SACM - United Kingdom
Permanent URI for this collectionhttps://drepo.sdl.edu.sa/handle/20.500.14154/9667
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Item Restricted Evaluating the Impact of Vaping Facts Films on Vaping Harm Perceptions Among Young Adults in the United Kingdom (UK)(King's College London, 2024-08-17) Alharbi, Mohammad Abdulhameed; East, KatherineBackground: Most people in the United Kingdom (UK) mistakenly believe that vaping is equally or more harmful than smoking, and these misperceptions are becoming more widespread. Interventions are needed to correct these beliefs, as evidence clearly shows that vaping is less harmful than smoking. This study aimed to evaluate the impact of informative films on changing the harm perceptions of vaping compared to smoking among young adults aged 18-30. Methods: This was an online between-subjects experimental study conducted on the Qualtrics survey platform. A total of 593 participants were divided between the intervention group (n=279) and the control group (n=314). A survey with an embedded experiment was used with participants randomized to one of two conditions. The experimental group was exposed to one of the eight brief videos addressing vaping perceptions. The control group was exposed to a video of a similar length (1 minute) about pancakes. Before and after exposure to the videos, all participants answered questions about their perceptions of vaping and smoking. Logistic regression models were fit for each outcome to examine whether outcomes differed between conditions. A P-value less than 0.05 was considered statistically significant. Results: At baseline, 61% perceived vaping as less harmful than smoking. After exposure to a video, compared to those in the control group, participants in the intervention group had over three times the odds of perceiving vaping as less harmful than smoking (82.1% vs. 57.6%; AOR=3.69, 95% CI: 2.49-5.47, p<.001). However, there was no significant difference between conditions in perceiving that vaping is not harmful (3.2% vs. 1.6%; AOR=2.57, 95% CI: 0.78-8.52, p=.122) or the perception that vaping is addictive (0.7% vs. 1.0%; AOR=0.49, 95% CI: 0.04-6.67, p=.594). Findings were similar in unadjusted analyses. There was no significant interaction when predicting the perception that vaping is less harmful than smoking [Wald (3) =2.94, p=.401]. Conclusions: short, expert-produced informational videos effectively improved young adults' accurate perceptions of vaping and dispelled common myths. Post-intervention, participants exposed to the vaping facts videos were significantly more likely to perceive vaping as less harmful than smoking and demonstrated increased correct knowledge on various myths.7 0Item Restricted Saudi Arabian Students’ Perceptions of Chat GPT in Relation to their English Language Writing Skills while Studying in the UK(Newcastle University., 2024-08-30) Alsubaie, Jawaher Obaid; Seedhouse, PaulThis research investigates Saudi Arabian students' perceptions of ChatGPT and its impact on their English writing skills while studying in the UK. The study aims to explore how ChatGPT influences Saudi students’ writing development, uncover the perceived advantages and disadvantages of the tool, and provide recommendations for its integration into Saudi education in alignment with AI policies. A mixed-method research design was employed, incorporating both quantitative and qualitative approaches. Data were collected through a questionnaire administered to 270 Saudi EFL students in the UK, documents analysis, and semi-structured interviews. The findings reveal that Saudi students generally perceive ChatGPT as a beneficial tool for improving their English writing skills, particularly in terms of technical writing, idea generation, and increased confidence. However, concerns were raised about over-reliance on the tool and inaccuracies in its output. The qualitative interviews confirmed these results, shedding light on how students view ChatGPT as a supportive resource for enhancing language proficiency and efficiency, while also noting the potential for dependency and misinformation. Moreover, the analysis shows both Newcastle university and Saudi AI policies prioritize responsible AI and academic integrity but differ in focus. Saudi policies emphasise risk management, while Newcastle prioritizes academic integrity and learning. Sentiment analysis revealed Saudi's cautious approach, while Newcastle balances risks with the benefits of AI. Based on these findings, the study recommends integrating ChatGPT into Saudi educational settings with clear guidelines, proper training, and an emphasis on responsible usage. Such measures will help ensure that students can maximize the benefits of AI tools while mitigating the risks, particularly as they advance in