Volume 3 Issue 1: March 2024

One very essential tool for the success of any business operation is a good knowledge of the consumer behaviour of its target. Consumer behaviour encompasses the various actions, thoughts, and emotions that impact individuals’ decisions related to the purchase, usage, and disposal of goods and services in their daily lives. While existing literature extensively covers consumer decision-making processes, there is a noticeable lack of information on the factors influencing the decision-making processes of university students, particularly in a developing country like Ghana. To address this gap, the present study investigates the factors influencing the decisions of University of Cape Coast (UCC) students when choosing specific fast-food delivery vendors. Utilizing one-on-one interviews, a purposive sample of 12 University of Cape Coast students was selected to gather their perspectives. The findings from these interviews indicate that the primary factors influencing students’ choices to engage with fast-food delivery services are convenience/proximity, timely delivery, and the taste of the food. Additionally, sub-categories such as the quantity of food, packaging, and the appearance of delivery motor riders were identified. The outcomes of this study have implications for marketing communications, highlighting the importance of addressing factors like convenience, timely delivery, and taste to effectively engage university students in the context of fast-food delivery services.

The fast development of social media and online marketing brings a lot of benefits to business. In marketing, the use of controversial advertisements has increased in the last 2 decades. However, it is not clear whether consumers hold positive or negative attitudes toward controversial advertisements. Although the consumers’ attitudes toward competing brands are important determinants of their buying decisions, provocative messages could cause negative attitudes and negatively affect purchase decisions. While the issue of controversial or offensive advertising has been raised in Western countries, but there is a lack of study in this topic in developing countries like Vietnam. This study focuses on exploring the factors affecting to the attitude toward controversial advertising of consumers about FMCG products in Vietnam and suggesting solutions for applying controversial advertising in the Vietnamese context. Based on the related research, a research model is proposed including five variables: general beliefs, positive emotions, negative emotions, affective attitudes, cognitive attitudes. Through a survey of 286 valid samples, the research model has been tested using SEM/AMOS. The results show that all 6 hypotheses are supported. The research gives meaningful insights for any FMCG brand when it comes to deciding on controversial advertising strategy in Vietnamese market.

Information and Communication Technologies over the past decades have enhanced University Teachers’ ability to provide effective and prompt teaching and learning. Therefore, this study explored University Teachers' behaviour intentions toward the use of digital technologies for teaching and learning in higher educational institutions in Ghana. We grounded our study on the Unified Theory of Acceptance and Use of Technology (UTAUT) by testing the contributions of two key variables, the Cost of Internet Data and the Cost of Smart Phones to predict Behaviour Intentions (BI) of university teachers in three higher educational institutions towards the use of Digital Technologies (DTs) for online teaching and learning. We applied Partial Least Square Structural Equation Modelling for data analysis. Hypotheses testing on how the Cost of Internet Data and the Cost of Smartphones influence university teachers' Behaviour Intentions (BI) toward the use of Digital Technologies (DTs) were supported. The findings of our study further showed that university teachers’ intentions to use DTs are influenced by determinants such as social influence, personal experience, and facilitating conditions. The study concludes that the polarity in the findings could help the university authorities to understand the factors to consider in selecting appropriate digital technologies for teaching and learning in universities. The findings from this study are a template for University teachers to get governments to change policies that affect the introduction of digital technologies in higher educational institutions.

This article explores the development of a cognitive sense of self within artificial intelligence (AI), emphasizing the transformative potential of self-awareness in enhancing AI functionalities for sophisticated interactions and autonomous decision-making. Rooted in interdisciplinary approaches that incorporate insights from cognitive science and practical AI applications, the study investigates the mechanisms through which AI can achieve self-recognition, reflection, and continuity of identity—key attributes analogous to human consciousness. This research is pivotal for fields such as healthcare and robotics, where AI systems benefit from personalized interactions and adaptive responses to complex environments. The concept of a self-aware AI involves the ability for systems to recognize themselves as distinct entities within their operational contexts, which could significantly enhance their functionality and decision-making capabilities. Further, the study delves into the ethical dimensions introduced by the advent of self-aware AI, exploring the profound questions concerning the rights of AI entities and the responsibilities of their creators. The development of self-aware AI raises critical issues about the treatment and status of AI systems, prompting the need for comprehensive ethical frameworks to guide their development. Such frameworks are essential for ensuring that the advancement of self-aware AI aligns with societal values and promotes the well-being of all stakeholders involved. 

This empirical study investigates the impact of two distinct mathematical problem-solving methods – the Algebraic Formula Method and the Newton Sum Method – on enhancing Chat GPT's competence in effectively solving quadratic root functions. The integration of Artificial Intelligence (AI) into mathematical problem-solving has paved the way for innovative approaches. In this study, we delve into the Algebraic Formula Method and the Newton Sum Method, essential techniques for solving quadratic root functions. We aim to showcase the profound influence of these methods on Chat GPT's capacity to excel in solving quadratic equations. Through concrete evidence, we demonstrate Chat GPT's adept utilization of the Newton Sum Method for quadratic root function calculations. While Chat GPT can compute quadratic root functions of the form addition          using this method, its proficiency in using algebraic formula methods typically extends only up to addition     . This marked discrepancy underscores the pivotal role that different methods play in amplifying the AI system's mathematical capabilities.  Chat GPT excels in solving quadratic equations using the Newton Sum Method compared to the Algebraic Formula Method. The model adeptly computes expressions of the form addition           using this method, while its proficiency using algebraic formula methods is generally limited to addition   . This striking discrepancy underscores the transformative impact that different methods can have on elevating the AI system's mathematical prowess. The research value is Pioneering Novel Maths Approaches for Overcoming Limitations in AI.  This study serves as an illuminating testament to the significance of pioneering innovative methodologies, rules, theorems, or formulas to surmount the current limitations in AI systems like Chat GPT. These innovative pursuits hold the key to unlocking the untapped potential that lies within, propelling AI systems to greater heights of proficiency. In essence, they offer a strategic pathway towards expanding the capabilities of AI and pushing the boundaries of what can be achieved.