With a Ph.D. in marketing and over 11 years of experience in marketing management and digital marketing, I bring a wealth of knowledge and expertise to the table. My research delves into various facets of marketing, including consumer behavior, digital marketing dynamics, and branding strategies for businesses and nations. This multidisciplinary approach aligns seamlessly with my professional experience, where I have spearheaded teams and implemented impactful initiatives across diverse sectors
Purpose – The research aims to develop a robust tool for analyzing and comprehending consumer beh... more Purpose – The research aims to develop a robust tool for analyzing and comprehending consumer behavior concerning online shopping in Arab countries, with a specific focus on Yemen. Given the limited availability of Arabic scales in this context, the study employs a multi-scale adaptation approach to identify the factors influencing the adoption of online shopping and the role of social media engagement in targeting potential customers.
Design/Methodology/Approach – The study follows established best practices, back translation, exploratory and confirmatory factor analyses, as well as reliability and validity assessments, to create and validate the adapted scales using AMOS and SPSS software. The investigation uncovers distinct factors within the Arabic-adopted scales compared to their original versions.
Findings – The research findings shed light on the unique factors influencing online shopping adoption and social media engagement in Arab countries, particularly in Yemen. The online consumer behavior scale reveals three factors: awareness, social cognition, and online business perception, while the extended scale derived from the unified theory of acceptance and use of technology encompasses usability, price value, and adoption intention. in contrast, the social media engagement scale yields a single predominant factor.
Discussion – The study's outcomes hold significant implications for shaping future models and understanding the distinct consumer behavior patterns in Yemen and similar countries. Furthermore, these insights can inform strategies to enhance the online shopping industry, ensuring it aligns with the specific needs and preferences of consumers in the region.
In the past recent years, WhatsApp and WeChat have surprisingly fast growth. Facebook as well bec... more In the past recent years, WhatsApp and WeChat have surprisingly fast growth. Facebook as well became the first social network to reach 1 billion active users every month. The presence of social media is an expectation for brands instead of an exception to the rule. Social events and shared information within your target market will help you understand developments in the industry. The opportunity to expose patterns in business in real time is a potential business intelligence goldmine. The worldwide rate of social penetration reached 49% in 2020, with the highest penetration rates in East Asia and North America. Instagram enables users, through their standards of credibility, authenticity and transparency, to develop themselves. Influencers from social media have a personal recognizable identity, also known as the "true brand" An influencer has tools and values that can motivate many other followers to increase their presence in the media. Even if these leads do not direct...
International Journal of Innovative Research and Growth, 2020
In the past recent years, WhatsApp and WeChat have surprisingly fast growth. Facebook as well bec... more In the past recent years, WhatsApp and WeChat have surprisingly fast growth. Facebook as well became the first social network to reach 1 billion active users every month. The presence of social media is an expectation for brands instead of an exception to the rule. Social events and shared information within your target market will help you understand developments in the industry. The opportunity to expose patterns in business in real-time is a potential business intelligence goldmine. The worldwide rate of social penetration reached 49% in 2020, with the highest penetration rates in East Asia and North America. Instagram enables users, through their standards of credibility, authenticity, and transparency, to develop themselves. Influencers from social media have a personal recognizable identity, also known as the "true brand" An influencer has tools and values that can motivate many other followers to increase their presence in the media. Even if these leads do not directly buy via social, awareness-raising can lead them to become full-time buyers. The overwhelming majority of users on Instagram are under the age of 30 according to recent Social Media demographics. Marketers face a dilemma: increased people want businesses to take a social stand, but 79% of CMOs fear that their capacity to attract consumers will be adversely affected. Businesses can mitigate negative emotions by providing positive information to popular social media users. Marketing managers will encourage consumers through tournaments and influencer programmers to engage in contact practices so customers can evangelize and encourage their loyalty to the organization through the creation and delivery of user-generated content.
This study investigates the demographic factors influencing Yemeni consumers' online shopping beh... more This study investigates the demographic factors influencing Yemeni consumers' online shopping behavior. The findings reveal that demographic factors, such as gender, age, education, and occupation, do not significantly influence various aspects of online shopping behavior. Instead, findings reveal that income level, employment status, previous online shopping experience, and travel experience abroad have a significant impact on consumers' online shopping behavior. The study's findings suggest that the digital age has created a more level playing field for online shoppers, with traditional demographic factors becoming less influential. It also emphasizes the need for policies that foster digital inclusion and targeted marketing strategies that account for the diverse preferences and expectations of Yemeni consumers. The article concludes by recommending policymakers, businesses, and marketers prioritize digital literacy, expand internet access, bridge the digital divide, and develop marketing strategies that appeal to a diverse consumer base.
