Examining consumers{u2019} motivations to forward online marketing content / Radwa Ahmed Amr Mohamed Darrag ; Supervised Osama Abdelkhalik Elansary
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TextLanguage: English Publication details: Cairo : Radwa Ahmed Amr Mohamed Darrag , 2014Description: 150 Leaves ; 30cmOther title: - دراسة دوافع العملاء لاعادة توجية المحتوى التسويقى بشكل الكترونى [Added title page title]
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قاعة الرسائل الجامعية - الدور الاول | المكتبة المركزبة الجديدة - جامعة القاهرة | Cai01.05.01.M.Sc.2014.Ra.E (Browse shelf(Opens below)) | Not for loan | 01010110064232000 | ||
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مخـــزن الرســائل الجـــامعية - البدروم | المكتبة المركزبة الجديدة - جامعة القاهرة | Cai01.05.01.M.Sc.2014.Ra.E (Browse shelf(Opens below)) | 64232.CD | Not for loan | 01020110064232000 |
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Thesis (M.Sc.) - Cairo University - Faculty of Commerce - Department of Business Administration
The objective of this research is to highlight and explore the factors affecting consumers' intention for forwarding and sharing online marketing content. The research approached Quota sample out of the internet consumers' population. Data collected through structured questionnaire, distributed to the respondents, online and offline, and the total sample size is 333. The researcher used Cross-tabulation & Chi-square and also multiple discriminant analysis techniques for analyzing results. The literature review demonstrated that the most important independent factors that affect Egyptian consumers' intention to forward/share online marketing content were; consumers' motivations, personal characteristics and attitude towards viral messages
Issued also as CD
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