Social Psychology

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http://etd.aau.edu.et/handle/12345678/163

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Browsing Social Psychology by Subject "Addis Ababa"

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    The Impact of Parents' Socioeconomic Status, Parents’ Attitude towards education, and Parenting Style on Sixth-Grade Students' Academic Performance in Ministry Exams in Addis Ababa
    (Addis Ababa University, 2024-09) Yosef Daniel; Tamirie Andualem (PhD)
    The main aim of the study was to examine the influence of parental characteristics, specifically parenting style, parents attitude toward education, and socioeconomic status (SES), on students' academic achievement. The research adopted a quantitative research approach. In this research connivence sampling technique was implemented to identify the 4 schools from which 275 participants were selected from. The stratified sampling technique was used to determine samples from the target population. The validity and reliability of the instruments was ensured through pretesting and triangulations. SPSS v27 was used to analyze data, both descriptive and thematic analysis were used. Pearson's correlation and linear regression techniques were employed to assess the effects of parental characteristics on academic performance. The findings indicate that parenting style (p = 0.00) and parents' attitude towards education (β = 2.57, p = 0.00) significantly impact students' academic performance. Moreover, parental level of education, and income, but not parents' occupation, were also found to significantly affect students' academic performance. Specifically, authoritative parenting approaches, positive attitudes toward learning, higher parental educational attainment, and increased household income positively shape students' educational experiences. These findings suggest that interventions aimed at promoting authoritative parenting practices, fostering positive parental attitudes toward education, and addressing socioeconomic disparities in education could be effective in improving students' academic outcomes. Recommendations include the development and implementation of comprehensive parenting programs and policies that target these key factors. Keywords: Parenting Style, Attitude towards Education, Parental SES, Addis Ababa.
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    The Psychology of Social Media Influence in Addis Ababa: An Analysis of Influencer Experiences, Strategies and Effectiveness
    (Addis Ababa University, 2024-11) Amanuel Melaku; Belay Tefera (PhD)
    This study investigates the experiences, strategies, and effectiveness of social media influencers in Addis Ababa, Ethiopia, focusing on their role as marketing agents within a culturally unique and digitally evolving environment. Employing a sequential exploratory mixed-methods design, the research integrates qualitative insights from 22 semi-structured interviews with influencers and quantitative evaluations from 50 structured questionnaires distributed to businesses that have engaged in influencer collaborations. The findings reveal that influencers leverage authenticity, cultural relevance, and audience engagement to build trust and credibility, aligning with psychological frameworks such as Cialdini’s principles of influence, Social Identity Theory, and the Elaboration Likelihood Model. Influencers in Addis Ababa emphasize the use of personal storytelling, local language, and cultural symbols to foster relatability and group identity, addressing the unique socio-cultural expectations of Ethiopian audiences. Quantitative results underscore the effectiveness of these strategies in driving brand visibility, audience engagement, and positive ROI for businesses, though challenges such as balancing authenticity with commercial goals were identified. This study contributes to the growing literature on influencer marketing in non-Western contexts, offering actionable insights for influencers and marketers while expanding theoretical applications in social psychology. The research underscores the importance of adapting global digital marketing strategies to local cultural dynamics and provides practical recommendations for enhancing the effectiveness and ethical standards of influencer marketing in Ethiopia. It also identifies areas for future research, including the exploration of audience perspectives and the role of influencers in other emerging markets. Keywords: influencer marketing, social media, audience compliance, cultural adaptation, social psychology, Addis Ababa