علاقة تعرض الجمهور المصري لمحتوى حملات التسويق الاجتماعي باتجاهاتهم نحو الثقافة الوطنية : دراسة تطبيقية على حملة 100 مليون صحة

Abstract EN

Many researches has taken the interest of studying the meaning of culture in commercials reflecting the national culture of different States, while Arab and Western studies have been limited in identifying the influence of national culture within the contents of advertisements for social marketing campaigns.

Although understanding differences between national cultures would consolidate cooperation among different cultures, the national campaign is one of Egypt's most important health-social marketing campaigns, and few studies have referred to their monitoring and analysis despite their importance in planning social marketing campaigns and advertising in Egypt.

The study sought to "identify the most important dimensions and motivations of the Egyptian public to commercialize social marketing campaigns and their relationship to their attitudes towards the dimensions of national culture, and to reveal the correlation between such campaigns of health awareness and social reality.

" It relied on the survey method using the questionnaire form tool by applying to a sample of Egyptian society members from 16 years of age and above Internet users who had been exposed to campaign advertisements of 100 million health from 2020 to 2021, using the Hofstede model of national culture.

The study found a range of results, the most important of which was the study sample on women's health issues, the existence of a relationship between gender variable and attention to health issues, the rise in the femininity vs masculinity and indicator Collective vs individual in the content of the social marketing declaration of the 100 million health campaign.