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VOLUME 03 ISSUE 08 SEPTEMBER 2020
Paper Type:Research
Paper Title:A Proposed Factors of Social Media Advertisements Influencing Young Customers Brands Preference: Empirical Study
Author:1Professor Younes Megdadi, 2Dr.Mohammad Hammouri, 3Zaid Y.A.Megdadi
About Author: 1Faculty of Business , Amman Arab University, Jordan
2Faculty of Business, Modern College of Business and Science, Oman
3Girne American University,Cyprus
DOI:https://doi.org/10.47191/ijefm/v3-i9-01
Page No:126-132
Article Info

This study aims to investigate and testing the proposed factors of social media advertisements influencing young customers brand preferences. A number of e. marketing contributions to marketing management to understand these factors in order to redesign its online advertisements by social media to influence young customers for selecting their preferred products brands, .A number of proposed factors concerning social media advertisements namely privacy, creditability, entertainment, advertisements values, and reachability. Study sample consist of (400) young customers of both gender in private universities in Amman District. The study results show that the entertainment, privacy, creditability, entertainment, values and reachability are a major social media advertisements factors influencing young customer's products brands preferences.

Key-words:
Social Media Advertisements, Branding, Customer Preferences, and Young Customers.
Abstract
1) Kunkel,K.M.(2012),"15 Social Media Statistics That Every Business Needs to Know [Online]Yahoo. Small Business. Available: http://smallbusiness.yahoo.com/avisor/15-social-media-statistics-every-busines-needs-know 001509118.htm[accessed].

2) Lee,E.(2013), "Impact of Social Media on Consumer Behavior: Decision Making Process" Bachelor Thesis, Business Administration, Turku University of Applied Sciences, may 2013.

3) Levin,M.,Levin,P.,and Weller, A.(2005)" A Multi-attribute Analysis of Preferences for Online and Offline Shopping: Differences Across Products, Consumers, and Shopping Stages. Journal of Electronic Commerce Research,6.pp281-290.

4) Miller,R.,and Lamma, N.(2010)"Social Media and Its Implications for Viral Marketing". Asia Pasific Public Relations Journal,11.pp.1-9.

5) Ramsinder, M.(2011)" The Impact of Social Media Marketing on Purchase Decisions in the Tier Industry.[Online]. Available: Htt://dspace.nmmu.ac.za:8080/jspui/bitsream/10948/1637/1/Monica%20Ramsunder.

6) Choon S.,and Cai,Y.(2015)"A Study on the Use of Social Media to Understand Consumer Preference: The Case of Starbucks. International Journal of Management and Business Research,5(3)pp.207-2014.

7) Davenport,H.,Harris,G.,and Kohli,K.(2001)"How Do They Know Their Customers So Well".MIT Sloan Management Review,42(2),pp63-73.

8) Kaplan,A.,and Haenlein,M.(2010)"Users of the World, Unit: The Challenge and Opportunities of Social Media" Business Harizon,53(1),pp59-68.

9) Wooddall,G.,and Colby,C.(2011)"Social Media vs. Focus Groups for Qualitative Research" Alert,23(3),pp.17-27.

10) Zhang, Z.(2011)"Customer Knowledge Management and Strategies of Social Sofitware" Business Process Management Journal,17(1),pp.82-106.

11) Verma, R., Stock, D., and McCarthy, L.(2012)" Customer Preferences for Online, Social Media, and Mobile Innovations in Hospitality Industry[ Electronic Version].Cornell Hospitality Quarterly, 53(3),pp.183-186.

12) Chu,C. and Kim,Y.(2011)"Determinants of Consumers Engagement in Electronic Word – of- Mouth(EWOM) in Social Networking Sites" International Journal of Advertising, 30(1),pp.47-75.

13) Jackson, N.(2011)"Info graphic: Using Social Media to Build Brand Loyalty Htt:/www.theatlantic.com/technology/archive/2011/07infographic-using-social-media-to-build-brand-loyalty/241701/retrieved on 28th July,2014.

14) Lee, B.(2012)"Marketing is Dead. Htt:/blogs.hbr.org/2012/08/marketing-is-dead/Retrieved on 14th June,2014.

15) Mangold, G.,and Faulds, J.(2009)" Social Media: The New Hybrid Element of the Promotion Mix" Business Harizon,52(4),pp.357-365.

16) Hanlon, P.,and Hawkins, J.(2008)" Expand Your Brand Community Online", Advertising Age,79(1),pp.14-15.

17) Almutairi, N., and Bennett, R.(2016)" The Influence of Using Social Media on Customers Preference for a Particular Product: A Case Study of Smartphone",27th IBIMA Conference, 4-5 May,2016. Milan, Italy. Htts:/ibima.org/accepted-paper/influence-using-social-media-customers-preference-particular-product-case-study-smartphone/

18) Khanna, U.(2018)"The Impact of Social Media Today" January 29,2018. http:/www.socialmediaimpact.com/impact-social-media-marketing-today/
References
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Abstract:100
Pdf:72
Citation
Paper Type:Research
Paper Title:Transmission Mechanism of Monetary Policy in Nigeria: Investigating the Role of Interest Rate
Author:1Igweze Amechi H., 2Adetoba Olutope O., 3Dzaan Kumafan S., 4Mimiko Daniel O.
About Author:1,2,3,4Central Bank of Nigeria, Abuja
DOI:https://doi.org/10.47191/ijefm/v3-i9-02
Page No:133-140
Article Info

