European Scientific Journal, ESJ

ESJ December Full Edition

Wed, 31 Dec 2025 00:00:00 +0000

The Impact of Marketing Communications on Consumer Behavior in The Saudi Arabian Telecom Industry

Mahmoud Manasra — Wed, 31 Dec 2025 00:00:00 +0000

Marketing plays a central role in helping organizations retain existing customers and attract new ones in an increasingly competitive and rapidly evolving environment. Advances in communication technologies have expanded the ability of firms to reach and engage consumers through a mix of traditional and digital channels. This study investigates how Saudi telecom operators leverage these channels to influence consumer behavior, shape perceptions, and stimulate purchasing decisions. A qualitative case study methodology was adopted, incorporating four in-depth, semi-structured interviews with marketing communication and product management specialists from major local telecom operators. These interviews provided rich, practitioner-level insights into strategic communication practices. The primary data were complemented by secondary sources, including industry reports and prior academic literature, and analyzed using thematic analysis to identify recurring patterns and to compare them with established theories of marketing communication and consumer behavior. The results show a strong and purposeful relationship between marketing communication channels and consumer behavioral responses. Telecom operators in Saudi Arabia are increasingly dependent on digital platforms - particularly social media - for targeted engagement, real-time interaction, and influencing consumer motivations at the consideration stage. Meanwhile, traditional channels such as television and outdoor advertising continue to dominate large-scale brand-building campaigns due to their broad reach and credibility. The findings further reveal that communication style, message framing, and cross-channel integration play an essential role in shaping consumer attitudes, perceptions, and intentions. Consumers’ motivations are driven primarily by utilitarian factors such as pricing, network coverage, and data speed; however, emotional and hedonic elements are strategically incorporated to reinforce brand identity and enhance customer affinity. Overall, the study underscores the critical importance of marketing communication in shaping consumer behavior within the Saudi telecom industry and highlights the deliberate strategic alignment between communication activities and desired behavioral outcomes.

Supply Chain Management Practices in Response to Ecosystem Challenges – A Narrative Literature Review

Ihssane El Hajjaji, Hasnae Rahmani — Wed, 31 Dec 2025 00:00:00 +0000

In recent years, there has been a widespread awareness of issues affecting the ecosystem, such as climate change. It is, in fact, a universal reality that affects human life, business activities, and the environment. In this context, companies are required to master the functioning of a dynamic and risky ecosystem where logistics play a very important role in meeting sustainable development objectives. Purpose: The objective of this article is to identify the main supply chain management practices that enable companies to address the challenges of the ecosystem and their impact on the environment and global performance, with a focus on the implications of climate change. This research aims to analyze the impact of these practices on business performance. Methodology: This research adopts a narrative review of the literature based on scientific databases, using a search equation incorporating keywords. Articles were selected according to clearly defined inclusion and exclusion criteria to ensure the relevance and quality of the work analyzed. Results: The results show that adopting green practices in the supply chain, such as responsible sourcing, flow optimization, and the use of sustainable technologies, enables companies to respond to ecosystem challenges, better cope with the risks posed by climate change, and improve global performance. Implications: This study offers a comprehensive and up-to-date overview for researchers wishing to further explore the link between green supply chain practices and adaptation to ecosystem challenges. The results highlight the importance for companies to quickly adopt sustainable practices in order to preserve the ecosystem, strengthen their resilience, and contribute to the transition to more responsible supply chains. Originality/value: This review provides an integrated view of the supply chain practices used to respond to the challenges of climate change. It highlights their role in improving environmental performance and offers ideas for sustainable logistics management in a changing ecosystem.