Trends of Contemporary Research for New Media in Egypt

المؤلفون

1 * Faculty of Mass communication, Misr International University (MIU).

2 ** Faculty of Mass communication, Misr International University (MIU).

المستخلص

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.
 

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