؤلفين آخرين: Al-Dosari, Munira Ali (Co-Author)
المجلد/العدد: مج7, ع1
محكمة: نعم
الدولة: البحرين
التاريخ الميلادي: 2025
الصفحات: 127 - 136
ISSN: 2535-9797
رقم MD: 1539330
نوع المحتوى: بحوث ومقالات
اللغة: الإنجليزية
قواعد المعلومات: HumanIndex
مواضيع:
وسائل التواصل الاجتماعي | التسويق الرقمي | الحملات الإعلانية | العلامات التجارية
كلمات المؤلف المفتاحية:
Brand Recall | Social Media Advertising | Audience Engagement | Brand Recognition | Digital Marketing | Social Media Platforms
رابط المحتوى:
PDF (صورة)     
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041 |a eng 
044 |b البحرين 
100 |9 816638  |a Badran, Sherif  |e Author 
245 |a Evaluating Brand Recall and Engagement in Social Media Ads:  |b A Case Study of Saudi Students 
260 |b الجامعة الخليجية  |c 2025 
300 |a 127 - 136 
336 |a بحوث ومقالات  |b Article 
520 |b This study investigates the impact of social media advertisements on brand recall among students at Imam Abdulrahman bin Faisal University in Saudi Arabia. Focusing on various social media platforms, including Twitter, Instagram, Snapchat, TikTok, Facebook, and YouTube, the research examines the frequency of ad exposure, interaction levels, and the ability of students to recognize brand logos and identify design errors. Using a survey methodology, data was gathered from master’s students in the College of Business Administration, offering insights into how social media advertisements capture attention, foster engagement, and aid in memory retention of brand elements, even among a busy audience. Findings reveal that the most frequent ad exposure occurs on Twitter, followed by Snapchat and Instagram. Interaction types vary by platform, with "likes" dominating on TikTok, Twitter, and Instagram, while Facebook and YouTube saw higher levels of comments and likes, respectively. The results demonstrate that students not only engage with ads but also show a high capacity for distinguishing accurate brand logos from those with minor modifications, as evidenced by their high correct response rates in recognizing logo errors in brands like McDonald's, IKEA, and Nike. This study concludes that social media advertisements play a significant role in enhancing brand recall and recognition. It recommends that global brands leverage social media platforms and influencers to maximize engagement and brand retention. Additionally, the findings underscore the potential for Saudi and local brands to increase visibility and brand loyalty by targeting social media users with thoughtfully designed ad campaigns. This research provides a foundation for future studies on effective practices in social media advertising and audience memory retention in digital marketing. 
653 |a وسائل التواصل الاجتماعي  |a التسويق الرقمي  |a الحملات الإعلانية  |a العلامات التجارية 
692 |b Brand Recall  |b Social Media Advertising  |b Audience Engagement  |b Brand Recognition  |b Digital Marketing  |b Social Media Platforms 
700 |9 816640  |a Al-Dosari, Munira Ali  |e Co-Author 
773 |4 العلوم الإنسانية ، متعددة التخصصات  |6 Humanities, Multidisciplinary  |c 007  |e International Journal of Media and Mass Communication  |l 001  |m مج7, ع1  |o 2171  |s المجلة الدولية للإعلام والاتصال الجماهيري  |v 007  |x 2535-9797 
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930 |d y  |p y  |q n 
995 |a HumanIndex 
999 |c 1539330  |d 1539330 

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