International Review of Management and Marketing
type: channel
description: International Review of Management and Marketing (IRMM) is the international academic journal, and is a double-blind, peer-reviewed academic journal publishing high quality conceptual and measure development articles in the areas of management, marketing, business and related disciplines. The journal has a worldwide audience. The journal's goal is to stimulate the development of management, marketing, business and related disciplines theory worldwide by publishing interesting articles in a highly readable format. ISSN: 2146-4405
publisher: Econjournals
language: en-US
publication name: International Review of Management and Marketing
issn: 2146-4405
items: Digital Infrastructure and Leadership in Driving School Performance and Graduate Quality: Evidence from Indonesia
items: The Role of Leader Psychological Support in Enhancing Technical Skill Transfer: Examining the Mediating Effect of Task Motivation
items: Consumer Readiness for Metaverse Marketing: Evidence from Generations Y and Z in the Philippines
items: https://www.econjournals.com/index.php/irmm/article/view/23581
items: Environmental-Based View: A Theoretical Framework towards Green Business Model for Sustainable Marketing
items: Exploring the Green Agenda in Human Resource Management and Organizational Performance: A Systematic Literature Review
items: Employee Green Behavior as a Unidimensional Construct: Psychometric Evidence from Higher Education Institutions
items: The Impact of Artificial Intelligence on Innovation Products in Food Manufacturing in Jordan, Mediated by Supply Chain Resilience and Supply Chain Agility
items: The Effect of Link Income and Sharing Frequency on Brand Attitude in Influencer Marketing: An Exploratory Research on the Differences of Generations X, Y and Z
items: Enhancing Logistics Performance through Digital Marketing Capabilities: Examining Customer Engagement and Supply Chain Integration
items: Building Student Remote-Work Readiness through Digital Learning: Evidence from Philippine Higher Education
items: The Influence of Capital Structure, Bank Size on Profitability: Comparative Evidence from KSA and UAE Banks
items: The Employee Value Creation, Governance Structure and Financial Sustainability of Nigerian Listed Deposit Money Banks
items: The Role of Green Human Resource Management in Strengthening Corporate Governance for Environmental Sustainability
items: Leveraging Entrepreneurial Marketing and Customer Orientation: A Moderated-Mediation Model Through Innovation Capability in SMEs Performance
items: Turning Social Media Green Usage into Real-World Impact: How Green Psychology Fuels Green Purchase Behaviour
items: Synergy between Digitalization and Performance of Moroccan Public Universities: The Mediating Role of Technological Innovation
items: The Effect of Authenticity and Creativity in Advertising: How Digital Advertisements Shape Perceived Brand Authenticity and Brand Image
items: Integrated Reporting and Corporate Profitability: Evidence from Manufacturing Firms in South Africa
items: Consumer Purchase Decisions in the Coffee Industry: An Integrated Model of Digital Interactions (AISAS) and Sensory Experience (AIDA) in Emerging Markets
items: Artificial Intelligence in Supply Chain Management: A Bibliometric Analysis of Emerging Trends and Applications
items: Digital Entrepreneurship Training and Entrepreneurial Capability Development among Community-Based Participants
items: Impact of Weight-Based Stigma Coping Strategies of Plus-Size Females on Apparel Store Choice: The Moderating Effect of Body Esteem
items: Reframing E-Government Research in Qatar: A Systematic Review of Digital Governance and Institutional Transformation
items: Organizational Characteristics and Financial Performance of Multi-purpose Cooperatives: Evidence from North Eastern Mindanao, Philippines
items: The Role of Digital Transformation in Enhancing ESG Disclosure Practices in Saudi Companies
items: Exploring Connection of Occupational Stress to Severance Intention: Evidence from Public-School Teachers in Cebu City, Philippines
items: Linking Strategic Orientation to Performance: Evidence of Competency-Mediated Effects in Emerging Market Student Entrepreneurs
items: Sustainable Marketing Practices in the Indian FMCG Sector: SLR and Insights from Consumer Behaviour (2015-2025)
items: Cybersecurity Awareness among Women and Youth E-commerce Entrepreneurs in Bangladesh: An Exploratory Factor Analysis
items: Does the Pricing Capabilities Mediate the Relationship between Total Quality Management Orientation on Radical Innovations?
items: Understanding Entrepreneurial Intentions and Behaviors: A Study of College Students through an Extended Theory of Planned Behavior Framework
items: Transformational Leadership Versus Strategic Alliances: Unpacking Organizational Adaptation Mechanisms in Jordanian Pharmaceutical Firm
items: The Mediating Role of Brand Image in the Effect of Attitudes Toward Activist Advertising on Customer Loyalty
items: Digital Capability Alignment and Customer Value Creation: A Dynamic Capabilities Perspective on AI-Enabled Marketing and Supply Chain Analytics
items: How Employer Branding Affects Employer Attractiveness in the Vietnamese Service Industry?
items: Business Intelligence Capabilities and AI-Driven Logistics Innovation: The Roles of Decision Support and Supply Chain Visibility
items: Enhancing Financial Literacy in Higher Education: Modeling Student Perceptions of Cryptocurrency Through Trust, Risk, and Confidentiality Factors
items: Smart Manufacturing Using Artificial Intelligence and its Impact on Developing Lean Marketing Strategies
items: Determination of Community Value Representation to Improve Sustainable Performance of MSMEs Grape Sellers in Indonesia
items: Women Empowerment through Participation in Self-Help Groups in Bihar, India: A Partial Least Squares Structural Equation Modelling Approach
items: A Unified Framework for E-Learning Continuity: Integrating Task-Technology Fit, Unified Theory of Acceptance and Use of Technology, and External Facilitators
items: Understanding Green Creative Behavior Driven by Parenting and Entrepreneurial Orientation on Entrepreneurship Students in Indonesia and Malaysia
items: Influence of Digital Financial Education and Peer Recommendations on Mutual Fund Purchase Intention: The Mediating Role of Perceived Usefulness
items: Explaining Employee Performance in Mid-Tier Hotels: The Mediating Role of Job Satisfaction between Leadership, Motivation, and Work Discipline
items: Understanding the Effect of Health Consciousness and Perceived Risk on Intention to Consume Herbal Product Moderated by Trust Belief
items: https://www.econjournals.com/index.php/irmm/article/view/24301
items: When Capital Matters More Than Commitment: CSR Disclosure and Bank Performance in an Emerging Market
items: The Impact of TikTok Shop’s Perceived Service Quality and Electronic Word of Mouth on the Purchase Intention of University Students
items: Strategic Communication for Institutional Legitimacy, Governance Reform, and Stakeholder Trust in Higher Education Organizations
items: Environmental Management Accounting through the Lenses of Stakeholder, Institutional, and Legitimacy Theories: Implications with Environmental and Financial Performance in Albanian Companies
items: Service Quality and Sustainability: A Hybrid Framework for Malaysian Urban Consumers in Food and Beverage and Retail
items: Unpacking the Impact of Digital Transformation on Consumer Purchase Intention: The Mediating Mechanism of Brand Loyalty in China’s Established Cosmetic Sector
items: Entrepreneurial Orientation Increases Womenpreneur Business Performance: The Role of Customer-Centric Discovery, Market Responsiveness and Digital Literacy
items: Strategic Human Capital Management and Employee Satisfaction: A Moderated Mediation Analysis of Self-Efficacy and Cultural Values
items: Strategies for Membership Growth in Nonprofit Organizations: Evidence from Lions Clubs New Zealand
items: Boosting Departmental Performance: The Role of Empowerment, Productivity and Faculty Engagement
items: The Role of Digital Transformation in the Effectiveness of Employee Performance Evaluation: An Applied Study on the Department of Municipalities and Transport in Abu Dhabi
items: The Mediating Role of Person–Job Fit in the Relationship Between Job Crafting and Innovative Work Behavior: A Study on Five-Star Hotels
items: Purchase Intention in India: A Systematic Review of Branding, Experiential, and Digital Determinants (2009-2026)
items: Experience Quality and Destination Loyalty in Malaysian Day Spas: Examining the Direct Role of the PMSE Model
items: Factors Influencing Customer Impulse Buying Behavior in Apparel Live Streaming Commerce in China: The Role of Customer Inspiration
items: A Nexus among Job Autonomy and Employee Vitality, Engagement, Job Satisfaction, and Social Support as a Moderator
items: Generative Artificial Intelligence and Organizational Transformation: A Systematic Review of Learning-Based Human Capital Development
items: Islamic Work Ethics, Organizational Culture, and Performance: The Mediating Role of Organizational Commitment
items: Experiential Marketing Management for Enhancing the Local Handwoven Textile Business Community in Sukhothai, Thailand: A UNESCO World Heritage
items: How Event Quality Shapes Behavioural Intention: Perceived Value as an Evaluative Mechanism among Female Attendees
items: A Framework and Research Agenda on Technological Capability in a Dynamic Market: A Bibliometric Review
items: The Impact of Digital Leadership on Sustainable Supply Chain Performance in UK Manufacturing Firms: The Mediating Role of Supply Chain Digital Orientation
items: The Effect of Marketing Systems, Technology Utilization, and Capital Access on Going Concern in Small and Medium-Sized Enterprises
items: The Attitudinal Bridge: How Consumption Values Translate into Purchase Intentions for Viral Halal Food
items: Consumer Behavior and Trust Deficits in Digital Adhesion Contracts among Philippine E-Wallet Users
items: Farmers’ Behavioral Intention to Adopt Digital Livestock Platforms: The Mediating Role of Attitudinal Readiness

Digital Infrastructure and Leadership in Driving School Performance and Graduate Quality: Evidence from Indonesia
type: item
description: This study examines the influence of digital infrastructure readiness and digital leadership on the implementation of school administration, academic outcomes, and the quality of madrasah graduates in Indonesia. This research utilised a quantitative approach and structural equation modelling (SEM) to conduct a survey of principals and teachers in various madrasahs throughout East Java Province. The results demonstrated that readiness in digital infrastructure and robust digital leadership significantly improved the effectiveness of SBM, thereby positively impacting school performance and the quality of graduates. This study emphasises the significance of investing in technology and cultivating digital leadership in madrasahs to enhance educational quality. The results underscore the necessity of collaboration among educational institutions, communities, and governmental bodies to advance the establishment of sustainable digital infrastructure. This study enhances the current literature by offering empirical data about the essential role of digital infrastructure and leadership in Islamic education in Indonesia.
creator: Maisyaroh Maisyaroh
creator: Nurul Ulfatin
creator: Mustiningsih Mustiningsih
creator: Maulana Amirul Adha
creator: Anabelie Villa Valdez
creator: Nova Syafira Ariyanti
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 1
ending page: 11
doi: 10.32479/irmm.23700

The Role of Leader Psychological Support in Enhancing Technical Skill Transfer: Examining the Mediating Effect of Task Motivation
type: item
description: This study investigates the relationship between leader psychological support, task motivation, and technical skill transfer using a mediation model grounded in empirical research. A quantitative research design was employed, with data collected through a self-administered questionnaire distributed to 210 workforce in the Malaysian education ecosystem. The hypotheses were tested using Partial Least Squares Structural Equation Modeling (PLS-SEM), which allowed for the evaluation of both measurement and structural models. The results revealed that leader psychological support and task motivation significantly and positively influence technical skill transfer, underscoring the pivotal role of leader psychological support in fostering task motivation and, consequently, enhancing technical skill transfer. These findings highlight the importance of organizational strategies that strengthen leader psychological support as a means of cultivating a motivated workforce capable of effectively applying newly acquired skills. In addition, the study offers valuable insights for practitioners by providing a framework to better understand the interplay between leader psychological support and task motivation in driving successful technical skill transfer.
creator: Nur Izzaty Mohamad
creator: Abdullah Sanusi Othman
creator: Haslin Hasan
creator: Faridah Hanem Ab Rashid
creator: Wan Aishah Wan Mohd Nowalid
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 12
ending page: 20
doi: 10.32479/irmm.23655

Consumer Readiness for Metaverse Marketing: Evidence from Generations Y and Z in the Philippines
type: item
description: The emergence of immersive digital environments has created new opportunities for organizations to engage consumers through Metaverse marketing. This study examines the awareness and acceptability of Metaverse marketing among Generations Y and Z in the Philippines. Guided by the Technology Acceptance Model (TAM), awareness was operationalized through the marketing mix dimensions (product, price, place, promotion), while acceptability was measured through perceived usefulness, perceived ease of use, and likelihood of adoption. A descriptive–correlational design was employed using survey data collected from 386 participants in the Philippine cities of Bacolod, Silay, and Talisay. Results indicate substantial awareness and generally positive perceptions of Metaverse marketing among both generational groups. Independent samples t‑tests revealed no significant generational differences in overall awareness or acceptability. Pearson correlation analysis revealed a strong positive relationship between awareness and acceptability (r = 0.746, p < .05). The findings suggest that increasing consumer awareness of immersive digital environments can enhance readiness to adopt Metaverse marketing platforms.
creator: Paula Mae E. Villarosa
creator: Angelie Mae D. Flora
creator: Hazel Duds M. Sabordo
creator: Andrea Elizabeth Sotto
creator: Alexi M. Torres
creator: Eric Arthur N. Dio
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 21
ending page: 32
doi: 10.32479/irmm.23725

https://www.econjournals.com/index.php/irmm/article/view/23581
type: item
title: Elevating Employee Performance: The Role of Soft Skills in Optimizing Performance at Tikur Anbesa Specialized Hospital in the Ethiopian Health Sector: Mediating Role of Compassion Satisfaction and Patient Health Literacy
description: Soft skills such as communication, empathy, and teamwork are essential in the healthcare setting, influencing employee performance and patient outcomes. Previous studies have investigated the role of soft skills in employees' performance across various organizational contexts. However, translating soft skills into higher employee performance, particularly through parallel mediating mechanisms in the hospital setting, has received limited attention. This study aimed to investigate the effect of soft skills on employee performance and to explore the mediating role of compassion satisfaction and patient health literacy. The study used a cross-sectional quantitative design with 313 health professionals, selected through stratified random sampling at Tikur Anbesa Specialized Hospital, Ethiopia. A survey questionnaire was used to collect data, and structural equation modeling (SEM) was employed to evaluate the direct and indirect relationships among variables. The findings indicate that all soft skills, communication, empathy, and teamwork, are positively related to health workers' performance. Moreover, these soft skills foster compassion satisfaction and patients' health literacy, thereby enhancing the task and contextual performance of health employees. As such, compassionate satisfaction and patient health literacy serve as a conduit through which soft skills are translated into higher performance in a hospital setting. These results suggest that enhancing healthcare workers' soft skills is crucial for enhancing their task and contextual performance, both directly and indirectly through improved patient health literacy and compassionate satisfaction. As such, the study contributes to existing literature and expands our understanding of the positive role of soft skills as drivers of health professional excellence in hospitals where resources are limited and the working environment is challenging. Establishing healthcare policies and training programs to maximize soft s…
creator: Rahma Ahmed Seid
creator: Chalchisa Amentie Kero
creator: Gemechu Nemera
creator: Endres Ahmed Mohammed
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 33
ending page: 46
doi: 10.32479/irmm.23581

