This thesis examined the influence of ‘goodvertising’ campaigns on Lebanese students’ attitudes towards a social issue, specifically women’s empowerment. Goodvertising is a relatively new advertising approach that many brands across the world have started using in their marketing strategies. Studying its influence on individuals can aid in understanding its effectiveness. Although many studies (Amos, Holmes, & Strutton, 2008; Buizjen & Valkenburg, 2003; Deighton, Henderson, & Neslin, 1994; Edquist, Horberry, Hosking, & Johnston, 2011) have been done on the effectiveness of traditional advertisements, ...

The purpose of this was to illustrate the aspects of Facebook, which contribute into the effects on academic performance and socialization habits of Lebanese tweens. In order to achieve this objective three research questions and two related hypothesis were measured. (1) Does long hours on Facebook reflect negative effects among adolescents? (2) What are the various effects of Facebook on adolescents spending increased amount of time on this social networking website? (3) Is there a correlation between the academic performance of adolescents and the time spent on Facebook? The related hypothesis ...

This thesis investigates the reasons behind Lebanese consumers' use of sales applications, more specifically OLX, utilizing the Uses and Gratifications theory and the concept of trust. An online survey was conducted to understand Lebanese consumers' use of sales applications. 253 participants through snowball sampling provided information about themselves and replied to questions dealing with trust, trustworthiness, quality, age group, ease of use, uses and gratification and delivery time. Univariate ANOVA, hierarchal regression and frequencies were used to measure the hypotheses and research ...

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 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 ...

“We lived on farms, then we lived in cities, and now were going to live on the internet!” This quote is taken from the Academy Award-winning film The Social Network (Imbd.com, 2010) and can be viewed as a representation of the current trends of our modern society. The rise of Internet usage and new technology is causing the world to move towards digital media which has led to the development and facilitation of blogs. Although the history of blogs is short, they have evolved into a valid and popular medium encouraging debates and allowing individuals to share their interests, provide suggestions, ...

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 ...

This study tackles the impact of self portrayal on Instagram on body image and self-esteem. Social media platforms have now become extremely diversified, having both positive and negative effects. Framing theory and hyper reality were used to help explain how social media platforms have made reality so hard to achieve by framing what they want to highlight and keeping a lot in the darkness. The quantitative research methodology was used because it is objective, and relies on concrete numbers which helps remove bias from the research. Results showed that the hypotheses stated weren’t completely ...

“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 Lebanese leftist political song is an expression of a position and a belief, at times political and at others cultural. This study explores the reasons behind the emergence of the leftist political song. It analyzes more specifically the role of the Lebanese communist party and other leftist parties in supporting the artists that produced this type of songs and their role in using this particular genre as a motivator and a communication tool to mobilize their public. The study therefore examines the relationship between the political engagement of the artists and the existence of this song ...