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    Unlocking the Power of Touch: Exploring Sensory Marketing Strategies
    (2024-11) Ranjith, Revathi; Gazley, Aaron
    In recent years, sensory marketing has witnessed dynamic growth, as companies increasingly recognize the power of appealing to consumers through multiple senses. Leveraging sensory cues has become integral to engaging customers and shaping their emotions, particularly in large-scale retail environments like malls. However, while visual and auditory stimuli have been extensively explored, the role of touch remains underexplored yet crucial, especially in online product evaluation where tactile experiences are absent. This paper seeks to address this gap by investigating the impact of tactile sensory involvement on brand perception. Through surveys, the study aims to explain how the quantity, perceived intensity, and frequency of tactile engagement influence consumers' perceptions of brands. By unlocking the potential of touch in sensory marketing strategies, this research attempts to provide valuable insights for businesses seeking to enhance consumer engagement and brand loyalty.
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    An Empirical Investigation of Parasocial Relationship Theory in the Context of Virtual Influencers
    (2024-12) Shaji, Rooth; Baker, Jeffrey; Nam, Kichan
    Social media influencers are individuals who have amassed a significant following on platforms like Instagram, YouTube, and TikTok due to their expertise, charisma, or relatability. They create content tailored to specific niches and often collaborate with brands for sponsored content, influencing their followers' purchasing decisions. Virtual Influencers, on the other hand, are computer-generated personas created by brands or agencies and are designed to mimic human social media influencers. Despite being virtual rather than authentically human, virtual influencers have gained traction, particularly among younger demographics, challenging traditional influencer marketing paradigms. The purpose of this research is to examine if parasocial relationship theory explains the behavior of their followers – and thus, if the theory holds true in the context of virtual influencers. A literature review of social media, social media influencers, virtual influencers, and parasocial relationship theory is conducted to build a base for the research. Our research model examines the links from attractiveness, intimate self-disclosure, influencer-product congruence, and sponsorship transparency to parasocial relationship and, in turn, the impact of parasocial relationship on purchase intention. The moderating influences of object-related and activity-related authenticity are also observed. Survey results support our hypotheses. Implications for virtual influencer creators and the brands that use them are presented, along with directions for future research.
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    Development of a Machine Learning Based Smart Water Leak Detection System
    (2024-12) Al Hassani, Rabab; Mortula, Maruf; Ali, Tarig
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    Redefining Luxury in the Circular Economy
    (2024-12) Alalwani, Ulla; Mrad, Mona
    In recent years, the luxury industry has increasingly embraced circular economy practices by shifting toward green alternatives and the emergence of collaborative fashion consumption such as second-hand. Although the second-hand luxury market is witnessing tremendous growth worldwide, research has focused on exploring this sector from the consumer behavior perspective. In contrast, there is a market paucity in the research addressing the seller motivations, barriers, and the related relationship with the brands and luxury items. To investigate this phenomenon, we conducted 26 semi-structured interviews with luxury consumers who engaged in selling personal luxury items in the United Arab Emirates, a significant second-hand luxury market. The findings revealed four drivers to sell (i.e. democratized luxury, economic motivations, altruistic motivation, and practical considerations) and six barriers and concerns that hinder selling (hedonic barrier, platform challenges, perceived risk, practical constraints, economic and market concerns, seller-buyer dynamics). The results also highlighted how perceptions shifted before and after resale behavior uncovering three mainstreams (positive perception, negative perception, and a shift from positive to negative). Furthermore, the outcomes represented positive (e.g. brand loyalty) and negative (e.g. brand switching) seller-brand relationships as well as positive emotions (e.g. emotional detachment), negative emotions (e.g. emotional attachment), and mixed emotions (e.g. relief and sadness) associated with the seller-product relationship. This research contributes to the circular economy emerging literature by exploring the second-hand luxury market from the seller's perspective, shedding light on the motivations, barriers, and relationship dynamics post-sale.
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    Navigating Anti Money Laundering Complexities: Evidence from the UAE
    (2024-12) Almheiri, Abdulla Obaid; Gleason, Kimberly; Zantout, Zaher
    The ever-changing global financial system poses complex problems in the fields of Anti-Money Laundering and Countering the Financing of Terrorism. The critical geopolitical location of the United Arab Emirates and it being one of the largest global financial centers make the country distinctive in its efforts to enhance its Anti Money Laundering frameworks to align with international and Financial Action Task Force regulations. The UAE's recent gray listing by the Financial Action Task Force on 4 March. 2022 compelled the country to make an urgent decision regarding stepping up its compliance efforts. This thesis will clarify the contributions of the United Arab Emirates concerning the Anti-Money Laundering and Combating Financing of Terrorism and highlight the country's regulatory, operational, and international cooperation. It assesses the country’s current frameworks in light of the Task Force Recommendations. The thesis considers the various strategic actions that the Country takes towards improving its Frameworks in terms of legislative reforms, institutional improvements, and more substantial international cooperation. While preparing this research, the country took significant steps to enhance the Anti money laundering landscape and fulfill the financial action task force recommendations, resulting in the Country being subsequently removed from the Grey List on 23 February 2024. The grounded theory methodology is used in this research through content analysis of regulatory documents and expert interviews designed to give an inclusive picture of the landscape in the United Arab Emirates. The findings of this thesis will be relevant for policymakers and financial institutions in the country if put into a dynamic framework, which should enable the decision-makers to improve the current practices in line with the dynamic standards of the financial action task force while not hindering the business environment. it will also aim to construct a detailed approach framework on what tools and policies will be implemented within the local financial sector to adhere to the guidelines and maintain the white-list status.

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