Environmental-Based View: A Theoretical Framework towards Green Business Model for Sustainable Marketing
type: item
description: The triple planetary crisis is just the beginning of the real threats of global warming and future environmental damage that will cause global disasters. This study objective was to build an environmental-based view (EBV) as a sustainable green business framework to solve environmental and social issues while achieving a company's economic goals to achieve sustainable marketing. This study used an integrative review method which provides a comprehensive way to assess, criticize, and synthesize various relevant literature to produce a theoretical framework. The study results showed the EBV approach has a strong urgency to become a solution to climate change and global sustainability. This study provides a robust definition, where EBV is a sustainable green business approach that creates synergy between business, people, and environmental values driven by the organization's core values using green economic resources (GER) that promote sustainability performance. EBV provides real contributions to the achievement of sustainable development goals (SDGs), especially SDG#3, SDG#6, SDG#7, SDG#8, SDG#9, SDG#11, SDG#12, SDG#13, SDG#14, SDG#15, which contribute directly to climate change mitigation, environmental sustainability, and social welfare. This study provides implications for academics and green business actors in developing a robust green business model.
creator: Muhammad Naparin
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 47
ending page: 63
doi: 10.32479/irmm.23764

Exploring the Green Agenda in Human Resource Management and Organizational Performance: A Systematic Literature Review
type: item
description: This study gives a detailed review of literature on green human resource management and its connection to organizational performance. The increasing environmental issues and challenges concerning sustainability have promoted the ecological concerns incorporated by organizations in the way they are managed, making human resource management a major contributor of ecologically responsible organizational behavior. Even though more and more scholars are interested in the area, current studies on green HRM have been disjointed in terms of the conceptual definitions, theoretical backgrounds, and methods. This study will solve these shortcomings by presenting the systematic literature review that is controlled by the PRISMA 2020 in combination with bibliometric mapping via VOSviewer. A systematic search of the databases Scopus, Web of Science, and ScienceDirect found 315 records; it reached a final sample of 150 peer-reviewed articles published between 2000 and 2025. The results indicate that the practices of green HRM are usually conceptualized with the practices of green recruitment, environmental training, sustainability-oriented performance management, and employee eco-engagement. The empirical data show that the practices lead to the improvement of environmental performance, employee engagement, and possible financial gains. The review also determines the prevailing theoretical views and methodological tendencies that inform the field. The research provides a clear framework of the future research by reorganizing scattered knowledge and revealing research gaps that could be used in the future to inform other organizations that need to integrate sustainability principles in the human resource management models.
creator: Adams Lukman Jimoh
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 64
ending page: 74
doi: 10.32479/irmm.23595

Employee Green Behavior as a Unidimensional Construct: Psychometric Evidence from Higher Education Institutions
type: item
description: Employee Green Behavior (EGB) refers to voluntary and task-related environmentally responsible activities performed by employees in an organizational setting. Although EGB is conceptually multidimensional (comprising task-related behaviors, initiative, civic engagement, and helping), past research indicates that it can be conceptualized as a unidimensional phenomenon due to high levels of conceptual and empirical overlap. This research is expected to confirm the application of the unified 15-item EGB scale within Emirati Higher Education Institutions (HEIs), addressing a gap in the literature on environmental and social psychology. A cross-sectional survey was carried out on 170 members of faculty and administrative staff using a 5-point Likert scale questionnaire. R software was used for exploratory factor analysis (EFA), confirmatory factor analysis (CFA), reliability analysis, and validity analysis (convergent and discriminant) to analyze the data. The findings suggest that the 15 proposed items can be summarized into one latent factor with a high level of internal consistency (Cronbach’s alpha: 0.90) and acceptable levels of convergent validity (AVE =.50). The results affirm that there is no need to split the EGB into several dimensions according to collectivist and collaborative organizational culture. The scale reviewed is a validated unidimensional scale that can be used as a reliable, situation-specific measure of employee pro-environmental behavior, which can be used to inform evidence-based sustainability interventions and further our knowledge of environmental and social psychology in the context of higher education.
creator: Abdelaziz Abdalla AlOwais
creator: Abubakr Suliman
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 75
ending page: 87
doi: 10.32479/irmm.23697

The Impact of Artificial Intelligence on Innovation Products in Food Manufacturing in Jordan, Mediated by Supply Chain Resilience and Supply Chain Agility
type: item
description: Artificial Intelligence (AI) is more and more perceived as a vital enabler of innovation in manufacturing supply chains, particularly for manufacturers working under high uncertainty conditions. Additionally, this study evaluates how the adoption of AI affects product innovation in Jordanian food manufacturing firms and how supply chain resilience and supply chain agility act as mediators in this relationship. Data from 490 middle- and senior-level managers working in food manufacturing firms across 11 different food manufacturing subsectors in Jordan were collected and analysed using Structural Equation Modelling (SEM). The model developed for this study considers two types of product innovation (radical and incremental), which were both validated as latent constructs. The results of the analysis showed that AI adoption has a direct and positive impact on product innovation. In addition, the results also indicate that AI adoption improves supply chain agility and supply chain resilience, both of which positively influence product innovation outcomes. The mediation analysis also indicates partial mediation for both constructs (i.e., that both exert a mediating effect on the influence of AI adoption on product innovation), and, most importantly, a tangible and consequential continuum tying together AI R&D, supply chain elasticity, supply chain resilience, and product innovation. The model explains a focused share of the performance variation related to product innovation, while delivering an excellent fit for firms of various sizes and operational scales. This holistic research provides hugely beneficial empirical testimony based on an emerging economy, yet highlights the indispensable role of AI-driven supply chain capabilities in replicating and nurturing product innovation in a competitive and dynamic ecosystem, with the context of the food manufacturing industry.
creator: Sami Mohammad
creator: Ayşem Çelebi
creator: Abdulmula Mohamed Almahdi Arab
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 88
ending page: 100
doi: 10.32479/irmm.23709

The Effect of Link Income and Sharing Frequency on Brand Attitude in Influencer Marketing: An Exploratory Research on the Differences of Generations X, Y and Z
type: item
description: Customers are now using online channels because of the Covid-19 epidemic and the rise in mobile device use throughout the current era, which has altered their shopping habits. By evolving and employing link income and influencer marketing tactics, businesses have now changed how customers see them. The aim of this research is to examine the effects of link income practices provided by brands to influencers, which affect the perception of the target audience, and the frequency of sponsored content sharing on brand attitudes from the perspective of different generations. Semi-structured focus group interviews, which are exploratory research methods, were preferred due to the research methodology, participants' thoughts, and compatibility with the research process. Within the scope of the research, interviews were conducted with a total of 24 people from Generations X, Y and Z who use social media channels and follow Influencers. As a result of the research, it was determined that excessive sharing frequency has negative consequences. In addition, the influencer categories, content types and features preferred by Generations X, Y and Z cause differences. In this respect, it is thought that the study will provide insight to academics and business owners who will conduct research on this subject.
creator: Gözde Kandemir Çomoğlu
creator: Bahman Huseynli
creator: Nigar Huseynli
creator: Rashad Maharramov
creator: Elnara Samadova
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 101
ending page: 111
doi: 10.32479/irmm.23630

Enhancing Logistics Performance through Digital Marketing Capabilities: Examining Customer Engagement and Supply Chain Integration
type: item
description: The study considers the influence of the digital marketing capabilities on logistics performance using customer engagement as a mediating variable and digital supply chain integration as the moderating variable. Based on the resource-based view and dynamic capabilities theory, the study starts with the proposition that digital marketing capabilities allow firms to leverage the digital platforms, customer data, digital analytics, and online communication to enhance customer interaction and logistics related outcomes. A quantitative research design was used and data was gathered using a structured questionnaire from the employees and managers in logistics related firms such as logistics service providers, delivery firms, transportation firms, third party logistics providers and e-commerce logistics firms. Structural Equation Modeling was used to analyze the data. Results indicated a positive relationship between digital marketing capabilities and logistics performance and customer engagement. Results further indicated that customer engagement has a positive impact on logistics performance and partially mediated the digital marketing capabilities–logistics performance relationship. Furthermore, it was observed that digital supply chain integration contributes to reinforce the links between digital marketing capabilities and logistics performance. The results in this research add to the literature by connecting the digital marketing capabilities with the logistics performance and by explaining the effect of customer engagement and digital supply chain integration in this relationship.
creator: Sally Shwawreh
creator: Ahmad Ali
creator: Alauldin S. A. Taroum
creator: Mustafa S. Al-Shaikh
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 112
ending page: 119
doi: 10.32479/irmm.24207

Building Student Remote-Work Readiness through Digital Learning: Evidence from Philippine Higher Education
type: item
description: The research investigates how remote learning affects student preparedness for their upcoming academic studies and professional career development in Philippine higher education institutions. The researchers conducted their study through a quantitative descriptive-correlational method which involved evaluating survey data that 169 students who had experience with remote and blended learning provided. The study examined four areas which included remote learning perceptions and challenges plus opportunities and academic and peer contact and long-term readiness. The results show that students maintain a positive attitude towards remote learning because it provides them with flexible study options and cheaper study expenses and it helps them develop digital skills. The participants indicated that they experienced ongoing problems which included internet connection issues and interruptions from their home environment and diminished chances for direct communication with others. The study established that three variables which included positive remote learning perceptions and learning challenge management abilities and active academic plus peer socializing led to long-term readiness outcomes. The research findings demonstrate that remote learning enhances employability through its development of self-management and adaptability and digital communication abilities but only if educational institutions establish digital support systems that include all students and deliver effective online teaching methods.
creator: Johanna Marie I. Murilla
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 120
ending page: 128
doi: 10.32479/irmm.23745

The Influence of Capital Structure, Bank Size on Profitability: Comparative Evidence from KSA and UAE Banks
type: item
description: In essence, the financial performance of the banking sector is an important, overarching indicator of a bank's ability to meet the expectations of key stakeholders, including regulators, depositors, and shareholders, while ensuring financial stability and supporting sustainable long-term growth. This paper investigates the influence of bank size, leverage, and Tier 1 capital on the profitability of banks operating in the KSA and UAE over the period 2015–2024. The measurement variables for profitability are specified as ROA, ROE, and EPS, whereas explanatory variables are leverage ratios, TDTA, Tier 1 capital ratios, and size of the banks. Examining the results from multiple regression analysis, it can be evaluated that size has a significant effect in accounting for the determinants in the measurements of profitability in both systems. Additionally, it has been indicated in the results that in banks located in KSA, TDTA has a significant adverse effect in accounting for the measurements of profitability in KSA banks in comparison to other variables, i.e., an increase in debt has a direct adverse effect on returns generated for shareholders. However, in terms of UAE banks, the results indicates that the size has a significant effect in accounting for the measurements of profitability as represented by the model in comparison to other variables, whereas Tier 1 capital has a limited effect. In conclude, these findings highlight the significance of scale within banking organizations to drive profitability improvements. Moreover, these findings suggest that leverage and capital structure have varying significance with respect to KSA and UAE banks. Finally, this study found that based on comparative analysis, size is considered to have a significant influence on profitability with respect to KSA and UAE banks. In contrast, leverage and debt indicate varying and limited impacts, particularly with respect to UAE banks.
creator: Raj Bahadur Sharma
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 129
ending page: 142
doi: 10.32479/irmm.23687

The Employee Value Creation, Governance Structure and Financial Sustainability of Nigerian Listed Deposit Money Banks
type: item
description: This paper examined the impact of employee value creation on the financial stability and profitability of the listed deposit money banks in Nigeria moderated by governance structure. The study covers 12 banks out 14 banks whose complete data are between 2015 and 2024. It uses ex-post facto research design, panel data regression and Panel Corrected Standard Errors (PCSE) to control for auto serial correlation. The value of employees is measured in employee value added share (EVA), revenue per employee (RPE), and the human capital efficiency (HCE). Governance proxies are Board size (BS) and independence of remuneration committee (RCI). The Altman Z -score and the return on sales (ROS) are used to evaluate firm performance. The findings indicate that HCE positively and significantly impacts the measure of Z -score. Both HCE and RPE increase profitability in a positive and significant way. The interaction of BS and HCE as moderating effect diminishes stability and profitability, this suggest that excessive boards size constrain the benefit of employee efficiency. The research paper points to the necessity to enhance the productivity of human capital, streamline the board structures, increase the efficiency of employee value creation through good governance to retain long-term financial stability
creator: Titilayo Moromoke Oladejo
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 143
ending page: 150
doi: 10.32479/irmm.23368

The Role of Green Human Resource Management in Strengthening Corporate Governance for Environmental Sustainability
type: item
description: The study investigates how Green Human Resource Management practices impact environmental results at rural banks located in the Northern part of Surigao del Sur in the Philippines. The researchers used a quantitative research design to gather information about 111 employees who worked at six rural banks. The researchers used descriptive statistics with Analysis of Variance and regression analysis to examine their data. The study found that organizations maintain a high frequency of GHRM practice execution which results in superior environmental outcomes, because the practices create 43.7 percent of environmental performance variance through their implementation with a specific positive effect size of β = 0.661 at p < 0.001. The implementation of green training and development showed the highest level of execution, while green pay, reward, and recognition received the lowest implementation score (M = 3.66) because organizations only implemented incentive-based systems at a minimal level. Employee environmental knowledge emerged as a critical factor that determines the degree of GHRM implementation. The research demonstrates that organizations need to establish structural GHRM practices, but their success in sustainability projects depends on their ability to synchronize performance assessment methods with reward distribution practices. The study provides developing economy evidence from rural banks which helps explain the implementation of GHRM practices, while suggesting methods to improve sustainability-oriented human resource practices.
creator: Jillard O. Mercado
creator: Marge Ethan U. Odoya
creator: Rozette Mercado
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 151
ending page: 163
doi: 10.32479/irmm.23690

