The acquisitions of uses and gratifications of Saudi internet marketing users (2015) | ||
| المجلة العلمية لبحوث العلاقات العامة و الإعلان | ||
| Article 6, Volume 2015, Issue 4, October 2015, Pages 1-41 PDF (966.57 K) | ||
| Document Type: المقالة الأصلية | ||
| DOI: 10.21608/sjocs.2015.88787 | ||
| Author | ||
| Faten Abdulrahman | ||
| Al Farabi college of Dentistry and Nursing | ||
| Abstract | ||
| Conclusion of the study: The high rate the study sample use of the Internet in advertising and marketing, this is considered one of the most preferred ways to the sample individuals. There were many useful means of advertising and marketing to the individuals of the research sample. Internet came at the first rank which 132 individuals about 34.4% pointed that they depend on internet in advertising and marketing that they favorite it most Electronic newspapers came at the first rank with, 212 individuals about 55.2.8% in following advertising and marketing. While 172 individuals, about 44.8% pointed that they prefer newspapers in following advertising and marketing. The high rate the study sample use of the Internet as a mean of purchasing, that the vast majority of sample use the Internet in shopping There were different reasons for using internet marketing represented in( it saves time and effort, its sell offer is best, is easy for purchasing, meets my needs, reason of different offers for the same product ,is less expensive, Internet has become the most important means in purchasing processes). The high rate the study sample use of the Internet as a mean of purchasing. Rank (From 2- 5 times) came at the first, Then Rank (Once), after that came, (more than 10) in third place, Last came rank (From 6-10 times). and thus, It is observed that the Internet is gradually spreading as a new way to purchase. -There were so many goods and services through the internet that the individual of the sample used to purchase them. Booking flight tickets came at the first, Hotel Reservation, This is resulted because airlines and hotels from more organizations are interested in activating websites for their services, Medical Services, Electronic sets purchase, medical instruments ,Buying Cloth, Buying Cars, Restaurants, Cosmetics, Properties, last came (Publications) books-magazines. It has been obvious that there are various websites the sample use internet marketing. Firstly, came (Google) website, then came (you tube) website with, while yahoo came thirdly . The results confirmed that the majority of the sample ,about 87.7% use social communications websites. While about 13.8% don't use social communications websites. The results are consistent with previous studies which number of followers and those interested in social networking sites has done about the social networking sites have already begun to compete with traditional media in transferring information, where they moved from a way to chat to modern media. The results confirmed that Face book and Twitter websites are the most important social communications websites. Face book has occupied the first place that it the most important social communications websites introduce advertisements which characterized by confident and credibility,then came twitter in the second place , after that came Instagram in the third place , in the fourth place came What's App. The results confirmed that the individuals who don't have favorite limited time to use social communications websites has occupied the first rank, then came evenings in the second place, after that, came nights in the third place, in the fourth place came morning, last came afternoons . The results pointed that In related to the daily numbers of hours that the individuals of the sample spent upon social communication websites, the individuals of the sample who use social communication websites at a medium average (an hour and a half -less than three hours) came in first place ,while using social communication websites at a high rate (more than three hours) in second place , in last rank came individuals who use social communication websites at a low rate (less than an hour and a half / low average). Multiple effects of use of social communication websites (cognitive –sentimental -behavioral). The results showed the sample vision for the future of internet marketing, that there was highly approval rate for the sample study phrases which emphasizes positive attitudes towards the audience use of internet marketing. Recommendations; In the light of the previous results, the study offers: Conducting further studies depending on Uses and gratification theory, particularly in light of the growing rapid development of the Internet because of its potential enormous informatics and its many uses which, has developed the media environment. Conducting further researches around the audiences use of the internet marketing websites and recording the potential effects of their dependence on the mass media, especially with rapid growing of use internet and replace the traditional method of purchasing into internet marketing. The necessity to pay more attention to the seriousness of the impact of mass media to conduct more research, especially since the outlook in light of the overall results of this study, confirms the continued use and reliable, that the likelihood of the adoption of the sample individuals for dissertations submitted by the study. | ||
| Keywords | ||
| uses and gratifications theory; internet marketing; marketing; electronic marketing; Saudi internet marketing; Media Dependency Theory | ||
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