STORRE Collection: Electronic theses of Marketing and Retail Students.
http://hdl.handle.net/1893/83
Electronic theses of Marketing and Retail Students.2024-03-29T06:00:24ZThe impact of influencers' visual content in social media on consumers' purchase intention: the case of SMEs restaurants in Saudi Arabia
http://hdl.handle.net/1893/35264
Title: The impact of influencers' visual content in social media on consumers' purchase intention: the case of SMEs restaurants in Saudi Arabia
Author(s): Alomair, Mohammed
Abstract: The impact of information on consumers' purchase intentions has been known for quite some time. Ever since the idea of consulting family members and friends regarding their purchase, and with the evolution of the Tv and the Internet, consumers have reached a new level of access to products' related content. So they can be informed and evaluate purchases and share their experiences not only with people close to them but also with an endless number of current and potential consumers. Moreover, such a way of content sharing between people had primarily been formed in the verbal and textual form, more precisely verbally in face-to-face interaction and textually through the Internet, all to serve the purpose of informing other consumers about brands. Researchers have long acknowledged and investigated such a way of content exchanging under the well-known topics of word of mouth (WOM) and electronic word of mouth (eWOM) and their influence on consumers' purchase intentions.
With the constant evolution of the Internet, a new communication channel has emerged known as social media platforms. A way of connecting with people worldwide so that they can reach each other all the time, regardless of any barriers. An area of interest that academics have found fascinating in investigating eWOM and its impact on consumers' choices. Such an exchange of words over social media applications can reshape consumers' intentions regarding their potential purchases. However, as we live in a world where technology evolution never stops, these social media applications have reached different and more exciting features, as users not only can interact verbally but now have the ability to interact visually via different online platforms. So the entire idea of eWOM has changed to a more advanced level, known as visual eWOM. Moreover, users of such applications can share brand-related content visually in the form of pictures and videos. A feature that makes platforms developers race against time to develop the best way to introduce new applications that make the best use of such a modern technological feature.
So nowadays, we can see an endless number of social media applications that enable people to communicate visually. Nevertheless, there are few applications which have been tremendously popular. Instagram and Snapchat are two relatively recent platforms that can be mainly viewed to serve the visual exchange of content. Their popularity has reached almost most social media users worldwide. From such a perspective, the idea of exploring and investigating such visual content and how it influences consumers have become highly crucial. Not only due to how such content impacts consumers but also to how this content on social media applications can be spread among millions of people, as well as how brands can take advantage of such an excellent way of communication with current and potential consumers. An area of interest that this thesis aims to investigate. To do so, this research is built into two main phases; the first phase aims to explore the usage of social media among Saudi consumers and gather as much information as possible on their usage behaviour and the impact of social media influencers on their purchase behaviour. Through a survey of 512 Saudi consumers. The results show that Saudi consumers use social media at a very high rate, more precisely Instagram and Snapchat, and they follow and view social media influencers' content at a tremendously high percentage. However, when it comes to the impact of such content on consumers, the results indicate a low influence on consumers' purchase intentions regarding their restaurants' choices. The second phase of this thesis is to analyse content on social media applications. In detail, it examines the content, the source of the content (social media influencers), and consumers' behaviour toward the content. In order to reach such, a theoretical model was developed based on the integration of the Information Acceptance Model (IACM). The results highlighted that visual content quality, source credibility, source experience, content quantity, adoption of content, attitude toward content and subjective norms are the primary factors for visual eWOM in social media (Instagram and Snapchat) that influence consumers' purchase intentions. This thesis contributes to theoretical implications through its validated model and introduced vital findings.
Moreover, the research model highlights a new approach to information adoption by expanding the IACM and introducing new insights to researchers. Future studies can consider the research model to investigate the visual content in social media and its influence on consumers' purchase intentions.
Moreover, this study's results can help researchers consider other factors in studying the impact of such technology, such as employing the results to examine other social media applications that serve the visual feature, such as TikTok. Also, since this research was only conducted through a quantitative method, employing qualitative or mixed methods can be beneficial in providing a complete picture of visual eWOM influence. A further benefit of this study is how it considers the cultural character of Saudi consumers. Yet, other studies might find it worth considering other cultural factors or employing such findings in different countries. The same goes with considering different categories besides SMEs restaurants.2022-05-01T00:00:00ZA theoretical and empirical inquiry of eco-attitude, social motivation, and eco-label as incubators for sustainable consumption in Singapore
http://hdl.handle.net/1893/34899
Title: A theoretical and empirical inquiry of eco-attitude, social motivation, and eco-label as incubators for sustainable consumption in Singapore
Author(s): Kung, Sion Hin
Abstract: Purpose – The overall aim of this research was to evaluate the influence of eco-attitude, motivation, and eco-label on buying eco-friendly products and services that will encourage sustainable consumption and reduce environment impact in Singapore. The aim was achieved by having identified key observed and latent constructs based on a research framework to determine the direct and indirect effects on sustainable consumption in Singapore. In the literature review, several schools of thoughts by examining normative, rational, humanist, behaviourist, comprehensive and partial/prescriptive decision-making theories and were used for discussion to derive the research framework.
Context – The research coincides with the launch of Singapore Green Plan 2030 on 10 February 2021. The context explained that Singapore being a small country and with effective government policies and public campaigns have improved residents’ overall attitude, motivation, and behaviour towards sustainable consumption. However, gaps still exist between Desire, Intention and Behaviour in real life and according to the research results.
Design of research approach – The research approach was based on deductive and critical science realism paradigm. An online quantitative research design was identified as the appropriate method for the empirical study. The research framework was constructed based on seven predictors, two mediators and one endogenous factor. Confirmatory Factor Analysis was done to test the robustness of the research framework to explain sustainable consumption in Singapore. Additionally, control and moderating factors were identified and were tested on the research framework. Data collection was done during the lock down period due to Covid-19 pandemic in Singapore. Online survey was done as an appropriate data collection method during the pandemic.
