Saudi Cultural Missions Theses & Dissertations
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Item Restricted Saudi Arabia’s Global Brand Transformation: Vision 2030’s Role in Marketing the Kingdom as a Tourism and Business Hub(Saudi Digital Library, 2025) ALMSHARI, ALANOUD AHMED; George, OfosuAbstract This dissertation analyses international perceptions of the national branding strategies of Saudi Arabia under Vision 2030 while focusing on familiarity, trust, perceived innovation and national attractiveness as the factors which influence global perceptions. The research draws on Nation Branding Theory (Anholt, 2005) and Soft Power Theory (Nye, 1990) and analyses how innovative projects, cultural diplomacy and digital campaigns help shape the changing international image of the country. The study was based on a quantitative, cross-sectional survey conducted with 157 international participants using an online questionnaire. The derived data was analysed through descriptive statistics, Pearson correlation, independent samples t tests, and linear regression to analyse associations between familiarity, trust, innovation and attractiveness. The findings revealed a strong positive correlation between national attractiveness and familiarity, with perceived innovation being the most important predictor of attractiveness. Higher trust levels were shown by participants aware of Vision 2030 as opposed to those unfamiliar with it, thereby indicating the impact of awareness campaigns on external perceptions. However, there are still credibility gaps, specifically among Western respondents where socio-political concerns influence their attitudes. The dissertation effectively contributes towards nation branding literature by providing statistical evidence on international responses to non-Western transformation strategies. From a practical perspective, the study offers Saudi policymakers and brand strategists’ insight into refining tourism, investment and cultural diplomacy initiatives.22 0Item Restricted From Oil to Diversification: Strategic Nation Branding in Saudi Arabia(Saudi Digital Library, 2025) Alissa, Reem; Caruana, RobertSince the launch of Vision 2030 in 2016, Saudi Arabia has aimed to reshape its international image, which has traditionally been defined by oil dependence and conservative values. It seeks to rebrand itself as a culturally rich, economically diverse, and globally engaged nation. This dissertation examines how the Saudi government strategically uses nation branding to challenge historical stereotypes and present a modern identity aligned with Vision 2030. Using an interpretivist, qualitative approach, the study draws on eight semi-structured interviews with senior stakeholders from key government entities involved in shaping and promoting the Kingdom’s national image. Data were thematically analyzed following Braun and Clarke’s (2006) framework. The findings reveal four interconnected strategies: cultural marketing, soft power through sports and entertainment, institutional empowerment, and strategic marketing that collectively contribute to building Saudi Arabia’s competitive identity, as noted by Anholt (2007a), and enhancing its soft power. Results show that Saudi Arabia’s branding efforts go beyond just promotional campaigns; they are deeply linked to structural reforms, cultural authenticity, and long-term development goals. While initiatives like global sports sponsorships, cultural festivals, and the rebranding of Saudi coffee have increased visibility, issues such as international skepticism, media bias, and tensions between rapid modernization and traditional values persist. The study contributes to the theory of nation branding by demonstrating that in large-scale national transformations, such as Saudi Arabia under Vision 2030, effective rebranding requires coordinated, cross-sector strategies based on genuine reform.11 0Item Restricted Beyond Likes and Shares: How Humours’ brand engagement strategies in comment sections strengthen consumer-brand relationships(Saudi Digital Library, 2025) Alsubhi, Lubna; Duncan-Shepherd, SophieSocial media channels have evolved into powerful marketing tools, driving success for both business and non-profit organizations. As social media has evolved, it's empowered consumers in digital spaces to have a strong and active voice when interacting with various brands and organizations. This research delves into how brands that use humour, playfulness, and positivity in social media comment sections affect consumer perception, loyalty, and purchasing intentions. The data collection was gathered through a quantitative survey from 105 respondents. The respondents were social media users across various social media platforms. The findings show that casual and humorous brand communication has a significant impact on consumer responses, accounting for 36.4% of the variance in how consumers perceive brands. Entertainment and humorous content were the main drivers of engagement, outperforming educational content and sales promotions. The study showed that brands that interact playfully can greatly improve how consumers see them and how likely they are to buy, with responsive brands seen as part of consumers' social circle, not just a commercial entity.6 0Item Restricted A Strategic Marketing Solution for Tackling Internal Theft at Sainsbury’s(Loughborough University, 2025) Alrethia, Hafsah; Lavoye, Virginie; Mabe, RachaelThis study examines the issue of internal theft at Sainsbury’s, attributing its rise to the company’s dependence on part-time and seasonal workers and the absence of thorough hiring procedures. It argues that the current employment