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.


Journalism & Mass Communication Department

Degree Name

MA in Journalism & Mass Communication

Date of Award

Spring 6-1-2006

Online Submission Date


First Advisor

Rasha A. Abdulla

Committee Member 1

Rasha Abdulla

Committee Member 2

Hussein Amin

Committee Member 3

Maged Abaza

Document Type



178 leaves

Library of Congress Subject Heading 1

Internet advertising

Library of Congress Subject Heading 3

Williams, Tennessee,


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Call Number

Thesis 2006/51