Leveraging Entrepreneurial Marketing and Customer Orientation: A Moderated-Mediation Model Through Innovation Capability in SMEs Performance
type: item
description: This study examines how entrepreneurial marketing and customer orientation influence business performance through innovation capability in Indonesian SMEs, with market turbulence as a moderating factor. Using PLS-SEM analysis with 300 SMEs across West Java Province, we tested a moderated-mediation model grounded in Resource-Based View and Effectuation Theory. Results demonstrate that both customer orientation and entrepreneurial marketing significantly enhance business performance, with innovation capability serving as a partial mediator for both relationships. Innovation capability itself significantly impacts performance, confirming its role as a strategic bridge between market orientations and business outcomes. Surprisingly, market turbulence shows a positive direct effect on performance but fails to moderate the innovation capability-performance relationship, challenging conventional assumptions about environmental uncertainty. The model demonstrates substantial explanatory power for business performance and innovation capability development, with strong predictive relevance across all constructs. However, discriminant validity concerns and high intercorrelations between constructs suggest potential measurement artifacts that may inflate relationships. The identical effects of customer orientation and entrepreneurial marketing on innovation capability raise questions about their theoretical distinctiveness, indicating they may represent variations of general strategic competence rather than separate capabilities. Findings suggest that SMEs benefit from integrated strategic orientations, small enterprises, and though methodological limitations constrain theoretical claims. The study contributes to strategic management literature by demonstrating innovation capability's mediating role while highlighting critical challenges in strategic capability research, particularly the difficulty of achieving construct distinctiveness and the need for more sophisticated analy…
creator: Toong Hai Sam
creator: Halek Mu'min
creator: Eka Puspita Notonogoro
creator: Indri Maya Sari
creator: Romy Pramono
creator: Heng Chin Hong
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 164
ending page: 179
doi: 10.32479/irmm.22716

Turning Social Media Green Usage into Real-World Impact: How Green Psychology Fuels Green Purchase Behaviour
type: item
description: Through the use of the S-O-R framework as theoretical basis, this study aims to fill a void and clarify how green social media use informs consumers' behaviour and sustainability by way of psychological processes in the digitally developed but relatively unexplored contexts of Malaysia. Through empirical examination, this research investigates, in detail, the entire stimulus-orientation-response pathway through digital engagement, mediated by psychological factors, resulting in real green behaviors as seen in Southeast Asian consumers. Based on the results of structural equation modelling (N=324), it was determined that social media green use positively affects all four factors (green trust, green satisfaction, green word-of-mouth, and green perceived value), which further contribute to increased purchase intentions for green products, with purchase intentions being an effective predictor of actual green behaviours in the physical world. Specifically, green WOT does not directly nor indirectly affect purchase intentions indicating key contextual boundaries. These findings reinforce the importance of trust- and satisfaction-based mechanisms in bridging the intention-behavior gap. Limitations include the cross-sectional design of the study, and a sample that tends to be made up of young, well-educated users case limits generalizability; longitudinal studies with diverse populations are needed.
creator: Wasim Ahmad
creator: Wang Xiaoqin
creator: Lu Hao
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 180
ending page: 194
doi: 10.32479/irmm.23767

Synergy between Digitalization and Performance of Moroccan Public Universities: The Mediating Role of Technological Innovation
type: item
description: In Morocco, digitalization has become a strategic priority in socio-economic development policies, with public authorities implementing structural strategies to support digital transformation in public institutions. Beyond the mere dematerialization of processes, digitalization challenges traditional organizational models and compels public institutions to rethink governance and operational practices. By adopting a quantitative approach, this study investigates the role of technological innovation in mediating the relationships between digitalization and the performance of public services in Moroccan public universities. Using the Partial Least Squares Structural Equation Modelling (PLS-SEM), the findings reveal that the adoption of digitalization has a low direct effect on university performance (β = 0.043, P ⩽ 0.050). Moreover, technological innovation exerts a significant mediating effect (β = 0.16, p = 0.021), affirming its central role in improving the impact of digitalization on the performance of Moroccan public universities.
creator: Said Housni
creator: Azzeddine Fekkak
creator: Lahcen Imass
creator: Ahmed Akdim
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 195
ending page: 206
doi: 10.32479/irmm.23632

The Effect of Authenticity and Creativity in Advertising: How Digital Advertisements Shape Perceived Brand Authenticity and Brand Image
type: item
description: This study examined the effects of advertising creativity and authenticity in digital advertisements on perceived brand authenticity and brand image within the framework of Attribution Theory. These variables, which have mostly been addressed separately in the literature, were tested using a holistic model to; reveal the impact of the creative and authentic characteristics of advertising on consumers’ brand evaluations. The research was designed using a quantitative method; data were collected through an online survey from 321 consumers in Turkiye who were exposed to digital advertisement. The proposed hypotheses were tested by using Structural Equation Modeling (SEM). These findings indicate that advertising creativity positively affects advertising authenticity. Advertising authenticity significantly and positively influences both perceived brand authenticity and brand image; emerges as the strongest direct determinant of brand image. In contrast, the direct effects of advertising creativity and perceived brand authenticity on brand image were not significant. This study integrates the fragmented approach in digital advertising literature by examining advertising creativity and authenticity within a single model. These findings demonstrate that advertising authenticity plays a prominent role in the formation of brand image, whereas creativity indirectly supports this process. In this respect, the research offers a strategic contribution by showing that, in digital media, brand image may be shaped not by abstract and general brand evaluations; but by the creative and authentic qualities of the advertisement directly experienced by the consumer.
creator: Kübra Gökgöz
creator: Yasemin Bozkurt
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 207
ending page: 220
doi: 10.32479/irmm.24038

Integrated Reporting and Corporate Profitability: Evidence from Manufacturing Firms in South Africa
type: item
description: This study explored the relationship between integrated reporting disclosure and corporate profitability among manufacturing firms listed on the Johannesburg stock exchange in south Africa. Integrated reporting promoted under the king III and king IV codes of corporate governance, requires firms to present financial and non-financial information in a single value-oriented framework. The study focuses on three key disclosure dimensions; economic, environmental and social and evaluates their impact on profitability measured by return assets, return on equity and return on sales. A quantitative research design was adopted using secondary data collected from published integrated reports and audited annual financial statements covering the period from 2021 to 2025. The sample was selected through purposive sampling to ensure data consistency. Multiple linear regression analysis was used to test the hypotheses following diagnostic test for normality, multicollinearity, heteroscedasticity and autocorrelation to ensure model robustness. The findings reveal a positive association between integrated reporting disclosure and corporate profitability among manufacturing firms listed on the Johannesburg Stock Exchange. Economic disclosure significantly enhances ROE and ROS, indicating that transparency strengthens investors confidence and operational performance. Environmental disclosure positively influences profitability recommendation that sustainability initiatives improve resource efficiency and risk management, social disclosure demonstrates a positive effect on ROE and ROS, highlighting the importance of stakeholder engagement, use welfare and corporate social responsibility in driving financial results.
creator: Makhathini Lungani Rudolph
creator: Kansilembo Aliamutu
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 221
ending page: 229
doi: 10.32479/irmm.23679

Consumer Purchase Decisions in the Coffee Industry: An Integrated Model of Digital Interactions (AISAS) and Sensory Experience (AIDA) in Emerging Markets
type: item
description: Este estudio examina cómo el marketing digital y el marketing sensorial predicen las decisiones de compra de los consumidores en cafeterías en Perú (contexto de mercado emergente). Con base en un marco integrado que combina AISAS, AIDA y el modelo de decisión Engel–Blackwell–Miniard, recopilamos datos de una encuesta transversal de 150 consumidores. Utilizando regresión logística ordinal, los resultados muestran que el marketing digital y el marketing sensorial mejoran significativamente el ajuste del modelo y explican conjuntamente una proporción sustancial de la varianza en las decisiones de compra (Nagelkerke R² = 0,63; χ² = 106,732, p < 0,001). Descriptivamente, el marketing digital percibido fue predominantemente alto (62,7%), con etapas AISAS más fuertes en Interés, Búsqueda y Acción, mientras que el marketing sensorial mostró percepciones más altas en general (73,3%), particularmente en Atención. Los hallazgos sugieren que los puntos de contacto digitales dan forma a la búsqueda de información previa a la visita y la formación de intenciones, mientras que las señales sensoriales en la tienda refuerzan el deseo y la acción en el punto de experiencia. El estudio aporta evidencia de un contexto de servicios de PYME poco explorado y ofrece orientación práctica para que los gerentes de cafeterías asignen recursos de marketing híbrido “phygital” para apoyar la competitividad y la resiliencia empresarial (ODS 8).
creator: Romina Selena Soto-Santos
creator: Madison Kimberly Terreros Zamudio
creator: Miguel Angel Cancharí-Preciado
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 230
ending page: 239
doi: 10.32479/irmm.23271

Artificial Intelligence in Supply Chain Management: A Bibliometric Analysis of Emerging Trends and Applications
type: item
description: This study provides a bibliometric analysis of AI in supply chain management, covering 1998 to early 2025 using Web of Science data. It identifies 302 articles, revealing exponential growth in research output and major contributions from the USA, China, England, Germany, and India, highlighting strong international collaboration. Leading journals like the European Journal of Operational Research and the International Journal of Logistics Management have been pivotal in advancing the field. While technical and operational aspects are well-explored, there's a notable gap in branding and marketing strategies for AI-driven solutions, indicating a need for consumer-focused studies. Limitations include reliance on one database and potential language bias. Future research should integrate marketing frameworks and consumer behavior analyses. This work serves as a foundational reference for stakeholders aiming to enhance supply chain innovation and resilience through AI.
creator: Wasan Al-Masa’fah
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 240
ending page: 252
doi: 10.32479/irmm.23922

Digital Entrepreneurship Training and Entrepreneurial Capability Development among Community-Based Participants
type: item
description: Technology-enabled training has become an important mechanism for expanding entrepreneurship development and business capability-building beyond formal academic settings. This study evaluated Project BIZ-SIKAP (Business Innovation and Zeal for Sustainable Income, Knowledge, and Progress) as a university-led, technology-enabled entrepreneurship training program for community-based participants. Specifically, it examined participation, perceived learning gains, and participant satisfaction across a four-session online training series covering management, production and operations, marketing, supply and demand analysis, and financial management. The study employed a descriptive-evaluative design using documentary and program-based quantitative data drawn from the approved project proposal, accomplishment and terminal reports, attendance records, training evaluation summaries, and monitoring reports. Participants included business owners, aspiring entrepreneurs, professionals, and students. The findings indicate that the program was successfully implemented, attracted sustained participation, and generated positive learning gains and high satisfaction across all training sessions. Qualitative feedback further suggests that participants valued the practical relevance of the topics, the clarity of instruction, and the usefulness of the training for business-related decision-making. At the same time, the results indicate the need to strengthen interactivity, technical delivery, learner support, and follow-up mentoring, particularly for more technical content areas such as financial management. Overall, the study shows that digitally delivered entrepreneurship training can serve as a flexible and practice-oriented approach to entrepreneurial capability development among community participants. The findings offer practical implications for universities, trainers, and entrepreneurship support institutions seeking to design scalable technology-enabled training initiatives for …
creator: Angelo Santos
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 253
ending page: 264
doi: 10.32479/irmm.23761

Impact of Weight-Based Stigma Coping Strategies of Plus-Size Females on Apparel Store Choice: The Moderating Effect of Body Esteem
type: item
description: Plus-size consumption is rising worldwide; retailers, marketers, and apparel manufacturers need to define consumer expectations to develop responsive strategies and tactics. This study investigates how plus-size females' weight-based stigma coping strategies—reappraisal and disengagement—influence their apparel store choices and the moderating role of body esteem. Findings indicate that consumers adopt disengagement coping more frequently than reappraisal. Regarding channel selection, individuals who use reappraisal strategies significantly prefer online and regular stores, whereas those who adopt disengagement tend to favor plus-size stores. A key original contribution of this research is that although low body esteem increases the likelihood of disengagement at lower levels of weight-based stigma, on the other hand, under high-stigma conditions, no difference is observed in the disengagement response regardless of the female's body esteem level.
creator: Müge Ağyel
creator: Fatma Özge Baruönü
creator: Özge Kirezli
creator: Melis Kaytaz Yiğit
creator: Müge Öztunç
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 265
ending page: 274
doi: 10.32479/irmm.23939

Reframing E-Government Research in Qatar: A Systematic Review of Digital Governance and Institutional Transformation
type: item
description: This study examines the development of e-government research in Qatar within the broader context of digital transformation under the Qatar National Vision 2030. Despite significant progress driven by sustained investments in digital infrastructure, integrated information systems, and public service modernisation, the academic landscape remains fragmented, with limited synthesis on the role of data and information processes in shaping digital governance outcomes. To address this gap, this study adopts a Systematic Literature Review (SLR) guided by the PRISMA 2020 framework, analysing 14 selected articles from Scopus and Web of Science published between 2016 and 2026. The findings reveal a strong dominance of technology adoption-oriented studies grounded in models such as the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT), focusing on user intention, satisfaction, and system quality. However, limited attention has been given to data governance, information integration, and evidence-based decision-making. Governance-related perspectives, including inter-agency coordination, digital inclusivity, and bureaucratic fragmentation, are emerging but remain insufficiently operationalised. Overall, the study highlights gradual thematic expansion alongside continued theoretical and methodological concentration, underscoring the need for deeper empirical engagement with institutional and data-centric dimensions of digital transformation.
creator: Muhamad Faisal Ashaari
creator: Nouf Abdullah Al-Sulaiti
creator: Abu Dardaa Mohamad
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 275
ending page: 285
doi: 10.32479/irmm.23851

Organizational Characteristics and Financial Performance of Multi-purpose Cooperatives: Evidence from North Eastern Mindanao, Philippines
type: item
description: This study examined the financial performance of multi-purpose cooperatives and determined whether selected organizational characteristics predict financial performance. Using a quantitative, descriptive-predictive design, documentary data from cooperative records and audited financial statements were analyzed. Financial performance was assessed using the PISO framework in terms of profitability, institutional strength, structure of assets, and operational strength. The organizational characteristics examined were capital build-up, number of members, number of employees and staff, and years in operation. Descriptive statistics, quadratic regression, and one-way ANOVA were used for analysis. Results showed that small size cooperative achieved satisfactory financial performance, while the others were classified under needs improvement. Operational strength was the strongest dimension, whereas institutional strength was the weakest. Capital build-up and number of members significantly predicted financial performance, while number of employees and staff and years in operation did not. Significant differences in performance were also observed across cooperative types. The findings highlight the importance of capital formation and membership participation in improving cooperative financial sustainability.
creator: Kimberly L. Miranda
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 286
ending page: 295
doi: 10.32479/irmm.23991

