SACM - United Kingdom
Permanent URI for this collectionhttps://drepo.sdl.edu.sa/handle/20.500.14154/9667
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Item Restricted The Impact of Social Media Marketing on Consumer Behaviour in Saudi Arabia(Loughborough University, 2023-05) Alsharyoufi, Sarah; Abu wardeh, MahmoudThe results identified a positive but weak correlation between consumer behaviours and SMM efforts linking to aspects like entertainment, interactivity, perceived relevance, and informativeness. However, the relationship between interactivity and informativeness with consumer buying behaviours was more robust than the variables. Also, there was a moderate link between eWOM and SMIs with the consumers’ buying behaviours. On the other hand, regression analysis indicated a weak link between purchasing behaviours through SMM efforts that develop trust and brand awareness and image and entertainment, interactivity, perceived relevance, informativeness, eWOM and SMIs.40 0Item Restricted Exploring the Role of Instagram Content in Developing Destination Image(Oxford Brookes University, 2023-09) Alshuaibi, Lama; Clarke, JackieThis project looks into the impact that the social media platform Instagram may have on destination image (DI). To explore this problem, 104 respondents were surveyed using an original tool developed on the basis of DI theory by Gartner et al. (1993). This work’s findings indicate that consistent engagement with Instagram channels and content affects all of the three studied dimensions of DI: cognitive, affective and conative. Performed regression analysis shows a strong relationship between DI and the intention to visit Saudi Arabia (B=0.123, p=0.000, explaining 49.2% of the variance in the intention to visit). Furthermore, findings show that using Instagram as a source of information about Saudi Arabia improves perceptions of the cognitive aspects of DI (B=1.435, p =0.000, 15.2% of the variance in cognitive perceptions explained). There is also a significant relationship between Instagram usage and the affective dimension of DI (B=0.893, p=0.001, 10.1% of the variance in the affective aspect explained). These results indicate that exposure to Instagram content positively affects emotional responses towards Saudi Arabia. Consideration of various demographic characteristics suggests that females and individuals with a higher level of income are more likely to be positively influenced by the images and stories they see on Instagram and take action to travel to Saudi Arabia. The work presents and discusses the implications of using Instagram as a part of the overall strategy to enhance and shape Saudi Arabia’s DI by the local destination management organisations and other important stakeholders.21 0Item Restricted RESOURCE MANAGEMENT IN SAUDI ARABIAN MEGA PROJECTS(University of Kent, 2023) Alanazi, Abdulrahman; Badewi, AmgadThis thesis investigates the challenges and strategic solutions for effective resource management in Saudi Arabian mega projects, specifically focusing on projects such as NEOM, the Red Sea Project, and Mukaab. These mega projects, integral to Saudi Arabia's Vision 2030, require extensive resources and present unique management challenges. The study aims to identify these challenges, evaluate the effectiveness of current management practices, and develop a comprehensive framework for resource management. This framework is intended to improve the administration of current and future large-scale projects in Saudi Arabia. The research methodology includes a literature review, qualitative data collection through semi-structured interviews with project managers and stakeholders, and thematic analysis. Key findings highlight the importance of strategic planning, stakeholder collaboration, technological advancements, and sustainability in resource management. The study concludes with policy recommendations for stakeholders and practitioners to enhance the success of mega projects in Saudi Arabia.44 0Item Restricted Effect of Luxury Service Excellence on Consumer Behaviour and Brand Love in Saudi Arabia(Bournmouth university, 2023-09) Almuqati, Shuruq; Dickinson, JanetThis study sought to investigate the impact of luxury service excellence on consumer behaviour and brand love within Saudi Arabia through a case study of the Saudi hotels. To investigate this aim, the core study objectives sought to determine the correlation between service excellence and brand love in the luxury hotel segment, perceived image and brand love, effect of service excellence on consumer loyalty, service excellence and brand love and trust, and the impact of the perceived image of a luxury hotel brand on customer satisfaction and brand loyalty. The study used a deductive study approach based on the positivism research philosophy, thus implying that a quantitative design was used for investigating the research questions. An online survey was used made up of research questionnaires to collect the data. A study population of 250 guests to luxury hotel brands helped to collect the data. For the data analysis, the SPSS V22 was used. The data analysis was done in three major stages: descriptive statistics, inferential statistics, and parametric analysis, including ANOVA and t-tests. The study established that excellent services offered by luxury hotels enhance customer loyalty. It also found that luxury hotel brands’ service excellence evokes brand trust and love. Concomitantly, perceived brand image and love result in customer satisfaction and loyalty. Also, the study established a positive correlation between customer satisfaction and brand love and trust. Luxury hotel managers should use these findings to customise their services and ensure customer loyalty and satisfaction for their brands. Further implications are provided in the conclusions and implications section.19 0Item Restricted Changing Saudi Arabia: Exploring the Art and Cultural Scene in a Country on the Cusp of Transformation(King's College London, 