The Role of Electronic Marketing Content in Spreading Consumer Awareness among Saudi youth through the Ministry of Commerce and Investment: A field study
, Vol.7
, Twenty Fifth Issue
PP:14
Authors:
Assistant Professor Howaida Mohamed Lotfy Ahmed-Assistant Professor of mass communication,Mass Communication Department,College of Social Sciences,Umm Al-Qura University
Hind S. AlShareef -MA Public Relations, Media Department,,Mass Communication Department,College of Social Sciences,Umm Al-Qura University
Abstract:
The study aimed to identify the role of electronic marketing content in spreading consumer awareness among Saudi youth through the Ministry of Commerce and Investment.
The study used the intentional sample to reach individuals who use social networks and the Ministry of Commerce and Investment to follow the topics related to consumer awareness. The research used descriptive analytical method and a number of statistical methods.
The researcher adopted the survey form as the main tool for collecting data with a sample of the university youth to identify their levels of consumer awareness through the follow-up site of the Ministry of Commerce and Investment. The sample included (200) respondents.
The study concluded several results, the most important of which are:
1- Exposure to marketing content associated with the dissemination of consumer awareness contributed to increasing consumer awareness among respondents.
2- The marketing content of the Ministry of Commerce and Investment is important for the research sample in the field of knowledge of the services provided and the dissemination of consumer culture.
3- There are no statistically significant differences between the level of consumer awareness among respondents and the educational level.
The results of the study were linked to the theoretical study and the researcher made sure that, the recommendations derived from the study results are applicable.
The research concludes with the most important recommendations:
1- The importance of disseminating and developing the concepts developed in the world of electronic marketing for the company's content on the social network sites, and linking it with the purchase intention and the introduction of interest with consumer awareness about products and brands..
2- Media awareness campaigns should increase awareness of the public through the various media to spread the culture of consumption and increase the knowledge and information stock associated with the concept of consumer awareness.
Key Words:
Electronic Marketing, Consumer Awareness, Saudi youth.
Research Language:
Arabic
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