BA (Hons) Business Management and Marketing
Permanent URI for this collectionhttps://eresearch.qmu.ac.uk/handle/20.500.12289/7230
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Item Exploring the role of branding and the impact on volunteer intentions and loyalty within an SME charity: A case study on Stirling Carers Centre(2020)This research aims to establish the effects that branding has on volunteer perceptions of charity brand image and whether this affected their intention to join and remain within this charity. The main objective was to assess the factors relating to brand image that have an effect on consumer behaviour. Relevant literature identified brand trust, reputation, emotional and cognitive commitment to have an effect on donor intentions and loyalty. Multiple qualitative in-depth interviews were carried out to gather rich data on volunteer behaviour and attitudes. The findings of this study conclude that cognitive commitment had the biggest effect on donor intentions whereas affective commitment had the biggest role in developing donor loyalty. Furthermore, brand trust and reputation played a mediating role in donor loyalty and intentions. Further theoretical and managerial implications are discussed in the recommendation chapter.Item An examination of the impact of gender inequality and feminism on advertising rules in the United Kingdom and Ireland(2021)Research has shown that the depiction of gender stereotypes in advertisements can have gradual and cumulative effect on individuals leading them to make different choices in life, impact the way they interact with the people around them and limit their aspirations causing them to form opinions and beliefs reinforced by a society which has perpetuated gender inequality for centuries. Building on existing literature and studies published on the topic, this study investigates the differences between the British advertising industry and the Irish advertising industry, with a specific focus on how issues of gender inequality and feminism have impacted the rules and regulations governing the advertising industry of both nations. There is a focus on the most recent rules to be put into place in the United Kingdom by the Advertising Standards Authority: rules 4.14 and 4.9 which seek to ban the depiction of harmful gender stereotypes in advertising. A review of the literature indicated that feminism and issues of gender are closely linked with the advertising industry. An analysis of marketing principles such as the Marketing Mix and the AIDA model allowed for a deeper understanding of why gender stereotypes are still used in advertising. An examination of the history of stereotypes in advertising through the major four feminist movements was also undertaken. Semi structured interviews were conducted, this research method allowed the researcher to explore significant areas identified following the literature review and also during the interviews such as: historical gender inequality, freedom in advertising, the physical portrayal of women in advertising and the mirror versus mold theory. This study concludes that the 21st has again brought gender inequality to the forefront of conversation and the UK has, in accordance with societal changes implemented new rules to prevent the perpetuation of harmful gender stereotypes in advertising. ASA rules 4.14 and 4.9 haven’t eliminated all areas of potential harm caused by the portrayal of genders in advertising, these rules are only a first step and lay the foundation for the UK advertising industry to more accurately portray the realities of gender norms in society today. Following an examination of the Irish advertising industry, this study finds there to be no immediate call for rules pertaining to gender stereotypes to implemented by the ASAI, historical issues relating to gender inequality in Ireland is a major contributing factor to this lack of demand.Item An investigation into the extent to which experiential marketing has altered the way international spirit brands, reach, target and engage with tourists visiting Scotland(2021)This study investigates the extent to which experiential marketing (EM) has altered the way alcohol brands within Scotland’s alcohol tourism industry (ATI) reach, interact and engage with tourists. Semi-structured interviews were conducted with 3 experienced alcohol industry practitioners, which allowed for real depth and a greater understanding of EM its importance and impact upon international spirits brands in Scotland’s ATI. Purposive (homogenous) sampling was adopted, allowing for similar sub-groups of individuals to be interviewed driven by the inclusion criteria. Data analysis (specifically thematic) enabled rich analysis of data identifying 3 main themes with corresponding sub-themes that were critically analysed against literature. Ultimately, successfully delivering robust outcomes resulting from this study’s research aim and the 2 objectives. Supported by the literature, this research identified, EM plays a both valued and pivotal role within Scotland’s ATI as it facilitates two-way conversations between the brand and customer, complementing the social nature of the ATI through encouraging interaction and engagement. EM has strategically altered the way in which brands engage with tourists through implementing storytelling, sensory marketing and personalisation for tourists. As a consequence, driving brand loyalty, satisfaction and strengthening the relationship with the consumer in comparison to traditional marketing methods. Contrary to the literature, this study identified that obstacles to successful EM cannot be universally applied to all industries specifically within Scotland’s ATI. Additionally, the community was clearly identified as an emergent theme and is regarded crucial in the delivery of successful EM. From this study, it can clearly be concluded that in order to compete within the hypercompetitive nature of the ATI in Scotland, brands need to incorporate EM strategies with a deliberate emphasis on personalisation, sensory marketing and storytelling to strengthen their bond with consumers, maintaining constant engagement, interaction and satisfaction to secure competitive and sustainable advantage in Scotland’s ATI.Item My Friend On Screen: An Investigation Into The Parasocial Relationship Between The YouTube Influencer And Their Followers(2021)Purpose The purpose of this study is to investigate the nature of the parasocial relationship and how this can be formed between an influencer and a follower on YouTube. This study will also investigate how the formation of the parasocial relationship can influence the motivation for the follower to engage with the YouTuber’s content such as liking or commenting. Finally, this research will look to understand how the parasocial relationship formed between the YouTube influencer and the follower can influence the purchase behaviour of the follower. Methodological Approach Data was collected for this study using semi-structured interviews under a qualitative methodology. 