Indexing

Abstract:The rise in corporate failure and the subsequent erosion of investors’ confidence has necessitated research attention on ways to improve the reliability of financial information published in the financial statements without compromising performance. Previous research has reported that the reliability of financial statement information depends on the quality of external audit. Existing evidence further reveals audit quality can be measured using a number of factors including audit firm rotation and audit fees. This study examined the effect of audit quality on financial performance of industrial goods companies in Nigeria. The researchers utilized audit firm rotation (AFR) and audit fees (AUF) as proxies for audit quality while financial performance was measured using return on asset (ROA). We adopted a descriptive and Ex-post facto research designs while the scope of the study covered 2012-2018. The population and sample of study consists of twenty four industrial goods companies listed on Nigerian Stock Exchange as at 4th September 2019. Our results show audit firm rotation and audit fees both have significant positive effect on return on asset. On this premise, we concluded that Audit quality has significant positive effect on financial performance. It is therefore recommended that corporate organizations should endeavour to rotate audit firms periodically so as to benefit from their varied experiences and expertise in improving their accounting methods and policies, thus, improve their financial performances, while shareholders should emphasize on audit quality in appointment of auditors with less attention paid to cost considerations.
Keywords:Audit rotation, Audit fee, Return on Asset.
Title:EFFECT OF AUDIT QUALITY ON FINANCIAL PERFORMANCE: EVIDENCE FROM A DEVELOPING CAPITAL MARKET
Author:Iliemena, Rachael O.C., Okolocha, Chizoba Bonaventure
ISSN 2349-7807
International Journal of Recent Research in Commerce Economics and Management (IJRRCEM)
Paper Publications

Abstract:The purpose of the study was to assess the effects of financial management practices on savings and credit cooperative society’s performance in Kisumu County, Kenya. The specific objective of the study was; to examine the effect of cash management on SACCOs Performance in Kisumu County, Kenya; to evaluate the effect of credit risk management on SACCOs Performance in Kisumu County, Kenya; to establish the effect of budgeting on SACCOs Performance in Kisumu County, Kenya. Descriptive research design was adopted. The population for this research comprised of 31 major SACCOs in Kisumu County, Kenya with the respondents being managers, finance officers, credit officers and cashiers working in those SACCOs. Questionnaires were used for primary data collection in this study. The collected data was cleaned, sorted and then entered into SPSS for analysis. Based on the findings the study concluded the following; cash management (β = 0.660) was found to be positively related to SACCOs performance in Kisumu County, Kenya. From t-test analysis, the t -value was found to be 3.120 and the ρ -value 0.00. Thus, the study accepted the alternative hypothesis and it concluded that cash management affects SACCOs performance in Kisumu County, Kenya. Credit risk management (β = 0.402) was found to be positively related to SACCOs performance in Kisumu County, Kenya. From t-test analysis, the t -value was found to be 3.450 and the ρ -value 0.000 thus, the study accepted the alternative hypothesis and it concluded that credit risk management affects savings and credit cooperative societies performance in Kisumu County, Kenya. Budgeting (β = 0.532) was found to be positively related to SACCOs performance in Kisumu County, Kenya. From t-test analysis, the t -value was found to be 3.645 and the ρ -value 0.000. Statistically, this null hypothesis was rejected because ρ<0.05. Thus, the study accepted the alternative hypothesis and it concluded that budgeting affects savings and credit cooperative societies’ performance in Kisumu County, Kenya. Dividend management (β = 0.920) was found to be positively related to SACCOs performance in Kisumu County, Kenya. From t-test analysis, the t -value was found to be 5.371 and the ρ -value 0.000. Statistically, this null hypothesis was rejected because ρ<0.05. The study recommended the following: the management of SACCOs in Kisumu County, Kenya should set aside specific periods to evaluate member cash requirements and develop stringent policies on cash holding in order to manage their cash. The study would be significant to policy makers, management teams in SACCOs together with scholars and academicians
Keywords:Cash management, Credit risk management, Budgeting and Dividend management.

