AUS Repository

Recent Submissions

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    Impact of Digital Transformation on Accounting Systems in the UAE’s Aviation Industry
    (2025-04) Almarri, Salama Obaid Khalaf Bin Tooq; Alotaibi, Eid
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    The Impact Of Digitalization On Marketing Strategies Used By Tech Companies
    (2025-01) Alhammadi, Sara; Ahmad, Norita
    Digital transformation has profoundly altered marketing strategies within the technology sector of the United Arab Emirates. Understanding the influence of digitalization on marketing is essential before exploring the diverse digital marketing tactics utilized by companies. The concepts of digital marketing campaigns and digital marketing strategies are often conflated, though they differ significantly. Digital marketing campaigns consist of targeted actions executed as part of a broader digital marketing strategy, aimed at progressing toward defined goals. These strategies are crucial for enhancing customer engagement, with personalization emerging as a fundamental aspect of contemporary marketing. By customizing interactions to align with individual customer preferences, businesses can foster a greater sense of value and satisfaction among their clientele. Feedback from dissatisfied customers serves as a critical resource for organizational growth. Digital marketing enables companies to interact with clients and gather essential insights to improve their products or services. Technology firms capitalize on these opportunities to engage directly with their target audience, effectively presenting their offerings to key decision-makers. Therefore, the thesis proposal focuses on the implementation of digital marketing strategies in the technology sector of the United Arab Emirates, employing a literature review to draw meaningful conclusions on the evolving marketing demographics and digital environment in the region.
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    Hedging Strategies Using Financial Derivatives in Different Industries
    (2025-05) Likhachev, Sergei; Jang, Donghyeok
    This paper examines the impact of financial derivatives that companies usually use in terms of hedging external potential risks on the firm value among public companies from all industries that are traded in the United States stock market from 1998 to 2024. This study examines the impact of hedging on the firm value based on whole data sample, industry subsample and crisis subsample analysis. The results of the research show that hedging has weak negative impact on the firm values, while industry analysis reveals that impact of hedging is more industry-specific as companies experience both positive and negative impact on the firm value. Crises analysis emphasizes the significance of hedging in affecting the firm value, but the direction of the effect is mixed due to crises-specific features and premises.
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    The Iraqi Folkloric Tradition of Mājīnā: The 'Trick-or-Treat' of Mesopotamia
    (Taylor and Francis, 2022) Al-Kaisi, Meis
    The term 'trick-or-treat' conjures up the image of Halloween’s festive celebrations. However, similar traditions are also witnessed and practised in some Middle Eastern cultures. The Gulf region in general and Iraq more specifically have a long history of folkloric practices that involve children wandering the streets and asking for treats during the months of Shaban and Ramadan of the lunar calendar. In Iraq it is called mājīnā and in the United Arab Emirates ḥagg el-lēla, plus a variety of other names across the Arabian Gulf. This article examines the Iraqi mājīnā tradition. Scholarly sources on mājīnā are scarce; hence, this article is based mainly on information gathered from Iraqi informants and online magazine articles. The objective is to discuss, record, and preserve the Iraqi mājīnā, which has been thus far largely neglected.

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