International Review of Management and Marketing
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
How do Religiosity and Environmental Awareness influence Muslim Tourists’ Halal Culinary Repurchase Intention?
This study aims to investigate the extent to which religiosity, environmental awareness, attitude, resilience, and self-efficacy influence Muslim tourists’ intention to repurchase Halal cuisine. The data were obtained from a survey involving 500 Muslim travelers who had visited West Sumatra, Indonesia. Data were examined through the application of Partial Least Square Structural Equation Modeling (PLS-SEM). The findings indicate that Halal culinary repurchase intension has been influenced by self-efficacy and attitude significantly. Furthermore, religiosity emerged as a key determinant influencing environmental awareness, attitude, resilience and self-efficacy. Environmental awareness strongly affects individual resilience, which in turn serves as a precursor to attitude formation. The study also outlines certain limitations and offers directions for future research.
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Internal Marketing’s Impact on Service Quality and Sustainability, Mediated by Employee Outcomes in Saudi Banking
This study investigates the impact of internal marketing practices on employee satisfaction, commitment, and performance, as well as how these outcomes mediate the relationship between internal marketing, service quality, and organisational sustainability in the Saudi Arabian banking sector. Targeting employees across various banks, the study applies partial least squares structural equation modelling (PLS-SEM) to test a comprehensive conceptual framework. The findings reveal that internal marketing significantly enhances employee satisfaction and commitment, with both outcomes playing a pivotal role in improving service quality and contributing to long-term organisational sustainability. While the direct effect of internal marketing on performance and sustainability is moderate, the indirect influence through employee outcomes is substantial. The study further confirms that satisfied and committed employees have a positive impact on service delivery, customer experience, and ultimately, institutional resilience. This research holds strategic importance for bank managers and policymakers in Saudi Arabia, particularly in relation to the national transformation goals outlined in Vision 2030. It highlights the necessity of embedding internal marketing into organisational culture as a driver of sustainable service excellence. By positioning employees as internal stakeholders and aligning internal marketing efforts with strategic objectives, the banking sector can foster a resilient workforce, enhance customer loyalty, and sustain a competitive advantage in a rapidly evolving financial environment.
Enhancing Guest Experiences: Analyzing the Impact of Service Quality on Customer Satisfaction in Erbil’s Hospitality Sector
The hospitality sector in Erbil, Kurdistan Region, plays a pivotal role in the city’s economic growth and cultural development. This study investigates the impact of service quality dimensions—Reliability, Responsiveness, Empathy, Assurance, and Tangibles—on customer satisfaction, with a focus on the moderating role of demographic factors such as age, nationality, and income level. Data were collected from 158 guests across four major hotels in Erbil: Dedeman, Rotana, Divan, and Erbil International. The findings reveal that Responsiveness and Assurance are the most significant predictors of customer satisfaction, highlighting the importance of timely and professional service delivery. While Empathy and Tangibles play a moderate role, Reliability remains critical for trust and consistency. Moderation analysis underscores the importance of tailoring services to demographic- specific preferences, emphasizing the need for culturally sensitive service strategies. Correlation and regression analyses confirm strong relationships between service quality dimensions and satisfaction. Practical implications include training staff to enhance responsiveness, leveraging technology for personalized services, and maintaining high standards of professionalism and facility upkeep. This research contributes to the body of knowledge by contextualizing service quality within an emerging market. Future studies are recommended to explore the impact of technological integration and economic conditions on service delivery and to conduct comparative analyses across similar regions.
Understanding the Authenticity, Experience, Satisfaction Nexus to Enhance Revisit Intention in Heritage Sites
This decade, the rapid development of the heritage tourism industry has been positively correlated with increasing visiting intentions and tourist demand to understand and experience heritage sites in various destinations. This study aims to investigate the role of authenticity, memorable tourist experience, and tourist satisfaction in increasing revisit intention in heritage tourism. Data were collected using a questionnaire involving 471 tourists visiting Borobudur Temple, Indonesia. Data were taken using incidental sampling techniques and analyzed using structural equation modelling with AMOS statistic software. This study proves that objective, constructive, and existential authenticity have a positive effect on memorable tourist experiences and revisit intention, while postmodern obtained different results. In addition, all dimensions of authenticity have successfully influenced satisfaction. Furthermore, memorable tourist experiences can increase tourist satisfaction and revisit intention, while satisfaction has the greatest influence in increasing revisit intention. This article addresses a crucial gap by exploring how dimensions of authenticity in heritage destination can explained to escalating tourist revisit intention.