Abstract:Effective human resource practices relate to company performance by contributing to employee and customer satisfaction, productivity, and development of a favourable reputation of the firm in the industry. In adequate human resources (HR) could lead to low productivity in organizations. Therefore, the major objective of this study is to examine the effect of inadequate human resources on performance of banks in Yola. The study employed survey design. Both primary sources of data were used in sourcing data for the study. Accidental sampling method was employed to sample and administered 320 questionnaires to respondents. Date collected was subjected to descriptive statistics such as percentage analysis. The result of the study showed inadequate human resources affect the performance of Banks negatively. Based on the findings, it was recommended that the Management of Banks need to see human resources as a vital aspect in the institutions performance and should provide adequate human resources by recruiting more hands in the organization.
Keywords:Recruitment, Selection, Orientation, Compensation, Performance Appraisal, Training and Development.

Abstract:The research took place to highlight connection in different variables that influence the customer behavior and approach towards web-based shopping. This research focuses mainly on five factors that contribute to building up a connection between customer and E-retailers. The factors are known as time management, trust maintenance, item assortment, accommodation, and protection. For this purpose, a self-created instrument and method were used. As a result, it is noticed that trust and accommodation play a dominant role to let the customer choose either to do it or not. Trust variable has statistical importance in male and female with respect to consumer expectation from e-retailer. There is no statistically significant difference between male and female in term of consumer expectation from e-retailer. Thus, it rejects the alternative hypothesis and accepts the null hypothesis that male and female do not have any significant difference in consumer expectation from e-retailer with respect to the time variable. , there is a significant difference in trust with respect to age level on consumer expectation from e-retailer. There is a significant difference in consumer expectation with respect to age level on consumer expectation from e-retailer. Accepting the developed hypothesis, meaning that, privacy differs significantly with respect to age level on consumer expectation.
Keywords:E-Retailors, Trust, Privacy, Time, Product  variety.

Abstract:Housing forms one of the sustainable development goals. In Kenya, it is part of the big four agenda of the Kenyan government. Real estate performance therefore provides an opportunity to achieve these goals. Real estate sector performance financially is important and critical to the overall thriving of the firms in the sector. Failure to meet the required level of performance by real estate firms in terms of revenue earned, profitability and returns on investment may jeopardize the running of activities. This may lead to collapse or closure of real estate firms. The purpose of the study was to establish the effect of financing options on performance of real estate sector in Kisumu City, Kenya. The study will look at the effect of mortgage financing, loan financing and savings financing on performance of real estate sector. The study was anchored on structural form theory, lien theory and liquidity preference theory. This study adopted an exploratory research design. The target population was 23 licensed mortgage and financial institutions, 25 registered real estate firms, one National Construction Authority (NCA) operating in Kisumu City. The respondents was one manager and one accountant in real estate firms, one general manager and one mortgage manager in financial institutions and one official of NCA; totaling to 97 respondents. The sample size was 97 respondents who were purposively selected. A pilot study was conducted to measure the validity and reliability of the research tools. Content validity was used as validity test while reliability was tested using Cronbanch’s alpha coefficient. Descriptive (mean, percentages and frequencies) and inferential statistics were employed to analyze the data. Inferential statistics that is correlation and multiple regressions was used to make inferences of the population using data drawn from the population whereas descriptive statistics was used to summarize data from the population. The study results revealed that there was a significant effect of mortgage financing (β = 0.263; P< 0.05), on performance of real estate sector. The study concluded that there is a significantly positive relationship between mortgage, loans and savings financing and real estate sector performance. The study recommended that there is need to increase use of loans and savings as sources of financing. The result of the study will benefit several stakeholders among them the real estate firms, investors, the government of Kenya, the financial institutions and researchers.
Keywords:Mortgage financing, performance, real estate sector.

