Saudi Cultural Missions Theses & Dissertations
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Item Restricted The Role of Social Media Influencers in City Branding(University of Essex, 2024-10-10) Alzahrani, Ruba Ahmed J; Ferreira, Marcia ChristinaThe research investigated how social media influencers affect city branding, paying particular attention to the influencer marketing tactics used to project a positive city branding image, which influencer characteristics are best able to support city branding strategies, and which strategies have a positive impact on city branding tourism through influencer marketing tactics aimed at shaping consumer choice. A systematic literature review was conducted which analysed journal articles published on the topic between 2010 and 2023. Thematic analysis was employed to identify the emergent themes in three key categories: influencer marketing tactics, influencer characteristics, and city branding strategies. The analysis revealed that successful influencer marketing tactics for city branding involve authentic storytelling, community engagement and strategic collaborations. In the category influencer characteristics, the themes of credibility, trustworthiness and alignment with target audience values emerged as crucial aspects for effective city branding promotional activities. Lastly, the analysis showed that city branding strategies led to a positive impact on consumers’ choices by leveraging both digital and traditional marketing channels, emphasising the need for high-quality content, creativity and data-driven decision-making. The research findings revealed the impact of influencer marketing in shaping destination brand image and driving travel intentions. They further highlighted the importance of selecting authentic influencers who are able to create compelling narratives and foster genuine connections with their audience. By integrating influencer marketing with a comprehensive branding strategy, cities are able to effectively promote their unique offerings and attract visitors, investors and residents in the digital age.50 0Item Restricted Digital Transformative Project Report(University of Strathclyde, 2024) Alsulami, Abdullah; McLean, GraemeIn today’s fast-paced world, digital marketing distinguishes itself from traditional marketing techniques. This report establishes the foundational knowledge of digital marketing's importance in promoting skin and hair care in the UK. A situational analysis reveals that the premium beauty market is rapidly growing, with an annual growth rate of 8% from 2022 to 2027, driven by increased consumer spending on high-end products. The target audience primarily consists of women aged 25-45 outside the UK, seeking suitable skin and hair care treatments tailored to their needs. A SWOT analysis identifies strengths, such as low operational costs due to no initial investment, a diverse product range, and targeting a niche market segment. However, weaknesses include low brand awareness, reliance on Amazon, and limited internal capabilities due to scarce resources. Opportunities lie in the rising consumption of personal care products, favorable UK policies attracting more international visitors, the growing popularity of online shopping, and the increasing demand for sustainable products. Nevertheless, Beautise faces threats from potential changes in UK policies, economic downturns reducing consumer spending, market saturation, and intense competition from numerous competitors. The PESTLE analysis highlights a stable political environment, social demand, technological advancements, legal compliance, and environmental sustainability. Customer insights reveal that each segment has specific needs that must be addressed throughout their customer journey, emphasizing the importance of understanding and meeting these unique requirements to enhance engagement and satisfaction. Strategic goals include increasing awareness, driving engagement, boosting conversions, and enhancing the customer experience. This situational analysis provides a comprehensive overview aimed at attracting and retaining women travelers seeking skin and hair care treatments in the UK. The 6-month digital marketing strategy outlined in this report aims to attract women travelers to the UK for skin and hair care treatments through a comprehensive approach. It begins with market research and website optimization, followed by a robust content marketing plan featuring weekly blog posts, video tutorials, and influencer collaborations. In summary, achieving the goal of generating the required traffic through the website necessitates a thorough analysis of the strengths and weaknesses of the marketing plan, overcoming internal and external challenges, and executing the plan with precision and timeliness.15 0Item Restricted The Influence of NWOM By Beauty Community Influencers in TikTok On Brand Image(Queen Mary University of London, 2024-08-15) Alharthani, Shahad; Sheng, JieBackground: The increasing influence of social media, particularly TikTok, has transformed the landscape of digital marketing, where influencers play a pivotal role in shaping consumer perceptions and brand image. While much of previous literature has focused on the positive impacts of influencer marketing, there is limited understanding of the negative word-ofmouth (NWOM) effects, particularly through the phenomenon of "deinfluencing," where influencers publicly criticize brands. Purpose: This study aims to explore the impact of deinfluencing on brand image and consumer perceptions within the beauty community on TikTok. It seeks to fill the gap in existing literature by examining how negative endorsements by influencers affect consumer perception of brands. Method: Utilizing a qualitative research approach, this study employs netnography to analyze comments from TikTok videos involving an influencer's deceitful marketing campaign and a deinfluencer's response. Sentiment analysis using VADER, supported by manual review and cross-examination with other tools like TextBlob and MonkeyLearn, provides a comprehensive understanding of audience reactions. Findings: The study reveals that deinfluencing significantly impacts influencer credibility when involved in deceitful marketing campaigns. While the majority of comments expressed negative sentiments toward the influencer for their deceptive practices, only a small percentage criticized the brand. In contrast, the findings also show that deinfluencers can increase their credibility through their criticising of brands and their products.38 0