The Role of Digital Transformation in Enhancing ESG Disclosure Practices in Saudi Companies
type: item
description: This study examines the role of digital transformation in enhancing environmental, social, and governance (ESG) disclosure practices in Saudi companies and its impact on investor confidence, focusing on improvements in transparency, timeliness, and completeness. The study adopted a quantitative approach, collecting data from professionals in finance, accounting, sustainability, and information technology in Saudi listed companies. The data were analyzed using partial least squares structural equation modeling (PLS-SEM) to test the relationships among digital transformation, ESG disclosure quality, and investor confidence. The results show that digital transformation significantly improves ESG disclosure quality through advanced reporting systems and data-driven technologies. In turn, enhanced disclosure quality strengthens investor confidence by increasing credibility, trust, and investment willingness. The findings also confirm that ESG disclosure quality fully mediates the relationship between digital transformation and investor confidence. This study provides empirical evidence of the mediating role of ESG disclosure quality in linking digital transformation to investor confidence in an emerging market, offering insights for improving ESG reporting through digital technologies.
creator: Ahmed Salman Almahuzi
creator: Mahdi Ahmed Alhamami
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 296
ending page: 307
doi: 10.32479/irmm.23999

Exploring Connection of Occupational Stress to Severance Intention: Evidence from Public-School Teachers in Cebu City, Philippines
type: item
description: Occupational stress has become a growing concern in the teaching profession, particularly in public-school settings where educators face increasing demands and limited resources. This study examined the relationship between occupational stress and intention to sever among public school teachers in Cebu City, Philippines. Using a quantitative descriptive-correlational research design, data were collected from licensed public-school teachers through a structured survey questionnaire measuring five domains of occupational stress: workload, role conflict, administrative support, classroom management, and work–life imbalance, along with severance intention. Descriptive results revealed that teachers generally agreed that all five domains contributed to their occupational stress, with administrative support, classroom management, and workload showing relatively higher mean scores. Spearman’s rank-order correlation analysis indicated that workload (ρ = .306, p < .001), role conflict (ρ = .353, p < .001), and work–life imbalance (ρ = .347, p < .001) were positively and significantly associated with severance intention, while administrative support (ρ = −.294, p < .001) was negatively and significantly related to severance intention. Classroom management was not significantly associated with severance intention (ρ = .140, p = .088). The findings suggest that organizational and psychosocial stressors play a significant role in shaping teachers’ intentions to leave the profession, whereas perceived administrative support serves as a protective factor. To inform policy and intervention strategies, it is essential to translate these findings into actionable recommendations for school administrators and policymakers to improve teacher retention and well-being in the public school system.
creator: Mercy P. Robles
creator: Mark Anthony N. Polinar
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 308
ending page: 313
doi: 10.32479/irmm.23784

Linking Strategic Orientation to Performance: Evidence of Competency-Mediated Effects in Emerging Market Student Entrepreneurs
type: item
description: This study examines how two strategic orientations—market orientation and sales orientation—affect business performance through the mediating role of entrepreneurial competencies within student-run micro and small enterprises. Grounded in the Resource-Based View (RBV), orientations are conceptualized as strategic capabilities that can enhance firm competitiveness when translated into individual-level entrepreneurial competencies. Using survey data collected from student entrepreneurs operating within a university-based entrepreneurship environment (n = 195) and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM), the results show that both market orientation and sales orientation exert significant positive effects on entrepreneurial competencies. Furthermore, entrepreneurial competencies demonstrate a strong and significant influence on business performance and mediate the relationship between both orientations and performance. These findings extend RBV theory by clarifying how strategic orientations yield performance benefits not directly, but through competency development at the individual level. Practically, the study highlights the importance of cultivating market-driven, sales-driven, social entrepreneurship and competency-focused training in entrepreneurship education to enhance the performance of student-run enterprises in emerging markets.
creator: Toong Hai Sam
creator: Halek Mu'min
creator: Timotius. F.C.W. Sutrisno
creator: A. A. A. Puty Andrina
creator: Heng Chin Hong
creator: Denny Bernardus Kurnia Wahyudono
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 314
ending page: 320
doi: 10.32479/irmm.22684

Sustainable Marketing Practices in the Indian FMCG Sector: SLR and Insights from Consumer Behaviour (2015-2025)
type: item
description: The current statistics reveal that the Fast-Moving Consumer Goods (FMCG) sector contributes approximately to the range of $211 billion to $245 billion yielding 3% to 10% of India's GDP. It is expected to grow exponentially over the next five years to capture the overall market size as high as $1.28 trillion. The present study of PRISMA-guided systematic literature review synthesises 70 peer-reviewed articles published between 2015 and 2025 in Q1/Q2 Scopus/ABDC-ranked journals, having contextual and empirical depth. The review unleashes that green promotion (average β = 0.23) is by far the strongest driver of green buying behaviour among the consuming segment in India, followed by place (β = 0.21) and product (β = 0.17), while the price remains largely insignificant (β = 0.04). The overall awareness (r = 0.537) and concern (r = 0.451) together explain 58 % of actual green purchase intention. Demographically females (60.25 % of aggregated samples) and mid-income consumers exhibit relatively stronger responses to promotion and product cues. Persistent barriers include greenwashing (42 % of claims perceived as non-verifiable), price sensitivity (35.8 %), and a blunt attitude-behaviour gap (95 % express pro-environmental attitudes). The review advances theory by proposing an original moderated-mediation framework tailored to Indian multi-cultural consumer groups constrained by socio-economic conditions, and projects towards an emphatic sustainable marketing scenario that drives green products to 25 % of FMCG sales by 2030.
creator: Yeoh Weng Hong
creator: Tan Seng Teck
creator: Pradeep Ramesh Sonar
creator: Altaf Tali
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 321
ending page: 332
doi: 10.32479/irmm.23861

Cybersecurity Awareness among Women and Youth E-commerce Entrepreneurs in Bangladesh: An Exploratory Factor Analysis
type: item
description: The issue of cybersecurity has taken the center stage among e-commerce business people especially in developing nations where the level of digital adoption is growing fast, with little awareness. This paper examines the hidden facets of cybersecurity awareness among the women and young e-commerce entrepreneurs in Bangladesh, which promotes gender equality in entrepreneurship. A quantitative method was employed to gather data on 244 respondents using a structured survey and an analysis of the data using Exploratory Factor Analysis (EFA) through SPSS. The findings indicate that cybersecurity awareness is a multidimensional concept that consists of three crucial variables, including cybersecurity awareness and risk perception, digital literacy and security practices, and cybersecurity knowledge with training and institutional support are needed for decent work and economic growth of SME entrepreneurs. Of these, the risk perception was found to be the strongest dimension, which means that the perception of the cyber threats by entrepreneurs is one of the most influential factors that determine their security behavior. The results also indicate the need to lay emphasis on digital literacy as a tool of facilitating safe online activity, as well as identify the gaps in formal education and institutional resources. The research will add value to the current body of literature, as it offers a unified model of cybersecurity awareness in the scenario of women and youth entrepreneurship in a developing economy, all these will reduce inequalities in SME sector.
creator: Malik Shahzad Shabbir
creator: Fariha Karim
creator: Nurul Mohammad Zayed
creator: Md. Serajum Monir
creator: Munmun Shabnam Bipasha
creator: Friday Ogbu Edeh
creator: Adeeb Alhebri
creator: Mohammad Jaradat
creator: Ajay Bansal
creator: Laila Refiana Said
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 333
ending page: 346
doi: 10.32479/irmm.23988

Does the Pricing Capabilities Mediate the Relationship between Total Quality Management Orientation on Radical Innovations?
type: item
description: Radical innovation is one of the main indicators that companies always seek to own, however, its link to the approach to total quality through product development capabilities is rarely covered in studies. Therefore, the study sought to know that effect through the use of (RBV) theory and previous studies to evaluate the study model and its hypotheses, by applying it to Sudanese business organizations in Khartoum State. The study also relied on the descriptive and analytical approach, and the questionnaire was used as the main tool for collecting data from the study sample of (300) individuals working in the top management in those companies. And to test the hypotheses of the study; the statistical packages program (SPSS) and (AMOSv25) were used to analyze the data, and the method of path analysis and structural equation modeling was used to test the hypotheses of the study. The study reached a set of results which are: There is a partial relationship between the approach to total quality management and radical innovation. There is a partial relationship between the approach to Total Quality Management and pricing capabilities. There is no relationship between pricing capabilities and radical innovation. There is no mediation of product development capabilities in the relationship between TQM orientation and radical innovation. The result of study extends the body of knowledge in terms of Radical Innovations. Further, it will help policymakers to make relevant decisions related to Radical Innovations.
creator: Siddig Balal Ibrahim
creator: Ossama Hussein Mekki
creator: Mohanad Alfiras
creator: Ali Ateeq
creator: Fajer Danish
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 347
ending page: 356
doi: 10.32479/irmm.20504

Understanding Entrepreneurial Intentions and Behaviors: A Study of College Students through an Extended Theory of Planned Behavior Framework
type: item
description: This study examined the relationships between entrepreneurial attitude, subjective norms, perceived behavioral control, situational factors, implementation intention, and entrepreneurial intention and behavior among college students. Using a mixed-methods sequential exploratory design, data were collected via a structured questionnaire and analyzed through Structural Equation Modeling (SEM). The measurement model demonstrated strong reliability and validity, with Cronbach’s alpha ranging from 0.901 to 0.957, composite reliability from 0.902 to 0.957, and average variance extracted between 0.833 and 0.888. Model fit indices indicated good fit (SRMR = 0.038, CFI = 0.938, TLI = 0.926). Findings revealed that entrepreneurial subjective norms (β = 0.515, p = 0.000) and perceived behavioral control (β = 0.458, p = 0.000) significantly influenced entrepreneurial intention. Entrepreneurial situational factors (β = 0.275, p = 0.000) and implementation intention (β = 0.332, p = 0.000) had strong positive effects on entrepreneurial behavior. Moreover, entrepreneurial intention significantly mediated the effects of subjective norms (β = 0.160, p = 0.001) and perceived behavioral control (β = 0.142, p = 0.000) on behavior, confirming the Theory of Planned Behavior framework. These results highlight the critical roles of social influence, perceived self-efficacy, supportive environments, and planning processes in shaping students’ entrepreneurial outcomes. Implications for educational institutions, policymakers, and future research are discussed, emphasizing the promotion of social support, skills development, and structured entrepreneurial programs to enhance entrepreneurial behavior.
creator: Jeni Theresa C. Bona
creator: Myriflor A. Miranda
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 357
ending page: 367
doi: 10.32479/irmm.23936

Transformational Leadership Versus Strategic Alliances: Unpacking Organizational Adaptation Mechanisms in Jordanian Pharmaceutical Firm
type: item
description: The role of organizational adaptation in global turbulence is vital to survival but the processes that drive it in the limited emerging market segment are poorly comprehended. This research provides a considerable gap in its exploration of how transformational leadership and strategic alliance affect the organisational adaptation in Jordanian pharmaceutical companies in the presence of top management commitment. The top and middle managers (325) in the sector were surveyed by a quantitative survey and the results were assessed through the partial least squares structural equation modeling (PLS-SEM). The findings indicate that transformational leadership is a very strong indicator of adaptation, and strategy alliances are not significant. Moreover, the best power commitment of top management serves as a strong force in the closeness of management and adaptability and cannot unlock value through alliances. Such results lead to the problem of the classical theory of strategy, which proves internal dynamics of leadership to be a more powerful sustaining mechanism than visiting alliances under strict conditions of regulation. The research contributes as long as there is an original contribution to theory and practice through the specification of the boundary conditions of strategic alliances and the fact that internal governance and leadership orchestration is the essential driver of creating adaptive capacity.
creator: Heba Derar Obeidat
creator: Siti Nur 'Atikah Zulkiffli
creator: Siti Falindah Padlee
creator: Nur Amalina Mohamad Zaki
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 368
ending page: 380
doi: 10.32479/irmm.23856

The Mediating Role of Brand Image in the Effect of Attitudes Toward Activist Advertising on Customer Loyalty
type: item
description: This study examines the mediating role of brand image in the effect of attitudes toward activist advertising on customer loyalty. As brands increasingly take stances on social and political issues, understanding how consumers respond to activist messages has become critical for marketing strategy. Data were collected from 409 participants residing in Turkey through an online survey and analyzed using Jamovi software. Confirmatory factor analysis (CFA) was conducted to assess the validity and reliability of the measurement scales, followed by path analysis and bootstrap-based mediation analysis. The findings reveal that advertising value and entertainment directly affect customer loyalty, while the effects of informativeness, deceptiveness, and irritation on loyalty operate indirectly through brand image. Notably, deceptiveness positively affects brand image—a finding that, contrary to the prevailing literature, may reflect how young and educated consumers interpret provocative activist messages. Brand image has a strong positive effect on customer loyalty. Mediation analysis shows that brand image significantly mediates the effects of advertising value, informativeness, deceptiveness, and entertainment on customer loyalty, while irritation has no significant mediation effect. By integrating multiple attitude dimensions within a single mediation framework, this study provides theoretical contributions to the brand activism literature and offers practical implications for marketing managers in designing effective activist advertising strategies.
creator: Erkut Kuldaş
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 381
ending page: 393
doi: 10.32479/irmm.24012

Digital Capability Alignment and Customer Value Creation: A Dynamic Capabilities Perspective on AI-Enabled Marketing and Supply Chain Analytics
type: item
description: This research questions the concomitant impact of AI-based digital marketing and supply-chain analytics capabilities on customer experience with the digital supply-chain integration, and the digital maturity is used as a moderator variable of retail industry. Based on the DCT, AI-based marketing is envisaged as a sensing potential, supply-chain analytics as a seizing potential, and digital supply-chain integration as the reconfiguring mechanism that converts digital intelligence into the customer value. By using data gathered by using surveys with 487 respondents in the role of retail managers within Jordan and PLS-SEM analysis, the results suggest that supply-chain analytics abilities have a beneficial impact on digital integration and customer experience. Conversely, AI-based digital marketing has a statistically significant but negative effect on integration and customer experience, which suggests a lack of alignment between the front-end digital programs and the operational readiness on the back-end. Digital supply-chain integration moderates the correlation between the analytics and experience, whereas digital maturity strengthens the impacts of integration on customer experience. These findings highlight the paramount role played by the balanced capacity building and the cross functional alignment towards the sustainability of the value creation in the digital transformation of retail.
creator: Mohammad A. L. Jedi
creator: Ahmad Ali
creator: Amged Saleh Shkeer
creator: Mustafa S. Al-Shaikh
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 394
ending page: 405
doi: 10.32479/irmm.24206