2023-12-01) Alhebaishi, Shatha Salah; England, LaurenRecently, Saudi Arabia has undergone significant reforms in various areas of the country, including art and culture. While previous studies have documented the development of the creative milieu in the country, there has been no eminent research exploring the current development of the creative milieu. This research aims to investigate the experiences of Saudi artists and curators within the context of the country's new Vision 2030 plan, with a focus on understanding how they navigate the tension between modern artistic expression and respecting cultural values and norms. Additionally, the research aims to uncover the challenges they face despite the reforms and the impact of Vision 2030 on the art and cultural landscape as seen from their perspective. The dissertation utilised a qualitative method using data collected through semi-structured interviews with artists and curators, providing insights into their experiences and perceptions. A thematic analysis approach was used to analyse the data, allowing the main themes to emerge directly from the respondents' descriptions. The findings argue that artists are navigating the tension between modern artistic expression and respecting cultural values by employing techniques such as self-censorship, subtly and symbolism. Additionally, the main challenges they continue to face despite the new reforms include the scarcity of venues to exhibit, the absence of art education and the lack of intermediaries and sufficient institutions. The findings will also consider the influence of Vision 2030 reforms on the art and cultural landscape, highlighting changing levels of public acceptance and changing societal issues. Moreover, this study calls for further research into documenting the evolving art and cultural scene of the country in order to preserve and improve the foundation of the creative scene for the future.35 0Item Restricted CROSS-CULTURAL UNDERSTANDING OF HOW PEOPLE USE SECURE GROUP CHAT TOOLS IN THE UNITED KINGDOM AND SAUDI ARABIA(King’s College London, 2023-08-15) Alrabeah, Ghada; Abu-Salma, RubaGroup communication tools have gained widespread popularity, attracting over a billion users. However, questions arise, how closely are our messages being watched by external parties? Is end-to-end encryption implemented by the application? Many group communication tools either do not offer enough security features to protect their users or make it challenging for them to understand and use these features. This research discusses how users perceive and use secure group communication tools, focusing on users in the United Kingdom and Saudi Arabia. A mixed-methods approach involving interviews with 20 participants and a survey with 204 respondents was conducted. The study reveals key factors driving users' choices, their understanding of security and privacy, their willingness to adopt or not adopt secure group communication tools, and cultural differences. The findings underline the priority factors like popularity, usability, and being free, as influential in tool selection. Users express willingness to use secure tools, yet gaps arise between intention and practice, attributed to misconceptions, motivation, and trust concerns. Privacy practices vary between cultures, with Saudi participants showing more caution. On the other hand, the UK displays higher trust levels in communication tools compared to Saudi Arabia. These cultural influences shape communication priorities, with Saudis leaning toward group communication and the UK prioritizing individual communications. Despite these differences, the study suggests the potential for universally secure applications catering to diverse user needs. The study offers recommendations for tool design that help improve the adoption of secure group communication.6 0Item Restricted Investigation of the VC investment contracts breach in Saudi Arabia, current state and efficiency: a comparative analysis with the UK(University of Reading, 2023-09-23) Tayeb, Mahmoud Mohab M; Bilchitz, David; Linn, WangweyThis dissertation investigates breaches of venture capital investment contracts within Saudi Arabia, examining the complexities arising from such breaches and the legal responses employed. The study compares the Saudi Arabian framework with the well-established UK counterpart, aiming to provide insights for enhancing the Saudi Arabian approach. Employing a comprehensive desktop research methodology, the investigation conducts a comparative analysis of legal frameworks and existing literature to illuminate the current landscape, challenges, and remedies surrounding venture capital breaches in both jurisdictions. Case studies and secondary data analysis contribute to pinpointing best practices, with the findings poised to inform Saudi Arabia's framework and catalyse its entrepreneurial ecosystem. Policymakers and stakeholders stand to leverage these insights to refine investment practices and foster growth within the venture capital domain.72 0Item Restricted Anticipation of the Positive Effect of Changing Food Markting in Saudi Arabia(Bournemoith University, 2023-09-06) Harith, Wallaa; Hartwell, HeatherThe hospitality sector contributes significantly to the community health. The food environment in retailers, restaurants and coffee shops can shape individuals' eating habits. Thus, the Saudi Food and Drug Ministry considers transforming food environment in the country in order to boost health. Nevertheless, Saudi Arabia has a high number of noncommunicable diseases attributed mostly to less healthy eating habits. In actual fact, interventions in grocery retailer outlets, becomes a popular strategy to nudge healthier purchasing. Product placement, for instance, is one of the most popular forms of retail intervention used to stimulate consumers to make healthier decisions, thereby reducing the numbers of obesity and its complications as it has reached an epidemic stage in Saudi Arabia. This dissertation, therefore, analyses