Evaluating the role of Shock Advertising within the charitable marketing context in creating the Targeted Behavioral Responses by using the AIDA model An Applied Study on Donors in Al Gharbia Governorate | ||||
| المجلة العلمية للدراسات والبØوث المالية والتجارية | ||||
| Article 15, Volume 6, Issue 1, January 2025, Page 447-484 PDF (1.41 MB) | ||||
| Document Type: المقالة الأصلية | ||||
| DOI: 10.21608/cfdj.2024.318538.2046 | ||||
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| Authors | ||||
كريم مراد  1; عبد العزيز علي Øسن2; لميس العجمي2
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| 1كلية التجارة - قسم إدارة الأعمال - جامعة المنصورة | ||||
| 2كلية التجارة قسم إدارة الأعمال جامعة المنصورة | ||||
| Abstract | ||||
| This research aims to investigate the role of shock advertising in social marketing, specifically in the context of charity marketing in Gharbia Governorate. The paper adopted the deductive approach, and the method of quantitative analysis as the research methodology. The instrument utilized for data collection was the questionnaire. Consequently, 389 usable questionnaires were collected electronically through social media channels from donors in Gharbia Governorate. The data was then analysed using warp pls 7 and R. An advertisement by ahl masr hospital for burn victims was chosen for the current research after conducting a pre-test designed to ensure that the most appropriate ad was selected. The findings reveal that shock advertising has a significant positive impact on the Behavioral Responses of the AIDA model. Also, research findings revealed that all shock advertising dimensions have a significant positive impact on the behavioral responses of the AIDA model. The findings show a significant impact of negative emotions on and expectancy on attention, interest, desire and action. Some practical recommendations were presented at the end of the research. | ||||
| Keywords | ||||
| Shock Advertising; AIDA model; social marketing; Charity marketing | ||||
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