Browsing Science in Marketing by Title
Now showing items 1-20 of 26
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A COMPARISON OF SPORTS MARKETING AND SPORTS PSYCHOLOGY APPROACHES TO ACHIEVE GYM MEMBERS LOYALTY IN QATAR
(2021 , Master Thesis)This thesis investigated the effects of two different pathways to achieve gym members loyalty. The first path is a marketing path that is built around the customer engagement concept, driven by perceived quality, satisfaction, ... -
AN ATTEMPT TO UNDERSTAND THE DRIVERS OF SOCIAL MEDIA COMMUNITY BRAND ENGAGEMENT IN QATAR: THE CASE OF INSTAGRAM
(2024 , Master Thesis)The present thesis provides crucial insights into the drivers of social media community brand engagement, since these elements exert a noteworthy influence on several other aspects and outcomes, such as purchasing intention, ... -
AN EMPIRICAL INVESTIGATION OF THE IMPACT OF DIGITAL TEACHING AND LEARNING ON UNIVERSITY STUDENTS' SATISFACTION LEVELDURING COVID-19 PANDEMIC IN QATAR
(06-2 , Master Thesis)Life is changing rapidly for many reasons, which affects people's mindsets as well as their behaviour. Today, most people rely on technology on a daily basis. Furthermore, the global COVID-19 pandemic has pushed the world ... -
AN INVESTIGATION OF THE IMPACT OF SOCIAL MEDIA MARKETING ACTIVITIES ON CONSUMERS PURCHASE INTENTION: EXAMINING THE ROLE OF BRAND EQUITY, RELATIONSHIP EQUITY, AND BRAND TRUST IN S-COMMERCE
(2022 , Master Thesis)This research addresses the great need to explore the different impacts of social media marketing activities on consumers' purchase intention in s-commerce in Qatar, which is less represented in the literature. Accordingly, ... -
THE ANTECEDENTS AND CONSEQUENCES OF STUDENT SATISFACTION REDEFINED: A CASE OF QATAR UNIVERSITY
(2018 , Master Thesis)This study extends marketing in the higher education literature by conceptualizing what constitutes student satisfaction with university experience and examining the role of student satisfaction in enabling student feeling ... -
BRAND HUMOUR ADVERTISEMENTS ON A SOCIAL NETWORK PLATFORM AND ITS IMPACT ON ONLINE CONSUMER ENGAGEMENT: THE CASE OF INSTAGRAM
(2021 , Master Thesis)Past studies on humour have predicted that the right kind of humour technique can attract attention and lead to organic engagement from the viewer. However, limited research has been conducted concerning the use of humour ... -
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 ...
