Using Digital Marketing Applications for Big Data Analytics and its Relationship in Building Trust in Products among Users
, Vol.12
, Fifty-fourth Issue /Part 2
PP:18
Authors:
Dr. Hassan Farrag Hassan Farrag *-Assistant Professor of Media and children's culture ,Department of Media and Children's Culture,College of Postgraduate Studies for Childhood,Ain Shams University
Abstract:
The study attempted to reveal the relationship between using digital marketing applications for big data analytics and building trust in products among users. Also, to identify how digital marketing applications benefit from big data analytics in guiding users. In addition to monitoring the most important factors affecting the confidence of respondents in the products available in digital marketing applications. The study relied on the descriptive approach using the questionnaire tool by applying it to a sample of (450). The study also relied on the theory of media richness.
The results of the study confirmed that: There is a statistically significant relationship between the rate of university students' usage of digital marketing applications according to big data analytics and their level of confidence in the products displayed in those applications. There is a statistically significant relationship between the rate of university students' usage of digital marketing applications according to the big data analysis and their level of awareness to the dimensions of richness for applications. There is a statistically significant relationship between university students' evaluation of goods and products displayed in digital marketing applications and their usage rate of digital marketing applications.
These results mean that digital marketing applications employ smart algorithms that work with artificial intelligence capable of dealing with the big data and obtain it every second of users' browsing applications. These algorithms analyze the big data related to the user behavior within digital marketing applications and their desire for available products and services. This enables digital marketing applications to strengthen marketing campaigns and achieve a better understanding of users through big data analysis.
Key Words:
Digital Marketing Applications - Big Data - Trust in Products.
Research Language:
Arabic
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