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

Economy and Commerce

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