https://www.um.edu.mt/library/oar/handle/123456789/2579 Wed, 03 Jun 2026 15:09:57 GMT 2026-06-03T15:09:57Z https://www.um.edu.mt/library/oar/handle/123456789/147078 Title: The internationalization process of a German SME into the Saudi Arabian market Abstract: The introduction of Vision 2030´s economic diversification emphasized Germany´s significant role as trade partner for Saudi Arabia. This ongoing process underscores the importance of understanding how German SMEs can navigate the complexities of the Saudi Arabian market. Thus, this research aims to assess the alignment between strategies employed and identified barriers and challenges, alongside the role of networks and intercultural knowledge in facilitating market entry and benefiting operational success to illustrate the strategic decision making process of a German SME. By drawing from the literature on market entry barriers and strategies (Porter, 1998; Pehrsson, 2009; etc.) as well as networks and intercultural knowledge (Johanson and Vahlne, 1977; Hofstede et al., 2010; etc.), the study will explore factors influencing the strategic choices of a German SME. Employing a mixed-methods single-case study approach, including semi-structured interviews and existing data analysis, the research reveals that a flexible, low-risk entry strategy, such as indirect export, is particularly effective for SMEs with limited international experience. Furthermore, the thesis also underscores the importance of networks and cultural knowledge in facilitating market entry and shaping operational success in the Saudi Arabian landscape findings. While extensive literature on internationalization, networks and cultural knowledge exists, few studies have explored the interconnection of these factors and their influence on an SME in a complex, culturally divers market as Saudi Arabia. Therefore, this thesis significantly contributes to theory by adding empirical evidence to international business and network theory and offer practical insights for SMEs seeking to enter culturally complex markets like Saudi Arabia. Description: M.Sc.(Melit.) Wed, 01 Jan 2025 00:00:00 GMT https://www.um.edu.mt/library/oar/handle/123456789/147078 2025-01-01T00:00:00Z https://www.um.edu.mt/library/oar/handle/123456789/147077 Title: Online impulse buying and European passenger airlines : design practices and consumer responses Abstract: As the European tourism and aviation sectors experience significant growth, the need to predict travel behaviours intensifies. This study investigated the influence of impulse buying website features in the online flight booking processes of European passenger airlines. Grounded in the Stimulus-Organism-Response model, the research suggests that the perception of risk-reducing and scarcity messaging evokes emotional responses that drive impulsive purchasing behaviour. A multi-method quantitative approach was adopted, comprising content analysis of 16 airline websites (eight full-service carriers, eight low-cost carriers) and randomised online survey data from 313 adults residing in Germany. Partial least squares structural equation modelling was used to analyse relationships between price perception, scarcity perception, emotional affect, and impulse buying tendency. Additionally, a multigroup analysis was conducted to assess variations in these relationships between full-service and low-cost carrier respondents. Results revealed that both carrier types predominantly presented risk-reducing features. However, low-cost carriers displayed more total and scarcity features. Low-cost airline respondents exhibited greater price and scarcity perceptions. Both, positive and negative affect mediated the link between scarcity perception and impulsiveness. Price perception exerted an indirect influence via positive affect. Thus, the impulse buying tendency of online flight bookers is partly driven by the perception of impulse buying website features. This research advances theoretical insights into impulsive behaviours in the travel and tourism industry and provides practical implications for airline marketers aiming to enhance impulsiveness through website design optimisation. Recommendations include deliberately integrating specific impulse-promoting website features to maximise impulsive bookings and revenue opportunities. This study serves as a foundation for future inquiry into impulse buying in aviation, suggesting the exploration of regional variations and consumer traits. Description: M.Sc.