Abstract:Training is a vital micro credit strategy for spurring the growth of Small and Micro Enterprises (SMEs) world wide. SMEs need to develop skills and core competencies in order to gain a competitive advantage in the dynamic market environment. Training is therefore a major determinant in the performance of SMEs. Investment in business skills and knowledge enhances productivity of enterprises. The government of Kenya was prompted to establish Women Enterprise Fund (WEF) in 2007 as a micro credit to enhance the growth of women owned SMEs in the country by providing training. Despite this, most women owned SMEs have high rates of failure resulting from poor and inadequate training in entrepreneurial activities. The purpose of this study therefore was to identify the influence of training strategy on the growth of SMEs in Kenya. This study’s objective was to establish the influence of training strategy of WEF on the growth of small and micro enterprises in Kenya. The independent variable of this study was training strategy while the growth of SMEs was the dependent variable. This research used a descriptive survey based design. The study’s target population was composed of female group leaders’ beneficiaries of Constituency Women Enterprise Scheme (CWES). Both cluster sampling and simple random sampling were used to select a sample size of 335 respondents for the study. Quantitative primary data was collected by use of structured researcher administered questionnaires. Data collected was sorted out and coded according to the research objectives. The study utilized both inferential statistics and descriptive statistics to analyze the quantitative data, by the aid of SPSS version 24 computer software. Both Analysis of Variance (ANOVA) and Linear Regression Analysis were computed to find out the correlation between the study’s variables. The study established a positive relationship between training strategy and growth of SMEs. The findings of this study will help the government of Kenya in formulating and implementing training strategies that would boost the growth of SMEs in the country. The study recommends that the government of Kenya provides of frequent training services to WEF clients in order to equip them with a variety of business skills. The knowledge and skills will assist loan beneficiaries to manage their business effectively.
Keywords:Training Strategy, Small and Micro Enterprises, Women Enterprise Fund, Entrepreneurs, Constituency Women Enterprise Scheme, Government of Kenya.

Abstract:Procedures and systems related to the procurement process does differ based on different countries, governments, sectors, organisations etc. but general consensus is that, the adopted process involves three (3) main stages identified as planning, purchasing and contract management. In the Sri Lankan health sector too, these key stages are prevalent in the procurement of medical equipment however, various concerns have arisen with regard to the timeliness of the current processes. The objective of this study, was to determine the average time taken for completion of each stage of the procurement process of medical equipment in the government health institutions, under the purview of the Regional Directorate of Health Services (RDHS) in Gampaha, Sri Lanka. This was a descriptive study done based on information gathered for the period of 2014/2015 related to the procurement activities of medical equipment at RDHS, Gampaha which, is the main health service provider for the second highest populated district in Sri Lanka. For this study, procurement records of medical equipment purchased in years 2014 and 2015 using any type of funding source were analysed, centred on three (3) fact sheets used to gather necessary quantitative data. A total of 78 state sector health institutions are under the purview of RDHS, Gampaha and the officers at the Planning unit, Biomedical Engineering unit and Accounts branch were involved in buying the required medical equipment. Based on a total sample of 245 equipment categories a sample of 243 records were identified where different funding sources had been used for procurement and data was collected from the three (3) main units. This study revealed that, the actual time taken for supplying the procured equipment was 347.08 days when compared with the calculated average time of 192.31 days. It was noted that an overall delay of 154.77 days was experienced in completing the process which, was exacerbated mainly due to factors such as deferments in project approvals and delays by suppliers.  It can be concluded that, stringent government guidelines and greater cohesiveness among the officials handling the procurement process, would enhance the efficiency and timeliness in purchasing required medical equipment by the state health sector institutions, in Sri Lanka. 
Keywords:government, health, medical equipment, procurement, process, timeliness.

