1,552 research outputs found

    Fostering trust and overcoming psychological resistance towards cryptocurrencies and cryptoassets

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    This research investigates the extent to which sponsorships can be utilised to foster trust and reduce barriers to adopting new technologies. Using Crypto.com\u27s sponsorship of the 2022 FIFA World Cup as the context, this mixed-methods study utilises innovation resistance theory (IRT) and trust transfer theory (TTT) to investigate the extent to which such a sponsorship can increase trust and reduce barriers in innovative technologies such as cryptoassets, while also filling a research gap concerning consumer resistance to innovations in digital financial products and services. The findings of study 1, using a survey (n = 1081), and study 2 using interviews (n = 24) reveal that a positive image of sponsorship significantly influences favourability and interest, and trust of the product of the sponsor which subsequently reduces psychological barriers to adoption. Integrating the theoretical viewpoints of IRT and TTT, this study enhances our conceptual understanding regarding the psychological dimension of sponsorship and the extent to which a sponsorship generates interest, giving assurance and trust in the sponsor\u27s product, and removing uncertainty; thus, reducing barriers to adoption

    Media piracy in the Middle East: A case study of 2018 world cup

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    The main aim of this dissertation is to study the audience\u27s perception, awareness, behavior and attitude towards pirating live sports broadcasting media content in one of the Middle Eastern countries, which is Egypt. Moreover, this research fills a gap in the literature by investigating the media landscape in the Middle East in the age of digitalization, presenting an overview of media piracy, internet penetration and social media usage in the region in general and in Egypt in specific. It also studies the recent piracy activity in the case of 2018 FIFA World Cup in Egypt, by examining the legal and illegal broadcasters in the Middle East. Hence, the core of this study is the Egyptian media audiences and football fans who watched the 2018 tournament either by using legal methods which are subscribing to beIN sports packages, since it was the only legal broadcaster in the region, or using other illegal techniques such as illegal television cables and illegal live streaming from the internet. The study is conducted on a purposive sample of 460 young Egyptians; their age varies between 18-30 based on previous statistics, which revealed that the millennials in MENA are the ones who violate the intellectual property of the media the most and they are altering the media landscape in the region. The research follows a triangulation method by combining two research approaches; in-depth interviews as a qualitative methodology and surveys as a quantitative one. The theoretical framework used in this study is the Theory of Planned Behavior and Social Responsibility Theory. Also, this study revealed several different important factors that are related to pirating sports broadcasting media content, which are: 1) the impact of Egyptian youth on this phenomenon, 2) the factors that influence their intentions and behaviors to violate the intellectual property of the media, 3) the techniques that could be used to reduce piracy, 4) the audience awareness about this issue and the relationship between being a football fan and the size of sports pirated content, and 5) the correlation between the economic status of the audiences and the act of media piracy. Thus, the study at hand managed to outline the behavior of the Egyptian youth towards pirating the media

    Informative Bayesian Modeling With Applications to Media Data

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    This dissertation consists of three main parts. Each part develops an application or methodology within the Bayesian framework. The first is a study of multi-channel media consumption patterns for US audiences during the 2010 FIFA World Cup using a Bayesian data fusion strategy. We utilize the aggregated television ratings in the estimation, to incorporate additional data that is on a different scale than the individual-level on alternative media platforms. The second study proposes an information integration method, called the information reweighted prior (IRP) approach, to incorporate external information via prior distributions through reweighting. We demonstrate the effectiveness of IRP with both simulated and real panel choice datasets, and show that `sensible\u27 external information, even if with considerable uncertainty, can improve inferences for quantities of interest. The third study proposes a rank enhanced likelihood (REL) approach to utilize ranking information via re-construction of the likelihood. We demonstrate the effectiveness of REL with simulated datasets, and show that utilizing REL can also improve posterior inferences

    ASSESSING THE CURRENT STANDING OF HAMAD MEDICAL CORPORATION BLOOD DONOR CENTER IN QATAR AND DEVELOPING A FORECAST MODEL FOR THE BLOOD STOCK NEEDS DURING THE 2022 WORLD CUP EVENT

