Pub Date : 2018-10-27DOI: 10.15224/978-1-63248-164-1-29
D. Mutoni
The main purpose of this study was to assess the effect of digital marketing on performance of commercial banks in Rwanda. The specific objectives were to identify the common digital marketing platforms used by the commercial banks in Rwanda; to determine the extent to which the application of digital marketing has improved customers convenience as channel of performance of commercial banks in Rwanda; and to assess how the application of digital marketing help in reducing marketing cost against traditional marketing in commercial banks in Rwanda. This study employed a descriptive cross sectional survey design where it was used to gather information on a population of 243 employees. The sample sizes were 46 employees from BPR and the 25 employees from Equity Bank. In addition, the data analysis was done with the help of SPSS to show the relationship between digital marketing and performance of BPR Atlas Mara and Equity Bank Rwanda. The findings revealed that common digital marketing platforms used by commercial banks in Rwanda were Google Ad, Blogger; E-mail, and Tweeter as confirmed by respondents selected from BPR Atlas Mara, Equity Bank Rwanda. The application of digital marketing at BPR Atlas Mara, and Equity Bank Rwanda improved the customers’ convenience as channel of performance where Mobile banking, account management, Card Payments, and Money transfers were done through application of digital marketing at BPR Atlas Mara and Equity Bank-Rwanda. According to the findings there is significant effect of digital marketing on performance of commercial banks in Rwanda.
本研究的主要目的是评估数字营销对卢旺达商业银行绩效的影响。具体目标是确定卢旺达商业银行使用的通用数字营销平台;确定数字营销的应用在多大程度上改善了卢旺达商业银行作为业绩渠道的客户便利性;并评估数字营销的应用如何帮助卢旺达商业银行降低传统营销的营销成本。本研究采用描述性横断面调查设计，用于收集243名员工的信息。样本大小为46名BPR员工和25名股权银行员工。此外，在SPSS的帮助下进行数据分析，以显示数字营销与BPR Atlas Mara和Equity Bank Rwanda的绩效之间的关系。调查结果显示，卢旺达商业银行使用的常见数字营销平台是Google Ad、Blogger;通过BPR Atlas Mara, Equity Bank卢旺达选定的受访者确认了电子邮件和twitter。数字营销在BPR Atlas Mara和Equity Bank Rwanda的应用，提高了客户作为业绩渠道的便利性，通过BPR Atlas Mara和Equity Bank-Rwanda的数字营销应用，完成了手机银行、账户管理、卡支付和转账。根据研究结果，数字营销对卢旺达商业银行的绩效有显著影响。
{"title":"THE EFFECT OF DIGITAL MARKETING ON PERFORMANCE OF COMMERCIAL BANKS IN RWANDA (2013-2017)","authors":"D. Mutoni","doi":"10.15224/978-1-63248-164-1-29","DOIUrl":"https://doi.org/10.15224/978-1-63248-164-1-29","url":null,"abstract":"The main purpose of this study was to assess the effect of digital marketing on performance of commercial banks in Rwanda. The specific objectives were to identify the common digital marketing platforms used by the commercial banks in Rwanda; to determine the extent to which the application of digital marketing has improved customers convenience as channel of performance of commercial banks in Rwanda; and to assess how the application of digital marketing help in reducing marketing cost against traditional marketing in commercial banks in Rwanda. This study employed a descriptive cross sectional survey design where it was used to gather information on a population of 243 employees. The sample sizes were 46 employees from BPR and the 25 employees from Equity Bank. In addition, the data analysis was done with the help of SPSS to show the relationship between digital marketing and performance of BPR Atlas Mara and Equity Bank Rwanda. The findings revealed that common digital marketing platforms used by commercial banks in Rwanda were Google Ad, Blogger; E-mail, and Tweeter as confirmed by respondents selected from BPR Atlas Mara, Equity Bank Rwanda. The application of digital marketing at BPR Atlas Mara, and Equity Bank Rwanda improved the customers’ convenience as channel of performance where Mobile banking, account management, Card Payments, and Money transfers were done through application of digital marketing at BPR Atlas Mara and Equity Bank-Rwanda. According to the findings there is significant effect of digital marketing on performance of commercial banks in Rwanda.","PeriodicalId":242510,"journal":{"name":"Seventh International Conference on Advances in Social Science, Economics and Management Study - SEM 2018","volume":"15 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-10-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125288164","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2018-10-27DOI: 10.15224/978-1-63248-164-1-33
I. Naseem, S. Akbar