The Role of Training Effectiveness in Enhancing Online Teaching Competence and Professional Development: A SEM Approach
This study examines the role of training effectiveness in enhancing online teaching competence and professional development among educators, addressing the growing demands of digital education. Using a quantitative research design, data were collected from 603 in-service teachers in India and analyzed through Structural Equation Modeling. The study explores how individual, learning, and organizational performance outcomes of training influence professional development via the mediating role of online teaching competence. Findings revealed that individual and organizational performance positively predicted online teaching competence, with organizational performance exerting the strongest influence. Conversely, learning performance showed a slight negative relationship, suggesting gaps between theoretical training and practical application. Online teaching competence significantly enhanced all dimensions of professional development, emphasizing its pivotal role in sustaining educators’ growth. The study highlights the need for practice-oriented, contextually relevant training and institutional support mechanisms to empower digitally competent educators and promote inclusive, adaptive, and high-impact online teaching practices.
The Impact of Green and Product Innovations on Competitive Advantage: A Case Study of Medium and Small-Scale Distilleries in Thailand
This study investigates the interrelationships among green innovation, product innovation, competitive advantage, and business survival in Thailand’s small and medium-sized distillery sector. Drawing on the Resource-Based View and Dynamic Capabilities Theory, the research explores how environmentally sustainable practices serve as a strategic foundation for product differentiation and long-term viability in a heavily regulated market. The study employed Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze survey data collected from SME distilleries across Thailand. The findings confirm that green innovation has a strong positive effect on product innovation, which in turn significantly influences competitive advantage and SME survival. Product innovation also independently impacts survival outcomes, highlighting its dual strategic role. Competitive advantage is shown to be a critical mediator linking innovative efforts to long-term business resilience. These results underscore the need for SMEs to embed sustainability and innovation into core strategies while also highlighting the importance of regulatory reform to support local entrepreneurial ecosystems. The study contributes to the literature on SME innovation in emerging economies and offers practical recommendations for policymakers, including easing production quotas and investing in green technology support systems. The findings suggest that fostering a policy environment conducive to small-scale innovation can enhance the competitiveness and sustainability of Thailand’s craft distillery industry.
Global Research Trends in Knowledge Management in Higher Education: A Bibliometric Analysis
This study provides a comprehensive analysis of KM research, highlighting emerging trends and critical gaps. It offers practical insights for researchers and policymakers to guide KM strategy development in HEIs. This study conducts a comprehensive bibliometric analysis of knowledge management (KM) research in Scopus-indexed publications from 1998 to 2024, with a particular focus on developments within higher education institutions (HEIs). The research aims to trace the evolution of KM scholarship, identify influential contributors, and uncover emerging thematic trends. A total of 696 articles were analyzed using both quantitative and qualitative bibliometric techniques, including publication and citation analysis, co-authorship networks, and keyword co-occurrence. Performance analysis assessed scholarly output and impact, while science mapping facilitated by VOS-viewer visualized intellectual structures and research clusters. The findings reveal a significant growth in KM research, peaking in 2023 with 72 publications. Northwestern Polytechnical University stood out in citation impact, and the United Kingdom was identified as the most prolific contributor. The journal Computers and Education led in output, and the most cited article addressed KM readiness in HEIs. Notably, artificial intelligence (AI) and digital transformation emerged as promising directions for future research. This study provides valuable insights into the development of KM in the higher education sector and offers strategic implications for researchers, academics, and policymakers aiming to enhance institutional innovation and competitiveness.
Shopping in Another Dimension: What Keeps Customers Coming Back to Mobile AR?
Adopting Taylor and Todd’s “decomposed theory of planned behavior” as a theoretical framework, this study examines the key factors influencing users’ intention to use Mobile Augmented Reality applications for shopping activities. A structural equation modeling approach, utilizing the SmartPLS software version 4.0.9.4, was employed to empirically test the research hypotheses. 261 responses were collected through the survey questionnaire. The results of the study indicate that users’ attitudes, social norms, and perceived behavioral control are significant determinants of user intention to continue using mobile augmented reality applications. Furthermore, interactivity, perceived mobility, and trust positively influenced users’ attitudes toward mobile augmented reality applications. The study provides insights into the essential factors affecting users’ intentions to continue using MAR applications for shopping. Drawing from the study’s findings, developers of mobile augmented reality applications should prioritize offering quick and stable interactive platforms for virtual product try-ons. The current research adds to the body of knowledge regarding both the DTPB and MAR. Firstly, the study applies the DTPB framework to understand user continuance intention in the context of mobile augmented reality shopping applications. It extends the application of DTPB to a relatively new technological domain.
