1,720,967 research outputs found
The Perceived Image of Nudity in Digital Advertisements
No full textThe perception of nudity in ads is a very wide and critical topic and it has been commonly used in advertising campaigns in different countries. Many factors influence the perception of customers in advertisements such as gender, education level, culture and race. The purpose of this study is to determine how taboo related to sex and nudity is perceived in ads and how it effects the brand itself. Data was collected via an online questionnaire and was distributed to Lebanese women of different age groups, educational levels, religions, affiliations and occupations. The results showed that nudity level affects consumers’ attention and interpretation of digital advertisements. Furthermore, the study concluded that the presence of nudity in ads has an effect over the purchasing intention
Impact of Facebook marketing on Lebanese athletes' decision-making process
No full textThis article tackles the impact of Facebook marketing on the Lebanese sports community. It explores the different components of social media marketing tools while stressing on Facebook as a mean of influencing athletes' decision-making process. Hypotheses were generated to analyse the relationships between the following three factors of Facebook marketing: athlete Facebook interaction, daily exposure, and ads including brand ambassadors and the consumers' decision-making process. Our study was carried out on a sample of 385 athletes affiliated to sports clubs, NGO's, sports associations, sports communities and sports brand ambassadors. The results of the empirical study revealed a positive relationship between Facebook marketing and the decision-making process of the Lebanese sports society. Furthermore, it stressed on the importance of Facebook interaction as it deemed to be a catalyst to brand's image, and has an indirect impact on sales. Ads including sports brand ambassadors were shown to play an important role as well as in enhancing brand's sales
The critical success factors of restaurant franchisors in Lebanon
No full textThis research aims to determine the effect of selected organizational factors on the success of Lebanese restaurant franchisors. It will identify the critical success factors of Lebanese restaurants facilitating their expansion and growth. The research is based on a quantitative study that examines the dependency of franchise success on five specific factors studied in this research (preset and definitive franchisee selection criteria, internationalization at a shorter length of time, years of experience in the food and beverage (F&B) and/or the franchise business, proportions of company owned outlets versus franchised outlet and short payback period on the return on investment (ROI) of the franchised outlet). Results revealed that success of franchising depends on a variety of factors some of which were already tackled in this research: internationalizing at the right time, years of experience in the F&B and/or the franchise business, and proportions of company owned outlets versus franchised outlets
Challenges and Opportunities Faced by the Students and Faculty Members
No full textThis chapter examines the difficulties and opportunities that students and faculty members face within the context of higher education. Understanding the experiences and perspectives of students and faculty members is essential for enhancing the quality of education as a whole. The paper examines the various obstacles students face, including financial constraints, academic pressure, mental health issues, and the need to adapt to swiftly changing technology. In addition, it addresses the challenges faculty members experience, such as heavy workloads, limited resources, the pressure to publish research, and the need for professional development. In addition, the chapter describes the opportunities available to students and faculty members, including access to diverse learning resources, collaborative research opportunities, technological advancements, and the potential for personal and professional development. By recognizing these challenges and opportunities, institutions can create environments that foster learning, research, and the holistic growth of both students and faculty
The effect of advertising on the Saudi tourism industry
No full textTourism is one of the most prominent and constantly expanding industries in Saudi Arabia, with a boost in the entertainment and cultural heritage fields. While religious pilgrimages still comprise most of Saudi Arabia's tourism, the recreational tourism industry is expanding. Saudi Arabia has grown as a unique tourist destination in recent years, yet its maximum potential remains untapped. Therefore, this study plays a significant role in gaining the audience's attention towards the tourism industry. The Saudi government has stepped up its efforts to promote Saudi Arabia to international tourists as the Kingdom grows in popularity as a travel destination. This study intends to investigate the impact of advertising methods using different media on the Saudi tourism industry and help us formulate the study's research question. The research question in this study is: "How effective are Saudi Arabia's Giga projects, and how successful are they in influencing the rapid growth and development of the tourism industry? The literature is reviewed by different researchers, academics, and scholars who have previously conducted research on similar subjects. The research is quantitative in nature and employs a cross-sectional study design. In terms of data collection, a survey questionnaire is used with closed-ended research questions. The target sample belongs to international audience, and it is selected by the methods of convenience sampling. A sample of 100 research participants belonging to different nationalities is selected. During the year 2020, the global economy was expected to decrease by 4.4 percent, according to the October World Economic Outlook. Tourism-dependent economies experienced a far greater decline. The findings of this research will display the growth of Saudi tourism services using tourism marketing, Saudi Arabia's challenges to media advertisements and campaigns, the effect of local advertising on tourists, and tourist responses
The Effect of Influencer Marketing Campaigns in Shaping Tourist Perception of AlUla, Saudi Arabia
No full textThis study examines the impact of influencer marketing campaigns on destination
perceptions in Al Ula, Saudi Arabia. Through a survey questionnaire, I aim to understand the
demographics of the respondents, the influence of social media influencers on their
perceptions, their level of interest after exposure to influencer content, and the credibility of
the influencers. The findings indicate that the majority of respondents, primarily females aged
18-25, consider influencer content as influential in shaping their perceptions, finding the
influencers credible and impactful in their decision-making process regarding visiting Al Ula.
