تصفح Science in Marketing حسب العنوان
السجلات المعروضة 7 -- 26 من 26
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Color Roles in Apparel Purchase Intentions of Female Consumers: The Moderating Effect of Buyer Personality
(2020 , Master Thesis)Motivated by the paucity of research on the application of color in marketing, the study evaluates the effect of color dimensions on purchase intentions of Croatian female consumers of apparel, along with the moderating ... -
The Effect Of Message Lexical Concreteness On Customer Inspiration: The Moderating Roles Of Product Category And Regulatory Focus
(2019 , Master Thesis)The concept of customer inspiration has only recently been conceptualized in marketing. This thesis examines the impact of marketing communication on customer inspiration. More specifically, it attempts to ascertain whether ... -
THE EFFECT OF PERCEIVED PRIVACY ON CONSUMERS’ BEHAVIORAL INTENTIONS: AN APPLICATION TO RESTAURANT SETTINGS IN QATAR
(2018 , Master Thesis)The topic of atmospherics and how they impact consumer behavior has been studied extensively in marketing literature within retailing contexts. However, the impact of perceived privacy on consumer responses has not been ... -
The Effects Of Social Media Influencer Attributes On Collaborating Brand Credibility And Advocacy
(2019 , Master Thesis)This thesis investigates different characteristics and dimensions related to social media influencers that might affect some brand outcomes after being endorsed by /collaborating with the influencer in brand communications. ... -
AN EMPIRICAL INVESTIGATION OF THE IMPACT OF DIGITAL ADOPTION ON SMES' CURRENT AND FUTURE BUSINESS PERFORMANCE: THE CASE OF QATARI SMES
(2024 , Master Thesis)This thesis investigates the relationship between digital technology adoption and the success of Qatari's small and medium-sized enterprises (SMEs). For SMEs, knowing how to adopt to the ever-changing digital landscape is ... -
Examining The Effects Of Parasocial Interaction And Identification With Social Media Influencers On Collaborating Brands
(2019 , Master Thesis)The thesis explores the phenomenon of social media influencers, reveal their distinctive features, explain how followers develop relationships with them and clarify how and why a cooperation with influencers could be ... -
EXPLORING HOW BRAND-GENERATED CONTENT CREDIBILITY AND TYPE SHAPE CUSTOMER ENGAGEMENT ON SOCIAL MEDIA: EMPIRICAL EVIDENCE FROM TWITTER
(2021 , Master Thesis)The thesis explores the phenomenon of brand-generated content on social media, explaining how its credibility and type shape customer engagement. The study examines how the source credibility (content generated independently ... -
EXPLORING THE PARADOX OF PRIVACY AND PERSONALIZATION IN ARTIFICIAL INTELLIGENCE ENABLED SOCIAL MEDIA ADVERTISING
(2023 , Master Thesis)The emergence of Artificial Intelligence (AI) has transformed the landscape of social media advertising, enabling businesses to target their audience with greater precision and accuracy. This study aims to investigate the ... -
AN INTEGRATED MODEL OF HIGHER EDUCATION INSTITUTIONS (HEIS) SERVICE QUALITY: THE CASE OF QATAR UNIVERSITY
(2018 , Master Thesis)Over the more recent times, Higher Education Institutions (HEIs) are being considered as service providers that are experiencing intensive competition and rapid growth. This research study introduced an integrated conceptual ... -
INVESTIGATING THE IMPACT OF INFLUENCERS, SOCIAL MEDIA USAGE AND SOCIAL STATUS ON FASHION LUXURY PURCHASE INTENTION: THE MEDIATING EFFECT OF BRAND RECOGNITION, THE CASE OF QATAR
(2024 , Master Thesis)Consumer behavior can be asserted to be a key concept when considering customers' consumption patterns and buying intentions. The study articulates that the influences tend to increase the attractiveness and desirability ... -
MARKETING COMMUNICATION STRATEGY-GAC MOTOR
(2018 , Professional Masters Project)GAC has been able to achieve growth during the previous periods due to their commitment to quality and provide excellent customer service. There is no doubt the company is dominating the automobiles industry not only in ... -
Motivations To Engage In Different Levels Of eWOM And Their Outcomes: An Application To Instagram Users In Qatar
(2018 , Master Thesis)Electronic word-of-mouth has been a topic of increased interest among marketing researchers. Due to the variety of online settings and variables to consider, the literature on eWOM is largely fragmented with some researchers ... -
QATAR POST MARKET ANALYSIS
(2018 , Professional Masters Project)The purpose of this project is to perform an internal and external market analysis for Qatar Post for providing them with better marketing solutions for gaining a competitive advantage over their rivals. Research problem ... -
The Role Of Individuals' Cultural Orientation On Motivations To Create Brand-Related User Generated Content (Ugc)
(2018 , Master Thesis)Online platforms such as social media, blogs, forums and brand websites have not only enabled consumers all over the world to communicate with each other but have also enabled marketers and brands to reach out to the ... -
SME ENGAGEMENT IN ONLINE BRAND COMMUNITIES: ROLE OF SOCIAL CAPITAL AND INFORMATION IN ENHANCING BRAND INNOVATION AND SUSTAINABLE COMPETTIVE ADVANTAGE
(2023 , Master Thesis)Through this study, the primary aim is to investigate the entrepreneurial setting in Qatar, with a focus on examining the role of social media in enhancing entrepreneurs' information and social capital, and how this affects ... -
The Effect Of Achievements On Fans Pride, Team Identification And Sense Of Community And Their Effect On Fans Purchase Intentions: A Comparison Study Between Real Madrid Fans In Madrid And Qatar
(2022 , Master Thesis)Team identification, pride, and sense of community is generally presented in the literature as an important factor that affects the level of fandom for football fans. In this vein, the present study aims to investigate the ... -
The Impact of Individuals' Susceptibility to Persuasion on Perceived Information Quality and Purchase Intention among Millennials
(2021 , Master Thesis)Social media is growing in popularity and has assumed a more central role in information dissimilation more recently. This development has increased the opportunity for firms to communicate, persuade, and influence ... -
The Impact of Social Media Influencers and Followers' Attributes on WOM and Patronage: A Lesson From Qatari Market
(2020 , Master Thesis)With the rise of social media and the increase in the amount of time individuals spend online, firms need to know how to incorporate social media in their marketing to maximize their brand reach and engage with the right ... -
THE PARADOX OF SUSTAINABILITY AND LUXURY CONSUMPTION: THE ROLE OF VALUE PERCEPTIONS, CONSUMER INCOME, ENVIRONMENTAL AND SOCIAL CONSCIOUSNESS
(06-2 , Master Thesis)For many years, the concept of sustainability and luxury has been considered a paradox. Despite scholars' efforts to highlight the compatibility between sustainability and luxury, the limited studies have shown mixed and ... -
VALUE BEHIND SAVING AND REUSING SHOPPING BAGS
(2019 , Master Thesis)The behavior associated with saving and reusing shopping bags has been heavily researched in the context of environmental studies. However, few studies have examined this behavior from the perspective of consumer behavior. ...