Theses and Dissertations: Recent submissions

  • Moarbes, Eliana (Notre Dame University-Louaize, 2017)
    This research focused on the motivations Lebanese women have for following fashion blogs on Instagram. This study is important since we are lacking in Lebanon researches that focuses on the relationships between people and blogs on social media especially Instagram. Rather than focusing on the impact of the social media on people's lives, the researcher looked from the people's eye and examined their motives for following fashion blogs on Instagram. Using a survey with measures adapted from previous research on fashion blogs motivations, the researcher was able to discover the main reasons for ...
  • Hanna, Mary (Notre Dame University-Louaize, 2018)
    With a shift in the Lebanese music industry with an emphasis on the physical appearance of the artists, the body perceptions and satisfactions of a Lebanese audience are affected by the way the media portray artists in contemporary Lebanese music videos. The past of Arab music was one filled with "art", "enchantment", and "ecstasy"(Hammond, 2005). Female artists or singers were deemed talented for their exceptional vocals and their abilities to grab the audiences' attention. In fact, Racy (2003) expressed how the period of classical Arab music, which lasted between the 50's and 70's, was ...
  • Mouranieh, Tara (Notre Dame University-Louaize, 2018)
    It was impossible to imagine a world without television, but it is not that hard anymore. Many of the young adults in Lebanon are shifting their preferences when it comes to television. Lebanese TV stations are facing new competitors: cable television and online streaming services. This study examines motives behind viewing local and Western series and programs using a quantitative survey research design. Using the Uses and Gratifications theory along with Cultivation and Spectatorship theories, this research studied the Lebanese youth and the reason behind watching television. The findings ...
  • El Chaar, Antony (Notre Dame University-Louaize, 2019)
    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 ...
  • Hovivian, Lory (Notre Dame University-Louaize, 2020-05)
  • Gergi, Pamela (Notre Dame University-Louaize, 2019)
    The aim of this thesis is to better understand the history of fake news and its evolution from the old times, starting with the storytelling technique, until today, with the social media and the internet. In order to clarify the idea of fake news and its impact on the audience, a sketch was picked from the Lebanese satire program, previously aired on LBCI, Bassmat watan, in order to study it. The case study was revolving around the sketch of Oussama Bin Laden in the mentioned program and the perception of the audience through the message that is transmitted by the media. The study aimed to ...
  • Zgheib, Nidale (Notre Dame University-Louaize., 2017)
    In recent years, terrorist attacks have become more widespread and spectacular. Thus, traditional news media must find a balance between ethics and the truth to better inform and protect the public from the harm that both sensationalist media coverage and terrorism might cause. But in reporting the destructive effects of terrorism, journalists should be careful not to appeal to emotions and not to present terrorists as heroes. This research shows that it is possible for the media to use codes of ethics to report the truth in the coverage of terror acts. It studies the coverage of three ...
  • Jamil, Samar Nabil (Notre Dame University-Louaize, 2020-05)
    The research is designed to investigate the impact of the relationship between self-hyper femininity acceptance and objectification perception among female television presenters during primetime in Lebanon along with identifying the perception of viewers towards these (primetime) female presenters. The research will help in identifying if there is a significant relationship between the two variables; (i) self-hyper femininity and self-objectification; Lebanese primetime TV presenters and the objectified perception of audience. This study started with a literature review that is based on the ...
  • Wehbe, Mira (Notre Dame University-Louaize, 2019)
    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 ...
  • Bejjani, Victoire (Notre Dame University-Louaize, 2018)
    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. ...
  • Zeitouny, Joe Salim (Notre Dame University-Louaize, 2018)
    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 ...
  • Tarakejian, Galy Ara (Notre Dame University-Louaize, 2019)
    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 ...
  • Fenianos, Michelle (Notre Dame University-Louaize, 2015)
    As one of the mobile marketing tool, SMS (Short Message Service) advertising is achieving popularity and acceptance by gaining access to consumers through their mobile devices. Attainment of this advertising instrument depends to a great extent on its acceptance by consumers. In Lebanon, no former research investigated the factors contributing to the success of SMS advertising from customers’ perspectives. Based on the TRA model, the aim of this research is to extend the knowledge of the responsiveness of Gen Y to SMS mobile advertising in Lebanon. This will help gain a better understanding of ...
  • Merheb, Charbel Bassam (Notre Dame University-Louaize, 2018)
    “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 ...
  • Katbe, Maria Elie (Notre Dame University-Louaize, 2018)
    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 ...
  • Al Khawaja, Tatiana Hanna (Notre Dame University-Louaize, 2019-06)
    Using Gender Framing and Queer theories, an inductive and qualitative research method; this study looks into the evolution of sexual contents in Lebanese cinema especially in the post-war era, tackling the causes behind this shift resulting in screening of liberalistic rather than conservative contents. It focuses on the history of Lebanese cinema and how the thematic representations changed in time depending on historical, political and economic factors. Focus was on the themes treated in films and on the occurrence of sexual scenes. Results showed that War by itself was a transitional phase ...
  • Najjar, Elie (Notre Dame University-Louaize, 2019-04)
    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 ...
  • Mansour, Zebian J. (Notre Dame University-Louaize, 2019-06)
    While some film theorists are talking about a presumed death of cinema, others discuss a second golden age for TV. The current study proposes an argument that contemporary television series (as a product of post-modernism) are benefiting from cinema's previous achievements in order to upgrade their quality. To illustrate this idea, selected scenes and episodes from some narrative quality TV series are textually analyzed and compared to film theories of the three main film traditions in cinema's history (classical, modern, and post-modern). The genres of these shows follow the formulaic distinctions ...
  • Azzi, Cynthia Georges (Notre Dame University-Louaize, 2019-07)
    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. ...
  • Alwan, Veronica Ann (Notre Dame University-Louaize, 2019-04)
    Among the Arab countries, Lebanon was the first to legislate a copyright law in 1924 besides signing and joining a number of international conventions such as the Berne Convention for the Protection of Literary and Artistic Works, Universal Copyright Convention and the Rome Convention for the Protection of Performers, Producers of Phonograms and Broadcasting Organizations. The 1924 copyright law was only amended in 1999 when the Lebanese parliament issued an Act replacing chapter VII of the 1924 Act. While Lebanon has been on the forefront of copyright legislation in the Arab world, it still ...

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