their academic and professional careers.38 0Item Restricted The evolution of Convenience and the Transition from Traditional to Online Consumer Experiences : Exploring Perceptions in the Synergy Between Strategic Branding, Social Media, and Online Purchases of Luxury Dessert Products(University of Strathclyde Business School, 2024) Alhalwani, Abdelrahman; Pyper, KeithThis MSc research aims to explore the interaction between key identified elements of strategic branding, social media engagement, and online communications within the luxury dessert market, evaluating consumer behavior and perceptions. The study aims to achieve the following primary objectives: 1. To examine the impact of strategic branding strategies employed by luxury dessert brands on consumer preferences. 2. To analyze the role of social media platforms in shaping consumer perceptions related to luxury dessert products. 3. To investigate the influence of product presentation on consumer behavior among consumers in the luxury dessert sector. 4. To examine how communications in branding and social media influence customer perceptions The results were then categorized into the following two main themes: 1. Impact of Strategic Branding and Packaging on Consumer Preferences 2. Role of Social Media in Shaping Consumer Perceptions & Behavior The context and background of this dissertation are to assist future entrepreneurs in this niche sector seeking to establish a presence. The luxury dessert market can be distinguished from non-luxury brands due to its focus on exclusivity, quality, sophisticated presentation, and perhaps artificial scarcity. Thus, the research guides future luxury brands to use branding strategies and social media to appeal to customers, while also observing how product presentations affect purchasing decisions. Readers should concentrate on how luxury brands leverage strategic branding elements i.e. quality, reputation, etc. The reader should focus on how content that draws an emotional response from them (whether positive or negative); and examine how social media strategies can enhance or undermine a brand's image. Finally, the focus should be shifted toward how luxury brands utilize packaging and design elements to create a sense of value that influences purchasing behavior. This research utilized a qualitative research method using semi-structured interviews as a data collection method. The results were then assessed using the thematic analysis framework. Strategic branding heavily influences consumer preferences, and brands that highlight quality assurance along with a strong brand reputation were preferred. Another interesting fact was that familiarity with the brand also plays a pivotal role in consumer choice. Results also indicated that social media presence and the type of content published heavily shape perceptions. Participants noted that engaging and conscious messaging was effective despite the noticeable skepticism toward influencer endorsements. Brands that maintain consistency and transparency tend to build more trust with consumers. Conversely, a correlation can be drawn that since many participants were less engaged with social media, perhaps traditional advertising may still hold a significant value.17 0Item Restricted A Winning Formula: Saudi Arabia’s Sport Strategy, Sport Investment, Sport Industry and Perceptions of its Involvement in the Global Sport’s Sector(Loughborough University, 2023-12-04) Basheer, Abdulaziz; Skinner, JamesIn recent years, the investment and development of sports within the Kingdom of Saudi Arabia has seen a remarkable uptick in intensity, focus, and urgency. A country at the heart of the Gulf, Arab, and Islamic world, the Kingdom has also entered the global sports market with its full weight. Ever since the government released the 2020 Quality of Life Program, the attention the sport sector has received has been unrivalled internationally in terms of government involvement and support. The Ministry of Sport in Saudi Arabia has been investing into the sport sector by providing billion-dollar investments into the multiple sporting federations within the kingdom, athlete support and development programs, athletics events such as the Arab and Saudi games. Football in the Kingdom is also very popular among the population and The Saudi Pro League has also seen billion-dollar investments and unparalleled support signing the world’s best players form Cristiano Ronaldo, Benzema, to Neymar. Reports suggest that the Saudi Pro League also known as ROSHN Saudi League (RSL) has received a budget of over $17 billon dollar up until 2030 to achieve its goal of becoming one of the top 5 leagues in the world. The Ministry of Sport has also been hosting many sporting events including Motorsports such as Formula 1 with the Jeddah Grand Prix, The