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    Background: In four years from now, Qatar will host the 2022 World Cup competition which requires high level of preparedness and readiness in different sectors including health care. Among different sub-sections of health, the blood bank and the Blood Donor Center will have a major role in this event especially in case of unforeseen incidences. Accordingly, a proper assessment of the current blood resource availability and a prediction of future blood needs helps in overcoming any obstacle that could be faced during the event. Objectives: (1) Highlight the process of the blood supply chain, with a detailed delineation of the needed amount of blood components for both routine and emergency situations services, and outline the proper measures taken to deliver the safest and most appropriate blood units and reduce wastage of blood component. (2) Assess the current standing of the Blood Donor Center and corresponding units in Qatar. (3) Develop a forecast model that predicts the number of blood donors in the next four years as a method to evaluate the readiness of the Blood Donor facility to host the world cup event. (4) Explore the potential challenges that could be faced when meeting the benchmark of donation and established an action plan to overcome these anticipated challenges. Materials and Methods: Both qualitative (interviews) and a quantitative (data collection and analysis) approaches have been implemented in our study. We also established a time series forecast model using Autoregressive Integrated Moving Average (ARIMA). Results: The number of donors in the next four years, which is predicted to increase by 26%, will not be able to get accommodated in the current Blood Donor Center facility. Therefore, the established blood stock benchmark will not be met despite that the Center and its corresponding units are fully equipped with high standard equipment and follow international guidelines in the process of blood withdrawal. Conclusion: Infrastructure improvements and logistics support for Hamad Medical Corporation Blood Donor Center are required to support the continuously increasing numbers of blood donors for daily demand and during mega events

    Inventor Business Card: Prof. Naila Rabbani

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    The launch of "Qatar University Research Magazine" marks the university's numerous achievements in the field of scientific research. It will also serve as a platform to highlight all our research related initiatives and activities carried out by the various research centers and colleges within the university

    Knowledge Discovery and Complex Network Dynamics in Social Media Space

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    Pattern discovery and correlation in text data have been research hotbed in recent times. However, a composite model that captures patterns and correlations as a quantitative measure in social media space is yet to receive much research attention. The paper therefore analyzed social media data from Twitter about the 2014-FIFA World Cup both as lexical text and a complex network system. Quantitatively it is discovered that the 140 character upper bound in Twitter does not have negative impact on the formation of ideas. For as a lexical text, the following key statistics were confirmed: the distribution of the words in the corpus obeys a Zipf’s law, 3-character length words accounted for almost 22% of the corpus and the distribution of the article "the" also follows a Zipf’s or power-law. Moreover, the three most frequent terms related to the world cup event, that is (url, worldcup, rt) account for about 14.5% of the corpus. In particular, the corpus is modeled as a network,  where 12 V">  is the set of vocabularies in the corpus and  is the set of bigrams (two words phrases). An algorithm is developed and implemented in python to obtain the bigrams from the corpus. Using concepts from graph theory, the bigram network is analyzed and the results show compelling facts about text network. Firstly, all the characteristics of complex networks known in literature are observed in the bigram network. These include the degree distribution, which is observed to follow power-law with degree exponent  value of 2.14. Secondly, the average path length of words is observed to be 4.78, which is within the ”small world” categories. Thirdly, other complex network characteristics such as eigenvector and betweenness centralities metrics are observed within the bigram network both having weak power-law distributions as observed in other complex networks in literature. These findings call for the need to study the topological characteristics of text data and comparing their structural properties to that of known complex network metrics in literature. The results will be of great importance in studying complex systems. Also the application areas of these findings are numerous ranging from information retrieval, data compression to information security. To the best of our knowledge, this is the first work that studied the textual and topological structure of text from social media platform as a complex network and analyzed important topological properties of complex network on it. Keywords: complex network, bigram, media space, Twitter, information scienc

    A content analysis of Twitter attitudes on women’s Australian and North American sports

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    The Sport Nexus has been described as an institution that replicates the inequalities of society, where men are considered as first-class citizens (Duncan & Hasbrook, 1988). This notion has implications for how sport women are treated and viewed within the sport industry. This thesis explores the lack of coverage women’s sport has received. It considers how the digital space has provided an alternate avenue for female athletes to establish both their sporting and personal identity, contesting the notions of their inferiority that traditional media has historically perpetuated. Increasingly, sport fans have followed suit, utilising platforms such as Twitter to voice their sentiments on women’s sport, however, research into fan perception of women’s sport is limited. The purpose of this study was to investigate fan attitudes on women’s sport in an Australian and North American context. This study examined Twitter users’ perceptions of women’s sport across two time points and two continents. Tweets related to Australian women’s sport leagues (AFLW and WBBL) and national team (Matildas), and North American leagues (WNBA, NWHL, and CWHL), and national teams (USWNT and CANWNT) were collected on the opening day of each respective season, or the opening match for national teams, and analysed using content analysis. The study highlights that Twitter is an ideological terrain where dominant ideas of the inferiority of female athletes may be reinforced or challenged. Although micro-aggression was present across all leagues and national teams, the presence of micro-kindness demonstrated the ways in which sport fans’ views on women’s sport can differ from what is being presented in traditional media. Future research should extend the timeframe to investigate the difference in sentiments in the opening and closing season to gain a better understanding of whether fan sentiments change

