Saudi Cultural Missions Theses & Dissertations
Permanent URI for this communityhttps://drepo.sdl.edu.sa/handle/20.500.14154/10
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Item Restricted The Future of Indirect Marketing in a Digital World(University of Sussex, 2024-09-27) Aldowais, Raed Fahad; Ye Yang, NicoleThis dissertation explores the transformative impact of digital technologies on indirect marketing strategies, focusing on how businesses adapt to the evolving digital landscape. The study aims to assess the roles of artificial intelligence (AI), big data, and the Internet of Things (IoT) in enhancing indirect marketing, with a specific focus on consumer behaviour and brand loyalty. The research methodology is based on secondary data analysis, drawing from academic journals, industry reports, and case studies. This approach allows for a comprehensive examination of current trends and technologies affecting marketing practices across various industries. The main findings indicate that AI, big data, and IoT significantly enhance marketing effectiveness by improving customer targeting, personalization, and real-time engagement. These technologies have enabled businesses to create more meaningful consumer interactions, leading to increased customer loyalty and higher marketing ROI. The integration of these technologies provides a synergistic effect that amplifies their individual benefits. In conclusion, the dissertation underscores the critical role of digital technologies in shaping modern marketing strategies. The study highlights the importance of adopting these technologies to remain competitive in a digital-first marketplace while addressing challenges such as data privacy and the need for skilled personnel. These insights offer valuable guidance for future research and practical application in the field of digital marketing.12 0Item Restricted Consumer Engagement and E- Marketing in the MENA Region: Fossicking Social Media Effects(Queensland University of Technology, 2024-05-27) Alfardan, Hatem; Edwina, LuckThis study investigates the effects of the dimensions of Uses and Gratifications Theory (UGT) on Consumer Engagement (CE) on social media platforms in the Middle East and North Africa (MENA) region. Employing a mixed-methods approach, this research focuses on the cases of Saudi Arabia, Turkey, and Egypt. The findings indicate that the UGT dimensions of entertainment, trendiness, sharing, information, and remuneration have a significant impact on CE, whereas customization and interaction do not exhibit a significant influence.14 0