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 …

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, …

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 …

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 …

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 …

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 …

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 …

Scroll down for the Arabic abstract. Modern universities have always been an embedded part of capitalism in political, economic, and cultural terms. Situated in this economic and political context, this study's overall task was to analyze and evaluate the critical literature reviews that have examined the complicated relationship among higher …

Scroll down for English abstract. The study sought to provide a visualization of the development of Arab and international public relations research via the internet to determine the extent to which Arab research aligns with the global context, and find out whether social networks have made a paradigm shift in …

Scroll down for the Arabic abstract. As social networking sites (SNSs) grow in size across the United Arab Emirates, they are increasingly utilized as avenues for social partnership and sustainable development. These networks are also used as a means of creating social cohesion among the country’s residents. This is achieved …