Master’s Degree Awarded to Ms. Afaf Abdullah Al-Mathani in Public Relations and Advertising

Ms. Afaf Abdullah Salem Nasser Al-Mathani was awarded a Master’s degree with an average of “Excellent” and a grade of 95%. Her thesis was also recommended for publication and circulation among Yemeni universities.

Al-Matheni’s thesis, titled “Content Marketing Strategies of Yemeni Companies on Facebook and Their Impact on Electronic Word-of-Mouth Among Interacting Users,” was submitted to the Department of Public Relations, Faculty of Mass Communication, Sana’a University. The defense took place on Tuesday, 07/12/1446 Hijri, corresponding to June 3, 2025.

The Viva-Voce Committee, which was formed based on a resolution issued by the Post-Graduate Studies and Scientific Research Council, consisted of the following members:

– Prof. Ali Ahmed Al-Hawri (External Examiner and Chair)

– Prof. Fuad Ali Saadan (Internal Examiner)

– Assist. Prof. Omer Abreen (Main Supervisor)

The thesis aimed to:

– Identify the types, forms, techniques, and content marketing strategies published by Yemeni industrial companies on their Facebook pages.

– Understand the motivations of interacting users for sharing electronic word-of-mouth on these official Facebook pages.

Among the key findings, the thesis concluded:

– Respondents showed significant interest in posts containing information, with educational and informational content being the most preferred types of marketing content for interaction.

– The preferred forms of content varied, with text and images being the most popular, followed by video clips.

The MA thesis has been examined and is recommended by the Viva-Voce Committee for acceptance and approval. The defense was well-attended by academics, researchers, students, and the candidate’s colleagues

and family members