Abstract:In the realm of agriculture, three main things, or perhaps more, determined the response of Africans to colonial rule in Kenya. The first, was land alienation which saw many Africans lose their land to European farmers.  The second, was the supply of cheap African labour of European farms and the last was the introduction of taxes which were meant to force Africans to seek paid work on Europeans farms. In the colonial establishment, Africans were not passive actors who always responded in conformity to government laws, policies, expectations, schemes and propaganda. It is in view of this, that themes of collaboration, resistance ad compromise underlie African response to colonial administration. Based on secondary and archival data, this chapter interrogates the response of Africans towards European coffee growing in Kiambu County.
Keywords:Collaboration, Resistance, African, European, coffee-growing, Kenya.
Title:Collaboration, Resistance and Compromise? African Response to European Coffee Growing in Colonial Kiambu County, Kenya 1900-1952
Author:Paul NjarambaNdirangu

Abstract:Social media is becoming an important tool for communicating the information from one end to another end. The company uses social media to promote their products and services based on consumer profile and choice. This study aims to evaluate the effectiveness of the marketing style adopted by fashion brands through a broad community of fashion influencers of social networks towards internet users in the fashion sector in Turkey, and to detect the strategies and means used by influencers to Contribute in the formulation of consumer decision making.  This study will try to show the different aspects of social media in Fashion industry precisely, and the improvement internet had witnessed throughout the last two decades evolving the marketing usage by companies and consumers with the continuous increase number of internet users that created a huge opportunity for companies to market their products while innovating their approaches and creating communities for their product users and prospect, yet this strategy was only reaching their own and loyal followers and didn’t reach the new customer. The reason why many companies merge to collaborate with pertinent social influencers to increase their reach.  Knowing that some social influencers could reach millions of followers through daily interaction and trust-based communication built between them, follower that trust their comments and opinion, and follow their recommendations.  Fashion houses are aware of the impact influencers could have on their followers and use their power over the consumer to gain new markets. For this purpose, the researcher employed the Mann Whitney U test and Kruskal-Wallis test to compare the mean value for the respective variables to see the difference.
Keywords:Customer decision making, Fashion industry, Social media marketing, Influencers.

Abstract:This thesis investigates the effect of foreign direct investments on economic growth in Mauritania. International Monetary Fund defines FDI as investment that is made to acquire a lasting interest in an enterprise operating in an economy other than that of the investor, the investor’s purpose being to have an effective voice in the management of the enterprise. Foreign direct investment is a key driver of international economic integration. With the right policy framework, FDI can provide financial stability, promote economic development and enhance the well-being of societies. The study used descriptive research design which is used when the problem has been specifically defined and where the researcher has certain issue to be described by the respondents about the problem. Secondary data was collected for the period between 1997 and 2017.Developing countries, small economies consider foreign direct investment as a source of economic development and modernization, income growth and employment. Following Washing consensus, many of the countries have liberalized their capital movement regimes and followed foreign direct investment incentives policies to attract foreign investment. They have addressed the issue of how best to pursue domestic policies to maximize the benefits of foreign presence in the domestic economy. The study Foreign Direct Investment for Development attempts primarily to shed light on the second issue, by focusing on the overall effect of FDI on macroeconomic growth and other welfare-enhancing processes, and on the channels through which these benefits take effect.
Keywords:foreign direct investment, economic growth, Mauritania economy, Africa.

Abstract:This article reviews the era of technology and open markets, e-commerce is considered to be a revolution that redefined buying and selling and reintroduced it in a much easier style that is not anymore restricted by time or place. These drastic changes required the introduction of new ways of approaching customer satisfaction as a goal for all kinds of markets, be it traditional or e commercial. Like the rest of the world, online shopping is constantly rising in Egypt, middle east and Africa, and the competition between platforms is therefore unprecedented. Due to all this, this study aimed to explore the major influencers of the online customer’s satisfaction and test these influencers on the customers of two of the most successful B2C platforms in Egypt that are JUMIA and SOUQ.COM. The operators tested were security and privacy, website design and accessibility, product information quality, trust, order fulfilment quality and payment methods. This research was quantitative, as its results relied on the conclusions of a survey shared on social media platforms, and the data of 479 participants was collected. The analyzing of the collected data was conducted through SPSS 22 and AMOS, and the results of it proved the relation between the suggested six operators and customer satisfaction. Between the six operators, payment methods and trust had the upper hand as the most believed operators to have an influence on customer satisfaction. Based on the results, the conclusion, administrative effects, suggestions and restrictions were discussed. The researcher hopes online shopping platforms makes proper use of the findings of this research towards a better understanding of customers and their needs.
Keywords:E-commerce, online shopping, customer satisfaction.

