الفهرس 
الإطار المنهجى للدراسةيوجد فقط 14 صفحة متاحة للعرض العام
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المستخلص
This study investigates the motives behind using Internet forums or Facebook pages in working organizations in Egypt – both profit and nonprofit organizations-. In addition this study seeks reveal the motives of publics for using these forums or pages and participating in it. This study employs a survey to know how organizations and publics use Facebook pages.
A content analysis of 50 forums and fan pages was conducted from December first to December 31st then 955 posts were analyzed to give a quantitative and qualitative description of form and content of these forums.
The study depends on in-depth interview with social media specialist and public relations representatives in: Vodafone, Dubbizle , Resalla ,Sony , Nas trends, Danette.
An electronic survey was then conducted on a sample of 400 Egyptian individuals between March first to April 15th.
Findings:
The study found that forums or pages on Facebook are the most preferred tool in social media for organizations and publics prefer to use it in contacting and communicating the organizations.
The results revealed that the motives of organizations in Egypt for using facebook pages or forums are: to create awareness of organization brand to its customers, to know get feedback from its publics either current customers or potential customers, to spread information about its goods and services, and to maintain a continuous communication with its public.
The results of this study show that the strongest motivation of consumers to join a company managed brand community on Facebook is Utilitarian. Utilitarian motives are followed by entertainment and lastly economic and social benefits.
The study showed that consumers have positive attitudes toward the ease of using organization Facebook pages or forums because they are free and do not require mental effort.
Organization pages on Facebook are useful channels for consumers; they enable them to know the latest news about products and organization.
The study showed that working organizations in Egypt are facing some of challenges in managing these forums, community or pages on Facebook; such as they have to pay for Facebook to reach to all customers on their page , and should have a large team of administrators to manage and proceed the page. While the results showed that difficulties and challenges that face consumers; there is no place dedicated to display complaints and suggestions on the page, Organizations do not show the contact information of Administrators on its page, and administrators of the page don’t respond immediately to customers’ questions.
The results of content analyses revealed that 92% of pages were for profit organizations and 8% of sample were to non- profit organizations.
The results of content analyses revealed that the organizations are using the technical characteristics of Facebook like applications, inbox messages, interactive multimedia such as videos and photos, and discussion board.
The results of content analyses revealed that 50.7% of posts that were published on forums or pages – sample of study- had informative content such as information about products and services and the latest news about organization. Informative content is followed by Promotional content such as discounts and competitions to promote sales. These posts comprised photo and text. In addition the results showed that the organizations neither publish posts about their Social Responsibility nor their image or stereotype.