the association between product placement of food in retail outlets and dietary behaviour and purchasing of these products. This study applies a semi-structured interview approach in light of the lack of existing publications addressing the impact of product placement on people dietary habits and health outcomes specifically in my geographical location. The findings indicate that food environment in retail outlets significantly impacts consumers' choices. This study has found that the product placement technique positively promotes and increases healthy food consumption which subsequently boosts health; it also stimulates costumers to buy products deemed to be healthy. Several motivations, including the placing, price, appearance and promotion, may encourage consumers to buy the food product.28 0Item Restricted Planning Saudi Arabia’s Energy Transition for 2060 with PyPSA(University of Edinburgh, 2022-08) Algarei, Anas; Parzen, MaximilianPlans for energy transition are more critical than ever as the impacts of climate change intensify. Saudi Arabia is making significant efforts to reduce its emissions in contribution to the global efforts to tackle climate change through its projects Vision 2030 and the Saudi Green Initiative (SGI), where net zero target has been set for 2060. The work in this dissertation is the first attempt to forecast Saudi Arabia's net zero energy system in the year 2060. The PyPSA-Africa package, which is a derivative of PyPSA, was used to construct a variety of models for the energy system. The models built in this study consist of a base model for validation, a model for 2030 as a comparison to the Vision and a transitional period, and two models for 2060 net zero, one of which is fully renewable energy while the other incorporates direct air capture (DAC) technology. Based on the generation mix, storage capacity, network expansion, hourly dispatch, curtailment, and costs, the models were assessed, and recommendations for the energy system in 2060 were provided. A spatial resolution of 30 clusters with an hourly timestep were considered. Weather data were obtained for the full year of 2013. The findings indicate that the 2030 model has a high penetration of wind energy, mostly to satisfy nighttime demand, whereas solar energy represents around a quarter of the generation mix. In contrast, battery storage is more cost effective for meeting 2060’s nighttime demand, allowing solar energy to be the predominant type of generation. The implementation of DAC technology can reduce the necessary total generation capacity by about a quarter, making it more economically beneficial than the fully renewable option, with an estimated average marginal price of 0.185 SAR/kWh. Hydrogen storage did not appear to be feasible for these models. However, A significant curtailment was noticed, which may be an opportunity for exporting electricity or producing hydrogen. The recommendations in this thesis can aid in developing policies for the country’s net zero target.85 0Item Restricted Investigating Thermal Comfort in Vernacular and Contemporary Houses in Al-Qassim's Hot-Arid Climate(Cardiff University, 2023-10-31) Alghafis, Mohammed Fahad; Sibley, MagdaContemporary residential buildings in the hot-arid climate of Saudi Arabia with no or minimum insulation heavily rely on mechanical cooling, resulting in high electricity consumption. In the context of climate emergency, energy consumption based on fossil fuels is a high contributing factor. This research aims to investigate residents’ behavioural and cultural aspects of thermal comfort perceptions and adaptation and their relationship to objective measurements of air temperatures in vernacular and contemporary single-family houses in Al-Qassim, Saudi Arabia. The research does this by recording and evaluating the temperature measurements outside and inside eight vernacular and ten contemporary case study houses and thermal comfort perceptions of residents in the summer hot season of 2020 during a period of two consecutive weeks. Contemporary houses were selected from four neighbourhoods in Buraydah, while vernacular houses were chosen based on their accessibility, current condition and the availability of previous occupants for interviews. Open-ended structured interviews were conducted with eight elderly individuals to record their oral memories about living in the case study vernacular houses, while one resident from each of the 10 selected contemporary houses was interviewed in depth about their behaviour in their living room regarding maintaining comfortable temperatures. In addition, male and female occupants of contemporary houses were asked to rate their thermal comfort levels in their air conditioned living room twice a day. A typical house was chosen for a simulation model based on electricity bills and construction details. Three insulation scenarios in walls, roofs, or both were tested according to the Saudi Building Code. A comparative simulation was conducted to compare the unoccupied temperatures of vernacular houses with simulated conditions in contemporary ones, both under free-running and air-conditioned conditions. The research reveals that vernacular houses maintain warmer temperatures at night compared to outdoors, while contemporary houses are warmer during the daytime. Residents employ adaptive strategies in vernacular houses, such as sleeping on roofs. In contrast, residents in contemporary houses keep windows shut and rely on air-conditioning despite cooler nighttime temperatures. In the comparative simulation, vernacular house with and without air-conditioning, performed better than contemporary ones due to its lower U-value. The results of this study provide a new understanding of behavioural and cultural aspects from the past and the present related to maintaining thermal comfort, leading to a set of recommendations. The findings have broader applicability to similar climates and cultural contexts, including other Gulf Cooperation Council countries.32 0