000			01717cam a2200277 a 4500
003			EG-GiCUC
008			170806s2015 ua d f m 000 0 eng d
040			_aEG-GiCUC _beng _cEG-GiCUC
041	0		_aeng
049			_aGift
097			_aM.Sc
099			_aCai01.34.M.Sc.2015.Yo.E
100	0		_aYousra Alaa Eldeen Talaat Abdelsamei
245	1	0	_aExtending the theory of planned behavior and technology acceptance model in predicting youth attitude and intent towards mobile viral marketing / _cYousra Alaa Eldeen Talaat Abdelsamei ; Supervised Tamer Awad
260			_aCairo : _bYousra Alaa Eldeen Talaat Abdelsamei , _c2015
300			_a180 Leaves : _bcharts ; _c30cm
502			_aThesis (M.Sc.) - German University - Faculty of Postgraduate Studies and Scientific Research - Department of Management
520			_aMobile phones have become an inseparable part of consumers' lives. Due to the rapid increase in the ownership of mobile phones, a new marketing technique has emerged which allows marketers to reach consumers more efficiently and effectively than before. The purpose of this study is to integrate the theory of planned behavior (TFB) and technology acceptance model (TAM) to predict young Egyptian consumers' mobile viral attitudes and intents. A survey was admmistered to four hundred and twenty six college students, in addition to, ten in-depth interviews were conducted with college students from both public and private universities in Cairo
653		4	_aMobile phones
653		4	_aPlanned Behavior (TFB)
653		4	_aTechnology Acceptance Model (TAM)
700	0		_aTamer Awad , _eSupervisor
905			_aNazla _eRevisor
905			_aSamia _eCataloger
942			_2ddc _cTH
999			_c61816 _d61816