/library/oar/handle/123456789/122544 2025-10-27T17:10:58Z /library/oar/handle/123456789/138830 Title: Understanding our political history : an analysis of the 2013 Maltese general election campaign mounted by the ‘Partit Laburista’ under the name “Malta Tgħana Lkoll” Abstract: “Partit Laburista’s” 2013 general election campaign marked a significant change in Malta’s political marketing setting. This study investigates the key strategic decisions that paved the way for “Partit Laburista’s” unprecedented victory following 25 years in opposition. Through an analysis of the use of digital and traditional media, this study identifies key strategies utilised on social media platforms that extended the party’s reach with Malta’s younger and undecided voters, whilst retaining core support through the utilisation of traditional media. These observations emerge from a qualitative study involving interviews with key individuals involved in the administration of the 2013 electoral campaign. Findings suggest that “Partit Laburista’s” rebranding reinforced a new political message, hinging on a positive and modern image, that featured patriotic imagery. The party also relied on real-time feedback helping the party to enhance its messages and be better aligned with voter sentiment. This case study highlights how adaptive, locally attuned digital strategies manifest in a controlled narrative can better win the minds and hearts of party audiences. This study, therefore, provides a model on how political marketers can optimise their campaign in order engage with their audiences utilising real-time feedback and strategic messages, that should be optimised to their local context. Description: M.Sc.(Melit.) 2025-01-01T00:00:00Z /library/oar/handle/123456789/138829 Title: Quantifying customer engagement : a biometric and visual analysis of responses to generated digital adverts Abstract: The rapid evolution of artificial intelligence (AI) has revolutionised digital advertising, driving the adoption of AI-generated content to capture customer attention and enhance engagement. This study explores the effectiveness of AI-generated, traditional, and mixed advertisements in fostering customer engagement, with a focus on cognitive and emotional responses. While previous research highlights the growing use of generative AI in advertising, limited evidence exists regarding its impact compared to traditional or hybrid approaches. Grounded in the Stimulus-Organism-Response (SOR) framework, the study employs biometric tools such as Galvanic Skin Response, eye-tracking, Heart Rate Monitoring and Self Report, along with a questionnaire Dial to measure customer engagement. A controlled blind experimental design was conducted with 52 participants exposed to three advertisement types: AI-generated, traditional, and mixed. Regression modelling analysed hypothesised relationships, incorporating insights from a self-administered questionnaire. Findings reveal that AI-generated advertisements excel in attention capture and physiological arousal but lack the perceived authenticity and emotional resonance achieved by traditional advertisements. Mixed advertisements demonstrate moderate but inconsistent effectiveness, highlighting the importance of thoughtful integration between AI and human creativity. Perceived authenticity and emotional resonance emerged as critical predictors of customer engagement, emphasising the need for balanced design strategies. The study underscores the potential for biometric and subjective measures to optimise advertising strategies, offering actionable insights for marketers aiming to leverage AI tools while preserving the human touch. Recommendations for future research include the exploration of dynamic content, such as video-based advertisements, and the use of neuroscientific tools like EEG and fMRI for deeper insights into consumer decision-making. Description: M.Sc.(Melit.) 2025-01-01T00:00:00Z /library/oar/handle/123456789/138828 Title: From expectations to satisfaction : a comparative study of customer interactions with AI chatbots vs human agents in e-commerce settings Abstract: The purpose of this study is to explore the comparative impact of customer interactions with AI chatbots versus human agents in e-commerce settings, focusing on how expectations shape satisfaction. Using Expectation Confirmation Theory (ECT) as the theoretical framework, the research aims to examine the specific expectations customers hold when engaging with AI chatbots compared to human live-chat agents and how these expectations influence their overall satisfaction with both agents. Primary research was collected using a qualitative research method by conducting semi-structured interviews with a typical case sample of 27 Generation Z participants, analysed through the Gioia Method to identify recurring themes. The findings indicate that while AI chatbots offer efficiency and availability, customers still prioritise empathy, adaptability, and problem-solving skills from human agents, particularly in complex or emotionally charged situations. The study contributes to the existing literature by identifying key gaps in chatbot performance and providing actionable recommendations for balancing automation with human interaction in e-commerce customer service. Limitations and suggestions for future research are also discussed. Description: M.Sc.(Melit.) 2025-01-01T00:00:00Z /library/oar/handle/123456789/138826 Title: Workgroup inclusion, affective commitment and psychological well-being : third country nationals in Malta Abstract: In a time where migration influences the workforce in Malta’s Food and Beverage (F&B) industry, understanding the inclusion of migrant workers into their workgroups is increasingly important. This is particularly relevant for Third-Country Nationals (TCNs) as they regularly face challenges such as xenophobia and precarious employment that may impact their work experiences. This study draws on social identity theory (SIT) to better understand their inclusion at their workplace. Using a quantitative approach, the research collected data from 125 TCN workers through a self-administered survey assessing workgroup inclusion, affective commitment, psychological well-being and the role of gender. Findings reveal that workgroup inclusion is strongly associated with both affective commitment and psychological well-being. It was also found that workgroup inclusion and psychological well-being are significant positive predictors of affective commitment. Gender differences in workgroup inclusion also emerged, with males reporting a higher sense of inclusion compared to females. The study’s implications suggest that fostering inclusive work practices in the F&B industry can improve both affective commitment and psychological well-being. This study offers insights to employers to foster a more psychologically healthy and committed workforce. Description: M.Sc.(Melit.) 2025-01-01T00:00:00Z