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- W2978904729 abstract "Consumers of the Generation-Y cohort, also referred to as Millennials, born between1981-1999, include approximately 45% of the population in United Arab Emirates,who have significant purchasing power. These consumers access social media on adaily basis, but they often ignore brand advertisements that target them. This thesisaims to investigate the causes why Gen-Y ignore mobile social media advertising.United Arab Emirates is a multicultural society; Dubai, its economic center, waschosen for this research because of its cultural diversity, and unique population,where locals represent only 20% of the total population, with expatriates comprisingthe other 80%. The purpose of this quantitative study of mobile social mediaadvertising and/or marketers on brand equity in the United Arab Emirates is todetermine successful strategies to engage Generation-Y on mobile social media, Thechoice of mobile social media advertising is because, at the time of this study, therehas not been any systematic advertising technology model available for mobile socialmedia in UAE.The finding of the study revealed a significant positive relationship between Gen-Yattitude (p <. 05), mobile social media advertising (p <. 05), culture (p <. 05) andbrand equity. Moreover, the findings showed that Gen-Y attitude, mobile socialmedia advertising, and culture are significant predictors of brand equity. However,the standardized indirect effect test based on bootstrap technique have shown thatGen-Y attitude partially mediates the relationships between mobile social mediaadvertising, culture and brand equity. The results also indicated a significantdifference in culture based on the respondent’s regional distribution. Finally, the result indicated that culture moderates the relationship between mobile social mediaadvertising and attitude with brand equity.This study may contribute to social change by improving the relationship betweensocial media advertising and marketers on brand equity among Gen-Y consumers,permitting Gen-Y consumers to gain a stronger voice in marketing, and byemphasizing the need for marketers to communicate and advertise more effectivelywith Gen-Y." @default.
- W2978904729 created "2019-10-10" @default.
- W2978904729 creator A5080315756 @default.
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- W2978904729 date "2017-08-01" @default.
- W2978904729 modified "2023-09-27" @default.
- W2978904729 title "Impact of mobile social media advertising and role of culture on brand equity among Gen-Y consumers in the United Arab Emirates" @default.
- W2978904729 hasPublicationYear "2017" @default.
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