In summary, influencer marketing significantly impacts destination perceptions, particularly in
the context of Al Ula as a potential tourism hub in Saudi Arabia, generating interest among the
target audience
The Effect of Visual Merchandising on Customer Attraction
No full textThe purpose of this study is to demonstrate the value of visual merchandising to
business owners and managers of ongoing or planned initiatives, as well as the extent
to which it may boost customer acquisition and draw them inside the store.
Additionally, being aware of how visual merchandising may affect a customer's
sensory perception and psychological conduct. The accomplishment of these study
goals makes visual merchandising a crucial tool for marketing and drawing clients
to new ventures and enterprises. As for ongoing initiatives, visual merchandising
may help them advance. Additionally, developing fresh approaches to visual
merchandising that are appropriate for the modern day and generation
Explaining REIT returns in emerging economies: A Fama-French approach with foreign investment and political stability
No full textThis study examines the applicability of the Fama-French 3-factor model to Real Estate Investment Trusts (REITs) in emerging economies using monthly data from January 2016 to December 2023 for 23 REITs across five emerging markets. A Generalized Method of Moments (GMM) (system) approach assesses the impact of 12 explanatory variables, including traditional factors like market, value, size, and momentum premiums, as well as emerging market-specific factors such as the Morgan Stanley Capital International (MSCI) Emerging Markets Currency Index and Bloomberg Commodity Ex-Agriculture Index. Control variables like political stability, foreign direct investment, and portfolio investment are also included. The results show that value premium, foreign direct investment, portfolio investment, and commodity prices positively influence REIT excess returns, while momentum premium and political instability negatively affect them. These findings highlight the combined importance of traditional and emerging market-specific factors, emphasizing the critical role of stable political conditions for REIT performance. This research contributes valuable insights for investors and policymakers in understanding REIT dynamics in emerging markets
“Giving back to the community, an obligation or an option today?”—Case of the educational sector in Lebanon
No full textAbstractIn an ever growing world of knowledge, learning and technology, a concept of greening of management has risen. Organizations nowadays are recognizing that their decisions hand actions have an impact on nature. Our study focused on the non-for profit organizations, notably the higher education institutions in Lebanon. The research suggested the understanding of the concept of social responsibility in the Middle East is still in its early stages. A lack of governmental support is a challenge faced by many organizations. However, the higher education sector is raising awareness and shaping the future managers with the appropriate “green” and socially responsible education to lead the corporate sector. The findings illustrate that engagement in CSR can lead to many benefits such as increased profits, strong brand image and a sustained solid reputation. Moreover, investing in CSR initiatives enables the organization to occupy a strong competitive advantage. The role educational institutions is indispensable in shaping future managers who will be guiding the world's organization with integrity, ethics and a concern for the society and the environment. Finally, the notion of being socially responsible should go beyond being an obligation to be a necessity of their day to day lives. This study represent an added value to the educational sector and show the importance of supporting this ongoing trend which will have a great effect on the lives and future of the upcoming generations. Finally, it would also be more interesting to include in a future study the Middle Eastern region where they share similar cultural background such as language, religion and geography
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