دور استخدام استراتيجية التسويق الاجدتماعي في تبني المنتج في الحملات الإعلانية : دراسة ميدانية في إطار نموذج هيراركية تأثير الرسائل الإعلانية

Abstract EN

The current study aimed to study the role of using the social marketing strategy in product adoption in advertising campaigns, in a survey study of a stratified random sample of the Egyptian public, using the hierarchy of effects model, and the technique of focus group discussions.

the results revealed the: importance of demographic factors, the creative strategy of the advertising message in the social campaigns, and the credibility of the message in social advertising campaigns as factors that mediate the impact of advertising messages on the knowledge, attitudes, and behavior of the target audience towards adoption of the social product.