Harla Journal of Sustainable Development In Business and Economics

Consumer Perceived Privacy Concern on Purchase Intention in the Case of Social Media Marketing

Asfaw Mesfin Yonis, Mulugeta Girma — Mon, 30 Dec 2024 00:00:00 -0800

This study examines the impact of consumer privacy concerns on purchase intentions within the context of social media marketing. It explores how privacy concerns influence consumer behavior, focusing on critical mediators like trust and moderators such as demographic and cultural factors. Using Structural Equation Modeling (SEM), the research investigates the relationships among perceived risk, trust, perceived benefits, and purchase intention, highlighting significant predictors. The findings reveal that privacy concerns negatively influence purchase intention, mediated significantly by trust in social media platforms and marketing practices. Cultural and demographic variables further shape these dynamics, demonstrating the nuanced interplay between privacy concerns and consumer decisions.Based on both qualitative and quantitative data, the study underscores the importance of ethical marketing strategies, transparency in data practices, and tailored communication to address privacy concerns. It offers actionable recommendations for businesses to enhance trust and consumer confidence, fostering greater purchase intention in the growing digital marketing landscape. This research contributes valuable insights to the field of social media marketing, emphasizing the need for privacy-centric approaches to balance consumer concerns with business objectives in an increasingly interconnected digital world.

Determinant of Electric Car Adoption in the Case of Dire Dawa Consumers Perspectives

Nejat Nesru Mohammed — Mon, 30 Dec 2024 00:00:00 -0800

This study investigates the key factors influencing Electric Vehicle (EV) Purchase Intention, focusing on Performance Expectancy, Effort Expectancy, Social Influence, and Price Value, using a sample of 247 respondents. Correlation and multiple regression analyses reveal significant positive relationships between these predictors and EV Purchase Intention. Performance Expectancy (r = 0.878) and Price Value (r = 0.873) have the strongest correlations, indicating that consumers who perceive higher performance and better value for money are more likely to intend to purchase an EV. The model explains 81.7% of the variance in EV Purchase Intention (R2 = 0.817), with Price Value being the most influential factor (Beta = 0.336). Despite moderate multicollinearity, particularly between Performance Expectancy and Price Value, the regression model remains statistically significant (p < 0.01), highlighting the importance of these factors in shaping purchase intentions. These findings suggest that strategies to increase EV adoption should focus on enhancing perceived performance, ease of use, and affordability, while leveraging social influences. The results provide actionable insights for both marketers and policymakers aiming to boost EV adoption.

Consumers Brand Preference of Soft Drinks:

Fuad Indirs, Mingizem Birhan — Mon, 30 Dec 2024 00:00:00 -0800

The purpose of this study was to analyzing consumer preferences for soft drink brands, specifically Pepsi Cola and Coca-Cola, in Dire Dawa, taking Dire Dawa University students as a population. This study used both primary and secondary data sources of data and employed descriptive and Inferential statistics to analysis it. The findings shows that brand comprehension had the lowest mean for both coca cola and Pepsi. However, coca is better than Pepsi with low mean differences. This suggests that both Pepsi and Coca Cola have struggled to establish a clear positioning, resulting in customers having difficulty forming a coherent perception of the brand in comparison to its competitors. Additionally, there is a strong and meaningful impact observed between brand awareness, brand comprehension, brand advertisement, brand experience, and consumer brand preference and it appears that Coca-Cola and Pepsi employ distinct advertising and sponsorship strategies to appeal to different consumer groups. Consequently, individuals' age, income, gender, and taste preferences seem to influence their choice of soft drink product. The study indicated that Brand Awareness, Brand Comprehension, Brand Advertising Brand Experience were strong, positive and significant predictor for Students’ preference. It is recommended in the future researchers could specifically study the impact of social media content and awareness on youth purchasing behavior of the industry between Coca Cola and Pepsi Cola.

Factors Influencing Students Enrollment As Marketing Strategy in Private Higher Education:

Hinsene Begna, Lamesgen Ayele — Mon, 30 Dec 2024 00:00:00 -0800

This study aims to address this knowledge gap by analyzing and evaluating factors influencing students’ enrollment by private higher education institutions in promoting their educational services. To conduct this analysis, mixed-methods approaches were employed, combining both qualitative and quantitative research methods. Data was collected through interviews, surveys, and document analysis. The collected data was analyzed using appropriate statistical techniques, complemented by thematic analysis of the qualitative data. The findings of this study underscore the significant roles that institutional branding, technology integration, and government policies play in shaping student decisions. The analysis shows that students are more likely to choose institutions that have a strong brand reputation, offering quality education and cutting-edge technology that enhances the learning experience. Additionally, the study was identify best practices and offer recommendations for enhancing marketing strategies in private higher education, ultimately contributing to the successful Institutions should invest in building a positive public image through targeted marketing campaigns, alumni success stories, and engagement with prospective students through social media and educational fairs.

The Influence of Sales Skills on Personal Selling Performance in the Case of Bottled Water Industries in Dire Dawa City

Samuel Tasew — Mon, 30 Dec 2024 00:00:00 -0800