Navigating the Digital Marketplace: A Holistic Model Integrating Social Media Engagement and Consumer Behavior Factors to Enhance Online Shopping Adoption, 2023
Objective: This study aims to explore the intricacies of online consumer behavior in Yemen and bu... more Objective: This study aims to explore the intricacies of online consumer behavior in Yemen and build a model to drive online shopping adoption by investigating the relationships among various factors-including social media engagement, awareness, social cognition, online business perception, perceived price value, usability, and adoption intention-within the Yemeni context. Design/Methods/Approach: Employing a quantitative research framework, this study utilized established scales adapted to Arabic. A structural equation model was developed using Amos 25 to test hypothesized causal relationships among the variables. Data collection was done through an online survey distributed to social media users in Yemen between May and October 2022. Statistical power calculations confirm a robust sample size of 395 participants for the study SEM model. Findings: Correlation analysis revealed strong relationships between various factors, highlighting online business perception's substantial correlation with adoption intention. Structural equation modeling unveiled significant associations, indicating the positive impact of social cognition on social media engagement, the interconnectedness of awareness, social cognition, usability, and adoption intention, and the influential role of perceived price value in adoption intentions. The research also identified indirect effects and moderating influences, particularly related to prior online shopping experiences. Originality/Value: This research significantly contributes by being among the pioneering studies to delve into consumer behavior and online business in Yemen. It offers unique insights into the role of social media engagement in driving online shopping adoption, filling a critical gap in understanding consumer behavior within the Yemeni context. These findings contribute to the broader literature on e-commerce, particularly in regions where online shopping practices are emerging. Practical/Policy implication: The study's findings emphasize the interconnected nature of various online shopping behavior factors, necessitating a holistic approach in business strategies. Businesses can leverage robust social media engagement to drive targeted marketing strategies, acknowledging its pivotal role in shaping consumer behavior towards online shopping. Focusing on enhancing visibility and promoting awareness of products/services is crucial. Moreover, investing in user-friendly interfaces, delivering positive online business experiences, offering competitive prices, and effectively communicating value propositions are key strategies to bolster adoption intentions.
Purpose – The research aims to develop a robust tool for analyzing and comprehending consumer beh... more Purpose – The research aims to develop a robust tool for analyzing and comprehending consumer behavior concerning online shopping in Arab countries, with a specific focus on Yemen. Given the limited availability of Arabic scales in this context, the study employs a multi-scale adaptation approach to identify the factors influencing the adoption of online shopping and the role of social media engagement in targeting potential customers.
Design/Methodology/Approach – The study follows established best practices, back translation, exploratory and confirmatory factor analyses, as well as reliability and validity assessments, to create and validate the adapted scales using AMOS and SPSS software. The investigation uncovers distinct factors within the Arabic-adopted scales compared to their original versions.
Findings – The research findings shed light on the unique factors influencing online shopping adoption and social media engagement in Arab countries, particularly in Yemen. The online consumer behavior scale reveals three factors: awareness, social cognition, and online business perception, while the extended scale derived from the unified theory of acceptance and use of technology encompasses usability, price value, and adoption intention. in contrast, the social media engagement scale yields a single predominant factor.
Discussion – The study's outcomes hold significant implications for shaping future models and understanding the distinct consumer behavior patterns in Yemen and similar countries. Furthermore, these insights can inform strategies to enhance the online shopping industry, ensuring it aligns with the specific needs and preferences of consumers in the region.
In the past recent years, WhatsApp and WeChat have surprisingly fast growth. Facebook as well bec... more In the past recent years, WhatsApp and WeChat have surprisingly fast growth. Facebook as well became the first social network to reach 1 billion active users every month. The presence of social media is an expectation for brands instead of an exception to the rule. Social events and shared information within your target market will help you understand developments in the industry. The opportunity to expose patterns in business in real time is a potential business intelligence goldmine. The worldwide rate of social penetration reached 49% in 2020, with the highest penetration rates in East Asia and North America. Instagram enables users, through their standards of credibility, authenticity and transparency, to develop themselves. Influencers from social media have a personal recognizable identity, also known as the "true brand" An influencer has tools and values that can motivate many other followers to increase their presence in the media. Even if these leads do not direct...
International Journal of Innovative Research and Growth, 2020
In the past recent years, WhatsApp and WeChat have surprisingly fast growth. Facebook as well bec... more In the past recent years, WhatsApp and WeChat have surprisingly fast growth. Facebook as well became the first social network to reach 1 billion active users every month. The presence of social media is an expectation for brands instead of an exception to the rule. Social events and shared information within your target market will help you understand developments in the industry. The opportunity to expose patterns in business in real-time is a potential business intelligence goldmine. The worldwide rate of social penetration reached 49% in 2020, with the highest penetration rates in East Asia and North America. Instagram enables users, through their standards of credibility, authenticity, and transparency, to develop themselves. Influencers from social media have a personal recognizable identity, also known as the "true brand" An influencer has tools and values that can motivate many other followers to increase their presence in the media. Even if these leads do not directly buy via social, awareness-raising can lead them to become full-time buyers. The overwhelming majority of users on Instagram are under the age of 30 according to recent Social Media demographics. Marketers face a dilemma: increased people want businesses to take a social stand, but 79% of CMOs fear that their capacity to attract consumers will be adversely affected. Businesses can mitigate negative emotions by providing positive information to popular social media users. Marketing managers will encourage consumers through tournaments and influencer programmers to engage in contact practices so customers can evangelize and encourage their loyalty to the organization through the creation and delivery of user-generated content.