practices contribute to a lack of employee loyalty and increased vulnerability to theft. The research recommends implementing stricter recruitment processes, enhancing employee retention strategies, and conducting detailed data analysis to identify theft patterns. Additionally, the study highlights the importance of investing in advanced loss prevention technologies as part of a long-term strategy to safeguard assets and foster a culture of integrity within the organisation.21 0Item Restricted Choco-Camel(University of Manchester, 2025) Alothman, Tasneem and Alberiki, Alya; Zolkiewski, JudithChoco-Camel is an innovative startup based in the UAE, offering premium camel milk protein bars. These unique snacks combine the cultural significance of camel milk with modern wellness trends, appealing to health-conscious consumers. As the demand for health-focused snacks grows in the UAE, Choco-Camel is well-positioned to tap into this expanding market. Camel milk, rich in essential vitamins, minerals, and known for its easy digestibility, sets the company apart by providing a healthier alternative to traditional protein bars while connecting customers to the UAE’s cultural heritage. Choco-Camel aligns with the United Nations’ Sustainable Development Goal 3: Good Health and Well-being by offering a nutritious and delicious snack that supports overall wellness. The use of camel milk is central to the company’s mission of promoting better health outcomes and contributing to global well-being. The company generates revenue through a multi-channel strategy that includes indirect sales in major retail outlets and Amazon. By focusing on premium pricing and strategic partnerships with key retailers and fitness centres, Choco-Camel ensures broad distribution and strong brand visibility. The health snack market in the UAE is growing rapidly, driven by a shift toward nutritious and culturally relevant products. With its unique offering, Choco-Camel is poised to become a leader in the premium health snack segment. In its first year, Choco-Camel aims establish a strong market presence. By emphasising innovation, cultural relevance, and sustainability, Choco-Camel is on track to become a household name in the health snack industry, setting the foundation for long-term success and market leadership.22 0Item Restricted Business in Practise: Firm Analysis(University Of Warwick, 2024-08-22) Almagrabi, Reem; Lopez-Cotarelo, JuanThis report examines the strategic decisions and outcomes of a simulated firm operating within the competitive electric vehicle (EV) industry. It explores how a delayed initial investment impacted company performance and required strategic adjustments to align with market demands. By leveraging frameworks such as Lean Manufacturing, the Theory of Constraints, and the Resource-Based View, the report evaluates the company's marketing and operational strategies. Key highlights include optimizing production lines, balancing tariffs, adjusting pricing strategies, and launching innovative EV models. The analysis underscores the importance of cross-functional collaboration, timely decision-making, and adaptability in achieving market leadership and operational efficiency. Despite challenges, the implementation of an aggressive production strategy and premium pricing approach led to improved market share, customer satisfaction, and revenue growth.14 0Item Restricted Cultural and Religious Influences on fashion consumption: Exploring the interplay of the self and social identity in Saudi Arabia(University of Sheffield, 2024-08-28) Khafaji, Ahmad; Alevizou, PanayiotaThe increased attention to sustainability has motivated various stakeholders to address the adverse effects of social and environmental factors in different industries, including fashion. This research explores the complex intersections between social norms, religious beliefs, and self-concept in influencing fashion consumption among Saudi consumers. Social Identity theory and the Self-concept explore how psychological and cultural influences may affect individuals’ consumption habits, potentially leading to increased consumption and, therefore, more waste. The qualitative nature of this research utilised semi-structured interviews and allowed access to comprehend deeply rooted practices that influence fashion consumption within the region. As such, this study investigated three key aspects: the current understanding of sustainability and fast fashion among Saudi consumers, the role of social norms in influencing fashion choices, and the impact of religious beliefs on social identity and subsequent fashion consumption. The findings revealed limited awareness of sustainable practices, particularly regarding sustainable fashion, indicating a concerning awareness gap of sustainability. Moreover, it revealed the powerful influence of cultural influences within the region, where social pressure may dictate individuals’ fashion choices. Finally, it demonstrates the significance of buying new clothes before Eid to celebrate with other peers and family members by wearing their new clothes and expressing joyful emotions. As such, it illustrates major religious influence where individuals felt obligated to purchase new garments due to their presumed belief that it is a “Sunnah”. This belief does not match Islamic teaching, yet individuals translated some verses where Islam encourages individuals to dress their “best” at the place of worship into an obligatory motivator to buy new garments to look at their best. This study contributes to the current literature by providing novel insights into the unique cultural setting of Saudi Arabia, where Islamic