دور الإعلان في مواقع التواصل الاجتماعي على اتجاهات المستهلكين نحو العلامة (بالتطبيق على عينة من مستخدمي أحد مواقع التواصل الاجتماعي من طلاب جامعة عين شمس)

Abstract

Advertising through social networking sites has become more important than ever before, as consumers rely on different brands to read and present experiences and propose different products and services to their friends. It also becomes an integral part of the marketing process through which the marketer gets a reactionary social feed on the product, and can see the impact of advertising on social media sites in the trends of consumers and compare resonance with traditional advertising means. Facebook is one of the most popular social networking sites established by Mark Zuckerberg in 2004. Facebook tops the list of the most popular social networking sites in Egypt. Facebook users in Egypt reached the end of 2017 to 35,000,000 users, representing 35.21% Of the total population of the Arab Republic of Egypt. The consumer in Egypt tends to use Facebook as a source of information on different products and brands by following the advertisements, reading the comments of others and knowing their different experiences. Based on the above, the researcher presented a study that illustrates the importance of using Facebook as a social networking site as an effective means of marketing on consumer trends through the three components (cognitive component, sensory and sensory component and behavioral component) by clarifying the role of advertising marketed on Facebook in influencing beliefs and information The target audience and its role in influencing the sensory side positively or negatively and the extent of its influence in the payment of individuals to buy products advertised in Facebook, by surveying a sample of young people in the university since the youth category is the most used category Facebook A daily and basic image.