Constrained by the aggressive field in fashion business, marketers have stated that developing an appealing and friendly brand image on social media most particularly on Instagram is necessary to win better market. Instagram has become part of companies’ strategies nowadays in order to enhance growth, increase sales and target a very wide audience. The app that started originally as a gimmick for the public has become a strategic platform for companies especially those playing in the fashion sector. This thesis aims to examine and discern how fashion stores evolve on online social networks. ...

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 ...

Since the last decade of the 20th century, the market of luxury goods has witnessed a steady growth globally. The brands’ owners are giving greater attention to the phenomenon of luxury consumption. This thesis presents an insight into the determinants of the consumers’ behavior and their purchasing targets and needs towards luxury fashion brands and products, such as Christian Dior, Chanel, Hermes, Yves Saint Laurent, Gucci, Versace, among others, and their relative importance. There are several studies that have tested the consumers’ purchasing behavior, while only few studies surveyed and ...

The purpose of this study is to prove that social media posts and groups and their usage have a direct effect on men Basketball athletes in Lebanon such as affecting the performance of a player, ruining the image of a player, and bringing to public personal problems and issues so on and so forth. The social media communication will be studied in the perspective of the Uses and Gratification theory in understanding the reasons why people use these platforms. Also, these particular platforms will be investigated in relation to the concept of a Public Sphere theory, since most Lebanese ...

This thesis investigates why people watch Autonomous Sensory Meridian Response videos. To study this emerging phenomenon, the uses and gratifications theory was used and the survey method was applied. The questionnaire was posted on the web on ASMR forums and Facebook pages. 132 people participated in the survey - all of them reported to be ASMR experiencers. The questionnaire helped examine the needs for sexual pleasure, intimacy, affective and tension release. Overall, the results showed that most of the people do not watch ASMR videos for sexual pleasure or intimacy purposes but rather for ...

With the rise of the digital age, the number of advertisements on digital platforms keeps growing. Consumers are now more active when searching for information to gratify their needs and increase their knowledge on the medium. This makes it challenging for advertisers and marketers to always stay up to date and create new tactics to grab consumers’ attention. Competition is now stronger than ever, thus the need is to think beyond the propositions of their products and services to provide a unique value to potential consumers. Recently, there has been a significant rise in the use of online videos ...

The purpose of this thesis was to study how individual psychological factors, including perceived gratifications, loneliness, and boredom, have a correlation with mobile social game uses and addiction. Notably, the study laid emphasis on the case of Candy Crush in particular to assess the possible relationships between the mentioned above variables. The study covered high school students in the Maten region Lebanon. The sample size was 90 students, 30 students from three high schools based on purposive sampling, which is a non-probability sampling method. The findings of the study showed that ...

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 ...

The objective of this study was to examine the influence of cyberbullying on various coping mechanisms such as drug abuse and depression among a sample of 251 Lebanese students, aged 17 to 31, and are enrolled in universities across the country. Using a quantitative method and guided by the transactional model for stress and coping theory, a link to a survey was electronically sent to the respondents through different social media platforms. Results show that some respondents are aware of the consequences behind cyberbullying, specifically the extreme ones (such as alcohol or drug addiction as ...

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 ...