الفهرس 
اهداف الدراسةيوجد فقط 14 صفحة متاحة للعرض العام
 |  | from | 35 |  |  |
| | | from | 35 | | |
المستخلص
” Online Social Marketing Strategies:A practical Study on Non-profit Organizations in Egypt
this study aims to explore patterns of applying online social marketing and its strategies which
are used by certain non-profit organizations in Egypt , and how to use it to achieve their
objectives. It also sheds light on the effectiveness of these strategies and to the extent of their
impact on NPOs` website users as well as its reflection on the levels of knowledge, attitudes, and
online behavior / offline behavior.
A field study was applied on three non-profit organizations working in Egypt: Egyptian Food
Bank (EFB), Breast Cancer Foundation of Egypt (BCFE), Life without Smoking (Hyah bela tadkheen) .
A case study method was used in order to know the Internet planning methods applied in those
organizations depending on In-depth interviews with those responsible for Internet & Marketing of
the Organization’s officials and employees or their deputies .Moreover, the thesis relies on the
qualitative content analysis of their websites from 1 August 2012 until 31
January 2013.
An online survey was then conducted on a Convenience Available
Sample of 122 nonprofit website users as snowball sampling from 20
June 2013 until 4 December 2013, distributed as follows:
EFB (61) respondents, BCFE (35) respondents, Hyah bela tadkheen (26)
respondents.
In addition, the study employed a comparative tool; for comparison between the three
organizations in their strategies, and its
reflection on the respondents.
Findings:
It was found that NPOs are interested in being online, as it means
multiple opportunities to reach many different audiences, not only in
Egypt, but also in many other countries according to the nature of the medium, thereby eliminating
the boundaries between countries, in comparison to the traditional means of marketing.
Therefore, that explains the interest of non-profit organizations to
use one or two Mass media according to marketing plan, as in the case of the (EFB) in some major
campaigns, or in some cases which only depend on personal communication and the Internet as in the
case (BCFE), and (Hyah bela tadkheen).
NPOs use different social media as: Facebook, Youtube, Twitter, for interaction and communication
with its audience. Furthermore, NPOs use their official websites to show their various activities,
hence reaching different audiences in different ways. This procedure fits with the nature
the Internet that requires continuous interaction and updates to attract the public to the
provided content.
NPOs adopted several marketing communications strategies to deliver their message to targeted
audiences, as cognitive, emotional and
behavioral strategies, which are considered the basics of social marketing in general, but it
differs among organizations which use some strategies
in accordance with their objectives and their nature, as well as the tools used.
However; it is noted that the use of the Internet in social marketing is complementary to the
various communication means, such as personal communication. They all reflected the goals and
visions of those organizations in their work, especially because of the limited financial resources
of these NPOs, specifically for BCFE and Hyah bela tadkheen. On the other hand, (EBF) acts as any
professional corporation which has several marketing campaigns in various mass media from one
period to the next.
It should be noted that the periodic update of the web sites of these organizations were often
non-specific, which means they are active in
their campaigns and special events, compared to any other period. This
was reflected also in the use of certain sites over others, and the most commonly used Facebook
because of its wide fame. Youtube and Twitter, were also relied on when needed. But it was
clear during the different periods of this study that there were noticeable developments in
methods of providing information on the various sites, and for updates form in the NPOs sites hence
making sites richer than before.
However, the frequency of visiting NPOs websites was average.
The results have agreed that Facebook NPOs’ pages were the most visited; compared to other NPOs
sites.
In general the respondents’ visit NPOs websites to find out more
about the issues of NPOs, but in the case of (EFB); the purpose of use was to inquire about how
to obtain its service or volunteer, and that generally reflects the nature of each organization.
It is notable that visiting NPOs’ website was reflected positively on respondents’ attitudes on
both the cognitive and emotional levels. However, performing online-offline behavior for all
respondents was
generally low. It means that the effectiveness of social marketing online
for the NPOs’ was low to make the respondents adopt positive behavior.
This was due to the overlapping of many factors concerning the individuals themselves and the
circumstances surrounding them. This led to limited behavior such as: lack of financial capacity to
donate to (EFB), or not knowing how to perform breast self examination by hand, as well as other
factors relating to the NPOs. Such factors include inconsistent
and unattractive website updates, in addition to the reflection of the
current circumstances in Egypt, especially in the period of applying the survey. Such factors may
have lead to ineffective content presented to the public because of instability, and thus the
social content was not suitable for current events in general, which may have reflected negatively
on NPOs’ activities online.
The current study tested seven basic hypotheses in the light of the theory of planned behavior. The
seven hypotheses were partially confirmed, which shows that there are multiple variables which may
be effective in developing strategies for social marketing on the Internet for non-profit
organizations, in order to achieve the desired objective, which
opens the way for further studies in this regard to development, and utilizes capabilities of the
web in social marketing.