Electronic theses of Marketing and Retail Students. http://hdl.handle.net/1893/83 2026-10-03T10:27:02Z 2026-10-03T10:27:02Z Al-naimi, Hamed http://hdl.handle.net/1893/37087 2025-05-29T08:05:56Z 2025-05-27T00:00:00Z

Title: The Impact of the Business Environment on the Growth of Small and Medium-Sized Enterprises: The Manufacturing Industry in Oman Author(s): Al-naimi, Hamed Abstract: Small and medium-sized enterprises (SMEs) manufacturing hold particularly significant potential when it comes to bolstering the country’s competitiveness in global markets and advancing the strategic goals outlined in Oman Vision 2040. However, this potential is held back by a wide array of entrenched challenges ranging from limited access to finance and high operational costs to inadequate infrastructure and a lack of skilled labour. The manifold links between these barriers have limited manufacturing SMEs’ ability to make a meaningful contribution to the country’s sustainable growth, as they have been prevented from capitalizing on their full potential. This study explores the environmental factors behind the growth and development of Omani manufacturing SMEs to address a critical gap in the literature regarding the dynamics of such growth in emerging economies generally and Oman specifically. This research’s academic contribution lies in its refinement of established theoretical frameworks (e.g., the resource-based view, the life cycle model) to account for the complexities associated with operating an SME in the Omani manufacturing sector. The study identifies various recurring themes (e.g., social-culture, the role of economy, and technology) by collecting qualitative data through semi-structured interviews with SME managers and representatives from SME-supporting organisations. This study’s qualitative analysis offers in-depth insights into the challenges currently facing Omani manufacturing SMEs. The thematic analysis of interview data revealed a rich range of sub-themes, derived from individual responses. These sub-themes served as a foundation for identifying main barriers and facilitators to SME development, thereby answering the primary research question: What factors influence the growth and development of Omani manufacturing SMEs? It was noted that societal norms, oil prices volatility, and regulatory policies were identified as barriers within the Omani context. The research findings offer actionable recommendations for both policymakers and stakeholders looking to bolster the growth and development of manufacturing SMEs in Oman and other emerging markets while laying the groundwork for future research on systemic inefficiencies and inclusive development.

2025-05-27T00:00:00Z Alomair, Mohammed http://hdl.handle.net/1893/35264 2023-08-16T14:32:53Z 2022-05-01T00:00:00Z

Title: The impact of influencers' visual content in social media on consumers' purchase intention: the case of SMEs restaurants in Saudi Arabia Author(s): Alomair, Mohammed Abstract: The impact of information on consumers' purchase intentions has been known for quite some time. Ever since the idea of consulting family members and friends regarding their purchase, and with the evolution of the Tv and the Internet, consumers have reached a new level of access to products' related content. So they can be informed and evaluate purchases and share their experiences not only with people close to them but also with an endless number of current and potential consumers. Moreover, such a way of content sharing between people had primarily been formed in the verbal and textual form, more precisely verbally in face-to-face interaction and textually through the Internet, all to serve the purpose of informing other consumers about brands. Researchers have long acknowledged and investigated such a way of content exchanging under the well-known topics of word of mouth (WOM) and electronic word of mouth (eWOM) and their influence on consumers' purchase intentions. With the constant evolution of the Internet, a new communication channel has emerged known as social media platforms. A way of connecting with people worldwide so that they can reach each other all the time, regardless of any barriers. An area of interest that academics have found fascinating in investigating eWOM and its impact on consumers' choices. Such an exchange of words over social media applications can reshape consumers' intentions regarding their potential purchases. However, as we live in a world where technology evolution never stops, these social media applications have reached different and more exciting features, as users not only can interact verbally but now have the ability to interact visually via different online platforms. So the entire idea of eWOM has changed to a more advanced level, known as visual eWOM. Moreover, users of such applications can share brand-related content visually in the form of pictures and videos. A feature that makes platforms developers race against time to develop the best way to introduce new applications that make the best use of such a modern technological feature. So nowadays, we can see an endless number of social media applications that enable people to communicate visually. Nevertheless, there are few applications which have been tremendously popular. Instagram and Snapchat are two relatively recent platforms that can be mainly viewed to serve the visual exchange of content. Their popularity has reached almost most social media users worldwide. From such a perspective, the idea of exploring and investigating such visual content and how it influences consumers have become highly crucial. Not only due to how such content impacts consumers but also to how this content on social media applications can be spread among millions of people, as well as how brands can take advantage of such an excellent way of communication with current and potential consumers. An area of interest that this thesis aims to investigate. To do so, this research is built into two main phases; the first phase aims to explore the usage of social media among Saudi consumers and gather as much information as possible on their usage behaviour and the impact of social media influencers on their purchase behaviour. Through a survey of 512 Saudi consumers. The results show that Saudi consumers use social media at a very high rate, more precisely Instagram and Snapchat, and they follow and view social media influencers' content at a tremendously high percentage. However, when it comes to the impact of such content on consumers, the results indicate a low influence on consumers' purchase intentions regarding their restaurants' choices. The second phase of this thesis is to analyse content on social media applications. In detail, it examines the content, the source of the content (social media influencers), and consumers' behaviour toward the content. In order to reach such, a theoretical model was developed based on the integration of the Information Acceptance Model (IACM). The results highlighted that visual content quality, source credibility, source experience, content quantity, adoption of content, attitude toward content and subjective norms are the primary factors for visual eWOM in social media (Instagram and Snapchat) that influence consumers' purchase intentions. This thesis contributes to theoretical implications through its validated model and introduced vital findings. Moreover, the research model highlights a new approach to information adoption by expanding the IACM and introducing new insights to researchers. Future studies can consider the research model to investigate the visual content in social media and its influence on consumers' purchase intentions. Moreover, this study's results can help researchers consider other factors in studying the impact of such technology, such as employing the results to examine other social media applications that serve the visual feature, such as TikTok. Also, since this research was only conducted through a quantitative method, employing qualitative or mixed methods can be beneficial in providing a complete picture of visual eWOM influence. A further benefit of this study is how it considers the cultural character of Saudi consumers. Yet, other studies might find it worth considering other cultural factors or employing such findings in different countries. The same goes with considering different categories besides SMEs restaurants.

