Perceived psychological barriers to a mandatory microinsurance product: A qualitative study of advisor accounts and Facebook campaign data at DAAM, Tunisia

The objective of the research was to identify statistically significant differences in selected engagement indicators on Facebook – likes and shares in relation to the different types of content that brands on this platform add to. The analysis was performed on a sample of three global companies from the top 25 most valuable brands in the world and their posts. Using quantitative statistical methods – MANOVA (Multivariate analysis of variance) and Gammes-Howell post hoc test, a total of 1,280 brand posts were analyzed in order to differentiate the liking and sharing of content types. Data collection was carried out in the first half of 2018. The findings pointed to two statistically significant differences that were also interpreted in the discussion of the research. The findings have shown that in case of liking, in two cases out of three, there is a statistically significant difference in terms of the type of content added, when photos came out as those with the greatest potential to get like from Facebook users and fans. At the same time, the same finding appeared in the case of sharing, which is an even stronger form of engagement. Likewise, photos were shown to be the most promising in terms of potential content sharing by Facebook users and fans. The study provided some clues as to where this research should go further and explore the relationship more deeply in view of the more extensive quantitative research, and also the potential qualitative approach. The future research directions include analyzing companies of different types and sizes and also taking into account the contribution from other social networks with the same or similar engagement indicators.

Nowadays, organizations use social media to promote their services and products. At the same time, they use different tools to convey their messages, such as Facebook. Therefore, this study aims to investigate the factors that affect the e-WOM on Jordanian consumers’ purchase intention over Facebook. The study uses the information acceptance model (IAM) to examine the impact of information credibility, information quality, information adoption, and information usefulness over Facebook on Jordanian consumers’ purchase intention. The study uses cross-sectional quantitative research and is conducted online. The questionnaire was distributed through Facebook and WhatsApp, and the people who used only Facebook were allowed to complete the survey. Out of 327 filled questionnaires, only 304 were valid for further analysis. Collected data were coded in SPSS, and after confirming the validity and reliability of the tool, the correlation between variables was checked. In addition, multiple regressions were used to test the hypotheses. Multiple regression results show that the E-WOM can explain 49.2% of the total variation in the consumers’ purchase intention, where R2 = 0.492. Information adoption has the strongest effect on consumers’ purchase intention (β = 0.489), followed by information usefulness (β = 0.204). In contrast, information credibility and information quality do not have a significant effect on customers’ purchase intention (0.189 and 0.312, respectively). This study helps companies and businesses that have pages on Facebook to understand how consumers engage in the e-WOM on business pages and consider the consumers’ reviews, comments, or posts.

The aim of this paper is to shed light on the challenges that microfinance and the sustainability of its institutions (MFIs) can face when dealing with financial crisis and the alleviation of global poverty. Apart from its economic and social effects, microfinance has come to respond to increasing demands and take the environmental aspect into account, hence, the appearance of green microfinance. The pivotal role of the latter is to foster economic growth and investment through increasing the quality of the environment and the social inclusion. In this context, Tunisia has shown interest in the introduction of a new regulation that facilitates the allocation of green micro-credits. In order to combat poverty and reduce unemployment, ecological credits have been granted by the ENDA Tamweel microfinance institution. The ultimate goal of this study is to present the tendency of this new financing mechanism in Tunisia to achieve sustainable environmental development.