Trends of Contemporary Research for New Media in Egypt
El Gazzar, N., Bassyouny, A. (2015). Trends of Contemporary Research for New Media in Egypt. EKB Journal Management System, 2015(3), 1-30. doi: 10.21608/sjocs.2015.88792
Nagwa El Gazzar; Amany Bassyouny. "Trends of Contemporary Research for New Media in Egypt". EKB Journal Management System, 2015, 3, 2015, 1-30. doi: 10.21608/sjocs.2015.88792
El Gazzar, N., Bassyouny, A. (2015). 'Trends of Contemporary Research for New Media in Egypt', EKB Journal Management System, 2015(3), pp. 1-30. doi: 10.21608/sjocs.2015.88792
El Gazzar, N., Bassyouny, A. Trends of Contemporary Research for New Media in Egypt. EKB Journal Management System, 2015; 2015(3): 1-30. doi: 10.21608/sjocs.2015.88792

Trends of Contemporary Research for New Media in Egypt

المجلة العلمية لبحوث العلاقات العامة و الإعلان
Article 7, Volume 2015, Issue 3, July 2015, Page 1-30  XML PDF (950.47 K)
DOI: 10.21608/sjocs.2015.88792
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Authors
Nagwa El Gazzar1; Amany Bassyouny2
1* Faculty of Mass communication, Misr International University (MIU).
2** Faculty of Mass communication, Misr International University (MIU).
Abstract
Conclusion:
-All Arab studies in internet marketing and advertising were descriptive studies, while 7 out of 21 western studies were experimental studies.
-Only one Arabic study used online surveys to study internet marketing implications, while the majority of western studies used the investigated new medium to study it and its users.
-The review of the descriptive Arab studies in internet marketing and advertising indicated more emphasis on studying senders and communicators’ use of internet marketing and advertising than studying the receivers of that kind of communication.
-Arab studies failed to tackle certain topics in internet marketing and advertising like profiling internet users and shoppers, and EWOM despite of these themes’ significance to the marketers.
-As the Web continues to innovate with the steady growth of broadband access, user-generated content, location-based services, and Internet-enabled mobile devices, more studies will be needed to address the many newly emerging issues -A considerable number of western studies focused on the relationship of the Web with other media, studies have addressed three major issues: Cross-media promotion of the Web, Comparison of the Web with the established media, Synergies between the Web and other media.
-Arab research on advertising has failed to keep pace with the innovations in advertising in both means of technological delivery of advertising such as Internet advertising and interactive marketing and in advertising content.
 
Keywords
new media; trends of research; Web integration; Internet marketing; advertising
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