000			03000cam a2200337 a 4500
003			EG-GiCUC
005			20250223032720.0
008			210327s2020 ua f m 000 0 eng d
040			_aEG-GiCUC _beng _cEG-GiCUC
041	0		_aeng
049			_aDeposite
097			_aM.Sc
099			_aCai01.15.03.M.Sc.2020.Sa.E
100	0		_aSara Abdelhamid Abdelmo{u2019}men Emam
245	1	0	_aEvaluating the effectiveness of the official and the non-official social media brand communication methods on Egyptian female{u2019}s purchase intention / _cSara Abdelhamid Abdelmo{u2019}men Emam ; Supervised Aliaa Sami , Eman Soliman
246	1	5	_aتقييم فاعلية أساليب الإتصال الرسمية وغير الرسمية عبر مواقع التواصل الإجتماعى فى تشكيل النية الشرائية للمرأة المصرية
260			_aCairo : _bSara Abdelhamid Abdelmo{u2019}men Emam , _c2020
300			_a225 Leaves ; _c30cm
502			_aThesis (M.Sc.) - Cairo University - Faculty of Mass Communication - Department of Advertising and Public Relation
520			_aThis 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			_aIssued also as CD
653		4	_aEffectiveness of the official
653		4	_aEgyptian female{u2019}s
653		4	_aNon-official social media
700	0		_aAliaa Sami , _eSupervisor
700	0		_aEman Soliman , _eSupervisor
856			_uhttp://172.23.153.220/th.pdf
905			_aNazla _eRevisor
905			_aShimaa _eCataloger
942			_2ddc _cTH
999			_c80388 _d80388