Evaluation of the Effectiveness of Digital Advertising Campaigns used for Trend Jacking Marketing Strategy in Achieving Behavioral Response:

The study aims to evaluate the effectiveness of digital advertising campaigns utilizing trend jacking marketing strategy, applied to assess a sample of 450 individuals from the Egyptian audience for the efficiency of digital advertisements for the companies "Toudou" and "Oreo" in employing this marketing strategy. The study relied on both the modified model of product value through interactive advertising media and the AIDA model.
    The study found that the Egyptian audience is constantly exposed to advertisements of Toudou and Oreo by 54.2% of the sample, where their ability to attract their attention increased significantly, followed by 26.2% who were moderately attracted. The reasons for attracting viewers towards Toudou and Oreo advertisements varied, with the nature of the product being the primary reason known to them by 59.1% of the sample. Therefore, 92.6% of the study sample agreed that the presentation of digital advertisements for Toudou and Oreo products using the trend jacking approach was a key driver in attracting attention.
     There was a significant correlation between the frequency of exposure of the study sample to Toudou and Oreo advertisements and their attraction to these advertisements, as well as a significant statistical correlation between the interest of the sample in knowing the content of the advertising message while being exposed to Toudou and Oreo advertisements, and both liking and commenting when exposed to digital advertisements for Toudou and Oreo companies using the trend jacking approach, in addition to sharing the aforementioned digital advertisements.