Abstract

In light of Rogers' diffusion of innovations theory, Triandis' typology of individual cultures, as well as the Hierarchy-of-Effects Model, this study aims at directing attention to the cultural aspects behind the encumbrance of the diffusion process of online advertising in Egypt, through investigating the perceptions, attitude and behavior of Egyptian Internet users toward online advertising and the relationship of these aspects with the individual cultural orientations of those users.

Department

Journalism & Mass Communication Department

Degree Name

MA in Journalism & Mass Communication

Date of Award

Spring 6-1-2006

Online Submission Date

5-1-2006

First Advisor

Rasha A. Abdulla

Committee Member 1

Rasha Abdulla

Committee Member 2

Hussein Amin

Committee Member 3

Maged Abaza

Document Type

Thesis

Extent

178 leaves

Library of Congress Subject Heading 1

Internet advertising

Library of Congress Subject Heading 3

Williams, Tennessee,

Rights

The American University in Cairo grants authors of theses and dissertations a maximum embargo period of two years from the date of submission, upon request. After the embargo elapses, these documents are made available publicly. If you are the author of this thesis or dissertation, and would like to request an exceptional extension of the embargo period, please write to thesisadmin@aucegypt.edu

Call Number

Thesis 2006/51

Location

uarch

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