Adapting Internal Audit Functions to the COVID-19 Pandemic: Evidence from the United Arab Emirates
This paper explores how the COVID-19 pandemic impacts the internal audit functions in the emerging market of the United Arab Emirates (UAE). This paper adopted an exploratory study using a qualitative approach. We used semi-structured, in-depth interviews to achieve the study objectives. The primary data collected was analyzed manually using thematic content analysis. The findings show that COVID-19 disrupted internal audit efficiency and productivity in the UAE due to limited physical access and remote work challenges. Audit quality varied, improving in firms with strong risk frameworks but declining where oversight weakened. Planning remained stable while fieldwork and communication processes shifted online. Information technology (IT) skills improved significantly, driven by digital audit requirements. Critical thinking and time management were tested, with mixed outcomes across firms. This paper helps to understand and focus on how the internal audit practices were affected by COVID-19. Also, it allows us to know how to deal with a similar situation in the future and to improve the internal audit profession.
The Role of High-Performance Work Systems in Enhancing Work Engagement
Scholars and practitioners endeavor to understand the factors influencing work engagement, thereby enabling employees to display high levels of discretionary behavior, enthusiasm, and absorption in their roles within an organization. This study attempts to fill this research gap by investigating the various effects of High-Performance Work Systems (HPWS) dimensions on work engagement and its dimensions. Using a sample of 237 employees from seven commercial banks in Jordan, the study employs a quantitative research approach, including regression analysis, to investigate the proposed relationships among constructs. The results reveal that the four dimensions of High-Performance Work Systems have various effects on work engagement. The findings indicate that communication and involvement, and career management affect vigor, while performance management and rewards, and training and development influence dedication and absorption. These findings will help managers effectively allocate their rare and valuable financial and human resources to deal with work engagement issues in commercial banks.
Marketing Gamification - Concepts, Opportunities and Future Research Directions: Insights from a Systematic Literature Review
This study examines the idea of marketing gamification using research publications screened between 2016 and 2024. Marketing gamification is the application of game design features in non-gaming circumstances, is gaining popularity as an instrument for increasing user engagement, motivation, and finally, purchasing decisions. The intent of this research is to contribute to a better comprehension of marketing gamification while developing marketing techniques to impact customer purchasing behavior. Additionally, this work advances the subject regarding its definition and mutual awareness, which are vital to the sustained growth of this specialized market segment. A systematic literature assessment of 59 existing papers was done, using data from two main databases: Google Scholar and Scopus. The time span of 2016-2024 was chosen for data gathering since it corresponds to when those papers were published. Marketing Gamification, albeit an emerging segment, is still in its infancy of business research. It is capable of being an appealing and niche consumer category when making purchasing selections. Current research focuses on the primary information pertaining to marketing gamification, major theories utilized in literature, publishing authors, journals, most cited articles, word cloud of well-known terms used in literature, year-wise publication trends, research characteristics, and holes in the literature for future investigation. At the end of this paper, recommendations are also made for future research directions. This study examines the possibilities and application of marketing gamification with a focus on conceptual development. The current study offers valuable contextual information and perceptive knowledge from an innovative perspective. The academic and management implications are thoroughly examined and discussed in this study.
Empowerment, Mobile Technology, and Managerial Support: A Multidimensional Analysis of Work-Life Balance Among Women Engineers
Women’s empowerment is a crucial objective in advocating for women’s rights. Giving women in the energy industry more authority could help them manage work and family obligations. According to studies, mobile technology may have conflicting effects on users’ work-life balance. Organizational intervention, such as managerial support, is crucial to ensuring that employee empowerment and mobile technology usage may improve work-life balance. Thus, it is believed that managerial support could fortify the empowerment initiative and guarantee that mobile technology would improve workers’ work-life balance. Therefore, the purpose of this paper is to investigate how work-life balance is affected by managerial support, mobile technology usage, and women’s empowerment. The originality stems from a thorough examination of how various variables, such as work-life balance, managerial support, mobile technology usage, and women’s empowerment, intersect and influence the lives of female engineers. This study provides significant insights into possibilities for closing the gender gap in engineering while empowering and supporting women in the workplace. This paper discusses the grounded theories, methodology, data analysis results, discussion of findings, and theoretical and practical contributions.