How Employer Branding Affects Employer Attractiveness in the Vietnamese Service Industry?
type: item
description: The quality of human resource relies on whether firms can identify and attract talented employees while other firms also compete aggressively to obtain such workforce. Although prior research focuses on how to conduct employer branding and how it is important to attract potential staff, they have not fully addressed how employer branding affects employer attractiveness. This paper aims at filling this gap in the context of the service industry which significantly emphasizes the role of employees in creating service quality. Our sample includes 358 respondents who have ever searched for information about or considered applying to a specific service company. Using the structural equation modelling, we find that employer branding has a positive effect on corporate reputation which, in turn, increases employer attractiveness. Our findings imply that service firms should recognize the importance of employer branding and improve their employer branding practices. Employer branding is not only good for their reputation but also their attractiveness towards job applicants. If firms fail to have enough resources to invest in all employer branding dimensions, they may set investment priorities based on their resources and capabilities. Moreover, applicants should collect enough information about firms before applying for jobs. Considering employer branding dimensions across potential employers help applicants choose appropriate destinations for their applications.
creator: Minh Ha Nguyen Thi
creator: Thanh Tra Nguyen
creator: Xuan Loc Nguyen
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 406
ending page: 413
doi: 10.32479/irmm.23733

Business Intelligence Capabilities and AI-Driven Logistics Innovation: The Roles of Decision Support and Supply Chain Visibility
type: item
description: This study explores the effects of business intelligence capabilities on AI-driven logistics innovation by conceptualizing two serial mediation mechanisms: decision support and supply chain visibility. Based on the dynamic capability's perspective and resource-based view, the study has the following argument: BI capabilities will enable logistics firms to gather, integrate, analyze, and convert the data from operations to useful knowledge, which helps in making intelligent decisions. A quantitative, explanatory and cross-sectional research design was used. A structured questionnaire was administered to 327 employees/managers in logistics-related companies to gather data. The data was statistically analyzed by SmartPLS software using structural equation modeling. The results indicated that the business intelligence capabilities have a positive impact on decision support as well as AI-powered logistics innovation. Results show that decision support has a positive influence on supply chain visibility, and that supply chain visibility has a positive influence on AI-enabled logistics innovation. Further results demonstrated that BI capabilities and AI-enabled logistics innovation is serially mediated by decision support and supply chain visibility. The research enlightens the literature by detailing how data-driven functionalities can be turned into AI-powered logistics innovation through enhanced decision-making capabilities and supply chain transparency.
creator: Amro Alzghoul
creator: Amineh A. Khaddam
creator: Hani J. Irtaimeh
creator: Ahmad Ali
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 414
ending page: 422
doi: 10.32479/irmm.24208

Enhancing Financial Literacy in Higher Education: Modeling Student Perceptions of Cryptocurrency Through Trust, Risk, and Confidentiality Factors
type: item
description: This study investigates how trust, perceived risk and confidentiality shape university students’ attitudes toward cryptocurrency within the broader goal of enhancing financial literacy in higher education. As digital financial tools become more prevalent, understanding how learners interpret these determinants is essential for designing curricula that prepare them for emerging financial environments. The study models the combined influence of these psychological constructs to inform financial literacy policy and educational practice. A quantitative research design was applied using a secondary dataset of 891 university students. Constructs related to perceived security, confidentiality, risk and attitudes toward cryptocurrency were operationalised through validated multi-item Likert scales. A variance-based structural modelling approach was used to assess reliability, validity and structural relationships among latent constructs. Regression coefficients were estimated using standardised composite measures, and predictive accuracy was evaluated through bootstrap testing and ten-fold cross-validated Q2 statistics. Security and confidentiality perceptions showed a strong positive influence on student attitudes toward cryptocurrency, while perceived risk demonstrated a smaller yet significant positive effect. The structural model accounted for a meaningful proportion of attitudinal variance and exhibited moderate predictive relevance. These findings indicate that students rely heavily on perceived system trustworthiness, and that risk sensitivity does not necessarily diminish favourable attitudes, suggesting a nuanced interpretation of cryptocurrency within this population. This study contributes to the limited empirical research focusing specifically on cryptocurrency perceptions among university students. By integrating psychological determinants with financial literacy considerations, it provides a model that captures how learners evaluate emerging financial technolo…
creator: Pooja Kumari
creator: Alpana Srivastava
creator: Rupesh Rastogi
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 423
ending page: 430
doi: 10.32479/irmm.23030

Smart Manufacturing Using Artificial Intelligence and its Impact on Developing Lean Marketing Strategies
type: item
description: With the rapid digital transformation and adoption of technologies such as artificial intelligence, the Internet of Things, and big data analysis in manufacturing processes, it has become necessary to develop marketing strategies that rely on flexibility and high efficiency. This research focuses on employing smart manufacturing to improve the marketing decision-making process, reduce waste, and increase the ability to adapt to market variables. This research aims to explore the relationship between smart manufacturing and lean marketing strategies and how integrating these two fields can enhance the competitiveness of industrial enterprises. The Baghdad Sewing Factory (Al-Khaym Factory) was chosen as the site for implementing the research. The descriptive analytical approach was used and a purposive sample of managers and officials in the factory departments was selected, specifically those related to the production and manufacturing departments. (79) responses were collected. The data were analyzed using SPSS V.26S. The research concluded that smart manufacturing affects the development of lean marketing strategies and that the combination of smart manufacturing and lean marketing contributes to improving the operational and marketing performance of the manufacturing institution.
creator: Zainab Tuama Sultan
creator: Mohammed Edan Alkhazraje
creator: Esraa Ali Muhsin
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 431
ending page: 439
doi: 10.32479/irmm.23984

Determination of Community Value Representation to Improve Sustainable Performance of MSMEs Grape Sellers in Indonesia
type: item
description: The main objective of this study is to analyze the influence of Entrepreneurial Orientation (EO) and Digital Capability (DC) on SMEs Sustainable Performance (SP) through Competitive Advantage (CA) as an intervening variable and Community Value Representation (CVR) as a moderating variable, which is the novelty of this study among Grape entrepreneurs in Indonesia. Specifically, this research is present as an effort to fill the gap in the limited literature on the role of Community Value in maintaining the sustainable performance of Grape sellers in Indonesia who are members of the Indonesian Grape Entrepreneurs Association (ASPAI). A total of 264 grape sellers participated as respondents in this study, who are members of the Indonesian Grape Entrepreneurs Association (ASPAI), using the sample determination technique of Hair et al. The method used was the quantitative method using SEM-PLS. Based on the research findings, EO encourage the strengthening of SP significantly. DC unable to prove any influence on SP. CA gave positive effect on SP. EO and DC have a significant positive effect on CA. EO and DC have a significant indirect positive effect on SP through CA. CVR positively mediates DC to CA, but not EO to CA.
creator: Ratih Anggoro Wilis
creator: Suryono Efendi
creator: Andini Nurwulandari
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 440
ending page: 446
doi: 10.32479/irmm.23956

Women Empowerment through Participation in Self-Help Groups in Bihar, India: A Partial Least Squares Structural Equation Modelling Approach
type: item
description: This study makes a modest attempt to examine the impact of participation in self-help groups (SHGs) on women's empowerment, mainly economic, social, and psychological aspects in Bihar. Led by the JEEViKA initiative, the SHG movement in Bihar has, particularly over the past decade, spread large-scale throughout the rural areas. To put it the other way round, the main motivation leading women to join SHGs is economic benefit. Women who join an SHG are connected to formal financial systems, make savings by using a group account which offers higher interest rates than individual accounts, borrow money from other members at low interest rates, and use government schemes as well as credit institutions for their credit needs. Now this model has profound implications for state socio-economic development, gender equality and poverty reduction. Self-Help Groups that consist mainly of village women from poor backgrounds are important institutional platforms enabling women to overcome the limitations associated with a traditional rural economy. Here, in this research, primary respondents were members of Self Help from the four blocks under Muzaffarpur district and four blocks in Patna District of Bihar State in India. Partial Least Squares structural equation modelling technique has been employed to estimate the relationship. The PLS-SEM results reveal that there is a significant and positive impact of the level of participation of women in SHGs' activities on their economic, social, and psychosocial empowerment and their overall empowerment as well. Thus, state government and supporting agencies should encourage and organise awareness programs towards more active participation in the SHGs' activities for further strengthening women's empowerment
creator: Suman Kumar
creator: Ashish Ranjan Sinha
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 447
ending page: 460
doi: 10.32479/irmm.23526

A Unified Framework for E-Learning Continuity: Integrating Task-Technology Fit, Unified Theory of Acceptance and Use of Technology, and External Facilitators
type: item
description: The study forms a combined theoretical model to review the predictors of the e-learning continuance intention in higher education. The synthesis of the Unified Theory of Acceptance and Use of Technology (UTAUT) and the Task-Technology Fit (TTF) model with the Management Support, Computer Self-Efficacy, Perceived Trust, and Perceived Autonomy provides a complete picture of the system persistence. Data were gathered through an electronic questionnaire that was given to the faculty members in both the public and the private universities in Jordan following a deductive, quantitative approach. The analysis of 220 valid responses shows that the main cause of Task-Technology Fit is the characteristics of technology, which in turn leads to the continuance intention. Moreover, the performance expectancy and facilitating conditions became the prevailing UTAUT constructs, whereas computer self-efficacy turned out to be the most powerful exogenous variable. This research not only adds to the body of knowledge a multidimensional model that is unique but also offers university administrators and system developers strategic wisdom to improve e-learning sustainability.
creator: Hayel Ababneh
creator: Fayiz Shrafat
creator: Lubnal Baqleh
creator: Asokan Vasudevan
creator: Anber Mohammad
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 461
ending page: 471
doi: 10.32479/irmm.23838

Understanding Green Creative Behavior Driven by Parenting and Entrepreneurial Orientation on Entrepreneurship Students in Indonesia and Malaysia
type: item
description: The objective of this study is to explain the influence of parenting and entrepreneurial orientation on green creative behavior (GCB) among entrepreneurship students in Indonesia and Malaysia, with a focus on sustainable innovation and family support in promoting environmentally friendly business models. This research employed a quantitative approach with surveys as the data collection method. Data were gathered from 124 respondents using questionnaires distributed through Google Forms, targeting students who own environmentally friendly businesses. The analysis was conducted using SmartPLS to examine the relationships between variables through the Structural Equation Modeling (SEM) approach. The study's results indicate that parenting has a significant and positive impact on green creative behavior, and entrepreneurial orientation acts as a mediator in this relationship. Parenting not only influences values and attitudes toward environmental sustainability but also supports the development of higher entrepreneurial orientation among students. However, this study had several limitations, such as restricted geographic and demographic scope, making the results not globally generalizable. Future research is recommended to expand the research scope and employ a combination of quantitative and qualitative methods to gain more comprehensive insights.
creator: Sri Palupi Prabandari
creator: Astrid Puspaningrum
creator: Ida Yulianti
creator: Amran Bin Md Rasli
creator: Irma Kurniasari
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 472
ending page: 480
doi: 10.32479/irmm.23978

Influence of Digital Financial Education and Peer Recommendations on Mutual Fund Purchase Intention: The Mediating Role of Perceived Usefulness
type: item
description: The present study investigates the determinants of investment intention of retail investors in mutual funds using online modes. Peers' recommendation (PR) direct effects on mutual fund buying intention and digital financial education (DFE) direct effects are investigated, along with the mediating role of perceived usefulness (PU). Data was collected from 340 respondents and SmartPLS 4's Partial Least Squares Structural Equation Modelling (PLS-SEM) was used for the analysis. The results show that both PRs and DFE significantly increase purchase intent, both directly and indirectly through PU. According to the study, PU plays a cognitive mediating role in converting external information into investment intentions. These observations complement the literature on digital adoption and behavioural finance, while also offering practical implications for FinTech platforms and policymakers aiming to promote mutual fund adoption and financial literacy among emerging investors.
creator: F. Josephine Lenta
creator: J. Kumar
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 481
ending page: 491
doi: 10.32479/irmm.23238

Explaining Employee Performance in Mid-Tier Hotels: The Mediating Role of Job Satisfaction between Leadership, Motivation, and Work Discipline
type: item
description: Employee performance is a critical determinant of service quality and competitiveness in mid-tier hotels operating in dynamic environments. This study aims to explain employee performance by examining the effects of leadership, motivation, and work discipline, with job satisfaction positioned as a mediating mechanism. The study was conducted in mid-tier hotels in Batam City, Indonesia. The population comprised approximately 3,250 employees working in three-star hotels. Using a quantitative cross-sectional survey design, data were collected from 98 employees selected through random sampling and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that leadership and work discipline have significant direct effects on employee performance, whereas motivation does not show a significant direct effect. However, leadership, motivation, and work discipline significantly influence job satisfaction, which in turn positively affects employee performance. Mediation analysis reveals that job satisfaction fully mediates the relationship between motivation and employee performance and partially mediates the effects of leadership and work discipline on performance. The structural model demonstrates substantial explanatory power for both job satisfaction and employee performance. These findings highlight job satisfaction as a key psychological mechanism linking managerial practices to employee performance in the hospitality industry.
creator: Yandra Rivaldo
creator: Anoesyirwan Moeins
creator: Marhalinda Marhalinda
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 492
ending page: 498
doi: 10.32479/irmm.23174

