The impact of mobile marketing means on charity donor behavior in Jordan

العناوين الأخرى

أثر وسائل التسويق عبر الهاتف النقال على سلوك المتبرع الخيري في الأردن

مقدم أطروحة جامعية

al-Qudah, Isra Abd al-Hamid

مشرف أطروحة جامعية

Salim, Fuad al-Shaykh

الجامعة

جامعة عمان العربية

الكلية

كلية الأعمال

القسم الأكاديمي

قسم التسويق

دولة الجامعة

الأردن

الدرجة العلمية

ماجستير

تاريخ الدرجة العلمية

2018

الملخص الإنجليزي

The study aimed to investigate the impact of mobile marketing means on charity donor behavior in Jordan.

The mobile marketing means were measured through (SMS, charity mobile application, charity mobile social network sites, charity mobile website), while the charity donor behavior was measured through (level of donation, donation frequency, donor loyalty).

This study is a quantitative study with a descriptive analytical approach, the study population was all donors in Jordan, and data was collected by using a questionnaire given to the study convenience sample, which consisted of (398) donors in Jordan.

The results of the study revealed that there is a statistically significant impact of mobile marketing means (SMS, charity mobile application, charity mobile social network sites, charity mobile website) on charity donor behavior (level of donation, donation frequency, donor loyalty) in Jordan.

Based on the results of the study, the researcher recommended that charities should adopt and implement mobile marketing strategies as a part of its integrated marketing communications; as a result, the amount of donations will be increased, in addition to attracting new donors while maintaining a good relationship with current donors.

التخصصات الرئيسية

التسويق

الموضوعات

• الأردن
• التسويق عبر الهاتف

عدد الصفحات

123

قائمة المحتويات

• APA
• MLA
• AMA

لغة النص

الإنجليزية

نوع البيانات

رسائل جامعية

رقم السجل

BIM-937847