https://www.um.edu.mt/library/oar/handle/123456789/72561 Fri, 01 May 2026 17:10:04 GMT 2026-05-01T17:10:04Z https://www.um.edu.mt/library/oar/handle/123456789/73646 Title: The application of cultural dimensions in e-commerce web design a systematic review Abstract: Purpose: The aim of the study is to analyse the impact of national cultural dimensions on web-design consumer preference in e-commerce. Design/Methodology/Approach: The research is a systematic review using PRISMA as the guiding framework. The study uses a qualitative approach known as thematic analysis to synthesise and interpret the findings. Findings: The systematic review includes 21 studies that fit the inclusion and exclusion criteria. Overall, the studies recognised that there are cultural differences between countries and the impact of cultural dimensions was found to vary between different countries. However in some studies, it was reported that the actual findings contradicted the theoretical framework on the national dimensions presented by Hofstede (2010). Research limitations: A specific inclusion and exclusion criteria for the systematic review was implemented for feasibility purposes where a number of databases, search terms and further criteria were specified. Originality/value: A ‘research gap’ was identified due to lack of studies that combine different view-points on cultural dimensions in e-commerce web-design. As the study investigates different countries and nationalities, this can provide further value within this area of research. Description: M.SC.STRATEGIC MANGT.&MARKETING Wed, 01 Jan 2020 00:00:00 GMT https://www.um.edu.mt/library/oar/handle/123456789/73646 2020-01-01T00:00:00Z https://www.um.edu.mt/library/oar/handle/123456789/73643 Title: Exploring the self-identity and personality of classical music concert audiences Abstract: This research explores the self-identity concept and personalities of classical music audiences as indicators of consumer behaviour in relation to their level of involvement with music. This descriptive research utilised secondary data in forms of literature and primary data collected specifically for this study. This was collected to gather the self-identity and personality insights on classical music audiences through a self-administered online survey which was distributed by various musical institutions in Malta. A total of 621 responses were collected, of which 357 qualified as classical concert audiences. Data was the statistically analysed using various statistical analysis software. Data underwent various operations such as data reductions and correlation analysis to be analysed accordingly. The results obtained showed that the self-identity concept doesn’t suffice as a predictor of consumer behaviour in classical music when the population tested is heavily involved with music. Prevailant personality traits of the sample population were also obtained. Nonetheless, the self-identity concept still paints a valid picture of the characteristics which make up the classical music audience. These findings can help address the inter-audience conflicts and the initiator/respondent process which occur in the audience base. This research is only the first steppingstone towards getting an understanding of the classical music situation in Malta. However, it can be assured that such studies will leave a positive impact on organisations who apply these findings to practical use. Description: M.SC.STRATEGIC MANGT.&MARKETING Wed, 01 Jan 2020 00:00:00 GMT https://www.um.edu.mt/library/oar/handle/123456789/73643 2020-01-01T00:00:00Z https://www.um.edu.mt/library/oar/handle/123456789/73633 Title: Investigating the effects of political branding with respect to colour in the voting-decision making process Abstract: Purpose: The scope of this study is to assess the role of colours in the perception of a message in political marketing. Research Design: The objectives set out in this study were achieved through the use of quantitative research. A self-administered and internet-based questionnaire was used and distributed through the use of social media to Maltese individuals over the age of 18. Research Findings and Implications: The results of this research indicate that preference of colour is impacted by demographics, specifically age and gender. Further to this, it was also identified that many of the respondents preferred a neutral colour composition and rarely opted for a variance in colour composition. Further to this, it was interesting to notice that when faced with varying backgrounds, many participants were not swayed by background colour but instead viewed the political message first and decided accordingly. Originality and Value: This research is significant to both researchers and practitioners. This research sheds light on the impact of colour on the perception of a political message, together with the importance of colour composition to achieve the best results by individuals. This study thus helps provide a glimpse of how political marketers can use colours to improve the delivery of their message. Description: M.SC.STRATEGIC MANGT.&MARKETING Wed, 01 Jan 2020 00:00:00 GMT https://www.um.edu.mt/library/oar/handle/123456789/73633 2020-01-01T00:00:00Z https://www.um.edu.mt/library/oar/handle/123456789/73630 Title: Online travel agencies vs direct bookings : investigating consumer behaviour within Gozo’s guesthouse market Abstract: Purpose: The purpose of this research study aims to examine the choice between two tourist accommodation booking channels, through the decision-making mechanisms concerning personality and motivational consumer behaviour traits. Methodological Approach: The primary data, which provided an insight into the patterns and link between consumer personality and motivation with the tourist accommodation booking channel of choice, was collected through a structured questionnaire. The research instrument was chosen due to its capabilities to efficiently gather a sample’s demographical, personality and motivational elements. Findings: Research findings identified which of the eleven online shopping motivational traits are statistically significant towards the choice for holiday accommodation search and booking channel. Additionally, the research identified which of these motivational traits hold a statistical significance with consumer personality, attributing each personality class with its respective motivational traits. Research Limitations: Time and cost constraints were by far the most restrictive limitation, imposing boundaries upon the researcher which limited the depth of study that the researcher could analyse. Another limitation included the lack of GDPR-compliant consumer database housed by the businesses on the island. This lack of data, drastically, reduced the possibility for the researcher to contact a larger sample and increase confidence intervals. Implications: This study sheds light on the subconscious decision making adhered to by a consumer, based upon his personality and motivational characteristics. This offers a deeper understanding into potential marketing tactics and strategies that can effectively increase direct sales. Description: M.SC.STRATEGIC MANGT.&MARKETING Wed, 01 Jan 2020 00:00:00 GMT https://www.um.edu.mt/library/oar/handle/123456789/73630 2020-01-01T00:00:00Z