8 participants were interviewed. The sample used in the research included users aged 18-24 who watch YouTube content for at least one hour per week. Findings The study identifies that perceived homophily and emotional resonance are large contributing factors toward the development of a parasocial relationship between a YouTube influencer and follower. Additionally, this research also identifies that participants were more motivated to engage with YouTube content as a result of the parasocial relationship formed. Finally, the formation of the parasocial relationship can have a positive influence on the purchase intent of the follower. It was noted that purchase intent toward YouTuber’s merchandise was particularly strong. Research Limitations and Recommendations Due to the time constraints, certain aspects of the study had to be amended to ensure completion. This study recommends thatmarketing professionals should seek influencers who foster strong parasocial relationships among their audience. Additionally, the study identifies that further research should be conducted to further understand aspirational factors regarding the parasocial relationship. Additionally, further quantitative study on the parasocial relationship’s influence on behavioural intent and purchase intent of YouTuber merchandise should be further explored.Item Cancel? Cancelling…Cancelled! Cancel Culture, Social Media, and the Impact on Consumer Behaviour(2021)Social media has grown massively over recent years and shows no signs of slowing down. With this growth in social media, the prevalence of cases of ‘cancel culture’ has grown massively. The focus of this research is cancel culture, social media, and the impact on consumer behaviour. This research aims to explore the phenomenon of cancel culture across social media, before investigating the impact of cancel culture itself on consumer behaviour. Firstly, a review of existing literature on cancel culture, social media, and consumer behaviour was conducted so as to provide academic background for the research project. Methodology was then outlined, discussing qualitative methods of data collection and why this was suitable for the study at hand. As well as this, theory of thematic analysis was discussed in relation to the suitability to this project. The data generated from the interviews, as well as thematic analysis of tweets, informed the key themes explored in chapter four. The themes emerging from the data are presented, as well as the codes that informed them, in tables. The recurring themes, these being change in perception and behaviour, divisiveness and negativity, and brand impact, are all discussed in detail in order to provide conclusions and recommendations relating to the research question.Item “An investigation into eco-friendly packaging in supermarket foods and its influence on the purchase behaviour of generation Y and Z individuals.”(2020)The aim of this research is to assess whether eco-friendly packaging in supermarket foods influence the purchase decision of the Y and Z generation. The study will evaluate how consumers behave, examine the influences packaging has on their behaviour and identify what consumers look for in packaging. The study will also assess whether supermarkets are communicating that certain products are sustainably packaged effectively and seeks to identify the most suitable or effective way to carry this out. Finally, the research looks to examine online supermarket shopping, whether this takes away the influence packaging can have on purchase decisions and if this could be having a damaging effect on reducing plastic waste. Assessing the behaviour of consumers regarding eco-friendly products is essential as currently there is too much plastic waste being produced and supermarkets and consumers can play a major role in fixing this problem. The research took a quantitative approach and used online surveys as the tool to gather data. Participants were aged between 18-39, as discussed in the literature review it is vital that this age group understand the impact they can have on reducing plastic waste and helping towards a healthier planet for future generations. The findings from this research found that consumers can be influenced by eco-friendly packaging and that they do so to protect the environment. However, the research found that supermarkets have limited information on their products informing consumers the packaging is eco-friendly and that the usual higher price of such products contributes to the sample group not purchasing the sustainable option. The study found utilising one’s emotions during a purchase decision may contribute to consumers choosing the eco-friendly option. Lastly, the research discovered that when consumers use online shopping, no one in the sample group considers packaging during their purchase decisions, therefore creates some concern and is an area that should be explored further in future research.Item An Investigation into Gender and Age Differences in Online Consumer Behaviour(2020)Purpose: The purpose of this research is to investigate and analyse gender and age differences in online consumer behaviour. The research will explore factors that are crucial to the long-term success of e-commerce. Design/Methodology/Approach: This research was carried out using a quantitative self-completion questionnaire. The questionnaire will be distributed online using a convenience sample. The sample consists of 100 individuals over 24 years, who have purchased online. Findings: The data analysis concluded that gender differences in consumer behaviour are changing as society shifts toward digital commerce. Much of the findings contradict those in previous literature, particularly due to a shrinking gap between male and female technological capability – and findings are more closely aligned with gender differences in information processing. Moreover, online consumer behaviour differences between generational cohorts adhere to the Unified Theory of Acceptance and Use of Technology. Practical Implications: The magnitude of e-commerce itself is enough to provide reason for the necessity of this research. Nevertheless, a case has been made throughout this paper surrounding the importance for businesses to differentiate themselves from other e-vendors – which can be done by ensuring that the company website is presented in a manner which target market consumers will respond well to. Originality/value: The present study makes several noteworthy contributions to the body of literature already available and prompts further discussion surrounding age in online consumer behaviour.