The Impact of Using Social Networking Sites on the Efficiency of Electronic- Advertising in the Small and Medium Enterprises Institutions in Amman City: Field Study

Abstract

This study aimed at identifying the impact of using the Social Media; (Facebook, Twitter, Instagram and Google) on the efficiency of the electronic advertising and its dimensions; e-advertising characteristics, incentives of electronic advertising, content of electronic advertising and mental image in governmental funding institutions in Amman. In order to achieve the objectives of the study, the research used analytical descriptive method and a questionnaire was developed specifically for the current study and its validity and relibiity were confirmed. It distributed on (269) respondents from the upper, middle and lower staff departments in the governmental funding institutions. The results showed that the levels of using the social media in the governmental funding institutions were respectviliy: Google came at first rank (79.0%), Facebook at the second rank (78.4%), Twitter at the third ranked (55.2%), and finally Instagram at the fourth rank (40.2%) with a low and a weak use. In addition, the efficiency levels of the electronic advertising were respectivly; the dimension of incentives of electronic advertising came at first rank (79.6%); on the other hand, the dimension of content of electronic advertising came at the fourth ranked (76.4%) and it was the lowest acceptable dimension. As for the result of the test of the main hypothesis; there is positive impact on using Google as it was ranked the first by the respondents in governmental funding institutions.