This study investigates the demographic factors influencing Yemeni consumers' online shopping beh... more This study investigates the demographic factors influencing Yemeni consumers' online shopping behavior. The findings reveal that demographic factors, such as gender, age, education, and occupation, do not significantly influence various aspects of online shopping behavior. Instead, findings reveal that income level, employment status, previous online shopping experience, and travel experience abroad have a significant impact on consumers' online shopping behavior. The study's findings suggest that the digital age has created a more level playing field for online shoppers, with traditional demographic factors becoming less influential. It also emphasizes the need for policies that foster digital inclusion and targeted marketing strategies that account for the diverse preferences and expectations of Yemeni consumers. The article concludes by recommending policymakers, businesses, and marketers prioritize digital literacy, expand internet access, bridge the digital divide, and develop marketing strategies that appeal to a diverse consumer base.
Navigating the Digital Marketplace: A Holistic Model Integrating Social Media Engagement and Consumer Behavior Factors to Enhance Online Shopping Adoption, 2023
Objective: This study aims to explore the intricacies of online consumer behavior in Yemen and bu... more Objective: This study aims to explore the intricacies of online consumer behavior in Yemen and build a model to drive online shopping adoption by investigating the relationships among various factors-including social media engagement, awareness, social cognition, online business perception, perceived price value, usability, and adoption intention-within the Yemeni context. Design/Methods/Approach: Employing a quantitative research framework, this study utilized established scales adapted to Arabic. A structural equation model was developed using Amos 25 to test hypothesized causal relationships among the variables. Data collection was done through an online survey distributed to social media users in Yemen between May and October 2022. Statistical power calculations confirm a robust sample size of 395 participants for the study SEM model. Findings: Correlation analysis revealed strong relationships between various factors, highlighting online business perception's substantial correlation with adoption intention. Structural equation modeling unveiled significant associations, indicating the positive impact of social cognition on social media engagement, the interconnectedness of awareness, social cognition, usability, and adoption intention, and the influential role of perceived price value in adoption intentions. The research also identified indirect effects and moderating influences, particularly related to prior online shopping experiences. Originality/Value: This research significantly contributes by being among the pioneering studies to delve into consumer behavior and online business in Yemen. It offers unique insights into the role of social media engagement in driving online shopping adoption, filling a critical gap in understanding consumer behavior within the Yemeni context. These findings contribute to the broader literature on e-commerce, particularly in regions where online shopping practices are emerging. Practical/Policy implication: The study's findings emphasize the interconnected nature of various online shopping behavior factors, necessitating a holistic approach in business strategies. Businesses can leverage robust social media engagement to drive targeted marketing strategies, acknowledging its pivotal role in shaping consumer behavior towards online shopping. Focusing on enhancing visibility and promoting awareness of products/services is crucial. Moreover, investing in user-friendly interfaces, delivering positive online business experiences, offering competitive prices, and effectively communicating value propositions are key strategies to bolster adoption intentions.
Uploads
Papers by Nasr Abdulaziz Murshed
Design/Methodology/Approach – The study follows established best practices, back translation, exploratory and confirmatory factor analyses, as well as reliability and validity assessments, to create and validate the adapted scales using AMOS and SPSS software. The investigation uncovers distinct factors within the Arabic-adopted scales compared to their original versions.
Findings – The research findings shed light on the unique factors influencing online shopping adoption and social media engagement in Arab countries, particularly in Yemen. The online consumer behavior scale reveals three factors: awareness, social cognition, and online business perception, while the extended scale derived from the unified theory of acceptance and use of technology encompasses usability, price value, and adoption intention. in contrast, the social media engagement scale yields a single predominant factor.
Discussion – The study's outcomes hold significant implications for shaping future models and understanding the distinct consumer behavior patterns in Yemen and similar countries. Furthermore, these insights can inform strategies to enhance the online shopping industry, ensuring it aligns with the specific needs and preferences of consumers in the region.
Design/Methodology/Approach – The study follows established best practices, back translation, exploratory and confirmatory factor analyses, as well as reliability and validity assessments, to create and validate the adapted scales using AMOS and SPSS software. The investigation uncovers distinct factors within the Arabic-adopted scales compared to their original versions.
Findings – The research findings shed light on the unique factors influencing online shopping adoption and social media engagement in Arab countries, particularly in Yemen. The online consumer behavior scale reveals three factors: awareness, social cognition, and online business perception, while the extended scale derived from the unified theory of acceptance and use of technology encompasses usability, price value, and adoption intention. in contrast, the social media engagement scale yields a single predominant factor.
Discussion – The study's outcomes hold significant implications for shaping future models and understanding the distinct consumer behavior patterns in Yemen and similar countries. Furthermore, these insights can inform strategies to enhance the online shopping industry, ensuring it aligns with the specific needs and preferences of consumers in the region.