Sumerianz Journal of Business Management and Marketing

Online ISSN: 2617-0175
Print ISSN: 2617-1724


Volume 3 Issue 9 (2020)

A Study on Marketing Communication Effectiveness of Youtube Videos in Saudi Arabia

Authors : Shajahan Shamsudeen ; Ali Mohammed Medabesh
The focus of the study was to find out the determinants of marketing effectiveness of YouTube video communication   and its contribution to the customers’ online and offline shopping experience.  In order to study the relationship among the six independent variables selected for predicting the marketing effectiveness of YouTube video communication through social media, multi-item scales were used. A majority of the respondents were between the age group of 19-29 years (45%). The adjusted Regression equation for determining marketing effectiveness of YouTube video marketing communication i ME = 0.79 + 0.22 MCR + 0.49 SCP + 0.18 REL + 0.19 MAE. According to the multiple regression analysis, it was found that TVH Ads were influenced respondents while making their shopping list and purchases. In summary, customers’ responses resulting in positive emotional reactions in the form of likes, shares, Comments and Customer feedback on social media were increasingly being seen as real and sustainable differentiator between competing retail stores under study.

Pages: 133-147

Analysis of the Interdependence Trust - Satisfaction - Loyalty of Customer in Client-Seller Relationships in the Insurance Market in Senegal

Authors : Mamadou Salla Gueye ; Mame Faty Mbaye Fall ; Ngor Sarr ; Ibrahima Ly
In the literature, the concept of Satisfaction (S) is one of the main explanatory factors for Customer Loyalty (L). It is equally established that that of Confidence (C) can be associated with consumer Loyalty. In this article, we have shown that the operationalization of the concepts studied makes it possible to consolidate a parsimonious model where the S - C - L link has been tested and validated in ’client-seller’ relationships in the auto insurance market in Senegal. It also follows that intention depends on loyalty behavior and leads to managerial implications. The major results of this article show that in the auto insurance sector in Senegal, customer Satisfaction and Confidence are the basis of Loyalty. This made it possible, using AMOS 4 and SPSS 12 software, to design a definitive model of the link between the components of the S - C - L triad for an adequate use of these qualitative concepts by professionals for the development of insurance.

Pages: 124-132