Identifying Determinants of Social Media Influence on Purchase Decisions: A Factor Analytical Study of Rural Consumers in Selected Districts of Uttar Pradesh
This study investigates the key determinants influencing social media’s impact on purchase decisions among rural consumers in selected districts of Uttar Pradesh, India. With the rapid penetration of smartphones and internet services in rural areas, social media platforms have emerged as significant influencers in shaping consumer preferences. The research adopts a descriptive and exploratory design, collecting primary data from 241 respondents across Lucknow, Kanpur, Agra, Jhansi, and Gorakhpur. A structured questionnaire comprising 25 items was employed to measure five latent factors— Content and Informativeness, Trust and Credibility, Peer Influence, Emotional Engagement, and Convenience—adapted from validated scales. The data was analysed using Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) to test reliability, validity, and model fit. The results indicate that all five factors significantly influence rural consumers’ purchase intentions, with Trust, Informativeness, and Convenience being particularly strong predictors. The findings reinforce the importance of trust-building, peer validation, and emotional engagement in digital marketing strategies targeting rural markets. Additionally, the study offers practical insights for marketers, suggesting that culturally localized and emotionally engaging content can enhance engagement and conversion rates in rural settings. However, the study is geographically limited to five districts and employs cross-sectional data, suggesting a need for further research with broader samples and longitudinal analysis. Overall, this study contributes to the limited literature on rural consumer behaviour and provides a strategic framework for effectively leveraging social media in rural India.
Turning Diversity into Performance: The Roles of Work Environment and Organisational Communication in Emerging-Economy Manufacturing
The rapid growth of the manufacturing industry in West Java has positioned the region as a strategic hub for international investment. In the context of globalization, workforce diversity across nationality, ethnicity, generation, and cultural background, has become a critical factor influencing organizational sustainability. Such diversity shapes the work environment, organisational communication, and ultimately employee performance, which are central to sustaining competitiveness in industrial regions. This study develops a conceptual model to examine the effects of workforce diversity, work environment, and organisational communication on employee performance in West Java’s manufacturing sector. A quantitative approach was applied using Structural Equation Modeling (SEM-PLS) with 385 respondents from various manufacturing companies. The findings reveal that workforce diversity significantly enhances employee performance (β = 0.585; P < 0.001), as do the work environment (β = 0.124; P = 0.020) and organisational communication (β = 0.150; P < 0.001). The model’s R2 value of 0.538 indicates that the independent variables explain 53.8% of the variance in employee performance. These results underscore the importance of inclusive diversity management, supportive workplace environments, and effective cross-cultural communication for advancing sustainable industrial development. From a practical perspective, companies are encouraged to adopt inclusive policies, improve workplace quality, and strengthen technology-enabled communication to foster long-term sustainability and enhance the global competitiveness of manufacturing industries in emerging regions.
The Effect of Work Engagement on Individual Work Performance in the Psychology in Happiness Perspective: Mediated by Happiness at Work
Due to the widespread use of electronic devices and digital technology, modern enterprises are paying increasing attention to the dedication of contemporary employees. This research aims to study the mediating role of happiness at work from a psychology in happiness perspective through the logic of social cognitive theory (SCT), and to address this critical gap in existing literature. The study used quantitative methods to collect sample data from 372 full-time employees. Empirical data analysis shows that happiness at work plays a significant mediating role in the effect of work engagement on individual work performance. There is also a significant correlation between these factors. The innovation of this research lies in the fact that t is one of the few empirical research works that incorporates the concept of happiness at work as a mediator into the field of human resource management. Based on empirical evidence, the theoretical model has been improved through research.
Personalization in Fintech: Dual Mediation Effects of Trust and Surveillance on Fintech User Retention
Personalization has become a cornerstone of financial technology (fintech) services, promising enhanced user experiences and long-term loyalty. However, personalization carries a paradox: while it can foster trust, it may also heighten perceptions of surveillance, thereby undermining retention. This study examines the dual mediation effects of digital trust and perceived surveillance in the relationship between perceived fintech personalization and user retention. Drawing on privacy calculus theory and trust–surveillance paradox perspectives, we develop and empirically test a structural model using survey data from fintech users. Results reveal that personalization has a positive influence on user retention through digital trust, but simultaneously triggers perceived surveillance, which weakens retention intentions. Furthermore, privacy concern moderates the surveillance–retention link, amplifying the negative pathway for privacy-sensitive users. By unpacking these competing mechanisms, the study advances understanding of the personalization paradox in fintech and provides actionable insights for balancing personalization with ethical data practices.
