PhD Degree Awarded to Mr. Hameed Radman Al-Qudaimi in Public Relations and Advertising
Mr. Hameed Radman Al-Qudaimi was awarded a PhD degree in Public Relations and Advertising for his dissertation titled: The Role of Digital Marketing Communications in Promoting Commercial Goods and Services: A Survey Study of Consumers and Marketing Contacts, which was submitted to the Faculty of Mass Communication – Sana’a University. The dissertation defense was held on Monday, March 16, 2026.
The PhD Viva-Voce Committee, which was formed based on a resolution issued by the Graduate Studies and Scientific Research Council, consisted of the following:
# Committee Members Designation Position
1 Prof. Ali Ahmed Al-Haweri External Examiner Chair
2 Prof. Omar Abreen Main Supervisor Member
3 Prof. Omar Ahmed Al-Bukhaiti Internal Examiner Member
The dissertation aimed to:
Analyze the role of digital marketing communications in promoting goods and services.
The study yielded several key findings summarized as follows:
Social media platforms ranked as the most widely used channel, followed by viral marketing techniques, and then word-of-mouth marketing.
Digital advertising ranked first among marketing communication tools, followed by sales promotion, then direct selling, while public relations activities ranked last.
In light of these findings, the researcher recommended the following:
Developing digital marketing communication strategies and diversifying their tools, rather than relying solely on advertising.
The dissertation defense was attended by a number of academics, researchers, and specialists, students, colleagues, and the researcher’s family.
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