Abstract:The natural resources are affected by the human activities resulting in decrease in different quality of living organisms. There is a growing concern about the greenhouse gases in the environment, about the depletion of ozone layer and global warming. Environmentalists in India and abroad are raising their concern and are campaigning against pollution causing industries. Rapid industrialization and changing consumption patterns has raised the concern for environment and resources. This paper tries to explore the benefits by implementing green marketing practices in selected organizations. This further explores the various barriers which obstruct effective execution of these strategies. This will provide a new insight which may help indigenous manufacturers to widen their environmental understanding and responsibility. The study was conducted using the survey method. A well-structured questionnaire has been designed and data has been collected from a sample of 100 respondents. The sample comprises of five major industrial sectors of Udaipur district in Rajasthan. The findings reveal that companies identified various benefits and barriers in implementing green marketing strategies in their organizations.
Keywords:Competitive advantage, Ecological marketing, Global warming, Green marketing, Strategic environment risk management, Sustainable marketing.

Abstract:The aim of this research is to check the patient’s awareness regarding to the brand medicine they are using in pain and its effect on their healing. With the growing market of  brand medicines there are number of medicines available with different brand name having same fuction from these which brand medicines is mostly use by patients in pain depend on the awareness that how they well know about that medicine. So, we choosed Panadol/Paracetamol and Brufen Nurofen which are the pain killers and available in Pakistan and Turkey, in order to check which brand medicnes are mostly used by patients in pain and why they choose that brand medicne.The theoratical work is based on the literature about the Brand, Fuction of brand, Patients based brand equity in hospital, Brand awareness, Consumer buying behavior with respect to brand awareness, Components of brand awareness,Brand recall, Brand recognition, Brand loyalty, Brand association and Perceived quality. The experimental study is based on  qualitaive and quantitative methods. In qualitative method the well-structured questionnaires is designed and same question was asked from the patients in Turkey and Pakistand and also the interview was conducted with Novartis manager in order to get authentic results. In quatitative analysis the respondents data was transfered to SPSS and analysed. Both parametric and non parametric test was conducted, we also checked the Frequency, Normal distribution, Descriptive statistcs, and correlation test in order to authenticate the hypothesis of this research.Three hyothesis was tested regarding the impact of brand awareness on patients healing and the realtionship of brand recall and brand recognition with brand awareness. The results shows that there is the positive impact of brand awareness on patients healing and there is the the positive significant correlation between brand awareness-brand recall and brand awareness- brand recognition.Brand awareness is one of the important factor in the mind of the consumers. So, brand awareness can be increase by sales promotion, advertising to fortify the brand wareness, it’s image and identity among consumers using various means of communication , and other marketing activites which also increases the brand loyalty which contributes to get the success in the market.
Keywords:Brand awareness, Brand medicine, Brand recall, Brand recognition, Patient healing.

Abstract:This paper examines business environmental imperatives and the sustainable survival of food and beverage firms in developing economies with particular reference to Nigeria. The constraints associated with Food and Beverage sub sector of the economy has resulted in deterioration thereby robbing this unique sector of its unique roles associated with sustainable growth. The business environment is characterized by dynamic variables impacting on this subsector of the economy. The effect becomes severe on its performance and performance is measured in terms of profitability. In recognition of the constraints therefore, this paper therefore serves as a report of investigation of the implications of complex business environmental imperatives on the growth of food and beverage firms. The Ordinary Least Square Technique is adopted in the methodology and the result reveals positive relationship between environmental variables and profitability of the food and beverage firms. The study advocates a conducive business environment between government and stake holders of food and beverage firms capable of enhancing greater productivity and sustainable growth. A negation of this, the paper argues, is capable of jeopardizing the fortunes of this sector. The converse of this holds.
Keywords:Environment, Growth, Performance, Turnover, Taxation.

