Evaluating the effectiveness of the official and the non-official social media brand communication methods on Egyptian female{u2019}s purchase intention / (Record no. 80388)
[ view plain ]
| 000 -LEADER | |
|---|---|
| fixed length control field | 03000cam a2200337 a 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | EG-GiCUC |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250223032720.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 210327s2020 ua f m 000 0 eng d |
| 040 ## - CATALOGING SOURCE | |
| Original cataloging agency | EG-GiCUC |
| Language of cataloging | eng |
| Transcribing agency | EG-GiCUC |
| 041 0# - LANGUAGE CODE | |
| Language code of text/sound track or separate title | eng |
| 049 ## - LOCAL HOLDINGS (OCLC) | |
| Holding library | Deposite |
| 097 ## - Thesis Degree | |
| Thesis Level | M.Sc |
| 099 ## - LOCAL FREE-TEXT CALL NUMBER (OCLC) | |
| Classification number | Cai01.15.03.M.Sc.2020.Sa.E |
| 100 0# - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Sara Abdelhamid Abdelmo{u2019}men Emam |
| 245 10 - TITLE STATEMENT | |
| Title | Evaluating the effectiveness of the official and the non-official social media brand communication methods on Egyptian female{u2019}s purchase intention / |
| Statement of responsibility, etc. | Sara Abdelhamid Abdelmo{u2019}men Emam ; Supervised Aliaa Sami , Eman Soliman |
| 246 15 - VARYING FORM OF TITLE | |
| Title proper/short title | تقييم فاعلية أساليب الإتصال الرسمية وغير الرسمية عبر مواقع التواصل الإجتماعى فى تشكيل النية الشرائية للمرأة المصرية |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Place of publication, distribution, etc. | Cairo : |
| Name of publisher, distributor, etc. | Sara Abdelhamid Abdelmo{u2019}men Emam , |
| Date of publication, distribution, etc. | 2020 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 225 Leaves ; |
| Dimensions | 30cm |
| 502 ## - DISSERTATION NOTE | |
| Dissertation note | Thesis (M.Sc.) - Cairo University - Faculty of Mass Communication - Department of Advertising and Public Relation |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | This thesis evaluates the effectiveness of social media brand communication on Consumer-Based Brand Equity (CBBE), including brand awareness, brand image, brand attitude, and purchase intention, through official firm-related brand communications on brands' official pages as compared to non-official user-related brand communications through social media users' Electronic Word of Mouth (eWOM) and Social Media Influencers (SMIs).The study further aims at clarifying the most influential consumer and firm related factors on Egyptian female's behavioural intentions, identifying the motives of following the official and non-official brand communication methods, interaction with brand posts, and characteristics of the most followed social media influencers. Based on the modified brand value chain model, the findings indicate that the non-official brand communication through users' electronic word of mouth is the most followed and influential brand communication method on purchase intention, compared to social media influencers and brands' official pages.The findings also indicate that most Egyptian females are silent followers, and they prefer to follow younger influencers who are interested in fashion, sports, travelling, and visiting new places or those who are familiar with traditional media. Egyptian female's age, working status, past brand experience, a real need to purchase, and visuals of brand posts are the most influential firm-related and consumer-related variables on purchase intention |
| 530 ## - ADDITIONAL PHYSICAL FORM AVAILABLE NOTE | |
| Additional physical form available note | Issued also as CD |
| 653 #4 - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | Effectiveness of the official |
| 653 #4 - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | Egyptian female{u2019}s |
| 653 #4 - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | Non-official social media |
| 700 0# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Aliaa Sami , |
| Relator term | |
| 700 0# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Eman Soliman , |
| Relator term | |
| 856 ## - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="http://172.23.153.220/th.pdf">http://172.23.153.220/th.pdf</a> |
| 905 ## - LOCAL DATA ELEMENT E, LDE (RLIN) | |
| Cataloger | Nazla |
| Reviser | Revisor |
| 905 ## - LOCAL DATA ELEMENT E, LDE (RLIN) | |
| Cataloger | Shimaa |
| Reviser | Cataloger |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Thesis |
| Source of classification or shelving scheme | Not for loan | Home library | Current library | Date acquired | Full call number | Barcode | Date last seen | Koha item type | Copy number |
|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | المكتبة المركزبة الجديدة - جامعة القاهرة | قاعة الرسائل الجامعية - الدور الاول | 11.02.2024 | Cai01.15.03.M.Sc.2020.Sa.E | 01010110083034000 | 22.09.2023 | Thesis | ||
| Dewey Decimal Classification | المكتبة المركزبة الجديدة - جامعة القاهرة | مخـــزن الرســائل الجـــامعية - البدروم | 11.02.2024 | Cai01.15.03.M.Sc.2020.Sa.E | 01020110083034000 | 22.09.2023 | CD - Rom | 83034.CD |