العوامل المؤثرة على اتجاهات الجمهور المصري نحو الإعلانات عبر اليوتيوب واستجاباتهم نحوها / (Record no. 162672)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 06205namaa2200421 i 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - أخر تعامل مع التسجيلة | |
| control field | 20250223033039.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 230328s2022 ua a frm 000 arand d |
| 040 ## - CATALOGING SOURCE | |
| Original cataloguing agency | EG-GICUC |
| Language of cataloging | ara |
| Transcribing agency | EG-GICUC |
| Modifying agency | EG-GICUC |
| Description conventions | rda |
| 041 0# - LANGUAGE CODE | |
| Language code of text/sound track or separate title | ara |
| Language code of summary or abstract | ara |
| Language code of sung or spoken text | eng |
| 043 ## - GEOGRAPHIC AREA CODE | |
| Geographic area code | f-ua--- |
| 049 ## - Acquisition Source | |
| Acquisition Source | إيداع |
| 082 04 - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 659.1440962 |
| 092 04 - LOCALLY ASSIGNED DEWEY CALL NUMBER (OCLC) | |
| Classification number | 659.1440962 |
| Edition number | 21 |
| 097 ## - Degree | |
| Degree | ماجستير |
| 099 ## - LOCAL FREE-TEXT CALL NUMBER (OCLC) | |
| Local Call Number | Cai01.15.03.M.Sc.2022.أم.ع |
| 100 0# - MAIN ENTRY--PERSONAL NAME | |
| Authority record control number or standard number | أميرة أحمد عبد المجيد حسن، |
| Preparation | إعداد. |
| 245 12 - TITLE STATEMENT | |
| Title | العوامل المؤثرة على اتجاهات الجمهور المصري نحو الإعلانات عبر اليوتيوب واستجاباتهم نحوها / |
| Statement of responsibility, etc. | إعداد أميرة أحمد عبد المجيد حسن ؛ إشراف داليا محمد عبد الله. |
| 246 15 - VARYING FORM OF TITLE | |
| Title proper/short title | Factors affecting the Egyptian audience’s attitudes toward and responses to YouTube advertisements |
| 264 #0 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE | |
| Date of production, publication, distribution, manufacture, or copyright notice | 2022. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 346 صفحة : |
| Other physical details | ايضاحيات؛ |
| Dimensions | 30 cm. + |
| Accompanying material | CD. |
| 336 ## - CONTENT TYPE | |
| Source | rda content |
| Content type term | text |
| 337 ## - MEDIA TYPE | |
| Source | rdamedia |
| Media type term | Unmediated |
| 338 ## - CARRIER TYPE | |
| Source | rdacarrier |
| Carrier type term | volume |
| 502 ## - DISSERTATION NOTE | |
| Dissertation note | أطروحة (ماجستير)-جامعة القاهرة، 2022. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE | |
| Bibliography, etc. note | ببليوجرافيا: صفحات. 284-316. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | استهدفت هذه الدراسة بحث تأثير العوامل الشكلية (موقع الإعلان - مدة الإعلان – آليات التحكم في الإعلان - شكل الإعلان)، والعوامل الخاصة بمحتوي الرسالة الإعلانية (ملائمة محتوى الإعلان مع محتوى الفيديو - شهرة العلامة التجارية – الابتكار في الرسالة الإعلانية – الشخصية الإعلانية هل هي خبير أم شخصية مشهورة)، والعوامل الخاصة بالمستهلك (المصداقية المدركة للإعلان على مواقع التواصل الاجتماعي - خبرة المستهلك السابقة نحو العلامة التجارية - تطابق الإعلان مع اهتمامات الفرد - المنافع المُدركة في الإعلان، إدراك اليوتيوب كوسيلة تسويقية وإعلانية – تأثير الجماعات المرجعية) على اتجاهات الجمهور المصري نحو إعلانات اليوتيوب واستجاباته السلوكية نحوها المتمثلة في (استكمال مشاهدة الإعلان القابل للتخطي - الحرص على مشاهدة الإعلان غير القابل للتخطي - النقر على الرسالة الإعلانية - وتحفيز النية الشرائية والسلوك الشرائي نحو المنتجات المعلن عنها - مشاركة الإعلان على صفحاتهم الشخصية على مواقع التواصل الاجتماعي الأخرى). |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | This study aimed to investigate the effect of nominal/ formal factors (advertising<br/>location, advertising duration, advertising control mechanisms, and advertising format),<br/>and factors related to the content of the advertising message (appropriateness of the<br/>advertising