Dakkar Rally, Diriyah Formula E Grand Prix, and Extreme E. Sporting events include boxing mega events as well with the nation hosting global boxing superstar such as Anthony Joshua, Tyson Fury, Jake Paul among others. The Public Investment Fund of Saudi Arabia has also recently acquired the PGA giving it control over Golf Internationally, is in talks with ATP over a possible investment takeover, and also owns 5 Football clubs including Newcastle United a Premier League club, Al-Nassr, Al-Hilal, Al-Ahli, and Al-Ittihad with plans of buying even more clubs in Europe. The PIF also own SRJ Sports Investments an investment arm tasked with developing IP rights, sport fan experiences, and Sport Broadcasting in the Gulf and North Africa region and have also invested in the Pro Fighters League (PFL) the UFC’s most important direct competitor. However, the academic research on Saudi Arabia’s sports investments, sport industry and involvement in global sports, is relatively limited perhaps because it is a recent phenomenon. Limited studies exist on the motivations and strategies driving Saudi Arabia's increased investment in sport both locally and internationally, hindering a comprehensive understanding of their goals and potential outcomes. Additionally, there is a notable gap in research studying the intersection of sports and investments. The impact of these investments on national development, including socioeconomic benefits, job creation, infrastructure improvements, public health promotion, and 6 international relations are evident yet remain largely unexamined. Additionally, the influence of global perceptions on Saudi’s investment and aim to be a key international player in global sport has not been thoroughly explored. Further research is needed to address these gaps.26 0Item Restricted Investigating the Perceptions and Attitudes of EFL Teachers Towards Using Task-based Language Teaching in Saudi Higher Education(Saudi Digital Library, 2023-12-01) Alfaiz, Aljazi Abdulaziz S; Norrington-Davies, DannyThis study aims to investigate EFL teachers' perceptions and attitudes towards TBLT in Saudi higher education. The data was collected through mixed-method approach utilizing a questionnaire and interviews. The participants were 38 teachers from different universities, colleges, and an academy. The findings were analyzed quantitatively and qualitatively. The overall results show that the teachers have very good perceptions of TBLT concepts. In addition, all participants displayed a very positive attitude towards the implementation of TBLT, and showed that contextual concerns such as the institution, the learners and the context may negatively affect their attitude when implementing TBLT.19 0Item Restricted EFL Learners’ Perceptions of AI Tools in Enhancing their Target Language Use: A Quantitative Study of Saudi International Students in the UK(Saudi Digital Library, 2023-12-05) Alsubaei, Mouneerah; Thompson, PaulThe integration of AI tools into education has gained considerable attention in this era of technological advancement. In light of the increasing interest in the use of AI in language learning, it is essential to understand how EFL learners perceive the potential of these tools to improve their usage of the target language. Despite the growing prevalence of AI tools, there is limited research concerning Saudi international students' perceptions of these tools in the context of language learning, specifically in the UK. This study attempts to address the consequential gap in the literature by investigating Saudi international students' perspectives on AI tools for improving EFL use, particularly in overall language performance and four skills, especially in the UK. Moreover, it attempts to identify significant differences in students' responses to the questionnaire based on gender, age, current educational courses and years of language learning experience. Data collection questionnaires were distributed to targeted respondents (N= 237) and analysed statistically by SPSS. This study revealed interesting findings. Participants generally believe AI improves overall language performance and writing skills, particularly grammar, spelling and punctuation. However, AI's effect on critical thinking, reading, listening and speaking could not be proven by the research findings, except in terms of vocabulary use. There is no significant difference between participants' responses based on gender, age, current academic courses or years of language learning experience. However, there is a significant difference based on current academic courses in relation to the number of times the research participants use AI tools to improve their English Language use. Most comments from students were positive and they expressed the effectiveness of AI in improving writing skills.129 0