Abstract:The crime of fraud is not limited to particular fields or regions; it is possible to take expected and unexpected forms and types in all fields of business or financial dealings.
The fraudulent has specific characteristics and way of thinking help him in committing the crime of fraud. Consequently, understanding the crime of the fraud is directly linked to go through the definition of this crime, the gaps in transactions or companies that help a fraudulent in intrusion of any system, deals, transactions…etc, while that would not be enough unless the characteristics of the fraudulent have been determined (Volimuth, 1975).
Knowing and explaining the causes of fraud take many ways, but the best way to explain those causes is the triangle of fraud which consists of: Logical motives, the pressure and the opportunity for occurring the fraud. This triangle also helps in knowing how to prevent this crime of occurring (Wolfe, 2004).
Prevention of this crime has means, elements and ways of prevention, some is general based on the causes of the crime, while other is specific depending on analysing each single person and case, whether exceptions, special conditions or special individual characteristics of the fraudulent (shaefer, 1969).
The objective of the study is to avoid fraud attempts before it occur by understanding, analyzing and studying cases of fraud, identifying the reasons leading to it, and creating a problem-free working environment, because falling into the crime of fraud in all its types leads to negative effects and damage to societies, institutions and individuals, and also it have been clarified elements of the prevention of this crime and the methods of protection.
Keywords:crime, fraud, societies.

Abstract:Due to the economic, political and social influences in the countries of the world, money laundering has emerged.
Money laundering is a serious phenomenon, as this phenomenon faces many countries in the world and the international community in general.
The liberalization of international trade facilitated the spread of this phenomenon, and the ease of movement of capital in various countries around the world increased the movement of funds of criminal organizations both domestically and internationally
The purpose of this study is to expose the phenomenon of money laundering (in all its aspects) and to explain its effects and the efforts exerted to combat it at the international level, in addition to the exposure to the size of this problem and the methods used to treat it. Its negative effects on the social, economic and political aspects of the State.
The prevalence of this phenomenon is attributed to a number of objective or procedural reasons, including the shortcomings of the legislative aspect of the lack of cooperation between the concerned parties. In view of the seriousness of this phenomenon, international, regional and local efforts have been combined to combat this phenomenon through conventions, international and regional conferences and the enactment of legislation.
Keywords:money laundering, Crime, Methods, World, global actions, Combat.

Abstract:The study seeks to review the imperatives of globalization on social, cultural, political and legal aspects of Nigeria’s Economy. Globalization is powerful aspects of the new world system; and it represents one of the most influential forces in determining the future course of the planet. It has manifold dimensions: economic, political, security, environmental, health, social, cultural and others.  The study reviewed that the social aspect has led many Nigerians to urbanization as well as changing their mode of dressing and social life. The cultural imperative has led to the creation of council wards, local government areas, states against chiefdoms and emirates that were formally practice. The political imperative of globalization has led to the creation of sovereign nations through trade, capital flows, and harmonization of the economic rules. A legal imperative of globalization has made it possible for increased cross-border transactions and quest for high quality legal services by investors. The theory of world culture by R. Robertson which pointed out the four main actors of globalization as national society, social systems, the individual and humanity. The study therefore concluded that globalization has paved way for people of different nations to have cross boarder experience, interaction and integration socially, culturally, politically and legally thereby changing and modernizing the people from their traditional beliefs and norms.
Keywords:Globalization, Social, Cultural, Political, Legal and Economy.