{"title":"War Destroys Business A Reality Check","authors":"I. Naseem, S. Akbar","doi":"10.15224/978-1-63248-164-1-33","DOIUrl":"https://doi.org/10.15224/978-1-63248-164-1-33","url":null,"abstract":"","PeriodicalId":242510,"journal":{"name":"Seventh International Conference on Advances in Social Science, Economics and Management Study - SEM 2018","volume":"45 19 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-10-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130133205","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The study of Burnout and Engagement amongst educators in ‘under-performing’ and ‘performing’ high schools is critical as it affects their own well-being and throughput rate of their learners, who in turn provide the higher education institutions with first-year admission candidates. The study aimed to investigate the phenomena of burnout and engagement amongst educators in ‘Under-performing’ and ‘Performing’ High Schools. A cross-sectional survey was conducted amongst educators in ‘Under-performing’ and ‘Performing’ High Schools (n = 310) constituting a convenience sample. The Oldenburg Burnout Inventory, together with a biographical questionnaire, was administered and found to be a valid and reliable instrument to measure the burnout and engagement of these participants. Two reliable factors, namely burnout and engagement, were extracted. Both categories of participants experienced burnout to some extent. Results from the study showed that participants from Under-Performing High Schools were found to be more cynical, while those in Performing High Schools were more exhausted. Work engagement was also found to be experienced by both categories of participators. Keywords— Educators, Under-performing High Schools, Performing High Schools, Burnout, Engagement.
{"title":"Under-Performing and Performing High Schools Work-engagement and Burnout amongst Educators","authors":"Kelebogile Revelation Felicity Mokgele, Yeyama Kumbi","doi":"10.15224/978-1-63248-164-1-30","DOIUrl":"https://doi.org/10.15224/978-1-63248-164-1-30","url":null,"abstract":"The study of Burnout and Engagement amongst educators in ‘under-performing’ and ‘performing’ high schools is critical as it affects their own well-being and throughput rate of their learners, who in turn provide the higher education institutions with first-year admission candidates. The study aimed to investigate the phenomena of burnout and engagement amongst educators in ‘Under-performing’ and ‘Performing’ High Schools. A cross-sectional survey was conducted amongst educators in ‘Under-performing’ and ‘Performing’ High Schools (n = 310) constituting a convenience sample. The Oldenburg Burnout Inventory, together with a biographical questionnaire, was administered and found to be a valid and reliable instrument to measure the burnout and engagement of these participants. Two reliable factors, namely burnout and engagement, were extracted. Both categories of participants experienced burnout to some extent. Results from the study showed that participants from Under-Performing High Schools were found to be more cynical, while those in Performing High Schools were more exhausted. Work engagement was also found to be experienced by both categories of participators. Keywords— Educators, Under-performing High Schools, Performing High Schools, Burnout, Engagement.","PeriodicalId":242510,"journal":{"name":"Seventh International Conference on Advances in Social Science, Economics and Management Study - SEM 2018","volume":"83 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-10-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116231965","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2018-10-27DOI: 10.15224/978-1-63248-164-1-37
Muhammad Muzamil Sattar
--This research is conducted to test the effect of selected marketing mix element on over all brand equity. After sales service, price, promotion and distribution intensity has been chosen to see their effect on perceived quality, brand loyalty, brand awareness and association which are elements of overall brand equity as proposed by Aaker in 1996. To test the model Mobile Industry is chosen as this industry is growing day by day and most of the customers are brand conscious in this industry due to high involvement product and complex buying behaviour. Youth of all over Pakistan was chosen as a sample to conduct research. The result indicates positive impact of after sale service, promotion and price on perceived quality, brand loyalty, brand association and awareness. Keywords—Marketing Mix, Brand