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The Impact of Individuals' Susceptibility to Persuasion on Perceived Information Quality and Purchase Intention among Millennials
(Marketing, 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 Effects Of Social Media Influencer Attributes On Collaborating Brand Credibility And Advocacy
(Marketing, 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. ...
A COMPARISON OF SPORTS MARKETING AND SPORTS PSYCHOLOGY APPROACHES TO ACHIEVE GYM MEMBERS LOYALTY IN QATAR
(Marketing, 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, ...
The Role Of Individuals' Cultural Orientation On Motivations To Create Brand-Related User Generated Content (Ugc)
(Marketing, 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 ...
Examining The Effects Of Parasocial Interaction And Identification With Social Media Influencers On Collaborating Brands
(Marketing, 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
(Marketing, 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 ...
The Impact of Social Media Influencers and Followers' Attributes on WOM and Patronage: A Lesson From Qatari Market
(Science in Marketing, 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 ...
Color Roles in Apparel Purchase Intentions of Female Consumers: The Moderating Effect of Buyer Personality
(Science in Marketing, 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 ...
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
(Marketing, 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, ...
AN EMPIRICAL INVESTIGATION OF THE IMPACT OF DIGITAL ADOPTION ON SMES' CURRENT AND FUTURE BUSINESS PERFORMANCE: THE CASE OF QATARI SMES
(Marketing, 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 ...