Volume 5, Issue 3, Summer 2018, Page 140-205


Developing a Measurement Scale of the Use of Mobile Technologies in E-learning: A Structural Equation Model

Hale H. Turhangil Erenler

Marketing and Branding Research, 2018, Volume 5, Issue 3, Pages 140-150
DOI: 10.33844/mbr.2018.60303

Researchers agree that mobile learning implementation requires new pedagogies and successful integration and implementation of technologies into learning needs to be well-planned. In this context, this study first aimed to develop a use of mobile technologies measurement scale and then examined students’ perceptions and opinions of using mobile technologies as part of the E-learning program with data from 786 students. Exploratory and confirmatory factor analyses were used to develop the measurement model; then the structural model for the research was tested using SEM. From the SEM analysis, with one dimension and ten variables, the scale was acceptable and the model explained 42.34 percent of the variance, which is indicative of medium explanatory power. Reliability for the scale was assessed using Cronbach’s alpha, which was greater than .80 for Use of Mobile Phones in this study, thus the items were reliable. The results showed that most of the students used the latest smartphone technologies and they generally approved of using these as part of their E-learning program on Moodle learning management system.

Online Evaluation Platforms as a Tools for Enhancing Competitiveness in Healthcare Sector

Róbert Štefko; František Pollák; Nella Svetozarovová

Marketing and Branding Research, 2018, Volume 5, Issue 3, Pages 151-158
DOI: 10.33844/mbr.2018.60372

The paper discusses the issue of utilization of the major online public evaluation platforms as Facebook and Google, more specifically describes the methods and ways of their utilization in the field of healthcare provider with aim to increase competitiveness on subjects operating on this specific sector. The issue of increasing the efficiency and quality of health services has long been proclaimed. There is no coherent plan for measuring the quality and efficiency of healthcare facilities in general. The increasing importance and demands for efficiency and quality is leading to an increase in importance of accurate and specific marketing concepts, desirable also in the process of specific health programs. By thorough and complex analysis of online presence of selected health care providers, represented by the Slovak Teaching Hospitals, relationships between factors were examined in order to identify and describe facts affecting online presence of those entities in the hyper competitive market environment of the Internet. The findings identified by the analysis of online environment were compared between selected platforms. The results of analysis thus providing a comprehensive view on the issue of utilization of online evaluation platforms to increase competitiveness.

Higher Education Institutions Embracing Digital & Social Media Marketing: A Case of Top 25 Universities in Asia & Africa

Nerisa N. Paladan

Marketing and Branding Research, 2018, Volume 5, Issue 3, Pages 159-167
DOI: 10.33844/mbr.2018.60254

At the age of the digital world, higher education institutions (HEIs) are challenged to be creative in reaching out and keeping in touch with their stakeholders and target markets that are mostly the young generation. Businesses and institutions like HEIs should be innovative in attracting customers/students using digital and social media marketing. They have to embrace fully digital and social media marketing in realizing their target market and staying connected with them. This research focused on identifying the common digital and social media marketing utilized by the top 25 universities in Asia and Africa, it also assessed the level of adoption of digital technology. Findings revealed that the majority of the top 25 universities in Asia and Africa use Facebook, Twitter, LinkedIn and YouTube for their digital and social media marketing and they differ in terms of the purposes of its usage and the level of adoption of digital technology. It shows that the collective responses by using digital and social marketing for HEIs are to market their programs and to give information about events and research of the HEIs. However, the majority of the top 25 universities in Asia had already reached fully digital and they use it for visionary production and design for the adoption of digital technology. Furthermore, most of the HEIs are using website design and interface as an essential factor on how to present themselves to their potential students.

Measuring Credit Risk Management and its Impact on Bank Performance in Iran

Azam Ahmadyan

Marketing and Branding Research, 2018, Volume 5, Issue 3, Pages 168-183
DOI: 10.33844/mbr.2018.60427

The concept of credit risk management can be treated as the heart of any commercial banks. It plays the vital role in the performance of a financial institution as it analyzes credit worth ability of borrowers. Each loan without repayment decreases banks’ profit and equity, which in turn may result in bank failure if the bank cannot pay off its liabilities. In this paper, according to existing theoretical and empirical literature, the suitable system was defined for measuring credit risk management. Then, the effect of credit risk management on the profitability and survival of banks in Iran was investigated. For this purpose, model was estimated using panel data method and the financial statements of banks for the period 2005-2016. The results of the study showed that there was a significant relationship between risk management and profitability and bank survivability. The poor credit risk management reduces the profitability and survival of banks.

Energy Dependence of the Solar Business of the European Union and Bulgaria

Noncho Dimitrov

Marketing and Branding Research, 2018, Volume 5, Issue 3, Pages 184-189
DOI: 10.33844/mbr.2018.60374

The energy dependence of the European Union (EU) is a huge concern for the Member States. It`s mostly connected to the increasing dependence on imported energy resources. The ability of the EU to meet the energy needs is very limited. Dependency on imported resources is expected to reach 70% in 2020 and dependence on oil - 90%. Europe`s dependence on imported oil will increase drastically. Almost 100% is the Bulgarian dependence on imports of Russian natural gas and oil. The solar business has a great importance for the future of the entire energy sector. Its investigations will allow us to find the potential opportunities and possible threats of its development and will help us to develop its potential. There are many challenges in front of its development connected with legal frameworks, corporate interests and public pressure. Therefore, a successful adaptation is required to the high requirements of regulators and competitive alternative energy source.

Investigating the Situation of Lacquered Wire Kavir Yazd Company in Lifecycle and the Fit between Marketing Strategy and Marketing Mix

Aliakbar Beygiyazdi; Shahnaz Nayebzadeh; Abolfazl Davoodi Roknabadi

Marketing and Branding Research, 2018, Volume 5, Issue 3, Pages 190-205
DOI: 10.33844/mbr.2018.60354

A strategy is the basic pattern of current and planned objectives, operation and allocation of resources, an organizations interactions with the markets, competitors, and other environmental factors. The main focus of marketing strategy is to allocate and coordinate with marketing activities and resources, and to provide operational objectives in terms of a market - specific product. The strategy can determine success in the world of today mega competitive in the life cycle of the organization if properly allocate organizations resources and marketing mix also fit in with this strategy. The aim of this study was to examine the life cycle of Kavir Lacquered Wire of Yazd Company and its status in the companys life cycle and to review the fit between companys marketing strategy and marketing. The judgmental method sampling among managers and experts was applied and the descriptive research which employed questionnaire and survey methods was used to collect the data.  Descriptive statistics showed that this company is in the growth stage of its life cycle and the companys strategic reference points shows that the attack or siege were the main reason of choosing marketing strategy. Data analysis techniques using fuzzy AHP also revealed that the company marketing mix and marketing strategy had only the promotion fit. According to the wire Kavir Yazd Company approach in the context of intelligence capabilities and scientific management; investigating the companys position in the life cycle and also companys strategy and marketing mix will eventually improve manager insight in marketing management.