SACM - United Kingdom
Permanent URI for this collectionhttps://drepo.sdl.edu.sa/handle/20.500.14154/9667
Browse
4 results
Search Results
Item Restricted Customer behaviour in e-retail: Investigating cultural e-touchpoint differences within the consumer journey(Leeds beckett, 2024-09) Alazwary, Wed; Andrews, DavidThe consultancy project focused on enhancing website engagement and expanding consumer reach for an SME specializing in vegan sustainable jewellery. With the growth in e-commerce within the Eastern market, the company faces the challenge of maintaining visibility for new consumers during their consumer journey (CJ). To address this, SMART KPIs were formulated based on the client’s objectives. This project seeks to gain insights into the behavioral effects, attitudes, and intentions of eastern consumers (EC) and western consumers (WC) during the online CJ. Exploring the online shopping behaviors of both WC and EC, the project utilizes consumer decision-making theories, Hofstede's cultural framework, and a three-stage CJ model (pre-purchase, purchase, and post-purchase). The literature review identifies a gap in understanding the cultural affects within an online context of the CJ and the identification of touchpoints deemed critical to consumers. Qualitative semi-structured interviews were conducted with a purposive sample of 10 ethnically diverse female consumers representing WC and EC groups. This sample was selected to reflect the client’s target demographic. Thematic analysis revealed several shared critical e-touchpoints, such as using Google and viewing reviews during the pre-purchase stage. EC place significant importance on social touchpoints like word of mouth (WOM) because of their collectivist nature and high uncertainty avoidance (UA), whereas WC prioritize incentives and customized content due to their promotion-focused behavior. To fulfill the KPIs and client objectives, the researcher proposed e-marketing strategies informed by analyzing SEMrush data, which evaluates the client’s current organic traffic and backlinks. It became evident that search engine optimization, involving keywords tailored to Eastern regions and partnerships with Eastern bloggers, could enhance market reach and meet the WOM e-touchpoint of EC. This approach is expected to reduce UA among EC. Furthermore, including a review feature on client's website, addressing a critical journey-ending e-touchpoint of both consumer groups, is recommended. For WC, strategies like incentivized deals and customized mailing lists are suggested to increase engagement and interaction on both the website and client’s social media platforms. Additionally, a conceptual framework was constructed to guide SME managers and marketers, illustrating critical e-touchpoints through the online CJ stages. This framework helps identify where consumers most often end their CJ due to unmet touchpoints, demonstrating the importance of a customer loyalty loop. By successfully addressing these e- touchpoints, the client can create a more relevant online consumer experience, ultimately driving continuous engagement and loyalty among their target market and facilitating entrance into the eastern region for greater market reach.50 0Item Restricted Understanding and Examining the Application of AI in Social Media Marketing: A Systematic Literature Review of Studies from the E-Commerce Sector(Brunel University London, 2024-03) Alzaqrati, Yasmiyan; Decker, CarolinThis dissertation attempts to explore challenges of Artificial Intelligence (AI) implementation into Social Media Marketing (SMM) within e-commerce firms, and understand how this type of innovation impacts a firm`s performance and customer relationship management (CRM). To answer the research questions, mono-method research was performed, which drew on a systematic literature review. Following the PRISMA methodology the researcher selected eight peer-reviewed publications, which were then studied and analysed using a thematic analysis. The findings of the dissertation demonstrate that AI-enhanced SMM contributes positively to the firm`s performance from both strategic and tactical points of view. AI-enabled SMM significantly improves market intelligence and understanding of customer behaviour and can be considered a disruptive innovation. At the same time, a lack of knowledge and awareness about AI, particularly among managers and leaders, serves as a barrier to the implementation of this technology. Lack of resources and difficulties when testing and developing AI solutions are mentioned as other barriers as well. AI-enhanced SMM in some of its forms (e.g., virtual assistance) changes the nature of brand-consumer interactions to parasocial. Overall, there is a lack of empirical evidence identified and the majority of the studies look at the problem from the technology side. Based on the findings, the dissertation recommends in-house development of AI-based SMM and offers a simple roadmap to assist implementation. This process should be guided by (a) AI market analysis; (b) aligning AI choice with strategic goals, and (c) enhancing AI capability through increasing knowledge and awareness.14 0Item Restricted Creative & Collaborative Enterprise Proposal(Saudi Digital Library, 2023-08-17) Alathel, Maya; Thompson, GregoryThis document outlines the comprehensive product development journey of Varada, an innovative online concept store proposed to address the discernible gap in the Saudi Arabian market for unique lifestyle-focused gifts. The development journey is divided into three phases: Phase 1 - Conceptualization: The Varada concept was initiated by outlining fundamental core values, validated through participant observation in Riyadh, Saudi Arabia. This phase laid the groundwork for product development, synthesizing observations and refining core values. Phase 2 - Mentor Collaboration: Mentoring sessions were pivotal in synthesizing participant observation insights and implementing them into a digital framework. Social media inquiries were conducted to engage the target audience, and actionable points were integrated into the evolving Varada concept. Phase 3 - Digital Integration: This phase focused on translating actionable items into a digital framework, emphasizing content creation and website development. Core values were adjusted based on participant observation, providing a solid foundation for mentoring sessions and digital integration. Core Values: Varada's core values, including Uniqueness, Wonder, Inspiration, Connection, and Quality, were identified and refined based on participant observation insights, serving as a guiding framework for the project. Participant Observation: Selective participant observation in a Saudi department store provided valuable insights into customer behaviors and preferences. Refined core values emerged from these observations, shaping the foundation for the Varada project. Social Validation: Mentoring sessions with an experienced entrepreneur guided the project towards specific offerings. Social media polls and questionnaires were used for engagement, with the insights contributing to actionable strategies for Varada's digital platform. Content & Website Development: Biweekly mentor sessions facilitated systematic development, leading to the creation of template content for the beta site. The Varada website represents a simplified version of the envisioned platform, with continuous refinement planned. Conclusion: While the beta site development is underway, identified areas such as financial mapping, UX collaboration, feature validation, brand alignment, and visual content enhancement will be addressed. Acknowledging product development as an iterative process, ongoing refinement is emphasized for post-launch success. The dedication to improvement is guided by the knowledge gained throughout the Creative and Collaborative Enterprise program.30 0Item Restricted Competitive Strategies for E-commerce Companies in a Changing Environment with a Focus on Artificial Intelligence(Saudi Digital Library, 2023-09-30) Alfakhri, Faisal; Combe, LanThe rationale behind this study is that it's important for e-commerce competitors to change their strategies to fit the changing AI-driven market. As AI technologies continue to change what customers want and how markets work, it's important to know what their strategic effects are. By looking into AI's theory roots, successful strategies, effects, and challenges, e commerce companies will have the knowledge they need to do well in a world that is changing quickly.33 0