Equity, Dimensions of Brand Equity, Mobile Industry Introduction Brand Equity can be defined as value of a brand in consumer’s mind due to its brand name. The difference in the value of a product when it is branded than unbranded is also known as its Brand Equity (Aaker & Equity, 1991),(Aaker, 1996a; Keller, 1993). Brand Equity has remained an important research area for brand managers over the past 3 decades (Reynolds & Phillips, 2005). The concept is gaining importance and popularity day by day because of lots of new arrivals in the market and tough competitive environment. According to (Keller, Parameswaran, & Jacob, 2011) Positive customer-based brand equity, has several advantages, it gives firm greater revenues, lower costs and higher profits and due to this firm can charge higher prices. Some studies have revealed that product’s brand equity has positive affect on profitability and long term cash flows of the company(Srivastava & Shocker, 1991) Brand Equity dimensions have been provided by(Aaker & Equity, 1991) as Brand Loyalty, Brand Association, Brand awareness, Perceived quality and Proprietary assets. Most researchers have Ignored the fifth dimension as it does not affect consumer perception domain(Buil, de Chernatony, & Martinez, 2008). But very little efforts are put to determine effect of marketing mix of a brand on its equity. According to (Shocker, Srivastava, & Ruekert, 1994). Due to this reason our research will determine effect of different elements of Marketing Mix on increasing or decreasing of Brand Equity(Yoo, Donthu, & Lee, 2000). This model is also helpful in managerial context as it will demonstrate which marketing mix elements are important to create high brand equity leading to high financial performance of the firm. To narrow down our research we have chosen Mobile industry of Pakistan as it is known as one of the world’s largest mobile phone market in the sales of smart phones(Rehman, 2016). Apart from this the Mobile technology has dramatically converted the traditional E-Commerce into mobile commerce hence looking more attractive due to its flexibleness and easy access to internet (Scharl, Dickinger, & Murphy, 2005) Lite
{"title":"Impact of Different Marketing Mix Element on Brand Equity of Mobile Companies","authors":"Muhammad Muzamil Sattar","doi":"10.15224/978-1-63248-164-1-37","DOIUrl":"https://doi.org/10.15224/978-1-63248-164-1-37","url":null,"abstract":"--This research is conducted to test the effect of selected marketing mix element on over all brand equity. After sales service, price, promotion and distribution intensity has been chosen to see their effect on perceived quality, brand loyalty, brand awareness and association which are elements of overall brand equity as proposed by Aaker in 1996. To test the model Mobile Industry is chosen as this industry is growing day by day and most of the customers are brand conscious in this industry due to high involvement product and complex buying behaviour. Youth of all over Pakistan was chosen as a sample to conduct research. The result indicates positive impact of after sale service, promotion and price on perceived quality, brand loyalty, brand association and awareness. Keywords—Marketing Mix, Brand Equity, Dimensions of Brand Equity, Mobile Industry Introduction Brand Equity can be defined as value of a brand in consumer’s mind due to its brand name. The difference in the value of a product when it is branded than unbranded is also known as its Brand Equity (Aaker & Equity, 1991),(Aaker, 1996a; Keller, 1993). Brand Equity has remained an important research area for brand managers over the past 3 decades (Reynolds & Phillips, 2005). The concept is gaining importance and popularity day by day because of lots of new arrivals in the market and tough competitive environment. According to (Keller, Parameswaran, & Jacob, 2011) Positive customer-based brand equity, has several advantages, it gives firm greater revenues, lower costs and higher profits and due to this firm can charge higher prices. Some studies have revealed that product’s brand equity has positive affect on profitability and long term cash flows of the company(Srivastava & Shocker, 1991) Brand Equity dimensions have been provided by(Aaker & Equity, 1991) as Brand Loyalty, Brand Association, Brand awareness, Perceived quality and Proprietary assets. Most researchers have Ignored the fifth dimension as it does not affect consumer perception domain(Buil, de