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THE PARADOX OF SUSTAINABILITY AND LUXURY CONSUMPTION: THE ROLE OF VALUE PERCEPTIONS, CONSUMER INCOME, ENVIRONMENTAL AND SOCIAL CONSCIOUSNESS
(Marketing, 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 ...
AN EMPIRICAL INVESTIGATION OF THE IMPACT OF DIGITAL TEACHING AND LEARNING ON UNIVERSITY STUDENTS' SATISFACTION LEVELDURING COVID-19 PANDEMIC IN QATAR
(Marketing, 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 ...
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, ...
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 ...
BRAND HUMOUR ADVERTISEMENTS ON A SOCIAL NETWORK PLATFORM AND ITS IMPACT ON ONLINE CONSUMER ENGAGEMENT: THE CASE OF INSTAGRAM
(Marketing, 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 ...
EXPLORING THE PARADOX OF PRIVACY AND PERSONALIZATION IN ARTIFICIAL INTELLIGENCE ENABLED SOCIAL MEDIA ADVERTISING
(Marketing, 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 ...
SME ENGAGEMENT IN ONLINE BRAND COMMUNITIES: ROLE OF SOCIAL CAPITAL AND INFORMATION IN ENHANCING BRAND INNOVATION AND SUSTAINABLE COMPETTIVE ADVANTAGE
(Marketing, 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 ...
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, ...
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
(Marketing, 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 ...
AN ATTEMPT TO UNDERSTAND THE DRIVERS OF SOCIAL MEDIA COMMUNITY BRAND ENGAGEMENT IN QATAR: THE CASE OF INSTAGRAM
(Marketing, 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, ...