An assistant professor at the Faculty of Management, Economics and Business Technology at the Egyptian Russian University publishes a book on The Relationship Between Emotion in Viral Video Advertisement and Behavioral Intentions

Prof. Dr./ Sherif Fakhry Mohamed Abdel-Nabi, President of the Egyptian Russian University, in Cairo, Badr City, announced that Dr. Mona Moussa, an assistant teacher of Business Administration at the Faculty of Management, Economics and Business Technology at the university, has published a new book, on “The Role of Attitudes on the Relationship Between Emotion in Viral Video Advertisement and Behavioral Intentions”. He pointed out that the university pays special attention to publishing and scientific research, especially in the field of modern technologies and artificial intelligence technology to help the society absorb and adopt these modern tools for the sake of its development.

In the same course, Dr. Tahera El-Sayed Hamiyah, Dean of the Faculty of Management, Economics and Business Technology at the Egyptian Russian University, disclosed that the field of publishing and scientific research in the faculty is one of the important factors in the University’s vision and mission and its impact on society. She asserted that the state’s sustainable development goals in advanced technology and plans and research priorities are achieved in the faculty. The book entitled “The Role of Attitudes on the Relationship Between Emotion in Viral Video Advertisement and Behavioral Intentions.” by Dr. Mona Moussa was published on Amazon in English on April 6, 2022 and it has (222) pages.

Dr. Mona Moussa, an assistant professor of Business Administration at the faculty of Management, Economics and Business Technology at the Egyptian Russian University, revealed that the book is about the widespread of the phenomenon of viral video on social networking sites which led to the creation of new opportunities to influence individuals in cultural, social, political, and economic domains. The necessity to eagerly discuss ways to exploit these opportunities by various institutions in various fields, especially those working in the field of advertising emerged; each advertising agency hopes that its campaigns will reach millions of people. However, this can’t be easily achieved in the traditional marketing as it will cost an arm and a leg. Surprisingly, viral video advertisements can overcome such a hurdle by reaching millions of viewers at a lower cost than traditional advertising.

Dr. Mona Moussa elaborated that the book is interested in answering a specific question and filling a specific gap if emotion in viral video advertisements is considered one of the most important determinants of predicting the behavioral intentions of individuals towards the intention of sharing the content itself or purchasing through the formation of their personal attitudes towards the brand and how these trends can play a mediating role in the relationship between this emotion emanating from viral video advertisements and the behavioral intentions formed as a result of this emotion. Interestingly, the book was published and is now available on Amazon.

It is worth noting that Dr. Mona Moussa obtained a bachelor’s degree from Ain Shams University in 2003, a master’s degree in business administration from the Arab Academy for Science, Technology and Maritime Transport in 2011, and master’s and doctorate degrees in marketing from Ain Shams University in 2014-2018 respectively. Dr. Mona Moussa works as an assistant professor of Business Administration at the Egyptian Russian University, and a marketing consultant for many companies in Egypt and the Middle East.