Browsing Science in Marketing by Publication Date
Now showing items 21-26 of 26
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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 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 ... -
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 ... -
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, ... -
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 ...