The role of demographics and psychographics in the relationship between social media marketing and brand awareness among smartphone users in Egypt
Author
Hilal, Umniyah Abd al-Azim Abd al-Halim
Source
Journal of Commercial and Environmental Studies
Issue
Vol. 9, Issue 4، ج. 2 (31 Dec. 2018), pp.31-83, 53 p.
Publisher
Suez Canal University Faculty of Commerce
Publication Date
2018-12-31
Country of Publication
Egypt
No. of Pages
53
Main Subjects
Topics
Abstract EN
Social media are increasingly finding a place for themselves in all aspects of our lives.
Social media are being extensively used as a platform to conduct marketing and advertising activities(Alalwan, 2018).
However, there is always a challenge in how organizations can figure out the results of social media marketing (Costa, Borges-Tiago & Tiago, 2018).
Therefore, this study aimed to determine the effect of social media marketing on brand awareness among smartphone users in Egypt, moreover, to identify the effect of demographics and psychographics on this relationship.
Ex-post facto design has been chosen to achieve the research objectives.
A questionnaire has been designed and a cluster sample consisting of 502 smartphone users have been surveyed.
Results showed that social media marketing significantly affects brand awareness, moreover, smartphone users' age, income, and education significantly affect this relationship.
Finally, smartphone users' psychographics significantly affected this relationship
American Psychological Association (APA)
Hilal, Umniyah Abd al-Azim Abd al-Halim. 2018. The role of demographics and psychographics in the relationship between social media marketing and brand awareness among smartphone users in Egypt. Journal of Commercial and Environmental Studies،Vol. 9, no. 4، ج. 2, pp.31-83.
https://search.emarefa.net/detail/BIM-1081313
Modern Language Association (MLA)
Hilal, Umniyah Abd al-Azim Abd al-Halim. The role of demographics and psychographics in the relationship between social media marketing and brand awareness among smartphone users in Egypt. Journal of Commercial and Environmental Studies Vol. 9, no. 4, p. 2 (2018), pp.31-83.
https://search.emarefa.net/detail/BIM-1081313
American Medical Association (AMA)
Hilal, Umniyah Abd al-Azim Abd al-Halim. The role of demographics and psychographics in the relationship between social media marketing and brand awareness among smartphone users in Egypt. Journal of Commercial and Environmental Studies. 2018. Vol. 9, no. 4، ج. 2, pp.31-83.
https://search.emarefa.net/detail/BIM-1081313
Data Type
Journal Articles
Language
English
Notes
-
Record ID
BIM-1081313