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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

Article

Last updated: 28 Dec 2024

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Abstract

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

DOI

10.21608/hiss.2024.307449.1386

Keywords

Stealth Marketing Techniques, Post Purchase Cognitive Dissonance, and Telecom Companies

Authors

First Name

أ.د. عبد العزيز علي

Last Name

حسن

MiddleName

-

Affiliation

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

Email

msesmem1979@gmail.com

City

-

Orcid

-

First Name

د. محمد صلاح السيد

Last Name

شلبى

MiddleName

-

Affiliation

دكتوراه إدارة الأعمال، كلية التجارة، جامعة المنصورة

Email

tatweer_tnmya@yahoo.com

City

Mansoura

Orcid

https://orcid.org/my

Volume

4

Article Issue

13

Related Issue

49669

Issue Date

2024-07-01

Receive Date

2024-07-26

Publish Date

2024-07-01

Page Start

977

Page End

1,003

Print ISSN

2786-0256

Online ISSN

2786-0264

Link

https://hiss.journals.ekb.eg/article_372699.html

Detail API

https://hiss.journals.ekb.eg/service?article_code=372699

Order

372,699

Type

البحوث والدِّراسات.

Type Code

1,961

Publication Type

Journal

Publication Title

مجلة المعهد العالي للدراسات النوعية

Publication Link

https://hiss.journals.ekb.eg/

MainTitle

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

Details

Type

Article

Created At

28 Dec 2024