Browsing Science in Marketing by Title
Now showing items 21-26 of 26
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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. ...