Abstract:Globalization a complex and controversial concept is not a new phenomenon. It is a process and continuation of development of global, religious, technological, economic, political, and cultural integration. The integration has been facilitated in time and pace by style of information dissemination through accelerated pace of technological advancement. A strong feature of global integration is that information of any event at any part of the world gets to Nigeria or any other part of the world instantly. This paper analysis the imperatives of globalization on religion, technology and economic aspects as caused by the forces of globalization in relation to the developing phenomenon in contemporary Nigerian society. It recognized the positive and negative aspect of globalization, and suggests ways of eliminating the negative effects of globalization. The paper states that in a global era, religion has experienced a revival in many parts of the world, mainly in the form of religious fundamentalism. On technological advancement, the world and Nigeria in particular has witnessed increased interdependence in the last two decades. Many countries of the world have taken advantage of this development to improve on their domestic economy. Nigeria has not benefited enough from economic aspect of globalization due to her dependence largely on crude oil, lack of managerial skills and corruption in the financial sector. The paper concludes that for Nigeria lo benefit maximally from globalization accountability and transparency must be enthroned through good governance and the application of market friendly policies. It recommends that Nigeria should encourage local production and industry to boost growth, ease dependence and maximize gains from globalization. Nigeria should think of diversification to other sources of revenue with high sense of accountability and transparency, instead of depending mainly on crude oil.
Keywords:Accountability and transparency, Economy, Dependence, Diversification, Globalization, Interdependence, Local production, Nigeria, Religion, Technology.

Abstract:in the modern car industry, we can't help but to notice the brutal competitions that the car manufacturers companies have to endure in order to survive the market, this study is about finding the best behaviors for the car manufacturers in order to achieve the emotional attachment that the consumer would have with the automobile manufacturers, this study has two main researches the first one is the theoretical background in the literature to explain the main concepts and also to extract the hypotheses, the second one is the survey and analyzing the survey in order to prove the hypotheses that the author established, originally seven hypotheses were made in this study for attempting to prove each one of them and their mentioned relations, but the first proof is a positive relation between brand experience and satisfaction touch point, the second proved hypothesis is the positive relation between brand satisfaction touchpoint and brand love, and for the last one that the author proved is the strength of each dimension of the brand experience dimensions to the concept of brand love and the relation between brand experience and brand love in this case, also the relation between brand trust and brand experience in one hand was identified to be a positive relation and correlated, and brand trust and brand love on the other hand was also identified to be positive and correlated, the last one was brand loyalty and brand experience this hypothesis was rejected due to the lack of significance, brand loyalty and brand love relation was identified to be positive and correlated relation
Keywords:Brand experience, brand satisfaction, brand love, brand trust, brand loyalty, automotive industry, automobile industry, car industry.

Abstract:In an era of digitalization and fast growing technologies, the place of social media became important in our daily life. Some individuals are trying with an active participation to have their own role and identity in order to influence a specific audience and shape its needs and motives using the personal branding. This phenomenon is a planned process by which individuals are making efforts in marketing themselves to be distinctively different from the mob and make themselves successful personally and/ or professionally. Instagram is one of the most used online platforms nowadays, it is a fast growing social network that is offering a large choice and a fruitful opportunity for the influencers to promote themselves in order to target the consumers and possibly act on their behavior.
The present thesis research is undertaken to study the impact of the influencers on Instagram on the consumer decision making process. With a quantitative study, the data gathered using a survey method, was analyzed via SPSS software according to the conceptual framework proposed and the hypotheses were tested with the regression analysis complementarily with Kruskal-Wallis H test. The findings ensure a significant relationship between Instagram Influencers and the decision making process for the consumer. Additionally, the impact of those influencers differs according to some demographic criteria like gender, age and employment status but does not present any significant difference when it comes to the family income.
Keywords:Personal Branding, Social Media; Influencer, Consumer behaviour, Consumer Decision Making Process.
Title:PERSONAL BRANDING ON INSTAGRAM: THE EFFECT OF INFLUENCERS ON CONSUMER DECISION-MAKING PROCESS
Author:Sana Elhachadi, Ilkay Karaduman
ISSN 2349-7807
International Journal of Recent Research in Commerce Economics and Management (IJRRCEM)
Paper Publications