تقييم تأثير وتحليل الرسائل الرئيسية لحملة "اتحضر للأخضر" على توعية الشباب المصري

Abstract

The Egyptian government adopted green marketing and utilized ecofriendly campaigns over the past couple of years to raise environmental awareness among Egyptian youth and guarantee the sustainability of natural resources. Consequently, the emerging type of marketing has influenced the thoughts and behaviors of Egyptian youth and drew attention to the importance of examining the impact of such campaigns on shaping youth awareness. In the light of the most recent presidential campaign led by the Egyptian Ministry of Environment, "Ethadar Lel Akhdar," this study conducts a 3-year content analysis on the videos of the campaign to identify its key messages, main themes, persuasive strategies, presentation techniques, and tone. To examine the extent of the reach of the campaign to its target audience, the demographics of the youth groups who are affected most by the campaign, its impact on them, the variety of their awareness levels as well as the behavioral influence in correlation with the campaign's  1