استخدام الشباب العراقي للإعلان الرقمي و علاقته بالنزعة الاستهلاكية لديهم : دراسة ميدانية

Abstract EN

The study problem is determined in exploring the relationship of the Iraqi youth's use of digital advertising with their consumerism.

The study aims to identify the role of digital advertising in the new media in the consumerism of Iraqi youth.

The research sample was represented in a quota sample of university youth at Tikrit University from the College of Arts and the College of Agriculture with a total of (500) respondents.

The researcher used the questionnaire and the scale of the role of digital advertising in increasing consumerism.

 The study concluded to:
-The Most application used by young people is WhatsApp, followed by some companies' websites, then Twitter, then Instagram, then Facebook.

- The most important motives for Iraqi youth to follow digital advertising was the use of advertisement for animation, then the attractive design of the advertisement, followed by knowledge of what is new in the market.

- The most factors that push Iraqi youth towards consumerism through exposure to digital advertising were: distinguishing from others, then being influenced by others and imitating them, and then social prestige