Chernatony, & Martinez, 2008). But very little efforts are put to determine effect of marketing mix of a brand on its equity. According to (Shocker, Srivastava, & Ruekert, 1994). Due to this reason our research will determine effect of different elements of Marketing Mix on increasing or decreasing of Brand Equity(Yoo, Donthu, & Lee, 2000). This model is also helpful in managerial context as it will demonstrate which marketing mix elements are important to create high brand equity leading to high financial performance of the firm. To narrow down our research we have chosen Mobile industry of Pakistan as it is known as one of the world’s largest mobile phone market in the sales of smart phones(Rehman, 2016). Apart from this the Mobile technology has dramatically converted the traditional E-Commerce into mobile commerce hence looking more attractive due to its flexibleness and easy access to internet (Scharl, Dickinger, & Murphy, 2005) Lite","PeriodicalId":242510,"journal":{"name":"Seventh International Conference on Advances in Social Science, Economics and Management Study - SEM 2018","volume":"26 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-10-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124561685","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2018-10-27DOI: 10.15224/978-1-63248-164-1-31
Branislav R. Tanasic
In an attempt to increase the small persuasive power of tourism promotion on consumers, the influence of sensory branding has been explored and monitored by electroencephalographer (EEG device). Combination of promotional technique and sensory branding can significantly increase the positive impact on potential tourist during making the decision process about destination chose. The starting point of this research is the fact that tourism promotion affects the destination choice of future tourists only with 8% (Travelsat, 2011). With the aim to reveal the impact of sensory branding on the future tourists, organized a neuromarketing research using electroencephalographic scanning of the participants, to explore the extent to which sensory branding can increase the impact of promotion on consumers. A comparison of statistically structured results gives an answer to the question of the extent to which this form of promotion influences the behavior and decision-making of consumers.
{"title":"Improving traditional tourism promotion through the application of sensory branding","authors":"Branislav R. Tanasic","doi":"10.15224/978-1-63248-164-1-31","DOIUrl":"https://doi.org/10.15224/978-1-63248-164-1-31","url":null,"abstract":"In an attempt to increase the small persuasive power of tourism promotion on consumers, the influence of sensory branding has been explored and monitored by electroencephalographer (EEG device). Combination of promotional technique and sensory branding can significantly increase the positive impact on potential tourist during making the decision process about destination chose. The starting point of this research is the fact that tourism promotion affects the destination choice of future tourists only with 8% (Travelsat, 2011). With the aim to reveal the impact of sensory branding on the future tourists, organized a neuromarketing research using electroencephalographic scanning of the participants, to explore the extent to which sensory branding can increase the impact of promotion on consumers. A comparison of statistically structured results gives an answer to the question of the extent to which this form of promotion influences the behavior and decision-making of consumers.","PeriodicalId":242510,"journal":{"name":"Seventh International Conference on Advances in Social Science, Economics and Management Study - SEM 2018","volume":"69 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-10-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126148221","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2018-10-27DOI: 10.15224/978-1-63248-164-1-32
K. Hossain, K. Alam, Umme Saara Khan
The study focuses on data privacy in the context of Bangladesh. The objective of this study is threefold: first, to know consumers’ perspective on the importance of data privacy, second, to understand the industry experts’ point of view towards data privacy and third, to analyze Government’s stake and initiatives to protect personal data. This paper focuses on the current status of data privacy in Bangladesh and entails with recommendation to further develop data protection aspects in Bangladesh.
