Search for dissertations about: "Hossam Deraz"

Found 2 swedish dissertations containing the words Hossam Deraz.

  2. 1. Assessments of Advertisements on Social Networking Sites

    Author : Hossam Deraz; Gabriel Awuah; Klaus Søilen; Gerson Tontini; Tim Foster; Högskolan i Halmstad; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Internet Marketing; Advertisements; Social networking sites; Assessment of advertisements; National Culture; Brand communities;

    Abstract : Advertisements (ads) in social networking sites (SNSAs) have been considered by many researchers as a crucial area of research. However, the scope of the existing studies on consumers’ assessments of SNSAs has been very limited. READ MORE

  4. 2. Social Networking Sites – Consumers’ assessment of the value of advertisements (Extended Model)

    Author : Hossam Deraz; Gabriel Baffour Awuah; Gerson Tontini; Tim Foster; Högskolan i Halmstad; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Internet marketing; advertisements; online social networks; assessment of advertisements; value of advertisements; national culture; brand communities;

    Abstract : In light of the identified shortcomings in the earlier studies of consumers’ assessment of advertisement value on social networking sites, and the relative importance of explaining advertisement value, the overall purpose of this dissertation is to develop and empirically test a conceptual framework that can advance knowledge and increase our understanding of how online consumers assess the value of advertisements on social networking sites. In reference to this purpose, this doctoral dissertation has sought to answer the following overarching research question: What are the relevant variables that predict online consumers’ assessment of advertisement value on social networking sites, and how do these variables affect their assessment?To achieve the purpose of this study and to answer its overarching research question, a mixed method approach was used, adapting both quantitative and qualitative methods. READ MORE