الإصدار 2 - العدد 4 (2025-07-20)

The Impact of Digital Technologies on Information Marketing at the King Abdulaziz Center for World Culture: A Descriptive and Analytical Study from the Perspective of Female Students of the College of Arts

Dr: Aliaa Ibrahim Ahmed

Researcher: Asmaa Al-Shahri

Researcher: Sarah Asiri

Researcher: Mazoon Al-Salem

Researcher: Hind Al-Ghamdi

Researcher: Yara Balharith

ملخص البحث:

Purpose – This study aims to analyze the impact of digital technologies on information marketing at the King Abdulaziz Center for World Culture (Ithra), from the perspective of female students at the College of Arts, Imam Abdulrahman bin Faisal University.

Design/methodology/approach – A descriptive analytical approach was employed, using a structured questionnaire distributed to a simple random sample of 143 students. Data were analyzed using frequencies and percentages to identify key indicators.

Findings – The results revealed that 72.7% of participants had previously visited Ithra, indicating a high level of engagement. Most had visited at least once in the past year, with 29.4% visiting two to three times, and 23.1% more than three times. A significant majority (93.7%) affirmed the effectiveness of digital platforms in reaching the public and disseminating cultural information.

Practical implications – The study recommends intensifying digital marketing efforts, particularly through interactive content and daily stories on social media. It also highlights the importance of increasing marketing budgets and enhancing the Ithra app with personalized features, online booking, and event notifications to improve user experience and engagement.

Originality/value – This research provides unique insights into the effectiveness of digital marketing in a major cultural institution in Saudi Arabia, contributing to a relatively underexplored area in the literature on digital information dissemination.