content with video content, brand popularity, innovation in the advertising<br/>message, personal Advertising), and consumer factors (perceived credibility of<br/>advertising on social media, previous consumer experience towards the brand, match<br/>advertising with one’s interests, perceived benefits in advertising, perception of YouTube<br/>as a marketing and advertising medium, and influence of reference groups) on The<br/>Egyptian public’s attitudes towards YouTube ads and their behavioral responses towards<br/>them represented in (completing watching the skippable advertisement, watching the<br/>non-skippable advertisement, clicking on the ad, stimulating purchasing intent and<br/>purchasing behavior, and sharing the advertisement on their personal pages on social<br/>media other).<br/>Within the framework of this study, the researcher designed a scientific model that<br/>relied on a set of models and variables that were studied in a few European and Arab<br/>studies.<br/>The researcher relied on the survey method, both quantitative and qualitative, and<br/>within the framework of the quantitative approach, the researcher applied an electronic<br/>survey of 466 YouTube users aged between 18 years and over, and the researcher also<br/>conducted - within the framework of the qualitative approach - discussion groups<br/>Focused with four groups of YouTube users of the same age group in the field study, and<br/>it was based on dividing these groups according to the age variable.<br/>The study reached a number of results, the most important of them are:<br/>- The factors related to the formality of the YouTube advertisement have a moral effect on<br/>the audience’s attitudes towards the advertisement and on all their responses towards it,<br/>except for the completion of watching the skippable advertisement.<br/>346<br/>- Consumer factors have a moral effect on their attitudes towards the YouTube<br/>advertisement and on all their responses towards it, except for continuing to watch the<br/>skippable advertisement.<br/>- The factors related to the content of the advertising message via YouTube have a moral<br/>effect on the audience’s attitudes towards the advertisement and on all their responses<br/>towards it, except for the completion of watching the skippable advertisement.<br/>- The morale of the correlation between the respondents’ attitudes towards YouTube ads<br/>and all their responses to it |
| 530 ## - ADDITIONAL PHYSICAL FORM AVAILABLE NOTE | |
| Issues CD | صدر أيضًا كقرص مدمج. |
| 546 ## - LANGUAGE NOTE | |
| Text Language | النص بالعربية والملخص بالإنجليزية. |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | الإعلان |
| Source of heading or term | qrmak |
| Geographic subdivision | مصر. |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | السلوك الشرائي. |
| -- | إعلانات اليوتيوب. |
| -- | إتجاهات الجمهور. |
| 700 0# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | داليا محمد عبدالله. |
| Relator term | مشرف أطروحة. |
| 900 ## - Thesis Information | |
| Grant date | 01-01-2022 |
| Supervisory body | داليا محمد عبدالله. |
| Discussion body | اعتماد خلف. |
| -- | أحمد خطاب. |
| Universities | جامعة القاهرة. |
| Faculties | كلية الإعلام. |
| Department | قسم العلاقات العامة والإعلان. |
| 905 ## - Cataloger and Reviser Names | |
| Cataloger Name | Nadia |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | Thesis |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Source of classification or shelving scheme | Home library | Current library | Date acquired | Inventory number | Full call number | Barcode | Date last seen | Effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | المكتبة المركزبة الجديدة - جامعة القاهرة | قاعة الرسائل الجامعية - الدور الاول | 11.02.2024 | 29684 | Cai01.15.03.M.Sc.2022.أم.ع | 01010100029684000 | 30.10.2023 | 30.10.2023 | Thesis |