The Libyan International University, through the students of the Faculty of Humanities and Social Sciences, continues to contribute impactful ideas driven by student creativity and innovation.
This time, Marketing Program students—under the close supervision of the Program Director, Dr. Abdulrahman Boushaala—selected two research topics that reflect a high level of awareness of developments in marketing science and its direct connection to the Libyan market reality. Their choice of topics was not merely an academic step, but a clear indication of intellectual maturity and deep understanding of contemporary issues influencing consumer behavior.
First Project
Title:
The Impact of Brand Activism on Consumer Loyalty in Libya
This research addresses a modern topic in branding: the impact of companies adopting social positions and human values on consumer loyalty in Libya.
The study highlights the relationship between values, trust, and brand attachment, making it highly relevant for understanding the behavior of the new generation of consumers.
Graduates:
Fatima Al-Ghoul
Ali Al-Shweihdi
Examination Committee:
Dr. Miloud – Main Supervisor
Dr. Abdulrahman Boushaala – Co-Supervisor
Dr. Khadija Amin – External Examiner
Second Project
Title:
The Impact of Pricing Strategies on Consumer Purchasing Decisions in Benghazi, Libya
This research tackles a fundamental issue affecting every commercial institution: the impact of pricing strategies on consumer purchasing decisions in the city of Benghazi.
The significance of this study lies in providing practical insight into local market behavior, helping companies develop more efficient and competitive pricing policies.
Graduates:
Omar Al-Barghathi
Saif Al-Islam Rashid
Abubaker Al-Saeeti
Examination Committee:
Dr. Miloud – Main Supervisor
Dr. Abdulrahman Boushaala – Co-Supervisor
Dr. Khadija Amin – External Examiner
The Faculty of Humanities and Social Sciences ensures that such projects represent a model of academically grounded research connected to real-world challenges. These studies address key themes, including:
- The role of values and social positioning in building customer loyalty
- The importance of pricing in shaping purchasing decisions
We extend our deepest appreciation to our students for their outstanding academic performance and wish them continued success in their professional journeys. They are indeed the future of marketing and brand building in Libya.
