A Palestinian Marketing Professor achieves a unique published research record with a high impact factor journal within the PQSB program

A Palestinian Marketing Professor achieves a unique published research record with a high impact factor journal within the PQSB program

11 April, 2021

The Palestine Academy for Science and Technology congratulates Prof. Mohammed Salem from the University College of Applied Sciences in Gaza – Palestine, Dr. Myriam Ertz from the University of Quebec in Chicoutimi-Canada, and Dr. Emine Sarigӧllü from McGill University - Canada, for the acceptance and publication of their joint research in an international journal with high impact factor.

Prof. Salem is considered to be the first Palestinian researchers to obtain this prestigious level of international publication with an impact factor of (12,110) in the Faculties of Economics and Administrative Sciences in the Palestinian universities.

This research was conducted under the Palestine-Quebec Science Bridge, funded by the Fonds de Recherche du Quebec (Canada) and coordinated by the Palestine Academy for Science and Technology.

The research has been accepted and published in Renewable and Sustainable Energy Reviews (Elsevier Journal), which is a prestigious global peer-reviewed journal ranked on the best databases worldwide.

This research study is entitled “Demarketing strategies to rationalize electricity consumption in the Gaza Strip-Palestine”. This paper assesses potential for reduction in electricity consumption in response to demarketing strategy, and moderating effects of key consumer characteristics predispositions in Gaza Strip (GS) of Palestine. Demarketing strategy comprises four elements; product (i.e., electricity), price (i.e., electricity price), place (i.e., supply network and alternative energy systems), and promotion (i.e., campaigns aimed at curbing electricity consumption).

The moderators include three consumer latent predispositions; consumer awareness (of the importance of rationalizing consumption), consumer motivation (for rationalizing consumption), and consumer attitudes (toward the electricity supply company). The study was conducted using a questionnaire, administered in-person, on a stratified random sample of 359 inhabitants drawn across the GS.

The results confirmed consistent positive effects of promotion, place, and product, on consumer intention to reduce electricity consumption. These effects were reinforced by higher consumer awareness, higher motivation, and more favorable attitudes toward the supply company. Furthermore, these effects are stronger for younger consumers, married, households whose head is a female, as well as lower education and income groups.

To communicate with Prof. Dr. Mohamed Zedan Salem: mrdd_salem@hotmail.com 
To access Professor’s Salem research, click in the below links: 
Science Direct Journal Database: 
https://www.sciencedirect.com/science/article/abs/pii/S1364032121002483 
University of Quebec of Chicoutimi
https://www.uqac.ca/blog/2021/03/31/du-demarketing-a-la-deconsommation-le-labonfc-se-taille-une-place-de-choix-dans-le-domaine/