SACM - United Kingdom
Permanent URI for this collectionhttps://drepo.sdl.edu.sa/handle/20.500.14154/9667
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Item Restricted A Comparative Analysis of Marketing Effectiveness of Sports Clubs at the University of Stirling(University of Stirling, 2025-01-08) alshayaa, osama saad ali; Bannon, Declan PThis dissertation investigates the marketing strategies of university sports clubs, focusing on the swimming and volleyball clubs at the University of Stirling, to understand their effectiveness in fostering membership growth and engagement. The study seeks to establish factors that have led to these clubs’ marketing success and recommend how other lesser-known sports may improve marketing within the university system. In detail, it compares the resource distribution and promotional strategies in addition to the general students’ perception of these two clubs. The present study used a qualitative approach based on the phenomenological research tradition to understand the club members' experiences. Interviews were used to collect data from 16 respondents, including members of both clubs. Thematic analysis was applied to identify the most common patterns and trends, particularly marketing partnerships, event-based participation, availability of locations, and the influence of results on the club’s recognition. The study shows clear distinctions between the two clubs. The swimming club receives a lot of support from institutions, has a diverse marketing strategy, and is located in convenient places, which increases its publicity. On the other hand, the volleyball club has some obstacles associated with a smaller budget, restricted marketing area, and less visible venue, which hinder the membership increase. However, swimming has a general cultural ambience associated with recreation and competition, whereas volleyball is mostly associated with competition. The findings of the study point to the need for club marketing strategies, including multiple channels, inclusive events and proper signage within facilities to increase equity for all clubs. This research enriches the current knowledge of sports marketing in higher education. It has valuable implications for the managers who are interested in developing a harmonious environment for promoting sports culture on campus. This way, universities can help solve marketing issues and improve inclusiveness, participation, and sustainability within their sports divisions.8 0Item Restricted .Entrepreneurship and Digital Marketing in Saudi Arabia: Exploring the Role of Instagram, The Social Media Platform(University of Essex, 2024-10-05) Alodhaibi, Aghareed; Kim, HyerhimIn this study, the focus is on exploring how Instagram contributes to digital marketing and entrepreneurship in the context of Saudi Arabia, particularly in the fashion industry. The main objective is to investigate how small and medium-sized enterprises (SMEs) utilize Instagram to improve brand recognition, interact with customers, and boost sales. The survey helped gather responses to questions relating to Instagram Use, Instagram Features, Customer Engagement, Branding, Marketing Effectiveness and Entrepreneurship. The research utilized a quantitative approach, with Marketing Effectiveness as the independent variable and Instagram Usage and Features as independent variables with Customer Engagement, Branding and Entrepreneurship as moderators. Analysis of the data reveals that consistent use of Instagram, including posts, videos, and paid promotions, significantly improves marketing effectiveness and sales performance for SMEs. The results affirm that visual content and influencer marketing on Instagram play a vital role in enhancing brand visibility and customer engagement. However, not all forms of customer interaction lead to improved marketing outcomes, emphasizing the need for more in-depth engagement strategies. While entrepreneurship alone does not significantly moderate Instagram's marketing impact, the study highlights the crucial role of branding in amplifying the platform's effectiveness. This study provides valuable insights into the increasing significance of Instagram in digital marketing and offers strategies for SMEs in the Saudi fashion sector to optimize their presence on social media41 0Item Restricted .Entrepreneurship and Digital Marketing in Saudi Arabia: Exploring the Role of Instagram, The Social Media Platform(2024) Aghareed Alodhaibi; Dr. Hyerhim KimIn this study, the focus is on exploring how Instagram contributes to digital marketing and entrepreneurship in the context of Saudi Arabia, particularly in the fashion industry. The main objective is to investigate how small and medium-sized enterprises (SMEs) utilize Instagram to improve brand recognition, interact with customers, and boost sales. The survey helped gather responses to questions relating to Instagram Use, Instagram Features, Customer Engagement, Branding, Marketing Effectiveness and Entrepreneurship. The research utilized a quantitative approach, with Marketing Effectiveness as the independent variable and Instagram Usage and Features as independent variables with Customer Engagement, Branding and Entrepreneurship as moderators. Analysis of the data reveals that consistent use of Instagram, including posts, videos, and paid promotions, significantly improves marketing effectiveness and sales performance for SMEs. The results affirm that visual content and influencer marketing on Instagram play a vital role in enhancing brand visibility and customer engagement. However, not all forms of customer interaction lead to improved marketing outcomes, emphasizing the need for more in-depth engagement strategies. While entrepreneurship alone does not significantly moderate Instagram's marketing impact, the study highlights the crucial role of branding in amplifying the platform's effectiveness. This study provides valuable insights into the increasing significance of Instagram in digital marketing and offers strategies for SMEs in the Saudi fashion sector to optimize their presence on social media.7 0