Jordanian Women Following-up Online Stores’ Ads

Farhan  Al Olaimat; Mamdouh   Al-Ziyadat; Sarah   Okour; Nisreen Riad Omar  Abdullah; Aseel  Sudi; Marwa  Altaani; Sarah  Barakat

doi:10.35516/hum.v50i2.4955

Authors

Farhan Al Olaimat 1Department of Public Relations, Faculty of Mass Communication, Yarmouk University, Irbid, Jordan
Mamdouh Al-Ziyadat Department of Marketing, Faculty of Business, Philadelphia University, Amman, Jordan
Sarah Okour Department of Digital Promotional Media, University of Petra, Amman, Jordan
Nisreen Riad Omar Abdullah Department of Media and Digital Journalism, Faculty of Mass Communication, Yarmouk University, Irbid, Jordan
Aseel Sudi Media researchers
Marwa Altaani Media researchers
Sarah Barakat Media researchers

DOI:

https://doi.org/10.35516/hum.v50i2.4955

Keywords:

Jordanian women, online stores, electronic advertising

Abstract

Objectives: This study aimed to identify the reasons for Jordanian women's engagement with electronic store advertisements, explore the habits and usage patterns of Jordanian women regarding electronic store advertisements, investigate the motives behind Jordanian women's interest in electronic store advertisements, examine the types of electronic stores followed by Jordanian women (local, regional, international), determine the most significant goods and services that Jordanian women seek through electronic stores, analyze the factors that capture the attention of Jordanian women towards e-store advertisements, and understand the purchasing behavior of Jordanian women in relation to e-store ads.

Methodology: This study falls within the scope of descriptive research and relies on the survey method. A questionnaire was used as a tool to collect data from a sample of (450) Jordanian women in the northern Jordanian region. The objective of the study was to gather information and answer the research objectives.

Results: The study revealed several findings. Firstly, the highest percentage of Jordanian women indicated that they follow electronic store advertisements 1 to less than 5 times a day. Additionally, the study found that communication through social networking sites was the primary channel for electronic store ads. Specifically, Ali Baba store ads were the most followed by Jordanian women. The use of images and graphics in electronic advertisements emerged as the most influential factors in attracting attention, generating interest, and creating a desire among Jordanian women. Moreover, the study showed that the purchasing behavior of Jordanian women influenced by electronic advertisements was moderate. Furthermore, no statistically significant differences were found between the reasons for Jordanian women's follow-up to e-store advertisements and their purchasing behavior based on variables such as income level, age, and educational achievement.

Conclusion: The purchasing behavior influenced by Jordanian women's follow-up to electronic advertisements was moderate.

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