Browsing by Author "Gamal, Mariam"

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    The impact of social media advertising and E-WOM on teenager’s attitudes towards fast food
    (MSA UNIVERSITY, 2021) Gamal, Mariam; Mohamed, Nagham; Bouhaddioui, Nouhaida
    The purpose of this research is to study and understand the effects of social media advertising and Ewom on teenager’s attitudes towards fast food. This research is important as it highlights the importance of taking care of teenager’s health because they can be easily deceived by social media platforms, and this is a problem that teens globally Based on the literature review the researchers have developed a graphical conceptual model that was tested using a qualitative approach. 210 respondents have responded to the online questionnaire who saw at least 1 Macdonald’s advertisement and are from the ages 13 to 19 Convenience sampling technique was used in this research. SPSS tool was used for analyzing data. According to the findings of this research it was found that there is a weak positive relationship between social media advertising, Ewom quality & Ewom quantity and teenager’s attitudes towards fast food. Finally, this research provides practical managerial implications and recommendations to the Ministry of Health to make more people more aware of the danger that could come from fast food.