https://www.um.edu.mt/library/oar/handle/123456789/119212 2026-04-15T19:46:42Z 2026-04-15T19:46:42Z https://www.um.edu.mt/library/oar/handle/123456789/124731 2024-07-22T08:18:07Z 2024-01-01T00:00:00Z

Title: The influence of retargeted advertisements and FoMO on young people Abstract: Usage of the Internet, social networking sites, and smartphone technologies has become incessant among young people. Concurrently, the advertising industry made significant strides with the advent of programmatic advertisements, making advertisements more personalised and targeted. Billions of Euros are spent on these advertisements yearly to influence young people, among others. Hence, the pertinence to study this area has become increasingly important. The study investigates the influence of retargeted advertisements on young people by employing the Advertising Value Model (AVM) and the Theory of Planned Behaviour (TPB). It extends the current understanding of the Fear of Missing Out (FoMO) in the form of appeals exposed by retargeted advertisements and their effect on young people. Retargeting is a highly personalised form of advertising in which individuals who have previously visited a website and viewed products are shown advertisements with visuals of the same viewed products soon after they leave the website and surf the Internet. A systematic literature review identified the six most influencing factors affecting young people’s attitudes towards online advertising, namely: entertainment, informativeness, irritation, credibility, personalisation, and interactivity. Two focus groups, each with six participants, served as a crucial exploration of FoMO in a marketing appeal framework, equipping the study with four constructs adopted from different studies, namely: scarcity, urgency, social proof, and loss aversion. Subsequently, a self-administered questionnaire collected data from 480 young people in Malta aged 13 to 24, focusing on AVM, FoMO, and TPB. Partial least squares structural equation modelling was employed to analyse the data. Using a multi-group analysis, gender and age groups (minors and young adults) were further investigated. The results revealed that entertainment and interactivity were strongly associated with the value and attitude towards retargeted advertisements. Informativeness, personalisation, and credibility were only positively correlated with advertising value. Advertising value exhibited a fully mediated role between these three antecedents and attitudes. Irritation was found to be negatively associated with attitude. Men were more affected by irritation than women. A strong relationship was observed between FoMO as a higher-order construct and attitude, subjective norms, and the intention to click on retargeted advertisements. As expected, attitude, subjective norms and perceived behavioural control were all strong antecedents of the intention to click, with a significant statistical relationship between the intention and behaviour. Interestingly, men were more predisposed to FoMO influence on subjective norms and behavioural intentions than their female counterparts. Attitude was identified as the principal antecedent influencing the intention to click on advertisements among women, predominantly minors. Hence, retargeted advertisements displaying products that have already been encountered on a retailer’s website that are enjoyable, interactive, with timely information, credible, and include tailored content for young people are perceived as more valuable and useful. Such advertisements have the potential to shape young people’s attitudes favourably when they are entertaining and interactive, but conversely, they might have an adverse impact if they are irritating. Additionally, a FoMO appeal in retargeted advertisements can positively influence attitudes, leverage subjective norms, and drive young people’s intention to click on these advertisements. While acknowledging the inherent caveats in each method used in this study, it still offers valuable insights for academics and suggests avenues for future studies. Additionally, this study provides practical and social implications for young people, advertisers, policymakers, and parents or guardians. Description: Ph.D.(Melit.)

2024-01-01T00:00:00Z https://www.um.edu.mt/library/oar/handle/123456789/122433 2024-10-17T08:04:14Z 2024-01-01T00:00:00Z

Title: The influence of luxury display windows on Gen Z : a study on the display windows of Chanel and Jacquemus Abstract: Purpose – This research study explores the influence display windows have on Gen Z, done by analyzing display windows from Chanel and Jacquemus. The study also looks into what creates an effective display window, considering elements such as colour, technology, props, themes and mannequins. Methodology – A pre-test survey was first conducted to decide the brands studied. An interview was then conducted to understand which display windows are impactful on Gen Z and why, gathering participants through convenience sampling. The collected data was qualitative and then transcribed and analysed. Results – The impact of display windows on Gen Z was found to be dependent on two factors; the feelings the windows evoked and how easily the window can be understood. The results also reflect how colour, technology, props, themes, and mannequins influence Gen Z. Implications – The findings of the study can be valuable for luxury brands trying to build a relationship with Gen Z in the digital age through display windows. Originality – No research has been conducted on how display window, a traditional form of marketing, influences Gen Z in the luxury fashion sector. It is important to understand how to influence this generation, particularly in this industry as display windows are a way for the brand to create value. Description: M.Sc.(Melit.)

2024-01-01T00:00:00Z https://www.um.edu.mt/library/oar/handle/123456789/122430 2024-10-17T09:01:15Z 2024-01-01T00:00:00Z

Title: FinTech as a transformative model for financial inclusion : a systematic review Abstract: Framework: The convergence of finance and technology has dramatically altered the financial industry, resulting in the rise of the FinTech phenomenon and posing a challenge to conventional financial practises. FinTech platforms promise numerous benefits to end users, including lower transaction costs and improved access to financing and investment, which is especially advantageous to underserved populations in less developed countries. These are regions where the financial industry is discovering a wide range of potential customers, ultimately contributing to the goal of Financial Inclusion. Objective: Based on this premise, this research critically examines FinTech's role in promoting Financial Inclusion scrutinising the current state of knowledge on the matter. It aims to evaluate its potential as a transformative model with a specific focus on identifying the precise components necessary to promote the domain of Digital Financial Inclusion. Methodology: This study employs a systematic review methodology to analyse academic research, explore phenomena, challenges, inconsistencies, and ongoing disputes related to the subject matter, thereby establishing a foundation for future research and knowledge dissemination. Results: The research substantiates FinTech's role in advancing Financial Inclusion, thereby acknowledging its transformative potential and unique ability to address evolving global financial needs, democratising financial services. The study contributes by constructing a precise theoretical framework for Digital Financial Inclusion, incorporating dimensions of Financial, Digital, and Social Inclusion, all contingent on a supportive Regulatory and Legal framework. Description: M.Sc.(Melit.)

2024-01-01T00:00:00Z https://www.um.edu.mt/library/oar/handle/123456789/122429 2024-10-17T09:15:22Z 2024-01-01T00:00:00Z

Title: A comparison of the effect of mixed emotions evoked by advertising on consumer behaviour Abstract: Mixed emotions are experiences that involve a simultaneous occurrence of two emotions, usually opposite in valence. This research studies the influence they have on consumer behaviour when used in advertising and points out any differences in behaviour among generations. 150 participants, from three different generations (Generation X, Generation Y, and Generation Z), took part in the study. A quantitative methodology was implemented and data collection was gathered through an online survey, where responders were shown three advertisements, each evoking different sets of mixed emotions – happiness and sadness, happiness and fear, and happiness and anger. The findings showed that happiness and sadness tend to have the strongest motivational power to evoke positive consumer behaviour, such as willingness to share the advertisement with others, interest in the product, and brand perception. Furthermore, Generation Z turned out to be the most emotionally led generation that responds very strongly to narratives that are charged with emotions. By unraveling the intricate layers of consumer emotions, this study contributes valuable insights into the fields of marketing and consumer behavior, paving the way for more emotionally resonant and impactful advertising strategies. Description: M.Sc.(Melit.)

2024-01-01T00:00:00Z