    BRAND INTEGRATION AND SPORTS SPONSORSHIP: BENEFITS AND PITFALLS

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    This essay is an overview of all the different ways for brands to integrate their message and identity with sports sponsorships. It also evaluates the current phenomenon of what sports sponsorship is in regards to today’s global marketing. This text will assess the relevancy that has allowed the different communication media to stay up to date with all the advancements in technology and how they apply to the sports marketing mix. Models of sponsorship and specific data research on consumerism will also be showcased to explain their influences on best marketing practices for brands to communicate through the sporting industry. Sports marketing and sponsorship would appear to work best when objectives are aligned to the overall marketing strategy, such as winning global recognition, boosting brand awareness, enhancing employee morale or increasing social media engagement. But these ‘softer’ ambitions set the scene for the ultimate goal for many organizations: increased sales (Fischer, 2014). More importantly we will look at examples and reasons why the association between sports marketing and sponsorship works and the times when it fails. The essay will evaluate the feel good factor of being associated with sports brands and some of the techniques used to maximize their image through sponsorship activities. Furthermore, this paper will gauge the benefits versus the pitfalls of engaging brands identities within the sporting industry. Many sponsorship agreements have resulted in high levels of success for the company; however quite a few have been associated with unfortunate public relations due to a fatal mistake made by an athlete or organization. Lastly, brand integration will be weighed in regards to the ultimate goal and mission of the company and how it affects the return on investment. This is the ultimate end for most profitable organizations; however measurement is not always simple. Nevertheless, however complicated, measurement is an effort to determine the added value that must be made. Without an adequate process of measuring effectiveness, companies struggle to realize the full potential of the sports sponsorship opportunity; ultimately, success will only be achieved if it can be measure (Fischer, 2014)

    Erfassung der EffektivitĂ€t von Sportsponsoring als Marketingkommunikationsinstrument auf der impliziten und expliziten Verarbeitungsebene von Konsumenten als Handlungsgrundlage fĂŒr operative und strategische Managemententscheidungen