Understanding the Effect of Health Consciousness and Perceived Risk on Intention to Consume Herbal Product Moderated by Trust Belief
type: item
description: The growing trends in the use of herbal products has increased following COVID-19. People are opting for a healthier lifestyle, as the emergence of health disorders which encourages them to strengthen their immune systems. This study aims to investigate the role of health consciousness, perceived risk, and trust belief in consumer behaviour amidst the widespread concern about the safety of herbal products. Using purposive sampling, this study involved 357 respondents, 43% men and 57% women. Data processing of the structural model was performed using Smart PLS 3.0. SEM-PLS was chosen because it allows for the simultaneous measurement of latent variables and the examination of structural relationships within a complex model. The empirical results show that health consciousness and trust belief have a positive and significant effect on the intention to use the product. Meanwhile, Perceived risk fails to influence intention because consumers believe herbal benefits outweigh potential risks, which can be further minimized by choosing standardized products. Moreover, trust belief reduces the gap between perceived health benefits and perceived safety. This study demonstrated that the Theory of Planned Behaviour can be used effectively to explain health-related behaviour. In practice, the herbal industry cannot simply promote health benefits; it must actively foster consumer trust belief by transparent product information.
creator: Dian Widyaningtyas
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 499
ending page: 504
doi: 10.32479/irmm.23863

https://www.econjournals.com/index.php/irmm/article/view/24301
type: item
title: Artificial Intelligence Capabilities in Digital Financial Service Systems: The Role of Internal Control Effectiveness as an Information Governance Mechanism in Enhancing Information Quality in Islamic Banks
description: This study examines the role of Artificial Intelligence capabilities within digital financial service systems in enhancing information quality through internal control effectiveness as an information governance mechanism in Islamic Banks. This study utilizes the Resource-Based View, Dynamic Capability Theory, and Agency Theory to formulate a technological capability, governance, and information outcome model. This study uses a quantitative approach through the use of survey data of 265 Islamic bank employees and structurally analyzes that data using the Structural Equation Model. The model outcome showed AI had a positive outcome on both the effects of internal controls and the effects of information quality. The study also showed that the greatest impact of AI was on the effects of internal control, suggesting that the role of AI is critical to enhancing the governance role of internal control. The study results also showed that the internal control effects improved the quality of the information and that the control effects partially mediated the relationship between AI and the quality of the information. The study also showed AI had both a direct and governance-effect causal relationship with the quality of information. The study also showed that the role of AI governance is through the control systems more than other technologies' roles. The study is a contribution to the literature, as the AI Governance role is at the systems control level and that for the digital systems of the financial services industry to acquire systems to high levels of information quality.
creator: Zeyad Almatarneh
creator: Nabeela Fares Alawneh
creator: Mahmoud Mefleh AL-Jarrah
creator: Baker Akram Falah Jarah
creator: Bassam Abuirrmilah
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 505
ending page: 513
doi: 10.32479/irmm.24301

When Capital Matters More Than Commitment: CSR Disclosure and Bank Performance in an Emerging Market
type: item
description: This study examines whether corporate social responsibility disclosure (CSRD) in emerging market banking reflects strategic sustainability commitment or is primarily driven by financial capacity. Using panel data from 13 large Indonesian conventional banks (KBMI III and IV) over the 2019–2023 period, we analyse the determinants of CSR disclosure and its relationship with bank financial performance. Fixed-effects regression results show that capital adequacy and bank size are significant positive drivers of CSR disclosure, while credit risk, liquidity, and macroeconomic conditions are not. Moreover, CSR disclosure does not have a statistically significant effect on bank profitability, measured by return on assets, and does not mediate the relationship between bank-specific characteristics and financial performance. These findings indicate that CSR disclosure in a highly regulated emerging market banking system is largely shaped by financial capacity and institutional scale rather than by value-creating sustainability strategies. The study contributes to the banking literature by highlighting the contextual limits of the CSR performance nexus and the role of regulation in standardising non-financial disclosure practices.
creator: Septa Diana Nabella
creator: Dwi Sihono Raharjo
creator: Luqman Hakim
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 514
ending page: 520
doi: 10.32479/irmm.23607

The Impact of TikTok Shop’s Perceived Service Quality and Electronic Word of Mouth on the Purchase Intention of University Students
type: item
description: This study investigates the impact of TikTok Shop’s perceived service quality and electronic word of mouth (e-WOM) on the purchase intentions of undergraduate students at De La Salle University Manila. As TikTok transitions from a social media platform to a key player in social commerce, understanding how its features influence consumer behavior has become crucial. Guided by the SERVQUAL model and e-WOM framework, this research explores how service quality dimensions tangibility, reliability, responsiveness, assurance, and empathy along with e-WOM factors such as message quality and platform credibility, affect students' likelihood to purchase through TikTok Shop.Using a quantitative research design, data were collected from DLSU undergraduate students who had previously made purchases on the platform. Statistical analyses including descriptive statistics, Pearson correlation, and multiple linear regression were employed to determine the strength and significance of relationships among the variables. Findings reveal that all five SERVQUAL dimensions and key e-WOM factors significantly influence purchase intention. Notably, assurance and platform credibility emerged as the strongest predictors, emphasizing the importance of trust and secure transaction environments. The results underscore the necessity for sellers and platform managers to enhance service responsiveness. This study is valuable for marketers, businesses, and policymakers seeking to optimize consumer engagement on social commerce platforms. It also fills both theoretical and methodological gaps in the literature by applying traditional service quality and behavioral theories to a dynamic, algorithm driven social commerce environment like TikTok Shop.
creator: Enrico C. Mendoza
creator: Ysabella O. Evangelista
creator: Aaliyah A. Gan
creator: Adrian C. Mayuga
creator: Joaquin B. Reyes
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 521
ending page: 529
doi: 10.32479/irmm.23252

Strategic Communication for Institutional Legitimacy, Governance Reform, and Stakeholder Trust in Higher Education Organizations
type: item
description: Development communication plays an important role in shaping inclusive institutional cultures by facilitating dialogue, participatory engagement, and strategic organizational communication within higher education institutions. This study examined how development communication operates as a strategic mechanism for negotiating identity, strengthening institutional legitimacy, and enhancing stakeholder trust among transgender educators in higher education organizations in Metro Cebu. Using a qualitative interpretivist paradigm, the research employed a multiple-case study design involving 25 transgender educators across five universities representing public, private, and faith-oriented institutions. Data were collected through focus group discussions and in-depth interviews and analyzed using reflexive thematic analysis. The findings revealed five major themes: legitimacy construction, risk-managed identity strategies, cultural change through identity leadership, stakeholder perception alignment, and governance reform and institutionalization. Results indicate that transgender educators employ communicative practices such as dialogic engagement, pedagogical advocacy, and relational leadership to navigate institutional barriers and influence organizational communication processes that shape institutional culture and stakeholder perception. Despite structural constraints and policy inertia, development communication enables educators to transform marginalization into communicative agency that contributes to governance reform and inclusive institutional practices. The study demonstrates that inclusive communication practices extend beyond interpersonal interaction and play a strategic role in strengthening institutional legitimacy, stakeholder trust, and organizational sustainability. The findings provide managerial and institutional insights for higher education leaders on how strategic communication and inclusive governance practices can enhance institutional credibility…
creator: Junas Dungog Flores
creator: Reah G. Fabrica
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 530
ending page: 543
doi: 10.32479/irmm.23623

Environmental Management Accounting through the Lenses of Stakeholder, Institutional, and Legitimacy Theories: Implications with Environmental and Financial Performance in Albanian Companies
type: item
description: The present study investigates the implementation and implications of Environmental Management Accounting (EMA) in Albanian companies’ environmental performance (EP) and financial performance (FP) through the perspectives of stakeholder, institutional and legitimacy theories. The research further, explores the impact of environmental performance on financial performance (EP). This study tested the proposed hypotheses in the research model utilizing the data collected from 287 participants, accountants and senior officers employed in companies across various industries in Albania. Structural Equation Modeling (SEM) was utilized to assess the collected data and to examine the relationships between the constructs. The findings of this study validate the direct and positive relationship between environmental management accounting (EMA) with both environmental performance (EP) and financial performance (EP) considered separately. Moreover, the empirical analysis confirmed that EP positively contributes to the enhancement of FP among Albanian companies. The empirical findings underscore the strategic importance of EMA implementation in emerging economies where environmental and financial objectives are often perceived as conflicting rather than complementary.
creator: Marsel Sulanjaku
creator: Ali Shingjergji
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 544
ending page: 555
doi: 10.32479/irmm.24072

Service Quality and Sustainability: A Hybrid Framework for Malaysian Urban Consumers in Food and Beverage and Retail
type: item
description: This paper extends the SERVQUAL framework by incorporating environmental sustainability as a sixth dimension to evaluate its role in shaping consumer satisfaction and responsible consumption in Malaysia’s urban food and beverage (F&B) and retail sectors. This study adopted a quantitative approach by conducting survey on 200 Malaysian urban consumers. The data collected was analyzed using structural equation modelling (SEM). All participants gave electronic consent and joined voluntarily. According to the results obtained, sustainable behaviour such as ethical sourcing and waste reduction, have the most significant impact on customer satisfaction compared to traditional service quality variables. The findings suggest that consumer decision-making within emerging markets is strongly influenced by eco-conscious values. These findings provide strategic direction for managers and policymakers looking to integrate operational excellence with environmental responsibility, fostering competitiveness and advancing national sustainability agendas. This study provides an original theoretical extension which links the sustainable consumption with service quality by integrating sustainability into SERVQUAL framework. It complements Sustainable Development Goals 11 and 12 and offers empirical data from Malaysia, an understudied environment.
creator: Thevan Kumar
creator: Tan Seng Teck
creator: Lim Swee Geok
creator: Reynold Tom Fernandez
creator: Jason See Toh
creator: Subrun Veerunjaysingh
creator: Chee How Liau
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 556
ending page: 565
doi: 10.32479/irmm.24029

Unpacking the Impact of Digital Transformation on Consumer Purchase Intention: The Mediating Mechanism of Brand Loyalty in China’s Established Cosmetic Sector
type: item
description: This study examines how consumer-perceived digital transformation affects consumer purchase intention in China’s established cosmetic sector and explains the mediating mechanism of brand loyalty. The study focuses on established cosmetic brands operating through integrated digital channels, including brand-owned mini-programs, mobile applications, livestreaming, social commerce, online consultation, AI-supported personalization, digital membership programs, and offline-to-online retail integration. The study is situated in a Chinese market context where beauty consumers compare domestic and international brands across digital platforms, community content, and physical counters. A cross-sectional quantitative design was developed with survey of 436 Chinese cosmetic consumers. The questionnaire used five-point Likert scales adapted from recent digital transformation, social media marketing, brand loyalty, customer experience, and purchase intention studies. A qualitative interview guide was also included to support interpretation of the survey. Reliability, convergent validity, discriminant validity, R-square statistics, model fit, and path relationships were examined using a PLS-SEM style analysis aligned with ADANCO/SmartPLS reporting conventions. The analysis indicates that perceived digital transformation positively influences brand loyalty and consumer purchase intention. Brand loyalty also has a strong positive effect on purchase intention and significantly mediates the relationship between digital transformation and purchase intention. The direct effect of digital transformation remains significant even after accounting for brand loyalty, suggesting partial mediation. The results show that digital transformation in cosmetics does not operate only as a transactional convenience mechanism. It also works by strengthening affective and behavioral loyalty through personalized experiences, trustworthy content, channel integration, and responsive digital service. The …
creator: Luhan Wang
creator: Syriac Nellikunnel Devasia
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 566
ending page: 580
doi: 10.32479/irmm.23982

Entrepreneurial Orientation Increases Womenpreneur Business Performance: The Role of Customer-Centric Discovery, Market Responsiveness and Digital Literacy
type: item
description: The research is motivated by the importance of women entrepreneurs' role in driving economic growth in the era of global competition, which demands adaptation to market and technological changes. Consequently, they are required to identify customer needs and respond quickly to market demands enabled by digitalization. The contribution of research on customer-centric discovery and market responsiveness to ensure women entrepreneurs achieve superior business performance and fill the research gap between entrepreneurial orientation and business performance. A quantitative approach with a purposive sampling technique of 384 female MSME actors registered with the Cooperative and MSME Office in several cities in East Kalimantan, Indonesia. Data analysis using (PLS-SEM). The results of the study indicate that entrepreneurial orientation and customer-centric discovery have a significant effect. Customer-centric discovery has a significant effect on market responsiveness. Customer-centric discovery has a significant effect on the womenpreneur's performance. Market responsiveness has no significant impact on womenpreneur performance. Market responsiveness does not mediate the relationship between entrepreneurial orientation and womenpreneur performance, nor does it mediate the relationship between customer discovery and performance. Digitalization significantly moderates the relationship between customer-centric discovery and performance. This research provides a theoretical contribution by strengthening the role of digital literacy as a reinforcing factor in the customer-centric discovery relationship model on performance, as well as a practical contribution in the form of policy recommendations for women-owned MSMEs.
creator: Zulkifli Zulkifli
creator: Rahmawati Rahmawati
creator: Herning Indriastuti
creator: Gusti Noorlitaria Achmad
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 581
ending page: 591
doi: 10.32479/irmm.23523

Strategic Human Capital Management and Employee Satisfaction: A Moderated Mediation Analysis of Self-Efficacy and Cultural Values
type: item
description: The study examines the role of Strategic Human Capital Management (SHCM) in advancing higher education performance and employee satisfaction in Pakistan. Human resource practices have been studied extensively in the past, while few studies have examined how SHCM influences workplace dynamics in complex academic settings, particularly in developing countries. The study employed a mixed-methods approach, examining the responses of 498 stakeholders, including academics, administrators, and graduate scholars, on SHCM processes. Survey results indicate that fair compensation, inclusive management, and supportive leadership are key to fostering job performance. Additionally, cultural values influence the employer-employee relationship, and self-efficacy mediates the impact of SHCM approaches on employee satisfaction. Qualitative observations highlight the importance of participatory environments and professional advancement. The findings illustrate practical ways for university administrators to develop effective and culturally sensitive HRM systems, contributing to human capital research.
creator: Humaira Rashid
creator: Syed Afzal Moshadi Shah
creator: Prashanna Nepal
creator: Sania Arif
creator: Nisar Ahmad Koka
creator: Faisal Khan
creator: Ilknur Ozturk
creator: Khalid Zaman
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 592
ending page: 606
doi: 10.32479/irmm.24330

Strategies for Membership Growth in Nonprofit Organizations: Evidence from Lions Clubs New Zealand
type: item
description: Nonprofit organizations, particularly service-based groups like Lions Clubs, play a vital role in community development and social engagement. However, many such organizations in New Zealand face challenges related to declining membership, ageing demographics, and evolving communication patterns. Understanding the factors influencing membership attraction and retention is essential for ensuring long-term sustainability. This study employed a mixed-method research design combining quantitative and qualitative approaches. A structured survey using Likert-scale questions was administered to Lions Club members to assess motivations, awareness, and marketing effectiveness. Additionally, semi-structured interviews with selected participants and direct observations of club activities were conducted to provide deeper contextual insights. Statistical analysis, including descriptive statistics, chi-square tests, correlation, and factor analysis, was performed using SPSS. The findings indicate a predominance of older, long-term members, highlighting sustainability concerns. Altruistic motivations such as community service and helping others, along with social factors like companionship and relationship-building, significantly influence both joining and retention. Awareness-generating activities show a strong association with membership attraction. Traditional marketing strategies, especially word of mouth and local newspapers, were found to be more effective than digital platforms. Strong positive correlations were observed between initial motivations and long-term engagement factors. The study emphasizes the need for adaptive strategies that integrate traditional and digital outreach methods while targeting younger demographics. Strengthening social engagement and community-oriented values can enhance both recruitment and retention, ensuring the sustainability of nonprofit service organizations.
creator: Tan Seng Teck
creator: Loy Kwee Keow
creator: Lim Swee Geok
creator: Reynold Tom Fernandez
creator: Chee How Liau
creator: Pradeep Sonar
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 607
ending page: 614
doi: 10.32479/irmm.23926

