Vol. 11 No. 2 (2024): April-June

Original Peer Review Articles

  • NEW MARKETING CHANNEL AND SOCIAL MEDIA INFLUENCERS AS MARKETING TOOLS FOR LADIES FASHION: A STUDY OF PORT HARCOURT CITY LOCAL GOVERNMENT
    Michael Ibe Ukaegbu, PhD, Nwoke Vivian Ijeoma , Ebiwari Enainya Damini
    https://doi.org/10.5281/zenodo.11198582

    This study examined how social media influencers are marketing tools for ladies’ fashion clothing, a study of Port Harcourt City local government. The objectives of the study were set to ascertain common social media platform influencers use as marketing tools among the residents of Port

    1-16
    DOI: https://doi.org/10.5281/zenodo.11198582
  • A CRITICAL EXAMINATION OF CONVERSATION TEXTBOOKS FOR UNDERGRADUATES: AN-NAJAH NATIONAL UNIVERSITY PERSPECTIVE
    Rana S. Khader , Mahmoud A. Ibrahim
    https://doi.org/10.5281/zenodo.12191341

    Teaching conversation skills presents challenges for educators, requiring careful selection of textbooks that align with learners' diverse needs and learning styles. This study proposes a systematic analysis framework for evaluating the content of an English conversation textbook used by

    17-24
    DOI: https://doi.org/10.5281/zenodo.12191341
  • MANTRIC POETRY AS AN EXPRESSION OF NOAM CHOMSKY’S STIMULUS-FREE LANGUAGE THEORY
    Rajesh Kumar Mishra , Sneha Sharma
    https://doi.org/10.5281/zenodo.12191372

    Noam Chomsky's concept of "stimulus-free language" represents a paradigmatic shift in understanding human language as not merely responsive to external stimuli but as an evolutionary advancement towards a state of cognitive autonomy. This notion posits that language transcends its conventional

    25-36
    DOI: https://doi.org/10.5281/zenodo.12191372
  • UNVEILING SOCIAL MEDIA CLASSIFICATIONS: STRATEGIES FOR IMPACTFUL MARKETING
    Michael Ndapewa Shilongo
    https://doi.org/10.5281/zenodo.12191375%20

    Social media usage and applications are on the upsurge. Marketers must synchronize advertising content, consumer profile and social media applications for impactful advertising. Nevertheless, social media applications proportionally grew in numbers and types giving both marketers and consumers

    37-51
    DOI: https://doi.org/10.5281/zenodo.12191375
  • EVALUATING THE EFFECTIVENESS OF CORPORATE SECTOR RESILIENCE INITIATIVES
    Dr. Tawanda Nyoni, Prof. Chipo Moyo, Dr. Kudzai Chigumba
    https://doi.org/10.5281/zenodo.12191360

    This study evaluated the effectiveness of corporate sector resilience initiatives in ensuring business survival in a volatile, uncertain, complex, and ambiguous (VUCA) environment, focusing on Zimbabwe Stock Exchange (ZSE)-listed companies during the COVID-19-affected trading period of March to

    54-73
    DOI: https://doi.org/10.5281/zenodo.12191360
  • SALES PROMOTION TOOLS, CUSTOMER EMOTIONS AND CONSUMER BUYING RESPONSES IN GHANA
    Martey Edward Markwei, Adenutsi Kingsford, Mante George Dominic Kofi, Siaw Gladys Apreh, Addo Asabia Ruth
    https://doi.org/10.5281/zenodo.12190968

    Sales promotion is used by various organizations to encourage buying response among their customers. Although it is an effective tool in marketing, few studies have been conducted on sales promotion on buying response using customer emotions as a mediating factor. To fill these gap, the study

    74-87
    DOI: https://doi.org/10.5281/zenodo.12190968
  • ANALYZING THE CONTENT OF CONVERSATION TEXTBOOK FOR UNDERGRADUATE STUDENTS: A CASE STUDY OF AN-NAJAH NATIONAL UNIVERSITY, PALESTINE
    Ahmed Awad Amin Mahmoud Raba
    https://doi.org/10.5281/zenodo.12190970

    Teaching conversation skills is a difficult task for teachers and requires careful attention when selecting the textbook that best suits learners' needs and interests in addition to their different learning dispositions. This study proposes a system for analyzing the content of the conversation

    88-95
    DOI: https://doi.org/10.5281/zenodo.12190970
  • PRODUCT PLACEMENT IN NAMASTE WAHALA IN THE GLOBAL FILM INDUSTRY AND BRAND RECALL IN NIGERIA
    Mosopefoluwa Taiwo, Boluwatife Joy Jaiyesimi, Eric Msughter Aondover
    https://doi.org/10.5281/zenodo.12191395

    Many firms utilize Nollywood in Nigeria as a marketing platform for product placement. Within this context, this study investigates product placement in the movie "Namaste Wahala" in the global film industry and its effect on brand recall among Nigerian undergraduate students from Caleb

    96-110
    DOI: https://doi.org/10.5281/zenodo.12191395
  • THE IMPACT OF SOCIAL MEDIA CELEBRITY WORSHIP ON MATERIALISTIC VALUES AMONG CONSUMERS IN SAUDI ARABIA
    Dr. Abdullah Al-Maghrabi
    https://doi.org/10.5281/zenodo.12191438

    This study investigated the relationship between a consumer's celebrity worshiping and their values orientation for materialism and its role in shaping their tendency toward compulsive buying. The study sample of 336 consumers from different cities in Saudi Arabia was analyzed. Despite the

    111-127
    DOI: https://doi.org/10.5281/zenodo.12191438
  • ADOPTION OF EMERGING TECHNOLOGIES IN THE SOUTH AFRICAN OUT-OF-HOME ADVERTISING INDUSTRY
    Prof. Amanda du Preez , Dr. Hannelie Nel
    https://doi.org/10.5281/zenodo.12191596

    The shift to the 4th Industrial Revolution (4IR) promises to increase productivity and enhance the quality of life through the adoption of emerging technologies. In the context of the Out-of-Home (OOH) advertising industry, the 4IR era is characterized by the use of advanced technologies to

    128-146
    DOI: https://doi.org/10.5281/zenodo.12191596