This thesis examines consumer attitudes and behaviors towards in-app advertising considering the pillar parameters of digital in-app advertising campaigns, namely targeting and frequency. The thesis suggests how these parameters should be strategically dosed for higher advertising campaign success with higher ad click-through rates (CTR) and higher consumer conversions on advertisers’ e-commerce websites. The research method of the study was quantitative with a survey as the main research instrument. The user survey (online from February 2019 till March 2019) was targeted at Lebanese mobile ...

There are many language mistakes known as common mistakes, which have become part of everyday language use, in native speakers' language use as well as non-native speakers'. One of the most common mistakes in the use of object pronouns in the place of subject pronouns. As EFL teachers come across the frequent occurrences of such common mistakes in learners' oral and written language, appropriate grammar teaching techniques should be implemented. Hence, this study focuses on an innovative technique that will motivate learners to engage in the learners to engage in the learning task, by personalizing ...

“Social media is about sociology and psychology more than technology” said Brian Solis (March 14, 2012), Digital Analyst and Anthropologist, Best-Selling Author, Keynote Speaker, Human Being. This quote could be the best label to describe how people have perceived social media since day one. This thesis tackled the gratifications an Instagram user gets upon posting food images. It explains the reasons behind this immense trend of people sharing their food with friends, family, and even strangers following their social media accounts. For this purpose a literature review covered few researches ...

The effect of Facebook on workplace productivity has been discussed in Human Resources departments in many companies, as they tried to understand the value of having open access to the Social Networking Sites (SNS) at the workplace. This study explored the advantages and disadvantages of using Facebook at work, by studying people’s attitudes and behaviors as they browse their accounts. A sample of 100 employees with desk jobs at The Company for the Reconstruction and Development of Beirut Central District, Solidere filled out a questionnaire to answer questions related to Facebook usage at work ...

In markets that are saturated with competition and rivals, a lot of thought has been brought into introducing the concept of a mascot, which is a cartoon character that reflects a brand or a characteristic of a certain brand. Many mascots have proven to be a powerful marketing tool and have grown brands into becoming more popular. In the Lebanese market, mascots’ presence alongside brands is growing too slowly incorporate most major local and international brands. This comes to question the impact of the use of such marketing tools in affecting the Lebanese market branding strategies. This study ...

Facebook profiles of the departed who were once active Facebook users are today being used as virtual space by family and friends to express their grief, connect with the deceased and engage in active memorials. The aim of this thesis is to explore how social network sites (SNS) such as Facebook are being used as a platform for grieving practices in Lebanon. It reveals through research how the Lebanese death rituals are being translated into the virtual world. It also discovers virtual bereavement behaviour and its effects on the stages of grief through the lens of Bowlby’s Attachment Theory. ...

Online dating services replaced traditional matchmaking tools. The internet gave individuals the opportunity to be their own matchmakers and experience new online identities leaving room for different methods in the presentation of self. There are many studies done on the topic of online dating services however, none of them has discussed it in terms of identity, framing and its role in Lebanon. Using the uses and gratification and the framing theories this thesis examined how Lebanese adults frame themselves on online dating websites and applications and the gratifications they get from their ...

Online dating services replaced traditional matchmaking tools. The internet gave individuals the opportunity to be their own matchmakers and experience new online identities leaving room for different methods in the presentation of self. There are many studies done on the topic of online dating services however, none of them has discussed it in terms of identity, framing and its role in Lebanon. Using the uses and gratification and the framing theories this thesis examined how Lebanese adults frame themselves on online dating websites and applications and the gratifications they get from their ...

This paper studies how each television covers war using different type of frames based on its agenda setting. Depending on an extensive literature review analysis dealing with similar international and local conflicts and wars, this study links between what happened in the past in other countries and cities and the war in Aleppo. The paper raises four main research questions: RQ1: how much importance did the television stations give to the Aleppo situation?, RQ2: did the newscasts present both sides (opposition and regime) of the story?, RQ3: what type of language was used by each channel to ...