Boosting Departmental Performance: The Role of Empowerment, Productivity and Faculty Engagement
type: item
description: The study aims to assess the effect of Faculty Productivity (PR) and Faculty Empowerment (EM) influence Departmental Performance (DP) within private higher education institutions in DKI Jakarta, Indonesia. It specifically explores the extent to which Faculty Engagement (EG) bridges these relationships, providing empirical insights into the drivers of organizational success where research gaps currently exist in the private higher education landscape. This study use a quantitative research using the survey instrument that was measured with a 6-point Likert scale, which ranged from 1 (strongly disagree) to 6 (strongly agree). A total of 300 questionnaires were randomly distributed to the departmental heads at private higher education institutions in DKI Jakarta using a random sampling technique. From the distributed questionnaires, 228 valid responses were obtained, providing a substantial sample for analysis. To examine the relationships within the conceptual framework, the study utilized the Partial Least Squares (PLS-SEM) technique for rigorous data processing. Empirical evidence demonstrates that faculty empowerment and faculty productivity exert a substantial positive influence on departmental performance. Moreover, the results substantiate the role of faculty engagement as a critical mediator, acting as a catalyst that reinforces the link between empowerment, productivity, and the cumulative success of academic units.
creator: Mia Handini
creator: Edi Sugiono
creator: E. Hasanudin
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 615
ending page: 626
doi: 10.32479/irmm.23945

The Role of Digital Transformation in the Effectiveness of Employee Performance Evaluation: An Applied Study on the Department of Municipalities and Transport in Abu Dhabi
type: item
description: This study aimed to examine the role of digital transformation in enhancing the effectiveness of employee performance evaluation at the Department of Municipalities and Transport in Abu Dhabi through an applied quantitative approach. The study sought to measure the level of digital transformation, assess the effectiveness of employee performance evaluation systems, and analyze the impact of digital transformation on improving accuracy, fairness, and transparency in performance appraisal processes. A descriptive–analytical methodology was adopted, and data were collected using a structured questionnaire distributed to a simple random sample of 326 employees out of a population of 1,754 employees, based on Sekaran and Morgan’s sample size table with a 95% confidence level and a 5% margin of error. The findings revealed that the level of digital transformation at the Department of Municipalities and Transport was high, and the effectiveness of employee performance evaluation was also perceived at a high level in terms of accuracy, fairness, and feedback transparency. Statistical analysis confirmed a strong positive and statistically significant relationship between digital transformation and employee performance evaluation effectiveness, as well as a significant impact of digital transformation on enhancing evaluation outcomes. The study concludes that digital transformation represents a strategic pillar for improving performance management systems in government institutions, contributing to institutional efficiency and sustainable organizational performance.
creator: Nassib Mubarak Suhail Yatba Alameri
creator: Muhammad Hilmi Jalil
creator: Madya Dr. Razaleigh Muhamat Kawangit
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 627
ending page: 633
doi: 10.32479/irmm.24046

The Mediating Role of Person–Job Fit in the Relationship Between Job Crafting and Innovative Work Behavior: A Study on Five-Star Hotels
type: item
description: Increasingly intense competitive conditions in today’s world have made innovative work behavior (IWB) a strategic necessity and a behavior expected by organizations. Within this context, the present study examines whether person–job fit (PJF) operates as a mediating mechanism in the relationship between job crafting and innovative work behavior (IWB). The study population comprises employees working in five-star hotel establishments in Muğla, Türkiye, and the empirical analysis is based on data collected from 353 employees. Structural equation modeling (AMOS-SEM) was employed to test the relationships among the study variables. The findings indicate that the task, cognitive, and relational dimensions of job crafting are all positively and significantly associated with IWB. The mediation analysis results reveal that PJF plays a mediating role in the effects of the cognitive and relational dimensions of job crafting on IWB, whereas no significant mediation effect was detected for the task dimension. These findings suggest that promoting innovative behavior in hotel establishments may depend not only on employees’ task-related activities but also on how they interpret their work and manage their workplace relationships.
creator: İrem Kılıç Kaya
creator: Esra Burcu Bulgurcu Gürel
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 634
ending page: 646
doi: 10.32479/irmm.23711

Purchase Intention in India: A Systematic Review of Branding, Experiential, and Digital Determinants (2009-2026)
type: item
description: In this systematic review, 281 articles on the purchase intention determinants in India were synthesized to investigate the determinants of purchase intention in the country between 2009 and 2026 in Scopus. The analysis shows that the brand image and trust are the main predictors, but such constructs as satisfaction, commitment, and loyalty are underresearched. Experiential issues, such as servicescape, convenience, and perceived value are recognized but hardly ever considered as part of the mainstream branding concepts. The studies of digital purchase intention focus on trust, perceived risk and consumer attitudes, but conceptually disconnected to the offline situations. The literature is highly cross-sectional and structural equation modelling restricting the causal and longitudinal understanding. The results display a disjointed scenery with repetitive model experimentation and brief focus. The research proposes integrative models with bridging branding, experiential and digital determinants and methodological diversification and incorporation of long-term relational effects as loyalty and advocacy. The practical implications are based on the need to establish the brand credibility and transparency, and the need to use the elements of experience to improve the consumer interaction. Future studies have to be extended to rural, MSME, and unorganised retail sectors with longitudinal and mixed methods in order to reinforce the theoretical and practical application. On the whole, this review places purchase intention studies in India as deep in terms of empirical data, but shallow in terms of concept that merits a paradigm shift towards holistic, sustainable, and forward-thinking proposal of consumer-brand relationship systems.
creator: Samatha Yamburi
creator: U. Devi Prasad
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 647
ending page: 657
doi: 10.32479/irmm.23899

Experience Quality and Destination Loyalty in Malaysian Day Spas: Examining the Direct Role of the PMSE Model
type: item
description: This study investigates how experience quality at wellness day spas in Malaysia, conceptualised through physical, mental, spiritual, and environmental (PMSE) dimensions, influences destination loyalty. Grounded in the Experience Economy framework and recent PMSE developments, it tests a direct-effects model to identify which experiential factors most strongly drive repeat visits and recommendations. Data were collected from 320 spa-goers using a cross-sectional survey and analysed with PLS-SEM (SmartPLS 4). Measurement quality was satisfactory (loadings ≥ .70; CR = .84–.94; AVE = .57–.73; HTMT < .85). Model fit and predictive accuracy were acceptable (SRMR = .061; R² = .61; Q² = .37). Results show that Physical (β = .28, p < .001) and Mental (β = .21, p = .004) experiences significantly and positively influence loyalty, while Spiritual experience also contributes (β = .16, p = .022). Environmental effects were positive but not statistically significant (β = .10, p = .078). The findings highlight the importance of tangible service quality, treatment excellence, and cognitive-affective restoration in enhancing loyalty, with spiritual uplift offering additional benefits. The study contributes to experience-quality theory and provides practical insights for spa operators and policymakers. Future research should explore longitudinal designs and mediated relationships involving satisfaction and trust.
creator: Syukurriah Idrus
creator: Aini Qamariah Mohd Yusof
creator: Mohamad Hafifi Jamri
creator: Mohd Sufiean Hassan
creator: Norazira Mohd Abas
creator: Zulkefli Muhammad Hanapiyah
creator: Noor Afzaliza Nazira Ibrahim
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 658
ending page: 665
doi: 10.32479/irmm.23860

Factors Influencing Customer Impulse Buying Behavior in Apparel Live Streaming Commerce in China: The Role of Customer Inspiration
type: item
description: Live-streaming commerce has changed global consumer behavior dramatically recent years, especially in China. This study explores the influence of social presence and perceived novelty on impulse buying behavior by the mediating role of customer inspiration. Stimulus‒organism‒response (S-O-R) model is employed to create a theoretical framework. 396 respondents completed a questionnaire that gathered information on constructions and demographics. The hypotheses and mediation effect were evaluated in this study using partial least squares structural equation modeling (PLS-SEM). The results show that perceived novelty and social presence both have a positive influence on impulsive purchasing behavior, with customer inspiration serving as a key mediator. By emphasizing the significance of consumer inspiration in boosting impulsive purchasing behavior in apparel live streaming commerce, this study contributes to the literature. The findings have practical implications for streamers, suggesting the need for specialized marketing strategies and services based on customers preferences.
creator: Ma Ping
creator: Shamsul Huda Binti Abd Rani
creator: Mohd Sufli Bin Yusof
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 666
ending page: 676
doi: 10.32479/irmm.23921

A Nexus among Job Autonomy and Employee Vitality, Engagement, Job Satisfaction, and Social Support as a Moderator
type: item
description: It is becoming increasingly complex for modern organizations, especially those in high-pressure banking, to balance employee work, life, and well-being. Pressures at work can stop innovation and hinder long-term success, so we should examine what helps employees succeed at work. This study examines how job autonomy impacts employee vitality, engagement, and job satisfaction in Jordanian commercial banks while considering social support as a moderator. This research uniquely examines the non-Western service sector, which has received little attention. The data of 320 bank employees were analysed using Smart pls software structural equation modeling. The results back every hypothesis, demonstrating that greater job autonomy in one’s job helps increase vitality, engagement, and satisfaction and that social support reinforces these positive results. This research adds new ideas to the Self-Determination Theory and the Job Demands-Resources model that are meaningful in Jordan’s work culture. This study adds to the theory by supporting these frameworks in a different context and provides valuable recommendations for HR in banking. Using these findings, organizations can make workplace changes supporting leader autonomy and firm direction, improving work satisfaction and effective performance. This research reveals that Western theories on autonomy are relevant everywhere, but how they are implemented has changed in specific Middle Eastern contexts.
creator: Asaad Alsakarneh
creator: Islam Bassam Abu Jaffar
creator: Kadri S. Al-Shakri
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 677
ending page: 686
doi: 10.32479/irmm.24062

Generative Artificial Intelligence and Organizational Transformation: A Systematic Review of Learning-Based Human Capital Development
type: item
description: Organizational transformation increasingly requires placing learning-based human capital development at the core of strategic priorities in the context of generative artificial intelligence. The aim of this article is to conduct a systematic literature review to examine how generative artificial intelligence contributes to organizational transformation through learning and training practices. Following the PRISMA methodology, this study analyzes a total of 30 peer-reviewed articles that met the inclusion criteria. The results show that organizational transformation driven by generative artificial intelligence is closely linked to continuous learning, skills development, and people-centered training strategies.
creator: Soumaya Dlimi
creator: Imane Sibai
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 687
ending page: 692
doi: 10.32479/irmm.23951

Islamic Work Ethics, Organizational Culture, and Performance: The Mediating Role of Organizational Commitment
type: item
description: This study aims to analyze the influence of Islamic work ethics and organizational culture on the performance of Family Welfare Empowerment (PKK) cadres in Banggai Regency, with organizational commitment acting as a mediating variable. This research is motivated by the importance of improving the performance of PKK cadres as partners of the government in community empowerment and family welfare development. Islamic work ethics and organizational culture are considered important factors that can strengthen organizational commitment and improve the performance of cadres in implementing PKK programs. This study employs a quantitative approach using a survey method. The research population consists of PKK cadres in Banggai Regency, and the sample was determined using a sampling technique representing the population. Data were collected through questionnaires and analyzed using descriptive analysis and inferential analysis with a Structural Equation Modeling (SEM) approach. The results indicate that Islamic work ethics and organizational culture have a positive and significant effect on organizational commitment. Furthermore, Islamic work ethics, organizational culture, and organizational commitment positively influence the performance of PKK cadres. Organizational commitment is proven to act as a mediating variable that strengthens the relationship between Islamic work ethics and organizational culture and the performance of PKK cadres. These findings suggest that stronger implementation of Islamic work ethics and organizational culture leads to higher organizational commitment, which ultimately enhances the performance of PKK cadres. This study contributes theoretically to the development of human resource management, particularly within community organizations, and provides practical implications for PKK organizational management in improving cadre performance through strengthening Islamic work ethics, organizational culture, and organizational commitment.
creator: Syamsuarni Syamsuarni
creator: Abdul Rahman Mus
creator: Baso Amang
creator: Budiandriani Budiandriani
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 693
ending page: 704
doi: 10.32479/irmm.23796

Experiential Marketing Management for Enhancing the Local Handwoven Textile Business Community in Sukhothai, Thailand: A UNESCO World Heritage
type: item
description: This study investigates experiential marketing management to enhance the local handwoven textile business community in Sukhothai, Thailand, a UNESCO World Heritage site and Creative City of Crafts and Folk Art. The objectives are (1) to analyze key components of experiential marketing management and (2) to propose developmental guidelines for local textile enterprises. A quantitative design was employed using a structured questionnaire with 460 consumers aged 20 and above in Sukhothai, Thailand, selected via convenience sampling. Data were analyzed using descriptive statistics and inferential techniques, including Confirmatory Factor Analysis, and Structural Equation Modelling. The results show that Business Management, Customer Behavior, and Experiential Marketing each have significant positive effects on Purchase Intention, while Business Management and Customer Behavior also significantly influence Experiential Marketing, supporting all hypothesized paths. Based on these findings, seven guidelines are proposed, focusing on integrating Schmitt’s experiential modules into retail environments, enhancing digital marketing for omnichannel engagement, and building community enterprise capacity aligned with Sukhothai’s UNESCO heritage identity. The study offers practical implications for community enterprises, tourism policymakers, and regional planners seeking to strengthen local economies and preserve intangible cultural heritage.
creator: Taviz Tatnormjit
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 705
ending page: 717
doi: 10.32479/irmm.23867

