ABSTRACT
This study examines how digital advertising influences brand preferences among young consumers in Central Equatoria, Juba, South Sudan. Utilizing a mixed-methods approach that combines quantitative surveys and qualitative interviews, the research investigates the impact of various digital channels such as social media, online videos, SMS marketing, and mobile advertisements on young consumers’ perceptions, loyalty, and purchasing behaviours. The findings reveal that culturally relevant and emotionally engaging digital advertisements significantly enhance brand preference; 72% of respondents indicated that social media campaigns featuring local symbols and narratives are more memorable and persuasive. Facebook and WhatsApp are identified as the most influential platforms, reaching approximately 75% of urban youth aged 15–35, while traditional media like radio remains relevant for some segments, especially in rural or lower-income groups, with over 70% of households tuning in regularly. The study emphasizes that personalized, culturally sensitive digital advertising strategies outperform generic campaigns, fostering emotional connections and higher brand loyalty 55% of participants reported that such advertising influences their purchasing decisions. Given South Sudan’s economic challenges and low disposable income, segmenting audiences and integrating local cultural elements into digital campaigns can improve effectiveness. The research recommends prioritizing social media marketing, developing culturally tailored content, and promoting media literacy programs to empower consumers. Overall, targeted digital advertising that resonates emotionally and culturally is vital for strengthening brand presence and enabling market growth in Juba’s evolving economy.

ABSTRACT
This study investigates the influence of advertising on consumer brand preferences in Central Equatoria State, focusing on Juba. Employing a mixed-methods approach that combines quantitative surveys and qualitative interviews, the research explores how diverse advertising channels such as social media, television, radio, and print media affect consumer perceptions, loyalty, and purchasing behavior. The findings indicate that emotionally engaging and culturally relevant advertisements significantly enhance brand preference; 68% of respondents reported that campaigns resonating with local symbols and narratives are more memorable and persuasive. Social media platforms like Facebook and WhatsApp emerged as the most influential digital channels, reaching approximately 72% of urban youth aged 15–35, while television remains a primary information source for 60% of respondents across age groups. Despite the growing dominance of digital media, traditional outlets like radio continue to play a vital role, especially among rural and lower-income populations, with over 70% of households tuning in regularly. The study emphasizes that personalized and culturally tailored advertising strategies outperform generic approaches in Juba’s emerging market, fostering stronger emotional connections and higher brand loyalty reported by 55% of participants as a key factor in their purchasing decisions. Given the economic instability and low consumer purchasing power, integrating local cultural elements and segmenting audiences based on socio-economic status can enhance advertising effectiveness. The research recommends prioritizing digital channels, particularly social media, and developing culturally sensitive campaigns to build trust and loyalty. Additionally, promoting media literacy programs can empower consumers to make informed choices. Overall, targeted, emotionally resonant, and culturally relevant advertising strategies are crucial for strengthening brand presence and market growt

ABSTRACT
This study aims to analyze the effect of intellectual intelligence, work motivation, and work discipline on personnel performance, both simultaneously and partially, and to identify variables that influence improving performance. The research was conducted at the Sarnas Squadron at Atang Sendjaja Air Base in Bogor. The method used was a quantitative approach with a comparative causal design. Data analysis techniques were done through descriptive analysis and multiple linear regression to test the simultaneous and partial effects between variables. The results indicate that intellectual intelligence, work motivation, and work discipline simultaneously and partially significantly influence the performance of personnel at the Sarnas Squadron at Atang Sendjaja Air Base in Bogor. Among the three variables, work discipline contributed most significantly to performance improvement, emphasizing the importance of implementing high discipline in a military work environment. These findings reflect that operational success and work effectiveness are not only influenced by cognitive abilities and motivational drives but are substantially determined by adherence to rules, firmness, and consistency in performing tasks. These findings contribute theoretically to developing human resource management literature and practically to military management in enhancing performance effectiveness through improved discipline, motivation, and intellectual development.

