Browsing College of Business and Economics by Subject "Social Media"
Now showing items 1-7 of 7
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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, ... -
“THE EFFECT OF THE PERCEIVED USEFULNESS OF INSTAGRAM BEAUTY INFLUENCER ON THE ATTITUDE AND PURCHASING INTENTION OF YOUNG FEMALES”
(2018 , Professional Masters Project)There is an increasing interest about the topic of eWOM among marketing scholars. However, most of the studies focused on western contexts and there is a lack of studies about the impact of eWOM on consumers’ attitude and ... -
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 ... -
FACTORS INFLUENCING CONSUMER INTENTION TO BUY THROUGH SOCIAL COMMERCE IN QATAR
(2019 , Professional Masters Project)Social commerce is a new concept in the field of information technology. This study aims to investigate the factors that influence the consumers’ intention to buy through social commerce in Qatar context. The current study ... -
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 ... -
The Role Of Social Media on consumer Behavior in Qatar
(2016 , Professional Masters Project)Social media has evolved our lives in many ways, it has made the world seem like a smaller place. This is in particular applicable when doing business. In Qatar, there are many business retailers who are not necessarily ... -
THE INFLUENCE OF SOCIAL MEDIA ON CONSUMERS PURCHASE DECISION: THE CASE OF QATAR
(2024 , Professional Masters Project)The consumer journey is highly influenced by social media as more people spent a significant portion of their time online. The increased understanding of how consumers make decisions has been widely studied and codified ...