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Article
Publication date: 4 June 2019

Raef Abdennadher, Lazhar Ayed and Bronwyn P. Wood

This paper aims to investigate the impact of political advertising on voter attitude and the processes of decision-making in the specific context of the inaugural…

Abstract

Purpose

This paper aims to investigate the impact of political advertising on voter attitude and the processes of decision-making in the specific context of the inaugural democratic experience of post-revolutionary Tunisia.

Design/methodology/approach

The study was conducted in Tunisia, where the target respondents included Tunisian’s eligible to vote during the presidential campaign of October 2014. The study uses questionnaires for data collection using a convenience sampling technique.

Findings

The major findings of the study are that the persuasion power of advertising has a direct impact on voter involvement, trust and attitude towards voting. Specifically, involvement significantly influences a voter’s attitude. The hypothesis on the impact of trust on attitude, and the hypothesis related to the mediating role of trust and involvement were rejected.

Research limitations/implications

The study recommends specialists in political advertising and politicians themselves give consideration to the trust and involvement considerations of the Tunisian voter, to enhance and optimize the quality and credibility of political advertising in the future.

Practical implications

The research offers some interesting findings for professionals in political advertising, for companies operating in political research, or advertising agencies. In this context, advertising agencies need to give prescient consideration to the trust of the voter by developing a credible and believable discourse.

Social implications

In the context of a nascent democracy, it is very important to educate people so they become familiarized with the practices of democracy, and to give them the ability to make the right choice. The study recommends specialists in political advertising and also politicians give consideration to the trust and involvement considerations of the Tunisian voter, to enhance and optimize the quality and credibility of political advertising.

Originality/value

This research paper related to political advertising can be used to formulate appropriate political advertising strategies and to ameliorate and optimize the advertising discourse in the context of a nascent democracy.

Details

Journal of Islamic Marketing, vol. 10 no. 3
Type: Research Article
ISSN: 1759-0833

Keywords

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Article
Publication date: 12 September 2020

Tahar Lazhar Ayed

This study aims to assess the effectiveness of entrepreneurial education (EE) through its impact on the predictor of behavior, which is entrepreneurial intention (EI), by…

Abstract

Purpose

This study aims to assess the effectiveness of entrepreneurial education (EE) through its impact on the predictor of behavior, which is entrepreneurial intention (EI), by studying the context of a Saudi university, in this case, Umm Al Qura University (UQU). The research theorizes a relationship between EE, innovativeness (INN) as a dimension of personality traits (PTs), and EI, mediated by entrepreneurial motivation (EM). Additionally, in this study, INN played a mediator role between EE and EI.

Design/methodology/approach

All direct and indirect effects were tested using a quantitative approach. A sample of 240 undergraduate UQU students from different specialties was applied. UQU is witnessing an unprecedented movement that seeks to spread entrepreneurial culture throughout the educational system as a whole, following the recommendations of the Kingdom's 2030 vision.

Findings

The results indicate that EE and INN significantly predicted EI, though in an uneven manner. However, EM played a significant mediator role only between INN and EI. INN is a significant mediator in the relationship between EE and EI.

Practical implications

Future entrepreneurs must learn how to think, communicate, solve problems, deal with failure and exploit new opportunities. However, the debate over the contribution of EE to entrepreneurs is continuing. All educators, government officials, members of society and others are involved in encouraging entrepreneurial initiative. They should consider and understand how to affect entrepreneurial feasibility and desirability.

Originality/value

Variables included in the research model are not original; however, rarely in recent research works have psychological variables such as EM and INN been integrated into one model to explain the intention to enterprise business. This study provides a well-supported explanation of intention as a good predictor of entrepreneurial behavior that will be useful to all involved in encouraging potential entrepreneurs to succeed.

Details

Education + Training, vol. 62 no. 7/8
Type: Research Article
ISSN: 0040-0912

Keywords

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