Master’s Degree Awarded to Ms. Bodour Al-Matari in Public Relations

Ms. Bodour Yahya Mohammed Al-Matari was awarded a Master’s degree with a grade of (Excellent) and an average of 95% for her thesis titled “The Effectiveness of Private Universities’ Advertisements on Social Media Networks on Yemeni Students,” which was submitted to Department of Public Relations, Faculty of Mass Communication – Sana’a University. The defense was held on Saturday, 09/08/2025, corresponding to 15/02/1447 Hijri.

The MA 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:

#	Committee Members	Designation	Position
1	Prof. Hussein Dagrah	External Examiner	Chair
2	Assoc. Prof. Omar Abrain	Main Supervisor	Member
3	Prof. Hazaa Sharaf	Internal Examiner	Member

The thesis revealed several significant findings regarding how private Yemeni universities use social media for advertising and how students respond:

Facebook is the most widely used social media platform for advertising by private universities in Yemen.
The primary educational service advertised is enrollment and registration.
The most common advertising strategy is informational, focusing on logical and rational appeals rather than emotional ones.
The study found that most ads do not offer promotional incentives.
The most effective ad format for attracting students is a combination of text and images.
All ads studied received multiple forms of interaction, including likes, shares, and comments.
The research found that the effectiveness of these advertisements in attracting and engaging Yemeni students is influenced by their exposure and interest levels.

The thesis was examined and recommended by the Viva-Voce Committee for acceptance and approval. The defense was attended by a number of academics, researchers, interested individuals, in addition to the candidate’s colleagues and family members.