Lina Shawkat Abu Hantash

ASUApplied Science Private University - Home PageBusinessLina Shawkat Abu HantashResearch

Research

Research Title :Applying Artificial Intelligence in Marketing Activities –Basic Descriptive Study on Utilities and Applications

Authors :Abu Hantash, Lina Shawkat , El-Meniawy, Aisha Moustafa

Abstract :This study aims to generate and increase knowledge about the concept of artificial intelligence and its importance for marketing. The researcher seeks to figure out how artificial intelligence is currently utilized in marketing activities and how far it is going to advance in that field. The researcher used the descriptive analysis method after reading more than 50 published studies about this subject. The study concluded that there are two methods used in artificial intelligence for marketing activities: machine learning and deep learning, and both lead to brand loyalty and increased customer engagement. Also, the results of the study showed that the most important benefit of artificial intelligence in marketing is analyzing data for use in making marketing decisions.

Visit

Research Title :The Role of Podcast Marketing in Encouraging University Students to Volunteer in Social Work: Field Study on Jordan University Students

Authors :Abu Hantash, Lina Shawkat , El-Meniawy, Aisha Moustafa

Abstract :The social mission of higher education is being replaced with pragmatic goals, while the popularization of volunteerism among younger generations as a trend is reflected in the support provided to organized youth groups that often function in universities and colleges. The purpose of this study is to discover the role of podcast marketing in encouraging university students at Jordan University to volunteer in social work. The study provided data collected by the researcher through qualitative interviews applied to 100 business college students at Jordan University in the second semester year 2022-2023, as it shows an introduction to the extent of interest of students at Jordan University in local volunteer work through podcast marketing efforts, and that shows that there is a clear role for podcast marketing in encouraging Jordan University students to volunteer in social work, especially in local society, with balance to podcast content and also the target market that one is attempting to attract.

Visit

Research Title :The Role of Targeted Marketing for Women in The Buying Decision Process A Field Study of Readymade Apparels Sector in Amman City –Jordan,

Authors : Abu Hantash .Lina,Rajab.Jehan

Abstract :The Purpose Of This Study To Identify The Role Of Women Targeted Marketing (Product, Price, Promotion And Distribution) In The Buying Purchasing process Of Ready-Made Apparels Within The Effect Of The Demographic Factors (Age, Income, Material Status, Educational Level) On This Relation, To Achieve This Goal Preliminary Data Were Collected Through A Questionnaire For Intercept Sample Of 384 Women Or Girls how Shopping At Malls In Amman City In Different Times And Places That Randomly Chosen With Various Demographic Characteristics (Age, Income, Material Status And Educational Level) . The Researcher Concludes That There Is A Positive Statistically Significant Relation To Women Targeted Marketing (Product, Price, Promotion And Distribution) Effect On The Buying Purchasing process Of Ready-Made Apparels( Pre-Purchase , Actual Purchase , Post-Purchase Level). And It Also Conclude That There Is A Positive Statistically Significant Relation To The Demographic Factors (Age, Income, Material Status, Educational Level) Effects On This Relation.

Visit

Research Title :The Role Of Social Media Content In Customer Engagement A Comparative Applied Study On Jordan Universities Platforms

Authors :Abu Hantash .Lina

Abstract :The objective of this research is to investigate the role of social media content (context and type) in customer engagement. Additionally, discover the role of post scheduling, time lag , previous engagement , net sentiment and demographic factors as a moderate variables between social media content, and customer engagement. In order to collect the data from respondents of various Jordanian private and public universities, the researcher followed a quantitative and qualitative approaches and distributed 387 electronic questionnaires using stratified random sampling method. The collected data was analyzed using SPSS and AMOS 26 statistical tests programs. The results of this research showed that social media content has a significant role in customer engagement (students). However, the results showed that post scheduling, time lag , previous engagement , net sentiment and demographic factors as a moderate variables have a significant role between social media content and customer engagement. The research contributes to the existing literature through concluding that social media content both context and type are potent and efficient tool in private and public jordanian universities.

Keywords :Social Media Content, Social Media Context , Social Media Type,Customer Engagement,Jordanian Universities.

Visit