/library/oar/handle/123456789/11953 2025-12-27T09:36:01Z /library/oar/handle/123456789/12476 Title: The impact of culture on services marketing communications : a study on AIESEC Abstract: Progressive cultures have made it indispensable for business organizations to truly understand the customs of communication within a culture. The study explores the effect that cultures have on the marketing communications of a global youth organization - AIESEC in three particular countries: Malta, Turkey & Germany. It analyzes the steps that the youth workers take in order to operate with care whilst balancing the strategies of standardization - as put forward by the global brand & business adaptation - as required by the local culture. The research uses a mixed method research with two stages. Stage 1 collected quantitative data through the use of a web based questionnaire targeted at AIESEC youth workers in Malta, Turkey & Germany. The questionnaire helped determine these workers‟ perception towards youth culture in their country. Secondary data was also utilized to study existent data on cross cultural business communication. In the second stage, in depth interviews were carried out with the AIESEC National Board responsible for Marketing in the countries under observation - enabling a richer understanding of the data acquired from Stage 1. The output of the study revealed several interesting findings. Globalization & migration are two factors that are enabling fast paced, ever changing cultures. Marketers should be fully aware of such changes, thus ensuring timely & aligned innovations in their marketing strategies. Lastly, high context cultures rely on more indirect & visual marketing initiatives whereas low context cultures rely on more direct & factual based marketing initiatives. Description: B.COM.(HONS)MARKETING 2016-01-01T00:00:00Z /library/oar/handle/123456789/12475 Title: Senior citizens’ perception of the effectiveness of e-government services Abstract: Purpose – The purpose of this study is to analyse how eGovernment services in Malta are affecting the quality of life of senior citizens and what initiatives can be taken to increase take-up of e�����������. Design/Methodology/Approach – The study looks into existing literature with regards to eGovernment adoption. Analysis was based on two types of data collected, 205 questionnaires and 6 in-depth interviews, both answered by citizens who are 62 and over. After comparing and analysing data, propositions were given for further research. Findings – Findings show that senior citizens are still wary in using e�����������. This is mainly due to lack of awareness of such services. Moreover, there are still individuals who prefer face-to-face interaction rather than using online facilities to get things done. In contrast, e����������� users find online services very efficient and convenient in improving their quality of life. Research limitations/Implications –Since questionnaires were distributed both online and offline, the authenticity of the data could be undermined by respondents inputting incorrect data or answer the questionnaire more than once. Social stigma by those who do not use eGovernment services might be a factor which leads respondents in providing false answers. Practical implications – The purpose of this study indicates that Government is moving towards online technologies to serve the population. It is essential that website infrastructures and marketing strategies are designed to involve all age groups, particularly those who are not I.T literate. Originality/value – The Government is improving and evolving constantly online services. To achieve optimum usage of eService, stakeholders must target age groups accordingly. Needs of the younger generation are relatively different than those of senior citizens. Description: B.COM.(HONS)MARKETING 2016-01-01T00:00:00Z /library/oar/handle/123456789/12353 Title: The impact of digital advertising on consumer buying behaviour in the local fashion industry Abstract: Digital marketing evolves at a rate unlike any other industry. Over the past years we have witnessed radical changes in everything from online advertising to website design, and especially in respect of what is being labelled as ‘Content Marketing”. The main objective of the research study was to collate and analyse local consumer responses and opinions to a set of hypotheses covering various important aspects of online media digital advertising of fashion and wearing apparel; and how ‘advertised content’ is affecting users. The study population (n= 207 and m: f ratio= 43%:57%) and over an age range (0 to 50+years), comprised a host of individuals with potentially different socio-demographic backgrounds and attitudes towards online shopping and e-marketing. Participation was mainly via a web-hosted questionnaire, which was advertised by emails and by word of mouth to ensure a diversity in responses and a snowballing effect. Statistical analyses (ANOVA, regression analyses, probability hypothesis testing and multivariate analyses) revealed vital results which are perhaps indigenous to local internet users mainly that; in response to questions vis-a-vis users’ opinions regarding online shopping for fashion and wear there was acceptance for statements like ‘makes life easier’ (R2 = 0.5085, p=0.034), ‘provides relaxed environment’(R2 = 0.7206, p= 0.015), ‘prevents hassle of going to retail outlets’ (R2 = 0.8455, p= 0.044) and in respect of users’ opinion of online advertising and online marketing users disagreed that ‘it is there only for a younger generation’ (R2 = 0.1883, p= 0.006) but accepted that e-marketing is ‘essential in this day and age (R2 = 0.5971, p= 0.031). Local users use online search to ‘learn about new fashion’ (R2 = 0.6503, p= 0.002) and to explore and ‘find new products earlier than the average buyer’ (R2 = 0.5138, p= 0.065) but not necessarily for ‘bargains’ (R2 = 0.037, p= 0.071). Multivariate analyses revealed that there was no significant difference between choice from all forms of media sources that are available locally (print, TV & radio, brochures, online) and no significant difference between resorting for online search media sources when compared with socio-demographic variables i.e. age, gender, education level and employment status except for age categories 10-19 years, as well as 50+ years. Other important results showed that local users are ‘highly influenced by online advertising and bloggers’ (R2 = 0.6041, p= 0.020) even if their ‘trust in social media’ (R2 = 0.0578, p= 0.081) and ‘other online marketing’ (R2 = 0.0141, p= 0.039) is not strong. Description: B.COM.(HONS)MARKETING 2016-01-01T00:00:00Z /library/oar/handle/123456789/12283 Title: Factors influencing consumer-buying behavior of luxury fashion goods : a research on young consumers in Malta Abstract: The concept of luxury has increased exponentially during the years. The materialistic lifestyle that some consumers are happy to lead encourages a sense of urgency in being a proud owner of a luxury good and entering the sphere of being referred to as a luxury consumer. The aim of the study was to analyze the factors that influence Maltese young consumer when purchasing luxury fashion goods, with close reference to the characteristics that makeup a luxury brand and the hedonic and utilitarian motivational dimensions behind such purchase. For the purpose of this study, quantitative measures were utilized whereby a highly logical questionnaire was distributed to Maltese young consumers through the use of social media platforms including Facebook and LinkedIn as well as through the University of Malta Registrar email invitation. SPSS software was employed for data analysis. After analyzing the data, the researcher concluded that the most valued characteristics of luxury goods are Aesthetics and Quality whilst Rarity was valued the least. Moreover, it resulted that hedonic motivations influence the purchase of luxury fashion goods. Finally, the author concludes that there is correlation between the characteristics of luxury goods and the motivation Some limitations to the study include the fact that the author used a convenience sample and hence representation to the whole population might not be reliable. Moreover, respondents being part of low-income occupations only amounted to 2 responses. This might result in reliability issues. The author also excluded to test the level of materialism that respondents have Although the topic relating to the factors that influence luxury goods’ is well studied, there is lack of research in the Maltese young consumer market. Description: B.COM.(HONS)MARKETING 2016-01-01T00:00:00Z