Future University In Egypt (FUE)
Future University is one of most promising private universities in Egypt. Through excellence in teaching, research and service, Future University strives to provide a comprehensive, high-quality education that prepares our graduates to be future leaders.
Altagamoa Al Khames, Main centre of town, end of 90th Street
New Cairo

Naglaa Ramzy

Basic information

Name : Naglaa Ramzy
Title: Lecturer
Google Schoolar Link
Personal Info: Naglaa Diaa, is a Lecturer of Marketing, Faculty of Commerce and Business Administration, Future University of Egypt. She received her PhD from Helwan University in Marketing. Her research interests include digital marketing, branding and she focuses primarily on how advances in technology affect marketing such as Augmented Reality, Virtual Reality and Artificial Intelligence. In addition to teaching, Naglaa is a Core staff and a Marketing Coordinator for the International Master’s program in International Education Management “INEMA” in collaboration with the Ludwigsburg University of Education, Germany. Formerly, Naglaa was the Head of marketing center at Helwan University, and she had been on the editorial Board of the Future Business Journal. View More...


Certificate Major University Year
PhD Business administration 2009
Masters Business administration 2004
Bachelor Business administration 1997

Researches /Publications



Sireen Abdulhalim, Pansee Mashaly


Digital gaming is increasingly recognized as one of the most important entertainment sectors worldwide, turning it into a promising medium for advertisers. Games are extremely engaging, interactive and challenging, as a result, it attracted advertisers who are seeking the attention of the customers through a nontraditional medium to convey their advertising messages. Along with this growth in digital games, there are several important contextual factors to consider in the selection and placement of the advertising messages in digital games. The objective of this research was to explore the effect of in-game advertising on brand recall processing. The quantitative approach was employed and a survey was distributed on 201 respondents applied on FIFA game players in Egypt. The results showed that in-game advertising has an effect on brand recall. Additionally, the position of the advertisement and time of appearance appear to be the most significant factor in affecting brand recall.

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Shedding the Light on Guerilla Marketing and Purchase Intention



Marketers are seeking the attention of customers through eye-catching advertising messages as customers are becoming more interested of new unconventional advertising approaches. Guerrilla marketing is one unique way to achieve this need. Guerilla marketing is a flourishing marketing approach that uses unconventional methods for promoting goods and services. The study aims at examining the effect of guerrilla marketing on purchase intention as well as the effect of selected demographic variables in relation to purchase intention. Quantitative approach was used and a sample of 400 respondents was surveyed in Egypt. Simple linear regression, ANOVA and T-test were used to test the hypotheses. Results showed that advertisement creativity, emotional arousal, clarity, humor, and surprise have a positive effect on consumer purchase intention. Females were found to have a higher effect than males to purchase intention. Additionally, the research showed that there is no significant effect of age on consumer purchase intention.

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Award Donor Date
N.A N.A 2009
N.A N.A 2009

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