Marketing is the manner of how to make our sales the best in the market, our prices the most accessible, our clients satisfactory, and thus our brand is the largest distributed. This needs sophisticated and advanced understanding of the total network related. Indeed, marketing data may be seen in different forms such as qualitative and quantitative. However, in the literature, it is easily noticed that large bibliography may be collected about qualitative studies, against few studies on the quantitative point of view. This is a major drawback that makes the marketing science still focusing on the design, although the market is strongly depending on quantities such as money and time. Indeed, marketing data may be a time series such as brand sales per specified periods, brand related-prices over specified periods, market shares, ..., etc. The purpose of the present work is to investigate some marketing models based on time series due to brands. We will precisely study the effect of the time scale on the persistence of brands sales in the market and on the forecasting of such a persistence according to the characteristics of the brand and the related market competition or competitors. Our study is acted on a sample of Saudi brands during the period November 22, 2017 to December 30, 2021.

The Capital Asset Pricing Model is a widely applied model to describe risky markets and to deduce their systematic risk. Its estimation, therefore, remains an important task in Econo-financial studies. Empirically, it focuses on the impact of return interval on the betas. Existing studies somehow turn around the same idea of measuring the value of the beta according to the uniform intervals of time during a fixed period. However, it is noticed easily, and especially in the last decade that many factors such as socio-political, and Econo-environmental ones have led to a perturbation in the timeline of the worldwide development, and especially in countries and regions having political changes. This led us to introduce a new idea of risk estimation taking into account the non-uniform changes in markets by introducing a non-uniform wavelet analysis. We aim to explain the Econo-political situation of Arab spring countries and the effect of the revolutions on the market beta. The main novelty is firstly the construction of a dynamic backward-forward model for missing data, and next the application of random non-uniform wavelets. The proposed procedure will be acted empirically on a sample corresponding to TUNINDEX stock as a representative index of the Tunisian market actively traded over the period January 14, 2016, to January 13, 2021. The chosen 5-years period is important as it constitutes the first 5-years-after the revolution and depends strongly on the Socio-Econo-political stability in the revolutionary countries.

In the present paper, we investigate the impact of the timescale factor on the quality of life index behavior on specific time intervals characterized by the presence of socio-economic, political, and/or health severe movements such as pandemics and crises. We essentially aim to show that effectively the quality of life measuring based on a single index in the existing studies may be described more adequately by a variable index due to the social, political, economic, and also healthy environment. The variability discovered is expressed by the existence and the estimation of a multi-index instead of a single one relatively to many factors. Our focus is mainly on the effect of the COVID-19 pandemic on the quality of life. Our model is applied empirically to a sample corresponding to Saudi Arabia as a case of study during the period from January 1990 to December 2021 as the main period affected by the COVID-19 pandemic. The sample is based on social media conversations and texts discussing and describing the satisfaction with the quality of life. The study confirms effectively that the role of the timescale factor is more described when considering a multi-index rather than measurement on the whole time interval.

The present paper is concerned with the study of the quality of life index. Such an index has become an important index for measuring the well-being of individuals. However, the quality of life index is always a subjective, intangible, and often hard to quantify with precision due to the lack of quantitative models dealing with. The main goal of the present paper is thus to propose a mathematical, quantitative model for the measurement of a quality of life index. The main novelty is firstly the construction of a wavelet dynamic multiscale model to quantify and investigate the effect of time scale on the quality of life index measuring. The proposed procedure is acted empirically on a sample corresponding to Saudi Arabia as a case of study during the period from 2003 to 2020 as part of the 2030-vision plan. Saudi Arabia has implemented the so-called 2030-vision plan where the quality of life improvement is one of the main goals to be attempted. The findings show that wavelets are capable to localize the time-wise behavior of the index contrarily to classical studies which estimate a global view of the index. Moreover, the study shows the link between the quality of life behavior and many other indices.

In the present paper, we propose a wavelet method to study the impact of electronic media on economic situations. We precisely apply wavelet techniques versus classical methods to analyze economic indices in the market. The technique consists firstly in filtering the data from unprecise circumstances (noise) to construct next a wavelet denoised contingency table. Next, a thresholding procedure is applied to such a table to extract the essential information porters. The resulting tables subject finally to correspondence analysis before and after thresholding. As a case of study, we are empirically concerned with the 2030 KSA vision in electronic and social media. Effects of the electronic media texts about the trading 2030 Vision on the Saudi and global economy have been studied. Recall that the Saudi market is the most important representative market in the GCC continent. It has both regional and worldwide influence on economies and besides, it is characterized by many political, economic, and financial movements such as the worldwide economic NEOM project. The findings provided in the present paper may be applied to predict future GCC markets situation and thus may be a basis for investors’ decisions in such markets.