Offensive online marketing and their role in shaping strategic consistency of trademarks: An Empirical Study on small industrial projects

Fooly Osman, Reda

doi:10.21608/jkom.2024.379707

Offensive online marketing and their role in shaping strategic consistency of trademarks: An Empirical Study on small industrial projects

Author

Reda Fooly Osman

El Gazeera High Institute For Media & Communication Sciences

10.21608/jkom.2024.379707

Abstract

This study attempted to identify the role of aggressive marketing mechanisms used by online companies and their impact on the brand, to find out the role in facilitating purchases from their point of view, and to reveal the public’s attitudes towards n, within the framework of the model of the relative weight of the brand, by relying on the survey approach. The research was applied to a deliberate sample of 400 users of the company’s products. The study reached several important results, the most important of which is that, as the results of the study indicated, there is a fairly high degree of interest among the Egyptian public (study sample) in offensive marketing mechanisms, as there is a high degree of Relatively significant in the relative weight of the respondents’ response; This can be attributed to the strength and spread of the use of the Internet in the marketing process in general.

Keywords

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The questionnaire was presented to the following arbitrators:

Dr. Amani Albert, Professor of Public Relations and Advertising, Beni Suef University.

Dr. Mahmoud Fawzi Rashed, Assistant Professor, Department of Public Relations - Misr University of Science and Technology.

Marwa Mustafa Shamis, Assistant Professor of Public Relations - Modern Canadian Media Institute

Amira Muhammad Zazaa, teacher in the Department of Public Relations at Al-Jazeera Higher Institute for Media and Communication Sciences.

Saeed Al-Desouki, a teacher in the Department of Public Relations and Advertising at the Higher Institute of Media and Communication Sciences in the City of Culture and Arts.