فاعلية استخدام تطبيقات الهواتف الذكية كوسيلة للتسويق الاجتماعي في مصر: دراسة تطبيقية

Abstract EN

This study aimed to identify the effectiveness of smartphone applications as a social marketing tool and the factors influencing attitudes towards them.

An online survey was applied to 551 smartphone users.

In addition to a qualitative content analysis of 4 societal smartphone applications, it was found that the respondents accept smartphone applications as a social marketing tool, in terms of ease of use, perceived benefit, behavioral intent, and actual use.

The study showed the effectiveness of trust, credibility, and richness factors in contributing to users' acceptance of smartphone applications as a social marketing tool, However, there are still several barriers that limit that effectiveness.