Science in Marketing
Recent Submissions
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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 ... -
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 ... -
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, ... -
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 ... -
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 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 ... -
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 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 ... -
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 ... -
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 ... -
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, ... -
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 ... -
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 ... -
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. ... -
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. ... -
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 ... -
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 ... -
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 ...
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