Master\u2019s Degree for Researcher \/ Badoor Yahya Mohammed Al-Matari<\/p>\n
The researcher, Badoor Yahya Mohammed Al-Matari, was awarded a Master\u2019s degree with an excellent grade (95%), with a recommendation for publication and circulation among Yemeni universities \u2013 Department of Public Relations \u2013 Faculty of Mass Communication \u2013 Sana\u2019a University, for her thesis entitled:
\n\u201cThe Effectiveness of Private Universities\u2019 Advertisements on Social Media Networks on Yemeni Students.\u201d<\/p>\n
The defense was held on Saturday, 15\/2\/1447 AH, corresponding to 9\/8\/2025 AD.<\/p>\n
The discussion and examination committee consisted of:<\/p>\n
Prof. Dr. Hussein Dajrah \u2013 External Examiner and Chairman of the Committee.<\/p>\n
Prof. Dr. Haza\u2019a Sharaf \u2013 Internal Examiner and Committee Member.<\/p>\n
Assoc. Prof. Dr. Omar Abarin \u2013 Thesis Supervisor and Committee Member.<\/p>\n
The Thesis Aimed to:<\/p>\n
Measure the effectiveness of private universities\u2019 advertisements on social media networks on Yemeni students.<\/p>\n
Identify the types of social media networks used by Yemeni private universities for advertising.<\/p>\n
Explore the educational services presented in these advertisements.<\/p>\n
Identify the admission requirements for academic specializations highlighted in the advertisements.<\/p>\n
Explore the promotional offers provided by these advertisements.<\/p>\n
Determine the advertising strategies used.<\/p>\n
Identify the persuasive appeals employed in the advertisements.<\/p>\n
Clarify the marketing objectives behind these advertisements.<\/p>\n
Examine the design elements (type of advertisement, images\/graphics, size) used.<\/p>\n
Identify the forms of interaction accompanying the advertisements.<\/p>\n
The Thesis Findings:<\/p>\n
Facebook is the most widely used platform for advertisements by Yemeni private universities.<\/p>\n
The most advertised educational service is admission and enrollment.<\/p>\n
The most common admission requirement highlighted is variety of specializations offered.<\/p>\n
There were no promotional offers included in the advertisements.<\/p>\n
Information strategy was the most used advertising strategy.<\/p>\n
The most frequent persuasive appeals were rational\/logical appeals, especially information-based appeals.<\/p>\n
Emotional appeals were limited to status, use of celebrities, and comfort.<\/p>\n
The main marketing objective was informational advertising.<\/p>\n
The most common format used was text + image.<\/p>\n
The combination of text + image was also the most effective in attracting students\u2019 attention.<\/p>\n
All advertisements were accompanied by interactive features such as likes, shares, and comments.<\/p>\n
WhatsApp ranked first in terms of exposure to advertisements.<\/p>\n
The level of interest in following these advertisements was moderate.<\/p>\n
Advertisements were effective in attracting students, engaging them (interest\u2013sharing\u2013interaction), retaining them, motivating learning, and encouraging communication and connection.<\/p>\n
A statistically significant correlation was found between students\u2019 exposure, interest, and reasons for following advertisements and the effectiveness elements (attraction, engagement, retention, learning, and communication).<\/p>\n
There were significant statistical differences between students\u2019 exposure rates and reasons for following advertisements according to the academic level variable.<\/p>\n
No significant differences were found regarding the effectiveness of advertisements on students\u2019 engagement, retention, and communication based on demographic variables (gender, age group, academic level, economic status, and scientific specialization).<\/p>\n
The defense session was attended by several academics, researchers, students, interested individuals, and members of the researcher\u2019s family.<\/p>\n\n