Future Vision for Factors Affecting Recipients Attitude Towards Digital Advertising

Autor: Dr. Yasser Mohsen Mohamed Fahmy
Jazyk: arabština
Rok vydání: 2024
Předmět:
Zdroj: Maǧallaẗ Al-Turāṯ wa Al-Taṣmīm, Vol 4, Iss 22, Pp 424-444 (2024)
Druh dokumentu: article
ISSN: 2735-5071
2735-508X
DOI: 10.21608/JSOS.2023.191052.1354
Popis: The widespread use of digital technology has created new and innovative advertising services that are increasingly customized to individual recipients. As social media has succeeded in creating more creative media. This new type of social media is also more personal as ad agencies and advertisers are able to send ads that are customized and based on customers' locations. Telecom companies collect a great deal of sensitive personal information about their subscribers. Customer proprietary information includes sensitive data about customer proprietary data such as who the customer has contacted (for example ،phone numbers of business partners and doctors) and geographic location. People don't want just to sit back and "consume." They want dialogue ، conversation ،and interaction with brands ،more than ever ،so brands need something meaningful to say to convince consumers that they are part of the same community. Therefore ،brands seek to associate themselves with something intangible to track the consumer in a unique way. The purpose of this study is to provide a future vision to determine the attitude of recipients toward digital advertising. and to determine in the future impact of different ad creative factors on consumer intent for digital ads. The research concludes that advertising will become highly personal and therefore require a certain amount of information about the message recipient. And recipients can be reached quickly ،based on their physical location at a given time. Therefore ، advertising can provide the ability to provide valuable services to the recipients
Databáze: Directory of Open Access Journals
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