"ورقة بحثية "عوامل الفاعلية المعرفية للإعلانات الرقمية عبر المجتمعات الاستهلاكية الافتراضية

Factors of the cognitive effectiveness of digital advertisements across virtual consumer communities: an applied study

Abstract.

This study aimed to identify the effective factors of digital advertising across virtual consumer communities, which directly or indirectly influence consumer behavior toward the brand, and maintain a large base of current and new customers. This study relied on the sample survey approach, and the sample of this study was The study included (52) people from within Beni Suef Governorate who own accounts and websites. This study used the electronic questionnaire tool. This study also reached a set of results, the most important of which is that there is a direct, statistically significant correlation between the cognitive effectiveness factors of digital advertisements and consumer societies. Virtualization, meaning that the more effective the methods used in digital advertisements presented through virtual reality applications, the more they affect the consumer’s purchasing behavior and also increase the number of audience followers. There are no statistical differences between demographic variables such as (gender, age, educational level, and average monthly income). Consumers and their relationship with electronic marketing and their exposure to Internet advertisements, and this confirms the suitability of these advertisements for all categories of audience.