(Melit.) Wed, 01 Jan 2025 00:00:00 GMT https://www.um.edu.mt/library/oar/handle/123456789/147077 2025-01-01T00:00:00Z https://www.um.edu.mt/library/oar/handle/123456789/146979 Title: Leveraging social media for ESG : a comparative analysis of technology companies Abstract: The growing significance of Environmental, Social, and Governance (ESG) factors in corporate strategy has heightened the need for effective communication of sustainability initiatives, as companies face increasing regulatory pressure and rising stakeholder expectations (Eccles, Ioannou et al. 2014). This study investigates how tech companies use social media, specifically LinkedIn, to communicate ESG related content and engage stakeholders. The research aims to identify the content characteristics, messaging strategies, and ESG pillars that drive higher levels of engagement, addressing a gap in understanding how companies can optimise ESG communication to meet evolving stakeholder expectations and regulatory demands. A quantitative content analysis was conducted on LinkedIn posts from these companies over a one-year period (August 2023 to August 2024), focusing on the frequency and nature of ESG-related content. The posts were coded according to content type, messaging strategy, tone, and ESG focus, while analysing their corresponding level of engagement. Statistical techniques, including Kruskal-Wallis tests and Spearman's correlation, were employed to assess differences in engagement and relationships between variables. The findings revealed that tech companies post ESG-related content significantly less often than other types of content, aligning with previous research indicating that CSR and ESG topics are often secondary to more business-oriented communication on social media (Bonsón, Flores Muñoz 2011). The results also affirm that social pillar content—especially on human rights and community issues— drives stronger engagement, consistent with Porter and Kramer (2007), who emphasise the emotional resonance of social topics. The substantial engagement with environmental content, particularly biodiversity, supports findings by Perreault and Mosconi (2018) regarding growing interest in sustainability, while the lower interaction with governance-related content aligns with Kucukusta, Perelygina et al. (2019), who suggest its perceived complexity may deter engagement. The preference for visual content and transformational messaging strategies is in line with Koutromanou, Sotirakou et al. (2023) and Tafesse and Wien (2017), who highlight the impact of visuals and emotional appeals in enhancing interaction. Moreover, the positive effect of a conversational tone confirms Oh and Ki's (2019) argument that a human voice fosters stronger stakeholder relationships. The study extends signalling theory by demonstrating that tech companies use ESG communication to signal their sustainability commitments and build stakeholder trust. Additionally, it contributes to broader corporate communication and stakeholder engagement frameworks by showing how dialogue driven communication models can be applied to social media contexts, particularly for ESG topics. The findings highlight the importance of prioritising social and environmental topics, leveraging visual content, and adopting a conversational tone to foster deeper engagement and strengthen stakeholder relationships. The study’s limitations, including platform specificity and sampling constraints, suggest areas for future research to broaden the scope and improve generalisability. As companies navigate increasing demands for ESG transparency, these insights provide strategies to strengthen corporate reputation and meet stakeholder expectations. Description: M.Sc.(Melit.) Wed, 01 Jan 2025 00:00:00 GMT https://www.um.edu.mt/library/oar/handle/123456789/146979 2025-01-01T00:00:00Z https://www.um.edu.mt/library/oar/handle/123456789/146978 Title: Film & narrative transportation : are mini-films advertisements an effective marketing tool? Abstract: This dissertation aims to develop an understanding of how mini-film advertisements (MAs) can function as strategic marketing tools. By examining the impact of Aristotle’s rhetoric elements (ethos, pathos, and logos) on narrative absorption, the study investigates how storytelling can be used to alter the audience’s perceptions of brand trust and authenticity. 398 students from the University of Malta were exposed to one of two tonally contrasting MAs. Through the use of questionnaire surveys, it was possible to assess the impact of each video on their consumer attitudes and behaviours. The findings reveal that mini-films, through their immersive storytelling techniques may foster emotional connections with their audiences, leading to a positive change in consumer brand perception. This study contributes to the current literature on advertising effectiveness by providing insights into the mechanics and impacts of mini-films advertisements, which is highly needed since MAs are a relatively new tool and remain to be heavily understudied. The implications for marketeers are further discussed, highlighting the potential of mini-film advertisements to create compelling and effective brand narratives. Description: M.Sc.(Melit.) Wed, 01 Jan 2025 00:00:00 GMT https://www.um.edu.mt/library/oar/handle/123456789/146978 2025-01-01T00:00:00Z