The impact of mobile marketing means on charity donor behavior in Jordan

Other Title(s)

أثر وسائل التسويق عبر الهاتف النقال على سلوك المتبرع الخيري في الأردن

Dissertant

al-Qudah, Isra Abd al-Hamid

Thesis advisor

Salim, Fuad al-Shaykh

University

Amman Arab University

Faculty

College of Business

Department

Department of Marketing

University Country

Jordan

Degree

Master

Degree Date

2018

English Abstract

The study aimed to investigate the impact of mobile marketing means on charity donor behavior in Jordan.

The mobile marketing means were measured through (SMS, charity mobile application, charity mobile social network sites, charity mobile website), while the charity donor behavior was measured through (level of donation, donation frequency, donor loyalty).

This study is a quantitative study with a descriptive analytical approach, the study population was all donors in Jordan, and data was collected by using a questionnaire given to the study convenience sample, which consisted of (398) donors in Jordan.

The results of the study revealed that there is a statistically significant impact of mobile marketing means (SMS, charity mobile application, charity mobile social network sites, charity mobile website) on charity donor behavior (level of donation, donation frequency, donor loyalty) in Jordan.

Based on the results of the study, the researcher recommended that charities should adopt and implement mobile marketing strategies as a part of its integrated marketing communications; as a result, the amount of donations will be increased, in addition to attracting new donors while maintaining a good relationship with current donors.

Main Subjects

Marketing

Topics

No. of Pages

123

Table of Contents

Table of contents.

Abstract.

Abstract in Arabic.

Chapter One : Study background .

Chapter Two : Literature review and previous studies.

Chapter Three : Study method and procedure.

Chapter Four : Hypotheses test and results analysis.

Chapter Five : Results and recommendations.

References.

American Psychological Association (APA)

al-Qudah, Isra Abd al-Hamid. (2018). The impact of mobile marketing means on charity donor behavior in Jordan. (Master's theses Theses and Dissertations Master). Amman Arab University, Jordan
https://search.emarefa.net/detail/BIM-937847

Modern Language Association (MLA)

al-Qudah, Isra Abd al-Hamid. The impact of mobile marketing means on charity donor behavior in Jordan. (Master's theses Theses and Dissertations Master). Amman Arab University. (2018).
https://search.emarefa.net/detail/BIM-937847

American Medical Association (AMA)

al-Qudah, Isra Abd al-Hamid. (2018). The impact of mobile marketing means on charity donor behavior in Jordan. (Master's theses Theses and Dissertations Master). Amman Arab University, Jordan
https://search.emarefa.net/detail/BIM-937847

Language

English

Data Type

Arab Theses

Record ID

BIM-937847