Abstract

The Application of Social Responsibility in Television Advertising and Social Networking Applications for Companies and its Impact on Consumer Behavior

Dr. Afnan Mohammed Shaban

Volume: 13 Issue: 1 2023

Abstract:

The research deals with the study of the application of social responsibility in television advertising and social networking applications for companies and its impact on consumer behavior, companies and the extent of its impact on consumer behavior, and the research was conducted on a sample of the public of the city of Baghdad, and a simple random sample consisting of (300) male and female respondents was selected from customers of Zain Iraq Telecom Company, and the questionnaire was used as a tool for measurement, and the results were analyzed using the statistical program SPSS, and reached results. Several, the most important of which is that text messages are the most important means by which the company broadcasts its advertisements related to community development, in addition to websites, internet pages, and television. For companies in consumer behavior by users, companies are interested in knowing the level of consumer satisfaction with their services in a specific field, and in our research, we find that the level of user satisfaction is average with the contribution of the company's advertisements in achieving social responsibility, due to its weak implementation in reality due to its need for great capabilities, and also advertisements need To elements that attract the consumer and innovative ideas that are entrenched in the mind of the recipient.

DOI: http://doi.org/10.37648/ijrssh.v13i01.027

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