Browsing by Author "Ibrahim Kedir"

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    The Security Implications of South Sudan’s Secession for the Horn of Africa
    (Addis Ababa University, 2015-06) Ibrahim Kedir; Yasin Mohammed
    South Sudan, after more than two decades of civil war, got its independence in July 2011. Even though South Sudan seceded from its mother state, its relation with the north is yet to be resolved. Today, relations between Khartoum and Juba are heavily influenced by the outstanding issues in the 2005 Comprehensive Peace Agreement (CPA) which have created obstacles to progress in both the Sudan and South Sudan. Important unresolved CPA issues include fair and equitable oil revenue-sharing between Sudan and South Sudan, conflict in South Kordofan and Blue Niles, and the status of Abyei. Hence, in order to maintain peace and security in the region, normalizations of relations between the two Sudan is of fundamental importance. The contention of this thesis is that the South Sudan secession has several security implications for the countries of the Horn of African region. Source of inspiration for other would be states (those in demand of secession), an influx of refugees, spillover nature of conflicts and renewed bilateral relations are among the implications. Through data analysis of primary and secondary sources the paper will provide the rationale of the thesis
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    The Impact of Social Media Influencer Marketing on the Ethiopian Consumer Purchase Behavior: Exploring the Moderating Role of Homophily in the Case of TikTok Users
    (A.A.U, 2024-11-19) Ibrahim Kedir; Zelalem Gebretsadik (PhD)
    This study investigates the impact of TikTok influencers on the purchase decisions of Ethiopian consumers, focusing on the mechanisms and contextual factors that shape this relationship. The research aims to assess consumer awareness and engagement with TikTok influencers, analyze the influence of specific characteristics such as trustworthiness, attractiveness, involvement and expertise on purchase intentions, and explore the moderating effects of homophily. Utilizing a quantitative research design, data was collected through an online questionnaire targeting Ethiopian consumers aged 18 to 45 in Addis Ababa, resulting in a sample size of 519 participants. The findings reveal significant correlations between influencer characteristics and purchase decisions, particularly highlighting the roles of trustworthiness and attractiveness as key drivers of consumer behavior. The study also emphasizes the importance of content usefulness in enhancing purchase intentions while indicating that expertise may not be a critical factor in this context. Additionally, the results suggest that homophily does not considerably enhance the connection between influencer characteristics and purchasing behavior. This study adds a knowledge to the theoretical comprehension of influencer marketing in developing markets, particularly within Ethiopia, where limited empirical studies exist. The insights gained will guide marketers in effectively leveraging TikTok influencer marketing strategies tailored to local audiences. Furthermore, the study aims to enhance consumer awareness regarding influencer tactics, promoting informed purchasing decisions among Ethiopian consumers