Digital Advertisement and the Brand Image of Construction Companies in Jordan: A Cultural Analysis
, Vol.13
, Fifty-eighth Issue
PP:7-31
Authors:
Prof. Dr. ** Tahseen Mansour Rashid Mansour-Professor of Public Relations ,Department of Journalism, Media and Digital Communication,Faculty of Arts,University of Jordan
Dr. Husam Mansour-Ph.D. in Construction Management ,,,University of Technology Malaysia
Abstract:
This study aims to analyze the impact of digital advertising elements on the brand image of Jordanian construction companies, with a focus on the moderating role of cultural factors such as local dialects and social values. It evaluates how digital advertising influences trust, engagement, emotional resonance, and behavioral intentions among media students at Yarmouk University. Methods: A quantitative survey methodology was employed, targeting 209 media students at Yarmouk University. A structured questionnaire measured six digital advertising elements (visual content, engagement, messages, repetition, credibility, and creativity) and their relationship to brand image, with cultural factors as moderators. Data were analyzed using multiple and simple regression techniques. Results: The findings revealed that creativity (β = 0.288) and digital interaction (β = 0.274) significantly enhanced brand image. Cultural factors increased the model’s explanatory power by 6%, highlighting their moderating role. Visual content, credibility, and culturally tailored messages showed strong individual impacts (R² = 35.6–39.7%). However, repetition and generic advertising messages lacked statistical significance in the combined model. Conclusions: Digital advertising significantly shapes brand image in Jordan’s construction sector, particularly when integrated with cultural values like family safety and local dialects. While creativity and interactivity drive engagement, cultural alignment amplifies trust and emotional resonance. The study recommends leveraging augmented reality (AR) and localized content on platforms like Tok-tok to enhance brand perception. Further research is needed to explore AI-driven personalization and rural-urban response disparities.
Key Words:
Digital advertising, Brand image, Cultural factors, Construction companies, Jordan, Media students.
Research Language:
English
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