Social Marketing Campaigns in Egypt: A Comparative Study | ||
| المجلة العلمية للدراسات التجارية والبيئية | ||
| Article 29, Volume 14, Issue 3, July 2023, Pages 1373-1427 PDF (785.48 K) | ||
| Document Type: المقالة الأصلية | ||
| DOI: 10.21608/jces.2023.321503 | ||
| Author | ||
| Shereen Aly Hussien Aly Abdou* | ||
| Assistant Professor in Business Administration, Business Administration Department Faculty of Commerce and Business Administration, Helwan University, Egypt. | ||
| Abstract | ||
| The study investigates social marketing campaigns in Egypt under a descriptive analytical approach by relying on a survey of quantitative data on social marketing campaigns for the period from 2000 to 2022 based on annual data in addition to the questionnaire questions that were distributed in Arabic to a random sample of users of social media platforms in Egypt from October to December 2022. There were notable variations observed in the social marketing campaigns and promotional strategies employed for health awareness, financial awareness, environment awareness, resistance to immigration, resistance to negative discrimination, and charitable fundraising. In addition, respondents agreed that charitable fundraising campaigns are the most successful. While the least successful was resistance to immigration. This can be explained by the variation between campaigns’ appeals, as charitable fundraising campaigns were using humor appeal, while resistance to immigration campaigns used fear appeal. | ||
| Keywords | ||
| social marketing; marketing campaigns; Promotional mix; Egypt | ||
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