2022-05-01T00:00:00Z Kung, Sion Hin http://hdl.handle.net/1893/34899 2023-02-28T12:15:21Z 2022-04-01T00:00:00Z

Title: A theoretical and empirical inquiry of eco-attitude, social motivation, and eco-label as incubators for sustainable consumption in Singapore Author(s): Kung, Sion Hin Abstract: Purpose – The overall aim of this research was to evaluate the influence of eco-attitude, motivation, and eco-label on buying eco-friendly products and services that will encourage sustainable consumption and reduce environment impact in Singapore. The aim was achieved by having identified key observed and latent constructs based on a research framework to determine the direct and indirect effects on sustainable consumption in Singapore. In the literature review, several schools of thoughts by examining normative, rational, humanist, behaviourist, comprehensive and partial/prescriptive decision-making theories and were used for discussion to derive the research framework. Context – The research coincides with the launch of Singapore Green Plan 2030 on 10 February 2021. The context explained that Singapore being a small country and with effective government policies and public campaigns have improved residents’ overall attitude, motivation, and behaviour towards sustainable consumption. However, gaps still exist between Desire, Intention and Behaviour in real life and according to the research results. Design of research approach – The research approach was based on deductive and critical science realism paradigm. An online quantitative research design was identified as the appropriate method for the empirical study. The research framework was constructed based on seven predictors, two mediators and one endogenous factor. Confirmatory Factor Analysis was done to test the robustness of the research framework to explain sustainable consumption in Singapore. Additionally, control and moderating factors were identified and were tested on the research framework. Data collection was done during the lock down period due to Covid-19 pandemic in Singapore. Online survey was done as an appropriate data collection method during the pandemic. Findings – Confirmatory Factor analysis (CFA) and Structured Equation Modelling (SEM) were used to determine the reliability of the research framework and validity of the constructs. All latent factors were tested to be relevant and significant to the framework. Common Method Variance was conducted to ensure that the variables of framework were correctly selected. Direct method using Structural Model analysis has proven that the seven antecedents did drive Desire for sustainable consumption. The control factor has tested for influence on the framework. One moderator has strengthened the positive relationship between Intention and behaviour. Indirect effects have been proven to work for all predictors or antecedents to influence sustainable consumption through the mediators – Desire and Intention. There are no significant moderating effects from demographic factors. Research limitations – If the research framework were done in a similar context, the observed items should be perceived similarly by the research respondents so that the constructs would be predictive of the sustainable consumption. Practical implications – The findings are practical for public policy makers in the launch of national campaigns to accomplish intermediary goals like the Singapore Green Plan 2030. Business decision makers could work on the seven antecedents, two mediators, one control factor, and one moderator that shape consumer behaviour in marketing and promotional campaigns. The direct and indirect effects should be monitored to determine if there is need for changes in marketing and retailing strategy. Originality – This research provides original insights to social motivation and trust eco-label leading to sustainable consumption in addition to embedded eco-attitude and goal-directed behaviour theory of motivation.

2022-04-01T00:00:00Z Nisbet, Donald James http://hdl.handle.net/1893/30845 2020-03-27T08:39:39Z 1988-01-01T00:00:00Z

Title: The effects of retail concentration and own label penetration on manufacturer advertising and product variety Author(s): Nisbet, Donald James Abstract: Retail change in the convenience goods sector has been a dramatic feature of the United Kingdom since 1945 and of the 1970 in particular. The impact of such change on manufacturers is an area that is under developed both in economic and business research. This thesis aims to examine the effects on manufacturer advertising and brand variety of two of the most notable feature s of retail change, retail concentration and own label. After an examination of the changing retail environment in chapter one, the literature review in chapter two reveals that despite strong theoretical expectations of retail structure having an impact on manufacturers there is little empirical work on the subject. The empirical work on retailer-manufacturer interaction has been concerned with manufacturer profitability almost exclusively. Chapters three and four explore the existing theory and evidence on the structural determinants of advertising and variety. This exploration helps identify structural variables to be included with retail variables in the empirical part of the thesis. Chapter five develops the specific hypotheses regarding the effect of retail concentration and own label penetration on manufacturer advertising and brand variety both at firm and market level. Chapter six describes the sample and variables to be tested. The sample is for two periods, 1970 and 1981, which enables an analysis of change to be made as well as static cross sectional analysis. Chapter seven reports the results of the tests on advertising and chapter eight the results on brand variety. Chapter nine provides a summary of the results whilst chapter ten concludes by suggesting that the strong expectation of retail structure having an impact on manufacturer advertising and variety is given limited support by the empirical results. The importance of further work, the need for improvement in data provision and specific areas for research are then identified.

1988-01-01T00:00:00Z