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Eurasian Journal of Social Sciences

Vol.10 No.4
December 2022

 Page Number

 Article Information


Social Media Marketing and ıts Influence on Brand Loyalty towards Fast Fashion Brands among Vietnamese Millennials

Trinh Thi Hong Van and Chung Tin Fah

DOI: 10.15604/ejss.2022.10.04.001


In an experience-driven world, social media increasingly influences Vietnamese consumers in how they behave, perceive brands, and purchase decision-making, especially millennial consumers. Hence, fast fashion brands have transformed networking sites into an ideal marketing instrument to accelerate their penetration into the Vietnam market. The main purpose of this study is to illuminate the relationship between Social Media Marketing and Brand Loyalty towards fast fashion brands among Vietnamese millennials, underpinned the Stimulus-Organism-Response (S-O-R) model. The secondary purpose is to explore whether Social Media Marketing would be indirectly associated with Brand Loyalty through Brand Trust, Brand Image, and Self-Congruence. This study adopts a quantitative research approach and a cross-sectional research design. Using non-probability sampling, 268 valid responses are obtained from participants aged 26 to 41. As a result, the findings shed light on how social media marketing positively affected brand loyalty through the mediating effect of brand trust, brand image, and self-congruence. It contributes to the existing literature with four critical outcomes, broadening the theoretical scope of online consumer behavior. These findings are beneficial for fast fashion brands, marketers, and practitioners in emerging countries to develop and strengthen millennial customers’ loyalty.

Keywords: Stimulus-Organism-Response (S-O-R), Social Media Marketing, Brand Loyalty, Brand Trust, Brand Image, Self-Congruence, Fast Fashion


Cross Border Migration as a Poverty Alleviation Strategy; a Comparative Study between Immigrants from Zimbabwe to South Africa and Mexico to United States of America

Thabiso Lucky Malatji

DOI: 10.15604/ejss.2022.10.04.002


This paper maps out the strategy that both Zimbabweans and Mexicans use to migrate to their neighboring countries in order to alleviate poverty. Both South Africa and United States of America have witnessed an increase in a cross-border migration whereby illegal and legal migrants cross the border to find greener pastures in different parts of the countries. Limpopo shares the borders with Zimbabwe and in the United States; California, Arizona, New Mexico, and Texas share the borders with Mexico. The high flow of immigrants to South Africa from Zimbabwe and United States of America from Mexico is mainly caused by the economic hardships in their home countries. Most migrants are youth, both males and females, and adult males who left their families back home and came to South Africa and America to find work and be able to support their siblings and children back in Zimbabwe and in Mexico. This is a conceptual paper; therefore, the author identifies the gap and relies on what is already documented but not addressing the issues of migration and poverty. The study aims to show the similarities between the Mexican immigrants and Zimbabwean immigrants while looking at how poverty encourages international human mobility. Findings from the study demonstrate that poverty is a push factor to migration. A large number of people from poor countries migrate to countries with good economies and opportunities with the aim of being employed so they can support their families in their own countries and some even start businesses and investments.

Keywords: Migration, Border, Poverty, Economy, Remittance


Education and Economic Growth: ıs There a Role for Governance? a Comparison between MENA and OECD Countries

Mariem Jaafra and Houssem Rachdi

DOI: 10.15604/ejss.2022.10.04.003


The outcomes of education and growth are mixed. This paper revisits the debate on the impact of education on economic growth by focusing on the effect of governance. Our sample covers 13 countries in the Middle East & North Africa and 37 OECD countries during the period 1990-2020. For a dynamic panel type model, we preferred the GMM estimation approach in order to appropriately verify the relevance of the supporting indicators. Our objective is to determine whether the effects of education and governance on growth depend on the level of development of the country. Our results show that good governance contributes to economic growth in OECD countries. Strong governance raises the level and quality of education of the population and stimulates growth. The governance system is still being built for the nations of the MENA region, and it has several flaws. These results have important policy implications. Governments in the MENA region must invest more domestic resources in education and raise the standard of their institutions by implementing good governance practices if they want to improve output. Economic performance is possible when the governing principles are applied strictly, severely, and effectively. The advancement of education and the achievement of economic prosperity require efficient governance.

Keywords: Education, Governance, Institutions Quality, Economic Growth


Tourist Profile as an Indicator of Perceptions of South Africa’s Political Climate Conditions

Danie Ferreira and Sandra Perks

DOI: 10.15604/ejss.2022.10.04.004


Tourism is seen as complexed and unpredictable. The industry does not operate in a vacuum and is sensitive to change in the environment in which it operates. The political climate of a tourist destination can influence the risk perception by tourist. The aim of this study is to explore if tourists’ variables can predict the role the political climate play in selecting South Africa (SA) as a tourist destination. A quantitative research design was utilized with 512 domestic and foreign tourists travelling within or to South Africa participating in an online survey.  Multiple Analysis of Variance, Post-hoc Tukey tests and Cohen d tests were conducted to analyze the data. Of the six statistically significant mean variances, five practically statistically significant effect sizes were identified between the tourism profile variables excluding employment status. Of these practically significant effect sizes, only age seems to be an indicator of how travelers view SA’s political climate conditions. The SA government should purposefully strive to create a positive risk-free image of being a safe politically stable country. To increase travel to and within SA, marketers must apply a differentiated marketing approach for younger travelers (between 18 and 25 years) and those in the age group 56-65 years to reassure them about the absence of travel risks in the country. It is further suggested that destination marketing organizations compile specific travel packages for these two age groups to ease their travel risk fears and increase tourist demand to and within South Africa.

Keywords: Tourism Profile, Risk Aversion, Perception, Political Climate, South Africa


The Role of Non-Governmental Organizations (NGOs) in South Africa with Specific Reference to Rural Development

Happines Refilwe Makofane and Martinus Selepe

DOI: 10.15604/ejss.2022.10.04.005


The study aims to examine the role of non-governmental organizations (NGOs) because there is no discussion of poverty, equality, or development today that will be complete without considering the role of NGOs. NGOs are visible, respected, and entrenched in part of many societies. The successes of the NGOs in providing health care, education, economic opportunities, and human rights advocacy to millions of people, shows diversity in terms of their organizational form, structure, and cultureThe decentralization of governments and scaling back of social spending advocated by international financial institutions and large aid-donor organizations throughout the last decades have created considerable space for NGOs and made them key figures in a wide range of social sectors. The findings of the study are that NGOs range from service-oriented, community-based initiatives operating around only one project to advocacy NGOs, intermediary NGOs to developmental NGOs. The key finding is the identification of ten successful NGOs, which play a significant role in developing communities in South Africa. The study found out the structures, significance, challenges, and benefits of NGOs in developing countries. The researcher has used the conceptual approach and relied heavily on secondary sources to get the relevant literature to achieve the overall goal of the study.

 Keywords: Non-Governmental Organization, Rural, Development, Role Players, and Governance

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