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بحاث علمية محكَّمة

Artificial Intelligence Divide Between Digital Immigrants and Natives in Egypt (Arabic)

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Issue 37, Winter/Spring 2024 https://doi.org/10.70090/AFA24DDI Abstract The study explores the artificial intelligence (AI) divide in Egypt while considering the moderating influence of age/generation. The research compares digital natives born in the digital age vis-à-vis digital immigrants who grew up in less technologically adapted environments. The study uses the UTAUT2 model …

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Consumers’ Motivations for Using E-Retail Applications Supported by AI Technologies and Their Impact on Their Purchasing Intentions: A Survey Study on a Sample of Consumers in the UAE (Arabic)

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Issue 37, Winter/Spring 2024 https://doi.org/10.70090/SSDE24CM Abstract The proliferation of artificial intelligence (AI) technologies has revolutionized business. Simultaneously, marketers have benefited tremendously from this technology, which has enhanced digital marketing capacities. This is achieved by AI analyzing individual consumer data and purchasing behavior to target specific products that suit personal preferences, …

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The Impact of Using Chabot Advertisements to Promote a Brand on the Behavioral Response of Users (Arabic)

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Issue 37, Winter/Spring 2024 https://doi.org/10.70090/EOA24UCA Abstract This study examines the impact that promotional chatbot advertisements have on the behavioral response of users.  The study relied on a survey approach, which was achieved via a questionnaire that was distributed to a deliberate sample of four hundred individuals who interacted electronically with …

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The Effect of Using Artificial Intelligence Technologies in Electronic Stores on Brand Equity (Arabic)

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Issue 37, Winter/Spring 2024 https://doi.org/10.70090/MH24UAIT Abstract The study examines the impact of Artificial Intelligence (AI) techniques (e.g., chatbots, targeting ads, data analysis, marketing automation, etc.) on an online store’s brand equity, which includes components of brand awareness, brand image, brand association, perceived quality of the brand, and brand loyalty. The …

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The Participation of Arab Women in the Media Industry and Cultural Diplomacy as a Tool for Geopolitical Public Relations (Arabic)

UN Women, Arab Women , Refugee

Scroll down for Arabic abstract. Media and communication systems play a significant role in shaping international and geopolitical relations. The current study examines the different types of participation by Arab women in the media industry and cultural diplomacy, which serve as a tool for international public relations. Employing critical discourse …

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Arab Women self-presentation in feminist podcasts: An Analytical Study (Arabic)

Scroll down for Arabic abstract. In contrast to the negative stereotypical portrayals of Arab women in traditional media, this study investigates the self-presentation strategies employed by Arab women in feminist podcasts that utilize storytelling. The research adopted a mixed method of narrative analysis and qualitative content analysis, and based on …

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Evaluation of Marketing Public Relations (MPR) Criteria on Digital Platforms to Build Public Awareness of Environmental Issues and Climate Change: A Case Study of Arab Governmental Initiatives (Arabic)

Scroll down for Arabic abstract. The study analyzes a purposive sample of digital platforms of governmental initiatives used for building public awareness of environmental issues and climate change in three Arab countries (Egypt, UAE, Saudi Arabia) to evaluate marketing public relations criteria. It is a  descriptive comparative study that adopts …

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User Interaction with Climate Change Visualizations on Social Media (Arabic)

Scroll down for Arabic abstract. The present study aims to analyze the usage of pictures and other visual materials, including static or animated graphics, infographics, maps, and videos, in covering climate change issues on Instagram and Twitter. The study examines user interaction with this visual content by tracking the characteristics …

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The Role of Digital Media Platforms in Shaping Awareness among University Youth towards the Ethiopian Al-Nahda Dam Issue (Arabic)

Scroll down for Arabic abstract. The study seeks to determine the role of digital media in shaping awareness among Egyptian university students regarding the Al-Nahda Dam issue. The study uses a purposive sample of 400 students at Cairo and Suez universities and the data was collected by means of an …

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The Impact of Threatening News Coverage of the Ethiopian “Al-Nahda Dam” on Egyptian Collective Insecurity (Arabic)

Scroll down for Arabic abstract. This study seeks to contribute to mediated out-group threat research by examining the consequences of exposure to news coverage depicting the Al-Nahda Dam crisis between Egypt and Ethiopia. It examines Egyptian feelings of collective insecurity and the role of group-based affect and group identity when …

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