استخدامات طلبة جامعة اليرموك للإعلان الصّحفي على المواقع الرَّقْمية الإعلامية والإشباعات المتحققة منها

Zuhair Yassin Ayed  Tahat; Khaled Mahmoud Abdel Majeed  Hailat; Nora Mahmoud  Alawneh; Rawan Hisham Faleh  Mohidat

doi:10.35516/hum.v51i6.2212

Authors

Zuhair Yassin Ayed Tahat Department of Journalism, Faculty of Mass Communication, Yarmouk University, Irbid, Jordan https://orcid.org/0000-0002-1239-636X
Khaled Mahmoud Abdel Majeed Hailat Department of Journalism, Faculty of Mass Communication, Yarmouk University, Irbid, Jordan https://orcid.org/0000-0003-3928-9940
Nora Mahmoud Alawneh Media Researcher, Jordan
Rawan Hisham Faleh Mohidat Media Researcher, Jordan

DOI:

https://doi.org/10.35516/hum.v51i6.2212

Keywords:

Uses, gratifications, press advertising, digital media sites

Abstract

Objectives: This study aimed to identify the uses of Yarmouk University students for press advertising on digital media sites and the gratifications achieved from them.

Method: This study is classified among the descriptive studies, which adopts the survey method. The study population consists of Yarmouk University students, with a simple random sample of 218 participants. The study tool was a questionnaire.

Results: The study revealed that the most relied-upon digital media platform for press advertising is Facebook, with a percentage of 80.7%, and the usage of digital press advertising by young male individuals in the sample is 17%. It was also found that the primary motivation for using digital newspaper advertising is the "ease of use," with a percentage of 87.1%. in addition, the motivation related to "lower costs compared to other means" is 11.9%, while the motivation of "suitability for the requirements of the digital age" did not receive any frequency and percentage.

Conclusions: The study concludes that the lower costs and ease of use are significant motivations for Yarmouk University students to utilize digital media platforms for press advertising. Digital advertising, with its interactivity and prevalence, has achieved the desired gratifications among the study participants.

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