The Gratifications Achieved by Egyptian women from the use of E-Marketing sites on the Internet

Abstract

The aim of this research is to know the extent of Egyptian women's use of online e-marketing sites, their motives and the gratifications achieved from them in meeting their needs to obtain information, knowledge and entertainment through e-marketing sites as well as the role that these sites can play in attracting Egyptian women to be able to satisfy their needs. This study is a surveyed descriptive research where the researcher relied on applying E-questionnaires, besides using SPSS program on a sample of (230) Egyptian women using online e-marketing sites. The study has reached the following results: There are many online e-marketing sites, which provide many gratifications to women, top of which is that of entertainment, followed by the ability to monitor specific e-marketing environments. The study has also shown that one of the major causes of using theses platforms is to secure social distancing to protect families from Covid 19 pandemic; these sites have been proved to be effective in times of calamities, which has pushed the sample of the study to rely on them while shopping online. Moreover, online social platforms as well as Instagram have been proven to be the most used in e-shopping. Additionally, the ease of using electronic marketing sites came first when evaluating the study sample for their using of e-marketing sites, with a total of (190) respondents out of (230), while online purchase came in second place as safe, healthy and helpful to provide social distancing due to the presence of Covid 19, with a total of (189) out of (230) women who strongly agree, which indicates that electronic marketing has a significant impact on the study sample during Covid 19 period. Social media has come in the forefront of the most used websites in the sample with a rate of 71.4%, followed by Souq.com with a percentage of 61.5% and by Jumia with 48.1%. The most popular products watched/searched for are home appliances, followed by mobile phones, followed by clothing, food supplements and cars. The impact of using online electronic marketing sites on traditional marketing has reached 57.1%. The percentage of payment on receipt occupied 87.9% of the preferred payment methods for the study sample when purchasing from e-marketing sites. Ritual reasons showed 57.7%, followed by utilitarian ones.