/library/oar/handle/123456789/7504 2025-10-31T20:09:32Z 2025-10-31T20:09:32Z /library/oar/handle/123456789/19140 2017-05-19T01:19:32Z 2013-01-01T00:00:00Z

Title: The state of play of marketing in practise in the 21st Century : the actual marketing practises in the iGambling industry in Malta from a classical marketing perspective Abstract: The objective of this study is to gain a better insight in the Marketing Orientations in the iGambling industry in the 21st Century. The research illustrates background information of the iGambling sector and shows the Marketing Philosophy of three important iGambling companies. The Methodology used for this research included direct structure open-ended depth interviews as primary data. As secondary data the study was based on the most actual data of industry reports and White Papers in order to justify the marketing approaches and clarify the framework of the analysed sector. The findings showed that the iGambling industry’s Marketing Orientation follows a philosophy that uses different elements of the Classical Marketing Orientations. The limitations of the study are that it provides only general insights in the iGambling Marketing Philosophy and does not focus in detail on their specific marketing practises. Being a relatively new sector the author chose to take a general approach, since the sector has a very dynamic environment. The research provides a guide and impressions of the state of play of the remote online Marketing Philosophy. This can result in providing new perspectives for future strategies approaches in the iGambling sector. Description: B.COM.(HONS)

2013-01-01T00:00:00Z /library/oar/handle/123456789/8108 2018-05-18T12:21:30Z 2013-01-01T00:00:00Z

Title: Analysis of differences in consumer perceptions between Apple and Samsung smartphones Abstract: The purpose of this research is to understand how and why consumers perceive differently the brands of Apple and Samsung via reference to their smartphone offerings in the market. Design/methodology/approach - industry journals and analysts were used to acquire further insight of past findings about the different cues that affect consumer perception with a special focus on brand perception and preference. Pertinent literature was analysed and used to design the different data collection methods. Findings - This study complemented other case studies concerning factors affecting brand, brand marketing, consumer attitudes and perceptions. Results obtained show that price is slightly more influential than brand. Also it could be observed that product characteristics also played a role in influencing actual purchase intentions. Research limitations - None of the case studies encountered actually studied the link between consumer attitudes and perceptions, and branding, thus there was a dearth of secondary data. Limited data on the disposable income for the average student, absence of studies into personal preferences and brand associations, and the short timeline during which the study could be completed, as well as lack of resources also hamstrung the study, which could have taken on a much wider scope. Practical implications - This research identified that students, can be influenced by certain sources of information during their information search. Also, branding and advertising plays a role in attracting their attention and encouraging them to buy, though they will not always be willing to pay premium prices. Originality/value - a number of authors have researched aspects of the topic, however none of those studies were ever targeted at students at the University of Malta. Description: B.COM.(HONS)MARKETING

2013-01-01T00:00:00Z /library/oar/handle/123456789/8092 2018-05-08T13:50:53Z 2013-01-01T00:00:00Z

Title: The credibility of advertising : an insight with a special focus on print advertising of colour cosmetics and skin care products Abstract: This dissertation aims to explore the concept of credibility, its applicability and implications within the advertising industry, particularly in print advertising. It aims to study the impact of advertising content on advertising credibility. Design/methodology/approach - A content analysis was conducted on print adverts published in local and foreign magazines to identify the different advertising content. Depth interviews provided understanding of the industry in the local scenario. Focus groups were used to acquire insight into the consumers' perceptions of the various advertising content and its respective impact on advertising credibility. Findings - The results show that certain advertising content has greater impact on the adverts' credibility while other content has either less of an impact or none at all, of which the intensity may vary depending on the audience and the type of product. It was also observed that the lower the perceived credibility, the less the involvement and intent of purchase. Research limitations/implications - the exploratory nature of the research and the sample size limit the generalisability of the results. The study does not take into account personality factors and the credibility transfer-effect of the medium. Purposely designed adverts would significantly reduce any other undue influence caused by possible extraneous variables. Practical implications - Creating more credible advertising may be effective in better attracting attention as well as bridging the gap between attention, cognitive response and purchase intent Originality/value - This dissertation examines how advertising content impacts the overall credibility of adverts; an area in which previous research has not been undertaken. Advert credibility is believed to influence the acceptance of the message and may be crucial in the process of persuasion. This study also seeks to explore and identify other potential variables which may influence advert credibility. Description: B.COM.(HONS)MARKETING

2013-01-01T00:00:00Z /library/oar/handle/123456789/8021 2016-09-28T08:36:10Z 2013-01-01T00:00:00Z

Title: The relevance retail banks give to social class in the provision of financial services : the Maltese context Abstract: The purpose of this exploratory study is to identify whether retail banks in Malta offer products and services which cater for all social classes. Methodology - The research method is made up of both secondary and primary data. Firstly, existing literature was researched in order to solidify the concept being studied throughout this dissertation. Furthermore, in-depth interviews with representatives from the four most prominent retail banks in Malta were carried out in order to amass primary data. Findings - The main findings show that retail banks within Malta offer basic payment accounts which are easily accessible by everyone. This is also the case for Malta Government Stocks and Term Deposits. On the other hand, rigid assessment is carried in order to grant loans to individuals, making it easier for people within upper classes to obtain funds through loans, rather than the lower classes who presumably are the ones who need funding most. Research Limitations - This research is an investigative study which attempts to give an overview of the accessibility of financial services to personal customers within Malta. Hence, it would be beneficial if additional research is carried out in order to corroborate or contradict the findings of this study. This is imperative since the data collection method chosen may have fabricated results which are influenced by the respondents' opinions. This study provides a benchmark to which retail banks can compare their own position in relation to the other retail banks within the Maltese market. It provides competent authorities with an overview of whether retail banks within Malta provide services to everyone and whether there are people within Malta in this day and age who are still unbanked due to existing barriers or unsuitable products. Originality/Value - As far as the researcher is concerned there are no similar studies conducted in Malta. This study therefore presents original findings which were not previously evident in Malta. Additionally, being an exploratory study, it provides a solid base for further studies with regard to this research topic. Description: B.COM.(HONS)MARKETING

2013-01-01T00:00:00Z