Stealth marketing has gained importance within many companies as one of the important means of persuading and attracting customers, through the use of some smart, hidden and unfamiliar marketing practices and techniques to urge those customers to buy products and services. This study aimed to assess the degree of use of stealth marketing techniques in airlines from the point of view of customers. The study used the descriptive analytical method, as well as the electronic questionnaire to achieve the objectives of the study. A link of the electronic questionnaire was distributed on social media platforms in four different languages to collect the study data. 891 customer questionnaires were collected, while 794 valid questionnaires were analyzed. The results of the study highlighted that tease marketing is the most prevalent among stealth marketing techniques, followed by brand pushers, followed by viral marketing, then celebrity marketing, followed by marketing in video games, and finally marketing pop and rap music, which indicates that airlines use a variety of stealth marketing techniques.. The study ended with a set of recommendations that would encourage airlines to adopt more stealth marketing techniques, while at the same time observing ethical practices and behaviors while applying these techniques.
Samir Al-Romeedy, B., & Shaaban Ismael, M. (2023). Evaluating the use of stealth marketing techniques in airlines from the customers perspectives. مجلة کلية السياحة والفنادق - جامعة مدينة السادات, 7(1), 1-24. doi: 10.21608/mfth.2023.270739
MLA
Bassam Samir Al-Romeedy; Mohamed Shaaban Ismael. "Evaluating the use of stealth marketing techniques in airlines from the customers perspectives". مجلة کلية السياحة والفنادق - جامعة مدينة السادات, 7, 1, 2023, 1-24. doi: 10.21608/mfth.2023.270739
HARVARD
Samir Al-Romeedy, B., Shaaban Ismael, M. (2023). 'Evaluating the use of stealth marketing techniques in airlines from the customers perspectives', مجلة کلية السياحة والفنادق - جامعة مدينة السادات, 7(1), pp. 1-24. doi: 10.21608/mfth.2023.270739
VANCOUVER
Samir Al-Romeedy, B., Shaaban Ismael, M. Evaluating the use of stealth marketing techniques in airlines from the customers perspectives. مجلة کلية السياحة والفنادق - جامعة مدينة السادات, 2023; 7(1): 1-24. doi: 10.21608/mfth.2023.270739
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