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.23 0Item Restricted The Impact of Social Media Influencers on Consumer Emo9ons and Sen9ments: Analysing Their Influence on Purchasing Decisions in the UK(University of Liverpool, 1990-09-15) Alsubaie, Nouf; Zhang, YumengAim: This research intends to establish the extent and ways through which social media influencers impact consumers’ emo;ons and sen;ments in the UK, with a par;cular emphasis on how these influences affect consumers’ buying behaviours Methods: Secondary research was employed for this study because it gives the researcher a broad view of the field's exper;se and informa;on. This study used peer-reviewed papers, industry reports, digital databases, and government documents. Moreover, this research used mul;ple cases of influencers for analysis. This chapter has analysed the key influencers from the UK and their impact on the consumers or followers. Findings: Based on the study, three pivotal factors determine the emo;ons of consumers: credibility, content quality and the level of engagement. The use of analysis established that appeal to emo;ons and tension of genuine similarity are the most significant factors adding psychological appeal to the content. The study confirmed that posi;ve emo;onal reac;ons of consumers, such as trust, enthusiasm and admira;on, remain other major influen;al factors affec;ng consumer purchasing behaviours. Implica/ons: Brands and influencers must manage consumer expecta;ons to avoid disappointment and distrust. This involves maintaining constant product informa;on and minimising promo;on that gives the product a false sense of capacity. Brands must quickly and honestly handle unfavourable reviews to maintain consumer confidence.11 0Item Restricted EXAMINING YOUTUBE'S INFLUENCE ON THE PROMOTION OF SAUDI ARABIA'S TOURISM AS A TRAVEL DESTINATION: CONTACT ANALYSIS.(Wake Forest University, 2024-05-20) Alsafari, Shuruq Hassan; Hazen, Michael DavidThis thesis explores YouTube's role in boosting tourism in Saudi Arabia, aligning with the Saudi Vision 2030 plan to revive the tourism sector and stimulate economic growth. It investigates how digital platforms, particularly YouTube, influence travelers' perceptions and choices. By analyzing YouTube videos promoting Saudi tourism, the study emphasizes the significance of cultural aspects like cuisine and hospitality in capturing viewer interest. It also highlights the diverse attractions showcased in the videos, contributing to Saudi Arabia's image as an attractive destination. Viewer comments underscore YouTube's effectiveness in inspiring travel and cultural engagement. Ultimately, the thesis supports Saudi Vision 2030 by leveraging digital platforms to showcase the country's cultural heritage and drive sustainable economic growth in tourism.27 0