Findings – Confirmatory Factor analysis (CFA) and Structured Equation Modelling (SEM) were used to determine the reliability of the research framework and validity of the constructs. All latent factors were tested to be relevant and significant to the framework. Common Method Variance was conducted to ensure that the variables of framework were correctly selected. Direct method using Structural Model analysis has proven that the seven antecedents did drive Desire for sustainable consumption. The control factor has tested for influence on the framework. One moderator has strengthened the positive relationship between Intention and behaviour. Indirect effects have been proven to work for all predictors or antecedents to influence sustainable consumption through the mediators – Desire and Intention. There are no significant moderating effects from demographic factors.
Research limitations – If the research framework were done in a similar context, the observed items should be perceived similarly by the research respondents so that the constructs would be predictive of the sustainable consumption.
Practical implications – The findings are practical for public policy makers in the launch of national campaigns to accomplish intermediary goals like the Singapore Green Plan 2030. Business decision makers could work on the seven antecedents, two mediators, one control factor, and one moderator that shape consumer behaviour in marketing and promotional campaigns. The direct and indirect effects should be monitored to determine if there is need for changes in marketing and retailing strategy.
Originality – This research provides original insights to social motivation and trust eco-label leading to sustainable consumption in addition to embedded eco-attitude and goal-directed behaviour theory of motivation.2022-04-01T00:00:00ZThe effects of retail concentration and own label penetration on manufacturer advertising and product variety
http://hdl.handle.net/1893/30845
Title: The effects of retail concentration and own label penetration on manufacturer advertising and product variety
Author(s): Nisbet, Donald James
Abstract: Retail change in the convenience goods sector has been a dramatic feature of the United Kingdom since 1945 and of the 1970 in particular. The impact of such change on manufacturers is an area that is under developed both in economic and business research. This thesis aims to examine the effects on manufacturer advertising and brand variety of two of the most notable feature s of retail change, retail concentration and own label.
After an examination of the changing retail environment in chapter one, the literature review in chapter two reveals that despite strong theoretical expectations of retail structure having an impact on manufacturers there is little empirical work on the subject. The empirical work on retailer-manufacturer interaction has been concerned with manufacturer profitability almost exclusively.
Chapters three and four explore the existing theory and evidence on the structural determinants of advertising and variety. This exploration helps identify structural variables to be included with retail variables in the empirical part of the thesis.
Chapter five develops the specific hypotheses regarding the effect of retail concentration and own label penetration on manufacturer advertising and brand variety both at firm and market level.
Chapter six describes the sample and variables to be tested. The sample is for two periods, 1970 and 1981, which enables an analysis of change to be made as well as static cross sectional analysis.
Chapter seven reports the results of the tests on advertising and chapter eight the results on brand variety.
Chapter nine provides a summary of the results whilst chapter ten concludes by suggesting that the strong expectation of retail structure having an impact on manufacturer advertising and variety is given limited support by the empirical results. The importance of further work, the need for improvement in data provision and specific areas for research are then identified.1988-01-01T00:00:00ZThe Role of International Franchises in the Economic Development of Saudi Arabia
http://hdl.handle.net/1893/30272
Title: The Role of International Franchises in the Economic Development of Saudi Arabia
Author(s): Alotaibi, Abdulaziz
Abstract: According to official sources the Saudi economy, its demographics and customer purchasing power render it an appealing market for the franchising industry. With a population of about 31 million people, there exists a craving for entrepreneurial activities by the younger generation. Franchising as business model, has witnessed tremendous growth in recent times, supposedly generating employment, technology transfer and contributing to revenue, among other effects. Surprisingly, this tempo has not been matched by scholarly interest and investigation into the true contributions and attendant barriers associated with international franchising in the Kingdom. This study intends to fill this void.
The study has a national outlook and seeks to explore the appropriate franchise models in the context of an emerging market such as Saudi Arabia in single sector (restaurants).Through primary and secondary methods of data collection, semi-structured interviews were adopted to fulfil the study’s aims and objectives. The researcher interviewed 45 people to explore the appropriate franchise models within the context of the Saudi Arabian restaurants sector and to investigate the potential barriers that may impede the success of international franchising in Saudi Arabia. The information yielded by this study will assist the government in taking appropriate policy measures to enhance the performance and benefits of franchising in the economy. Furthermore, the study is significant in terms of theory building regarding the use of different organisational forms specifically the franchise model in a developing economy. Much of the theories about franchising have been derived from the western developed economies particularly the United States. This study, therefore, extends the body of knowledge on franchising in the developing economy, especially in an Islamic country such as Saudi Arabia.
The findings of the study revealed that pure franchising is appropriate organisational form to penetrate Saudi Arabia in the restaurant sector. International franchising is a vital vehicle for developing SMEs and encouraging the entrepreneurial spirit among Saudi businessmen. The findings demonstrated that SMES benefited from international franchising in terms of improving their management skills and enhancing innovation among SME owners in the restaurant sector. However, international franchising had limited impact technology transfer and providing jobs in the restaurant sector. Surprisingly, this study identifies that culture and religion are not major barriers to the international franchisor. In contrast, the lack of intellectual property protection and the absence of franchising law appeared to be barriers. The applicability of agency theory in the context of Saudi Arabia has been examined. As a result, payment of royalty fees, franchisee’s experience and business development plans, controlling, monitoring and asymmetry of information are the most significant issues that confront the potential franchisor that plans to enter the Saudi market.2019-01-01T00:00:00Z