principles and cultural norms intersect with modern consumerism. It also provides a strategic implication for policymakers and religious leaders to promote sustainability and its practices and establish awareness. However, the findings of this study cannot be generalised and are context-specific due to the relatively small sample group. Therefore, future research should explore similar dynamics with an enhanced pool of participants to ensure generalisability.33 0Item Restricted A Systemic Literature Review Exploring the Impact of Artificial Intelligence on Marketing(University of Liverpool, 2024-09) Aldihnayn, Anfal; Peter, GuentherThe incorporation of artificial intelligence (AI) in marketing has transformed the field in recent years. In this regard, companies are now increasingly deploying AI solutions to improve consumer engagement and operational efficiency. This study investigates the power of AI in marketing, particularly through the lenses of the Technology Acceptance Model and Innovation Diffusion Theory on how this technology accelerates corporate productivity and profitability, enhances customer satisfaction, and brings hyper-personalization into marketing processes. The study employs a systematic literature review (SLR) approach, drawing on 37 peer-reviewed publications published between 2018 and 2024 to examine AI's impact across the marketing domain. Results reveal that AI significantly improves marketing strategies, helping companies to improve their financial performance, automate tasks, personalise their interactions with consumers, and enrich the overall customer experience. The findings of this study also supported the view that perceived usefulness (PU) and perceived ease of use (PEOU) are critical determinants for the incorporation of AI into marketing practices. Moreover, the relative advantage of AI as compared to other traditional marketing methods, especially in terms of automation and personalisation, has become one of the major drivers leading to its adoption. However, this study also emphasising the importance of addressing the ethical challenges including data privacy and algorithmic biases associated with using AI in marketing. This work offers researchers a direct and comprehensive overview of the extant knowledge role of AI in marketing. It concludes that the future of AI in marketing will continue to grow whereby companies worldwide will be able to tap into the power of AI for innovation and efficiency. Companies using AI will be better equipped to respond to the dynamic market demands and ensure a competitive advantage.51 0Item Restricted A study of perceptions of Saudi Arabia as a tourism destination, and the implications for the development of incoming tourism.(University Of Reading, 2024-09-04) Alsanie, Alhanouf; Bebek, GayeSaudi Arabia has undertaken several efforts and projects to improve the tourism sector and establish a desirable destination among international visitors, in line with its new vision 2030 to become the primary player in the industry. This research paper examines Saudi Arabia's existing image as an international vacation spot in the eyes of international travellers and pinpoints the variables affecting the growth of the industry. Examining this subject will provide the opportunity to better understand, explore and find answer to the main aim of this research which is, how the world currently perceives Saudi Arabia and how its image is currently perceived by people on the global stage. This research will be done through a qualitative approach by conducting a virtual interview with 12 international travellers from different backgrounds in a way that will allow to have a valuable insights and deep understanding of various people’s perceptions regarding Saudi Arabia. The outcomes of this research will show different perception of Saudi Arabia as a destination for tourism, formed by the influencing factors which could be positive or negative. With these valuable insights and data, we will be able to assess the efficacy and limitations of government efforts and strategies to promote tourism, enhance the image to set ourselves apart from competitors. The finding of this research plays a significant role in transforming and developing the future of tourism industry in Saudi Arabia to become an appealing global destination for tourists.41 0Item Restricted Balancing Cultural Heritage and Development: Analysing Place Branding Strategy of the Royal Commission for Riyadh City(University of Sussex, 2024-08-29) Aboethnin, Shaha; Luu, NgocThis study analyses the place branding strategy of the Royal Commission for Riyadh City (RCRC) within the framework of Saudi Vision 2030. Focusing on how RCRC integrates cultural heritage and local identity into its branding efforts and the role of storytelling in creating a compelling brand image, the research provides a comprehensive evaluation of RCRC's initiatives. Using qualitative content analysis of digital materials, including RCRC’s website, newsletters, and social media, the study reveals that RCRC effectively balances modern development with cultural preservation through projects such as King Abdulaziz Park. Practical implications suggest that RCRC should enhance community engagement, adopt advanced sustainability practices, and address immediate urban challenges. The findings of this study offer valuable insights for policymakers and practitioners, contributing to the broader discourse on place branding and urban development. Future research should explore the longterm impacts of RCRC's strategies and compare similar projects in different cultural contexts to further understand sustainable urban development.33 0