The role of Stealth Marketing Techniques in Reducing Post Purchase Cognitive Dissonance An Applied study on customers of Telecom Companies in the Arab Republic of Egypt

نوع المستند : البحوث والدِّراسات.

المؤلفون

1 أستاذ التسويق ورئيس قسم إدارة الأعمال، كلية التجارة، جامعة المنصورة

2 دكتوراه إدارة الأعمال، كلية التجارة، جامعة المنصورة

المستخلص

This research aims to investigate the role of Stealth Marketing Techniques in reducing Post Purchase Cognitive Dissonance, in the field of application which is Telecom Companies' customers in The Arab Republic of Egypt. The research adopted the philosophy of positivism, the deductive approach, and the method of quantitative and qualitative analysis as the research methodology. The instrument utilized for data collection was the questionnaire. Consequently, (500) usable questionnaires were collected electronically through social media channels from Customers of Telecom Companies in The Arab Republic of Egypt. In addition, Using SMART PLS V4.0 to explore the causal relationships between the research variables. The findings reveal that there is a significant negative correlation relationship between Stealth Marketing Techniques and Post Purchase Cognitive Dissonance. In addition, this research also has significant practical implications and guidelines for the Telecom industry, and theoretical implications for researchers who are ,interested in research variable such as suggesting mediating variables

الكلمات الرئيسية

مجلة المعهد العالي للدراسات النوعية
المجلد 4، العدد 13
يوليو/ العلوم الاجتماعيو والإنسانية
يوليو 2024
الصفحة 977-1003

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