قياس استخدام وتلقي الحجاج والمعتمرين للتوعية من خلال الشاشات الإلكترونية في المنطقة المركزية كمصدر للمعلومات

Abstract

The present study has examined the utility of the electronic billboards (EBBs) as a public service announcement (PSA) tool in the Haram Shareef area. Data were gathered from a non-probability sample of the Omrah pilgrims on the use, perceptions, and recall of the EBBs messages. In-depth interviews with informed informants were also used to help interpret the data. Pilgrims attention to the billboards and their recall of the messages were used as factors of billboard utility and effectiveness. On the basis of frequency distribution analysis coupled with simple elaboration through graphical method, the study concludes that despite their potential for high effectiveness the EBBs are not producing much of an impact on the pilgrims, and proffers recommendations on improving their utility as a PSA tool for the pilgrims.