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The Impact of Social Media’s Creative Advertising Design on Consumers’ Intentions to Purchase Automobiles: An Empirical Study on Egyptian Consumers

المصدر: مجلة كلية التجارة للبحوث العلمية
الناشر: جامعة الإسكندرية - كلية التجارة
المؤلف الرئيسي: Tantawi, Passent Ibrahim (Author)
مؤلفين آخرين: Negm, Eiman Medhat (Co-Author)
المجلد/العدد: مج55, ع2
محكمة: نعم
الدولة: مصر
التاريخ الميلادي: 2018
الشهر: يوليو
الصفحات: 1 - 24
DOI: 10.21608/ACJ.2018.36293
ISSN: 1110-7588
رقم MD: 977621
نوع المحتوى: بحوث ومقالات
اللغة: الإنجليزية
قواعد المعلومات: EcoLink
مواضيع:
كلمات المؤلف المفتاحية:
Divergence Dimensions | Creative Advertising | purchasing Intentions | Automobile Industry
رابط المحتوى:
صورة الغلاف QR قانون
حفظ في:
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024 |3 10.21608/ACJ.2018.36293 
041 |a eng 
044 |b مصر 
100 |9 527582  |a Tantawi, Passent Ibrahim  |e Author 
245 |a The Impact of Social Media’s Creative Advertising Design on Consumers’ Intentions to Purchase Automobiles:  |b An Empirical Study on Egyptian Consumers 
260 |b جامعة الإسكندرية - كلية التجارة  |c 2018  |g يوليو 
300 |a 1 - 24 
336 |a بحوث ومقالات  |b Article 
520 |b Currently, people are spending a bulky amount of time on social media. Thus, it has become a popular marketing tool to communicate to consumers; making consumers bombarded by advertising messages online. The need for creative advertising has become one of the top priorities for effective advertisers and marketers to standout and to better persuade the minds of their target market. Creative advertising plays a crucial role in influencing consumers‟ attitudes towards products, services, and experiences. Originality, flexibility, elaboration, synthesis, and artistic value were the most popular dimensions of divergence criterion in creative advertising literature and which form the basis of creativity in various contexts. The aim of this study is to measure the impact of the dimensions of creative advertising design found on social media on consumers‟ intentions to purchase automobiles, specifically BMW cars. The divergence dimensions of a creative ad constitute the independent variables in this study. The researchers hypothesized that each dimension has a positive impact on the purchasing intentions of automobiles. This study is considered a conclusive research that has a descriptive purpose. The researchers distributed 600 questionnaires. However, 406 questionnaires were returned complete and accurate, creating approximately 68% response rate. According to the results and hypotheses testing, with the use of multiple regressions analysis, originality and elaboration were the two dimensions of social media's creative advertising that impact consumers‟ purchasing intention of BMW automobiles in Egypt. 
653 |a المستهلكين  |a الإعلان الإبداعي  |a وسائل التواصل الاجتماعي  |a نية الشراء  |a صناعة السيارات  |a مصر 
692 |b Divergence Dimensions  |b Creative Advertising  |b purchasing Intentions  |b Automobile Industry 
700 |a Negm, Eiman Medhat  |e Co-Author  |9 527583 
773 |4 إدارة الأعمال  |6 Business  |c 039  |e Journal of the Faculty of Commerce for Scientific Research  |f Maǧallaẗ Kulliyyaẗ Al-Tiǧāraẗ li-l-Buḥūṯ Al-ʿilmiyyaẗ  |l 002  |m مج55, ع2  |o 1049  |s مجلة كلية التجارة للبحوث العلمية  |v 055  |x 1110-7588 
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930 |d n  |p y 
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