ABSTRACT
Abstract: This study aims to analyze the effect of mental health, ability, and work discipline on personnel performance simultaneously and partially and to identify variables that have the most dominant influence on personnel performance. The research location was at Adi Soemarmo Solo Airbase, Central Java. Data analysis techniques using descriptive methods and multiple linear regression analysis. The results showed that existing conditions could describe the variables of mental health, ability, and work discipline, so they became the primary basis of this research. Regression analysis proves that mental health, ability, and work discipline significantly affect personnel performance, which means that all three contribute together to improving work performance. In addition, partially, each variable also significantly influences individual performance. Among the three factors, work discipline has the most dominant influence on the quality of personnel performance. Therefore, improving work discipline is the main factor that needs attention to optimize the effectiveness and productivity of personnels' work. This research is expected to contribute to Lanud Adi Soemarmo Solo by suggesting several steps to improve personnel performance at Lanud Adi Soemarmo Solo, including attention to mental health, a supportive work environment, and regular training and evaluation to improve personnel skills.

ABSTRACT
This study examines the effects of employee empowerment programs on employee performance within public universities in South Sudan, addressing an under-researched area critical for institutional success. Given the global trend toward employee empowerment, which enhances productivity and engagement, this research investigates the relationship between empowerment initiatives and performance metrics, utilizing theories such as Reinforcement Theory, Social Learning Theory, and Goal Setting Theory to support the analysis. A descriptive survey design was employed, targeting 2,372 employees at the University of Juba, with a stratified random sample of 237 respondents. Quantitative data was collected through structured questionnaires assessing various aspects of empowerment and performance. Findings indicate a strong positive correlation (R = 0.86, R² = 0.74) between empowerment programs and employee performance, affirming that empowered employees showed significant gains in motivation, job satisfaction, and overall performance levels. Specifically, respondents expressed high levels of agreement regarding the support for involvement in decision-making, recognition of contributions, and provision of resources, yielding an overall mean score of 3.82 (76.4%) for the effectiveness of empowerment strategies. Conclusions highlight the necessity of robust empowerment frameworks to foster a motivated workforce capable of meeting organizational challenges and improving performance. Recommendations emphasize the implementation of clear empowerment policies, ongoing training for managers and staff, and the establishment of metrics to evaluate the effectiveness of such initiatives. The ministry of defense and interior education should also highlight curricular adaptations aligned with local market needs while fostering community engagement and research. Future research should explore empowerment perceptions across diverse organizational contexts and the influence of various ....

ABSTRACT
For 64 years now after independence, Nigeria has been searching for the path to economic development but has been relying on the western prescriptions and abandoned its culture. Even where its traditional ways of doing things has proven to be more effective and potent, the country has stuck to the deceptive theories and recommendations of the colonial masters and institutions. 50 years ago, the economic conditions of United Arab Emirate were much the same with Nigeria until oil was discovered in their territory. From this very humble beginning the UAE is currently one of the most dynamic economies in the world today. What economic plan or strategies did they apply that made the difference? This research aims at deciphering the secret of the UAE economic development so as to draw lessons for Nigerian development. The study discovered that by adhering to their traditional political structure and system the UAE was able to achieve Political Stability and saved a lot of money that would have been lost if they adopted the western democratic system. Also through direct government intervention in international and domestic economies, the UAE was able to utilize their oil wealth to diversify their economy and reposition it to attract foreign investment. These are lessons Nigeria and other developing countries should learn from the UAE.

ABSTRACT
The research aimed to identify the volatility index (VIX) and its trend path during 2016-2023, as well as clarify the relationship between the (VIX) and ISX indices using the ARDL model, and test the stability of both indices. The research concluded that the ISX index for the Iraqi market is selected in a way that allows the index to reflect the state of the capital market. It is calculated through price changes, which does not reflect the reality of the market. The results of the ARDL model also showed the insignificance of the relationship in the short and long term, as the probability P (0.5280) appeared, which is higher than 0.05, which means that the VIX index did not have any effect on the ISX, whether the VIX rose or fell, and this indicates the isolation of the Iraqi Stock Exchange from international markets and its progress in modern trading tools and methods. Among the recommendations for the purpose of developing the ISX index, statistical methods and formulas should be adopted that reflect the actual market reality and simulate international markets and indices. Adopting advanced and modern methods in trading and integrating with international financial institutions and markets through gaining experience, field visits and keeping up with developments.