Many studies on transmission mechanism of monetary policy only examine statistical relationship between policy variables and target variables. Most of these models may not be able to explain the pathway through which the monetary policies are transmitted. How monetary policy affects target goals can better be explained by chain and sequence of events known as path analysis. This paper tries to use mediation approach to assess the significance of causal path of monetary policy variables through the interest rate channel. The paper dwelt on the first transmission paths- from MPR to private sector credit through the interest rates. The Sobel test, which is one of the most widely used tests of indirect effect in simple mediation was employed in testing the significance of mediational path of the interest rate transmission mechanism of monetary policy. The results lay credence to effective and significant transmission of effects of monetary policy rates through maximum lending rate, interbank lending rate and treasury bill rate. These variables were found to be partial mediators in the transmission channel of interest rate. Only the prime lending rate was found not to significantly transmit the effect of monetary policy rate to private sector credit. The study concludes that the maximum lending rate path has the highest transmission effect of monetary policy rate. This is followed by the treasury bill interest rate path and the inter-bank call rate path respectively. The prime lending rate’s path was not significant at 5% level of significance. It is sacrosanct to also test if the private sector credit (PSC) can effectively transmits the effect from the maximum lending rate, inter-bank call rate and treasury bill interest rate to the target goals-inflation, output and unemployment in subsequent studies. These findings are new in the case of Nigeria as little or no studies have applied mediation approach to the study of transmission mechanism of monetary policy rate in Nigeria.

Key-words:
mediation, monetary policy, interest rate, prime lending rate, maximum lending rate.
JEL Classification:
E40, E52
Abstract
1) Adekunle, P.A., Yaaba, B. N., Stephen, S.A., Ogbuehi F., Idris A. and Zivoshiya, P.B. (2018). Monetary Policy Transmission in Nigeria: How Important is Asset Prices Channel? Microeconomics and Macroeconomics Vol., 6(3): 55-66

2) Akani, H.W. and Imegi, J.C. (2017). Monetary Policy Transmission Mechanism and Liquidity of Capital Market: A Time Series Study from Nigeria: 1981-2016. IOSR Journal of Economics and Finance (IOSR-JEF), Vol. 8 (5)(IV):01-24

3) Baron, R.M. and Kenny, D.A. (1986). The Moderator Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic and Statistical Considerations. Journal of Personality and Social Psychology, 51, 1173-1182

4) Deng, D. (2009). Real Business Cycle Theory – A Systematic Review. Munich Personal Re PEc Archive (MPRA), Paper No. 17932

5) Eduardo, L.Y. and Sturzenegger, F. (2010). Monetary and Exchange Rate Policies. Handbooks in Economics. Handbook of Development Economics. 5. pp. 4215–4281.

6) Ezeaku, H.C., Ibe, I.G., Ugwuanyi, U.B., Modebe, N.J. and Agbaeze, E.K. (2018). Monetary Policy Transmission and Industrial Sector Growth: Empirical Evidence from Nigeria. SAGE Open April-June: 1 –12.

7) Fairchild, A.J. and MacKinnon, D.P. (2009). A General Model for Testing Mediation and Moderation Effects. Prevention Science, 10, 87-99.

8) Kuttner, K.N.& Mosser, P.C (2002). The Monetary Transmission Mechanism: Some Answers and Further Questions. FRBNY Economic Policy Review.

9) MacKinnon, D.P. (2000). Contrasts in Multiple Mediator Models. In J. Rose, L. Chassin, C. C. Presson, & S. J. Sherman (Eds.), Multivariate Applications in Substance use Research: New Methods for New Questions (pp. 141-160). Mahwah, NJ: Erlbaum.

10) Mishkin, F. (2012). The Economics of Money, Banking, and Financial Markets. Prentice Hall. ISBN 9781408200728.

11) Mishra, P., Montie, P. and Sengupta, R. (2016). A Modern Macroeconomic Perspective. (Eds.) Chetan Ghate and Ken Kletzer. Springer Verlag: India.

12) Ndekwu, E.C. (2013). An Analysis of the Monetary Policy Transmission Mechanism and The Real Economy in Nigeria. Central Bank of Nigeria, Occassional Paper No. 43.

13) Nwankwo, C.H and Igweze, A.H. (2016). Comparison of Tests of Indirect Effect in Single Mediation Analysis. American Journal of Theoretical and Applied Statistics. Vol. 5 (2):64-69.

14) Nyumuah, F.S. (2018). An Empirical Analysis of the Monetary Transmission Mechanism of Developing Economies: Evidence from Ghana. International Journal of Economics and Finance; Vol. 10 (4):72-83.

15) Obafemi, F.N. and Ifere, E.O. (2015). Monetary Policy Transmission Mechanism in Nigeria: A FAVAR Approach. International Journal of Economics and Finance; Vol. 7(8):229-239.

16) Okaro, C. S. (2011). Transmission Mechanism of Monetary Policy in Nigeria. African Banking & Finance Review, Vol. 1 (2):68-85.

17) Opolot, J. and Nampewo, D. (2014). Bank Lending Channel of the Monetary Policy Transmission Mechanism in Uganda: Evidence from Disaggregated Bank-level Data. Journal of Applied Finance & Banking, vol. 4(1): 47-60.

18) Robinson, W. and Robinson, J.W. (1997). The Transmission Mechanism of Monetary Policy in the Jamaican Economy. Working Paper, Bank of Jamaica.
References
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