Global Journal of Economics and Business

Volume 7 - Issue 2 (1) | PP: 120 - 142 Language : العربية
DOI : https://doi.org/10.31559/GJEB2019.7.2.1
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The Impact of Consumer Perception of Electronic Promotional Deception through Social Media Platforms on Brand Benevolence and Brand Competency

Mo'atasem Oqab Al-Masoud ,
Mo'ataz Talat Mohammed Abdallah ,
Ali Abdullah Al-Hijris
Received Date Revised Date Accepted Date Publication Date
28/7/2019 13/8/2019 1/10/2019 2/11/2019
Abstract
The aim of this study is shed light on a new phenomenon which is deceptive promotion through social networks. This study aims to test if the consumers perceive this deceptive promotion and effect of this on trade mark perceptions and competences. The community of this study was formed from all the students and staff of Al-Majmmah university who are active on the social networks, the chosen sample was formed from (184) students, (86) from administrative staff, and (97) academic staff. Questioner was developed. the study revealed that consumer do perceive the deceptive promotion and there is strong correlation between the consumer perceptions and the benevolence and competency of the trade mark.


How To Cite This Article
Al-Masoud , M. O., et al. (2019). The Impact of Consumer Perception of Electronic Promotional Deception through Social Media Platforms on Brand Benevolence and Brand Competency . Global Journal of Economics and Business, 7 (2), 120-142, https://doi.org/10.31559/GJEB2019.7.2.1

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