{"title":"Data Privacy in Bangladesh A Review of Three Key Stakeholders Perspectives","authors":"K. Hossain, K. Alam, Umme Saara Khan","doi":"10.15224/978-1-63248-164-1-32","DOIUrl":"https://doi.org/10.15224/978-1-63248-164-1-32","url":null,"abstract":"The study focuses on data privacy in the context of Bangladesh. The objective of this study is threefold: first, to know consumers’ perspective on the importance of data privacy, second, to understand the industry experts’ point of view towards data privacy and third, to analyze Government’s stake and initiatives to protect personal data. This paper focuses on the current status of data privacy in Bangladesh and entails with recommendation to further develop data protection aspects in Bangladesh.","PeriodicalId":242510,"journal":{"name":"Seventh International Conference on Advances in Social Science, Economics and Management Study - SEM 2018","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-10-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131740166","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2018-10-27DOI: 10.15224/978-1-63248-164-1-01
Sneider García Holguín
— To carry out an analysis of cognitive modeling, an inclusive prototype should be used, that is, that allows the participation of the largest possible population, including the population with sensory disability, deaf or blind. In the Distrital Francisco José de Caldas University, the prototype of the game "La Escalera" is proposed, which poses a mathematical problem to be solved. This prototype consists of a board game of 8 cubes divided into two groups of 4 cubes and a board in the form of a ladder, each cube having to exchange its position with a cube of the other group respecting the rules of the game, while the game is solved, the prototype provides visual, auditory and tactile help; And in turn it collects all the movements that are made. As the user advances in the game, the data obtained from the movements made by the user with the cards will be saved in an Excel file, thus capturing the movements and errors committed by the participant. To visualize the results obtained, a graphical interface is created in the Matlab software that allows loading the Excel file generated by the prototype. In this interface all the movements made by the user in each of the different levels of the game are observed, taking into account both the movements that lead to the solution of the game and the errors that deviate from it. The repetitive movements that the user made are also expressed in this interface and visualized with different colors for each step.
-要进行认知建模分析，应该使用一个包容性的原型，即允许尽可能多的人群参与，包括有感觉障碍的人群，聋哑人或盲人。在distriital Francisco jos de Caldas大学，提出了游戏“La Escalera”的原型，这提出了一个需要解决的数学问题。这个原型包括一个8个立方体的棋盘游戏，分为两组，每组4个立方体，还有一个梯子形式的棋盘，每个立方体必须与另一组立方体交换位置，尊重游戏规则，当游戏解决时，原型提供视觉、听觉和触觉帮助;反过来，它收集所有的动作。随着玩家在游戏中的进展，玩家使用纸牌的移动数据将被保存在Excel文件中，从而捕捉到参与者的移动和错误。为了使得到的结果可视化，在Matlab软件中创建了一个图形界面，允许加载原型生成的Excel文件。在这个界面中，用户在游戏的每个不同关卡中所做的所有动作都会被观察到，同时考虑到导致游戏解决方案的动作和偏离游戏解决方案的错误。用户所做的重复动作也在这个界面中表达出来，每一步都用不同的颜色进行可视化。
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Pub Date : 2018-10-27DOI: 10.15224/978-1-63248-164-1-03
R. Morphitou, M. Demetriou
The purpose of this research paper is to explore mainly the impact of the prospective integrated casino resort on the tourism industry of the Republic of Cyprus. The orientation of the report is diagnostic from a marketing perspective in order to identify its compatibility with the existing tourist markets in Cyprus. It also explored salient themes of the theory on integrated casino resorts in Las Vegas and Macau, and more precisely the emphasis given on: the service environment, the employee service, the brand, and the corporate social responsibility. The study takes a qualitative approach where a more in-depth evaluation of existing literature and in depth interviews with executives from the Cyprus Tourist Organization and the Ministry of Tourism have taken place.
{"title":"The anticipated impact of the Prospective integrated casino resort on the tourism industry of Cyprus","authors":"R. Morphitou, M. Demetriou","doi":"10.15224/978-1-63248-164-1-03","DOIUrl":"https://doi.org/10.15224/978-1-63248-164-1-03","url":null,"abstract":"The purpose of this research paper is to explore mainly the impact of the prospective integrated casino resort on the tourism industry of the Republic of Cyprus. The orientation of the report is diagnostic from a marketing perspective in order to identify its compatibility with the existing tourist markets in Cyprus. It also explored salient themes of the theory on integrated casino resorts in Las Vegas and Macau, and more precisely the emphasis given on: the service environment, the employee service, the brand, and the corporate social responsibility. The study takes a qualitative approach where a more in-depth evaluation of existing literature and in depth interviews with executives from the Cyprus Tourist Organization and the Ministry of Tourism have taken place.","PeriodicalId":242510,"journal":{"name":"Seventh International Conference on Advances in Social Science, Economics and Management Study - SEM 2018","volume":"46 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-10-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126155705","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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