How Event Quality Shapes Behavioural Intention: Perceived Value as an Evaluative Mechanism among Female Attendees
type: item
description: Tourism events contribute to cultural promotion and destination development, however, the process through which visitors convert event experiences into future behavioural intention remains insufficiently examined. This study investigates perceived value as an evaluative mechanism linking event quality to behavioural intention among female attendees in cultural tourism events. Using the Visit Melaka 2025 events as the research context, the study examines how four event quality dimensions namely event time, ambience, event entertainment and organiser interaction influence perceived value and subsequent behavioural intention. The study adopts a quantitative design, with survey data collected from 154 female attendees and analysed using SPSS through correlation, regression and mediation analyses. The results indicate that all event quality dimensions significantly affect perceived value, which in turn exerts a strong positive influence on behavioural intention. The findings further confirm that perceived value mediates the relationship between event quality dimensions and intentions to revisit or recommend the event. This study contributes to event tourism research by positioning perceived value as a central evaluative mechanism in the formation of loyalty among female attendees and provides practical insights for designing tourism events that enhance perceived value.
creator: Mohamad Daim Darson
creator: Mohd Sufiean Hassan
creator: Akmal Adanan
creator: Mohd Adib Izzat
creator: Ruziah Seman
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 718
ending page: 728
doi: 10.32479/irmm.23783

A Framework and Research Agenda on Technological Capability in a Dynamic Market: A Bibliometric Review
type: item
description: Technological capability (TC) is crucial for firms operating in uncertain environments characterised by fierce rivalry, quick changes in the market, and technology. It entails utilizing technology to simplify the transformation of inputs into outputs, manage resources, and adapt to environmental changes—all of which support the potential success of businesses. However, there is no well-defined framework for TCs that fit a dynamic market. To address this, a bibliometric analysis and systematic review were used to create a framework for TC in a dynamic market that integrates TC's existing knowledge with new concepts. The framework shows how businesses' strategic orientations can direct them to build strong TCs that are interwoven with other capabilities like innovation capability, marketing capability, dynamic capability, absorptive capability, and so on, to ensure business success. The provision of comprehensive scientific knowledge about TC in the dynamic market is aided by the presentation of integrative findings on the conceptual relationship of TC with its numerous antecedents and consequences. Therefore, it is suggested that future researchers carry out more investigation and provide clarification on how TCs are linked with various organisational capabilities in a changing market environment. The potential of the above factors as moderators, mediators, or control variables should also be empirically tested. Furthermore, for businesses to derive greater benefit from sophisticated technologies, they must establish a solid knowledge base and possess the capacity to assimilate new information.
creator: Abdella Kosa Chebo
creator: Tadesse Weyuma Bulto
creator: Semu Bacha Negasa
creator: Shepherd Dhliwayo
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 729
ending page: 743
doi: 10.32479/irmm.22276

The Impact of Digital Leadership on Sustainable Supply Chain Performance in UK Manufacturing Firms: The Mediating Role of Supply Chain Digital Orientation
type: item
description: Although digital transformation is critical to sustainability, manufacturing firms face significant challenges in converting digital leadership to sustainable supply chain performance, with the mediation of supply chain digital orientation still insufficiently studied, especially in the UK. A quantitative cross-sectional exploratory study involving 300 senior managers and supply chain professionals of the manufacturing companies in the United Kingdom was carried out through the use of structured questionnaire. With the four null hypotheses, Structural Equation Modelling (SEM) using AMOS was used to test them. All the null hypotheses were rejected as digital leadership had a significant direct effect on sustainable supply chain performance (β = 0.41 and p < 0.001) and a strong influence on supply chain digital orientation (β = 0.67 and p < 0.001). Digital orientation of the supply chain was also a significant influence on the sustainable supply chain performance (β = 0.53, p < 0.001), and partially mediated the relationship between leadership and performance (indirect β = 0.36, p < 0.001). The model accounted for 56% of the variance in sustainable performance. The theoretical extension of the study is theoretical and it is based on Dynamic Capabilities Theory. In practice, firms need to invest in developing their digital leadership. Policy implications include supporting leadership programmes and digital technology incentives. Recommendations include longitudinal designs and cross-national comparative studies. The study finds that digitally competent leaders create digital orientation throughout supply chains which directly contributes to better economic, environmental and social outcomes.
creator: Odeson Osaiyekemwen Odeh
creator: Seyman Caliskan Cavdar
creator: Festus Victor Bekun
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 744
ending page: 756
doi: 10.32479/irmm.24405

The Effect of Marketing Systems, Technology Utilization, and Capital Access on Going Concern in Small and Medium-Sized Enterprises
type: item
description: This study explores the contextual factors influencing the principle of going concern in small and medium-sized enterprises (SMEs) in Donggala, Central Sulawesi. The purpose of the study is to analyze how marketing systems, technology utilization, and access to capital affect the sustainability of SMEs in the household goods sector. A quantitative approach was used, with data collected through questionnaires and interviews from 168 SME owners and managers. The data was analyzed using Partial Least Squares (PLS) analysis. The results reveal that while the marketing system does not significantly impact business sustainability, the use of technology, such as grinding machines, positively affects productivity and product quality. Additionally, access to capital plays a crucial role in ensuring business continuity, as effective capital management mitigates financial challenges. On the other hand, access to information and business planning do not show a significant effect on the principle of going concern. Despite the availability of information technology, SME owners in Donggala continue to prioritize traditional methods, limiting the potential benefits of technological advancements. The study emphasizes the need for government intervention to better integrate information technology, thereby supporting the industry’s growth and enabling SMEs to access broader markets.
creator: Ridwan Ridwan
creator: Ni Made Suwitri Parwati
creator: Rahayu Indriasari
creator: Jamaluddin Jamaluddin
creator: Muh. Darma Halwi
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 757
ending page: 763
doi: 10.32479/irmm.18682

The Attitudinal Bridge: How Consumption Values Translate into Purchase Intentions for Viral Halal Food
type: item
description: In recent years, viral halal food trends driven by social media have gained increasing popularity among consumers. This study examines the multidimensional factors influencing consumers’ purchase intentions toward viral halal food. Drawing on the Theory of Consumption Values, the research investigates the effects of emotional value, epistemic value, and health concerns on purchase intention, with attitude serving as a mediating variable. A quantitative research design was employed using data collected from 241 respondents across diverse demographic groups in Malaysia. Data were analysed using SmartPLS through measurement and structural model assessment, including bootstrapping procedures. The findings indicate that emotional value and health concerns significantly influence both consumer attitude and purchase intention toward viral halal food. Attitude also significantly mediates the relationship between health concerns and purchase intention, suggesting that health-related values need to be internalised into favourable attitudes before driving behavioural intention. In contrast, emotional and epistemic values exhibit direct effects on intention without substantial mediation through attitude. These findings offer strategic implications for Malaysian MSMEs, food marketers, and public health advocates by highlighting that while virality may attract initial consumer interest, sustained participation depends on positive consumer evaluations of value, health, and trust. The study also supports United Nations SDG 12 Target 12.8 by promoting informed consumer choices and sustainable consumption behaviour.
creator: Shamsiah Banu Mohamad Hanefar
creator: Ismah Osman
creator: Suleiman Ibrahim Shlash Mohammad
creator: Faziatul Amillia Mohamad Basir
creator: Asokan Vasudevan
creator: Ilknur Ozturk
creator: Mohd Ehsan Fansuree
creator: Muammar Rinaldi
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 764
ending page: 774
doi: 10.32479/irmm.24400

Consumer Behavior and Trust Deficits in Digital Adhesion Contracts among Philippine E-Wallet Users
type: item
description: The digital financial landscape in the Philippines has rapidly transitioned into a hub for electronic wallet innovation, yet this adoption is governed by digital adhesion contracts that create a profound "consent paradox." This study investigates the interplay between consumer behavior and trust deficits within these "take-it-or-leave-it" agreements. Utilizing a quantitative descriptive-correlational design, data were gathered from 385 adult e-wallet users in major Philippine urban centers and analyzed through multiple linear regression and partial least squares structural equation modeling. The results reveal a stark awareness-behavior gap, where "terms of service fatigue" and the "necessity of service" act as the primary predictors of blind contract acceptance. Furthermore, findings highlight a significant trust deficit exacerbated by escalating cybercrime and "conclusive presumption" clauses that shift the burden of security entirely onto the consumer. Behavioral analysis also confirms a phenomenon termed "spendception," where the frictionless nature of digital payments leads to a 70% impulse purchase rate compared to 25% among cash-focused users. The study concludes that the current legal framework fails to address the "digital bailment" relationship, leaving users vulnerable to proprietary risk allocation. These implications suggest that regulators must reform consumer protection laws to address unconscionable clauses, while providers should adopt human-centered design strategies, such as progressive disclosure, to foster genuine informed consent and maintain long-term ecosystem trust.
creator: Christina Y. Pacubas
creator: Kenneth L. Armas
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 775
ending page: 784
doi: 10.32479/irmm.23842

Farmers’ Behavioral Intention to Adopt Digital Livestock Platforms: The Mediating Role of Attitudinal Readiness
type: item
description: The rapid digital transformation of agriculture has intensified the need to understand the factors influencing farmers’ adoption of digital livestock platforms, particularly in developing economies such as Malaysia. Although prior studies have largely relied on technology acceptance frameworks, limited attention has been given to how institutional pressures shape farmers’ adoption intentions. This study addresses this gap by examining the effects of coercive, normative, and mimetic pressures on behavioral intention, with attitudinal readiness serving as a mediating mechanism. Drawing on Institutional Theory, coercive pressure is represented by facilitating conditions, normative pressure by social influence and halal compliance, and mimetic pressure by perceived innovativeness, performance expectancy, and effort expectancy. Data were collected from 254 livestock farmers in Malaysia using a self-administered questionnaire and analysed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that halal compliance, perceived innovativeness, and effort expectancy significantly enhance attitudinal readiness, whereas facilitating conditions, social influence, and performance expectancy do not show significant effects. Furthermore, attitudinal readiness significantly influences behavioral intention and mediates several relationships. The results indicate that mimetic pressures, particularly ease of use and innovativeness, exert stronger influence than coercive pressures, while normative pressures are effective mainly when aligned with religious values such as halal compliance. These findings suggest that successful adoption of digital livestock platforms depends not only on structural support but also on cognitive readiness and value congruence among farmers.
creator: Shamsiah Banu Mohamad Hanefar
creator: Ismah Osman
creator: Suleiman Shlash Mohammad
creator: Mohamad Idham Md Razak
creator: Abdul Rahim Ridzuan
creator: Ilknur Ozturk
creator: Ririn Tri Ratnasari
creator: Asokan Vasudevan
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 785
ending page: 799
doi: 10.32479/irmm.24398

The Impact of Leadership Support and Communication on Employee Engagement and Working Environment: The Intermediating Role of Performance Management Systems in the UAE Public Sector
type: item
description: This study investigates the mechanisms through which leadership behaviours, specifically Leadership Support (LS) and Leadership Communication (LC), influence Employee Engagement (EE) within the administrative context of the UAE Ministry of Education. It specifically examines the dual mediating roles of Performance Management Systems (PMS) and the Working Environment (WE). A quantitative research design was employed, utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze data from 319 administrative personnel. The study grounded its hypotheses in Social Exchange Theory and Open Systems Communication Theory. Descriptive statistics revealed a highly positive administrative climate (Mean = 4.4). The structural model assessment confirmed that the impact of leadership on engagement is significantly enhanced when filtered through formalized systems. Leadership Communication emerged as the most critical predictor of engagement (Total Effect = 0.500). Critically, mediation analysis demonstrated that PMS and the Working Environment serve as vital structural bridges; LC significantly influences engagement through both PMS ($\beta$ = 0.149, t = 3.235) and WE (beta = 0.213, t = 4.355). The findings suggest that in hierarchical public sector organizations, leadership intent must be institutionalized through performance management and environmental resources to effectively drive engagement. Importance-Performance Matrix Analysis (IPMA) identifies leadership communication as a high-priority area for strategic development.
creator: Sameera Abdulrahman Malakmurad
creator: Al-Baraa Abdulrahman Al-Mekhlafi
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 800
ending page: 814
doi: 10.32479/irmm.23911

Factors Affecting Customer Continuance Intention using Online Food Delivery Service Post-COVID-19 in Malaysia
type: item
description: The use of online food delivery (OFD) services has remained high after the COVID-19 pandemic, prompting questions about the factors that influence consumer continuance intention. While most studies focused on intentions during the pandemic, fewer have examined customer continuance intention (CCI) in the post-pandemic context. This study investigates the effects of eight factors on CCI and the moderating role of technology experience. Using a quantitative design, data were collected from 462 Malaysian respondents with prior OFD experience through purposive sampling. Data were analysed via SPSS using descriptive statistics, multiple regression, and moderation analysis. Results show that familiarity is the strongest predictor of CCI, followed by perceived security, perceived usefulness, time-saving benefits, price-saving benefits, and perceived ease of use. Perceived privacy and food safety risk perception were not significant predictors of CCI. Moreover, technology experience did not moderate the relationships between the variables and CCI. Theoretically, this study contributes to the Technology Acceptance Model by identifying familiarity as a key post-adoption factor influencing continued use. Practically, the findings suggest that OFD providers should enhance user familiarity with their platforms to foster long-term customer usage.
creator: Muhammad Ashif Mohd Saperi
creator: Nur Amalina Mohamad Zaki
creator: Azizul Yadi Yaakop
creator: Dian Ratna Sawitri
creator: Siti Nur'`Atikah Zulkiffli
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 815
ending page: 822
doi: 10.32479/irmm.23857

Strategic Integration of Innovation Capability, Operational Efficiency, and Brand Image on Sustainable Competitive Advantage among SMEs: Evidence from Tambo District, South Africa
type: item
description: Small and Medium Enterprises (SMEs) are crucial to economic growth and innovation, yet many struggle to maintain a sustainable competitive advantage (SCA). This study examines the strategic integration of innovation capability, operational efficiency, and brand image as key drivers of SCA among SMEs in the OR Tambo district, South Africa. A quantitative research approach was adopted, utilising structured questionnaires to collect data from SME owners and managers. Structural Equation Modelling (SEM) was analysed using Smart PLS version 4 to test the relationships among variables. Findings reveal that while SMEs recognise the importance of innovation, operational efficiency, and brand image, their implementation is inconsistent due to financial and technological constraints. Strategic integration serves as a mediating factor, aligning these factors to enhance competitiveness. However, the adoption of sustainability remains limited, highlighting the need for policy support, capacity-building initiatives, and improved access to financial and technological resources. This study provides empirical insights into SME competitiveness and offers actionable recommendations for SME owners, policymakers, and industry stakeholders. Future research should explore sector-specific challenges and the role of digital transformation in SME sustainability.
creator: Mihle Mbuzelwa
creator: Miston Mapuranga
creator: Richard Chinomona
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-07-03
publication date: 2026-07-03
volume: 16
number: 5
starting page: 823
ending page: 831
doi: 10.32479/irmm.23065