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    In den letzten drei Dekaden hat sich das Sponsoring im Allgemeinen und das Sportsponsoring im Besonderen als eine immer wichtigere und verstĂ€rkt verbindende Marketingkommunikationsplattform etablieren können. Im Kern versucht Sponsoring dabei, einen assoziativen Transfer zwischen der Sponsormarke und dem Sponsorobjekt (Event, Team, Athlet etc.) zu schaffen, welcher von dem Zuschauer bzw. Fan wertgeschĂ€tzt wird, um darĂŒber die Markenwahrnehmung und das Markenverhalten zu beeinflussen. Aus moderner Kommunikationsperspektive, wie sie bei Sharp (2010) eingehend erörtert wird, sind weitere elementare Vorteile des Sponsoring, neben dem persönlichen Erreichen der Konsumenten, a) eine kontinuierliche und aufmerksamkeitsstarke PrĂ€senz sowie b) das Auffrischen und StĂ€rken von relevanten Assoziationen im menschlichen GedĂ€chtnis zu ermöglichen. Cornwell et al. (2005) identifizieren in diesem Zusammenhang den folgenden Bedarf bei der Sponsoringforschung: „Implicit memory also plays a major role in the processing of sponsorship information. As such, greater consideration in future research must be given to investigating implicit memory for sponsorship information, rather than just using studies involving sponsor recall and recognition tasks tapping explicit memory.” (Cornwell et al. 2005, p. 29). Auf akademischer und praktischer Ebene ist festzustellen, dass lediglich in wenigen Sportsponsoring-Studien implizite Erhebungstechniken eingesetzt wurden, wie es auch generell im Marketing zu beobachten ist, obwohl dies Cornwell et al. (2005) in deren viel beachteten und zitierten Artikel als zukĂŒnftige Notwendigkeit klar identifiziert und gezielt hervorgehoben haben. Den Ausgangspunkt zum systematischen VerstĂ€ndnis der Sponsoringwirksamkeit bildet die assoziative Netzwerktheorie. Jeder Marketingkontakt wie das Wahrnehmen des Trikotsponsors oder der Post eines Athleten in den Sozialen Medien ĂŒber den neuen AusrĂŒster, ob nun persönlich bzw. direkt oder nicht-persönlich bzw. indirekt erfahren, löst einen assoziativen Lernprozess aus, der neue Assoziationen im impliziten GedĂ€chtnis speichert, bestehende Assoziationen verstĂ€rkt oder ĂŒberschreibt und darĂŒber am Ende den Marketingerfolg wie Markengefallen oder Markenkauf beeinflusst. Vor den skizzierten HintergrĂŒnden und den identifizierten ForschungslĂŒcken auf praktischer, theoretischer, methodischer und empirischer Ebene ergibt sich ableitend die folgende Motivation fĂŒr die DurchfĂŒhrung einer systematischen Forschungsreihe: Schaffung eines erkenntnisleitenden Beitrages zur Wirksamkeit von horizontal und vertikal ausgerichteten SportsponsoringaktivitĂ€ten auf impliziter und expliziter Ebene der Markeninformationsverarbeitung. Die einzelnen Studien der Forschungsreihe, welche insgesamt sechs aufeinander aufbauende Arbeiten umfasst, fallen in den Bereich einer verhaltenswissenschaftlichen Fundierung des Marketing im Allgemeinen und der Marketingforschung im Besonderen. Ziel der Forschungsreihe ist die Initiierung eines wissenschaftlich fundierten Erkenntnisfortschritts bei gleichzeitig hoher Praxisorientierung. Das VerstĂ€ndnis sowie der Nachweis, welche substanzielle Wirksamkeit eine SportsponsoringaktivitĂ€t hinterlĂ€sst, insbesondere bezĂŒglich der markenwertspezifischen Assoziationen im GedĂ€chtnis der Konsumenten, die in ihrer Gesamtheit das Bild einer Marke, prĂ€ziser formuliert das Markenwissen determinieren und entsprechend die Wahrnehmung als auch das Verhalten gegenĂŒber einer Marke beeinflussen, ist fĂŒr das Marketingmanagement einer Sponsormarke von erfolgskritischer Relevanz. Die durchgefĂŒhrten Forschungsstudien zielten darauf ab, eine inhaltliche und methodische Weiterentwicklung der Sportsponsoringforschung aus Perspektive der Wissenschaft und Praxis systematisch umzusetzen. Mittels einer kombinierten Erhebung und Analyse impliziter und expliziter Markenassoziationen sowie zusĂ€tzlicher markenwertrelevanter Engagementmaße wie Markenempfindung, -weiterempfehlung und -prĂ€ferenz – wie im Rahmen der vorliegenden Forschungsreihe erfolgreich konzipiert, eingesetzt, ĂŒberprĂŒft und sukzessive weiterentwickelt wurde – lĂ€sst sich die Sponsoringwirksamkeit in einer kompakten und gleichzeitig ganzheitlichen Art und Weise sowohl wissenschaftlich fundiert als auch praxistauglich evaluieren. Insbesondere die zielorientierte und multidimensionale Erfassung von impliziten Markenassoziationen, wie von Cornwell et al. (2005) als kritisches Forschungsdefizit identifiziert, erwies sich als leistungsstark und wertvoll. Aus Perspektive des Marketingmanagement zeigt die vorliegende empirische Forschungsreihe ebenfalls die kritische Notwendigkeit des kombinierten Einsatzes aus impliziten und expliziten Erhebungsinstrumenten, um ein ganzheitliches VerstĂ€ndnis entwickeln zu können, wie Konsumenten die Marke und damit einhergehend die Markenkommunikation wahrnehmen und verarbeiten. Des Weiteren scheint es aus Perspektive des Marketingmanagement angebracht, die Wirksamkeit einer SponsoringaktivitĂ€t im Vorfeld anhand des Assoziationsfits zwischen Sponsorobjekt und Sponsormarke analytisch abzuschĂ€tzen. Nur wenn am Ende das Sponsorobjekt im Vergleich zur Sponsormarke bei den Assoziationen klar besser abschneidet, die fĂŒr die Sponsormarke mit Blick auf eine positive Konsumentenreaktion essentiell sind, scheint ein Sponsoringinvestment zweckmĂ€ĂŸig, da dann ein positiver Assoziationstransfer vom Sponsorobjekt auf die Sponsormarke wahrscheinlich ist, welcher einen nachhaltigen Ausbau und eine substanzielle StĂ€rkung des Markenwissens ermöglicht
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