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Examining consumers{u2019} motivations to forward online marketing content / Radwa Ahmed Amr Mohamed Darrag ; Supervised Osama Abdelkhalik Elansary

By: Contributor(s): Material type: TextTextLanguage: 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]
Subject(s): Online resources: Available additional physical forms:
  • Issued also as CD
Dissertation note: Thesis (M.Sc.) - Cairo University - Faculty of Commerce - Department of Business Administration Summary: 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
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Item type Current library Home library Call number Copy number Status Barcode
Thesis Thesis 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
CD - Rom CD - Rom 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

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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