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Egyptians' Perceptions, Attitude And Behavior Towards Online Advertising, Effat Tarek Khalifa

Archived Theses and Dissertations

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.