Using Facebook Pages by Retail Companies in Egypt For Network Marketing  “Jumia Page as a Model”

Hassanin, Esraa Atef; Ali, Faten Ahmed; Abdel Barry, Wail

doi:10.21608/buhuth.2023.233071.1556

Using Facebook Pages by Retail Companies in Egypt For Network Marketing “Jumia Page as a Model”

Document Type : Academic research papers

Authors

¹ Sociology Department- Mass Communication Section Faculty of Women for Arts, Science &amp;amp; Edu-Ain Shams University - Cairo - EgypT

² Professor of Sociology Department Faculty of Women for Arts, Science & Edu Ain Shams University - Egypt

³ Mass Communication, Sociology, Faculty of Women for Arts, Science &amp; Education, Ain Shams University

10.21608/buhuth.2023.233071.1556

Abstract

The present study aims to explore the use of retail companies in Egypt of Facebook pages in e-marketing, by examining the extent to which companies benefit from the various advantages offered by the social media platforms in creating content that is rich and engaging for the audience, according to the standards of Media Richness Theory. The study focuses on Jumia Company's application of media richness criteria on its Facebook page and adopts a descriptive approach using the content analysis as a research tool. The study reveals that Jumia relies on the social media's platforms to increase its customer base, including current and potential consumers. Jumia excels in utilizing all the features and interactive elements provided by Facebook, such as utilizing events as a record of the company's activities in the civil society and enabling communication through page messages. The study recommends conducting comparative studies on the use of the social media's platforms by retail companies and shedding light on public attitudes towards them. Additionally, a comparative study between traditional communication activities used by retail companies and digital activities on the social media platforms is suggested.

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