Unpacking the Strategic Alignment–Performance Nexus: The Moderating Influence of Perceived Organizational Support in Jordan’s Income and Sales Tax Department
In the industry’s dynamic, public environment, strategic alignment—or the need to align all communications, management, and partnerships to enhance employee performance—is critical. This research examines the potential moderating effects of perceived organizational support (POS) in enhancing the relationship between strategic alignment and employee performance in the Jordanian Income and Sales Tax Department (ISTD). Theory: Based on the theory, strategic fit theory and organizational support theory, the article applies to a triangulated cross-sectional quantitative field survey of 180 ISTD managers and supervisors. The findings showed that all elements of strategic alignment had a positive impact on employee performance, with communication being the dominant factor. In addition, POS greatly moderates this relationship and increases the effectiveness of consensus Mechanisms, which is achieved by showing proper trust, encouragement, and loyalty. The findings suggest the need to combine structural and psychological Mechanisms aimed at the sustained performance of public organizations. Theoretical implications and practical recommendations for policy makers on how to improve higher education institutions and staff effectiveness in the context of reforms.
Personal and Social Competencies as Drivers of Entrepreneurial Success in Malaysia’s SME Sector
This study examines the influence of social and personal skills on entrepreneurial success among small and medium-sized enterprises (SMEs) in Malaysia. Entrepreneurs must develop expertise, enhance interpersonal competencies, and safeguard business success to thrive in competitive environments. Interaction with other business owners fosters idea generation and strategic development. Using purposive sampling, data were collected from 142 entrepreneurs via a structured online questionnaire. The data were analysed using SPSS and partial least squares structural equation modelling (PLS-SEM). Results reveal a significant positive relationship between both social and personal skills and entrepreneurial success. Social interaction with other business owners fosters idea generation, strategic thinking, and relationship-building, which are essential for business sustainability and growth. The findings also underscore the importance of digital entrepreneurship in cultivating soft skills essential for business sustainability. The study contributes both practically and empirically to the body of knowledge by highlighting the importance of interpersonal competencies and privacy management in enhancing entrepreneurial outcomes.
Data Privacy and Ethics in Digital Marketing: A Risk Analysis Using Logistic Regression Models
This research looks at the success of digital campaigns considering imposed regulations of data privacy, driven by the main factors, compliance with the legislation about privacy, use of personal data, trust of consumers, and perceived risk. Based on a sample marketing campaign dataset, this research applies logistic regression models, risk analysis, and sensitivity analysis to 250 marketing campaigns featuring how adherence to privacy regulations such as GDPR and CCPA influences the outcomes of campaigns. The final result shows that compliance with all privacy regulations is the key factor in minimizing risks and ensuring the enhancement of campaign performance. It means campaigns that adhere to privacy laws have a higher chance of success, whereas all other campaigns that do not comply carry a high risk of failure. Further, personalized data use was seen as a very important factor in making the campaign successful and underpinned the use of customized marketing strategies that needed to be fitted within the regulations. However, consumer trust and perceived risk were not seen to have a statistically significant effect as direct influencers on the outcome of the campaign hence, the effect must be indirect or context-specific also. A limitation with this study is that it could not look into sectoral variation since the data did not depict industries. This research emphasizes that personalized marketing strategies balance well with the strict adherence to the privacy regulations for ideal results. With data-privacy concerns still evolving, integrating compliance into the strategies will surely help the digital marketer not only avoid legal risks but also build trust among consumers for long-term success.
Examining the Impact of Omnichannel Integration on Satisfaction, Trust and Customer Loyalty: The Moderating Role of Prior Online Experience
Omnichannel integration is transforming grocery retail, redefining customer interactions, experiences, and relationship management across digital and physical channels. This study investigates how omnichannel integration in grocery retail—including promotion, product and price, transaction information, order fulfilment, and customer service—influences satisfaction, trust, and customer loyalty in South Africa, while also examining the moderating role of prior online experience. Survey data from 185 consumers who shop both online and in-store were analysed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results show that integrated product and price is the strongest predictor of satisfaction, which subsequently influences trust and customer loyalty. Contrary to expectations, prior online experience did not significantly moderate these relationships, suggesting that rapid digital adoption and intuitive omnichannel design have largely closed the gap between novice and experienced shoppers. The study contributes to omnichannel and relationship marketing literature in an emerging market context and demonstrates that cohesive, user-friendly omnichannel strategies enhance satisfaction, trust, and customer loyalty, offering actionable guidance for grocery retailers seeking to strengthen customer relationships.
When Men Report More: Paradoxical Gender Perceptions of Discrimination in the Lebanese Hospital Sector
Gender discrimination remains a persistent barrier to equitable participation in the workforce, particularly within healthcare systems where women are numerically dominant yet structurally disadvantaged. This study investigates perceptions of workplace gender discrimination among male and female employees in the Lebanese hospital sector. Drawing on survey data from more than 300 respondents across hospitals in North Lebanon, the research employs quantitative methods to compare gendered perceptions and assess how organizational factors—including human resource management practices, rewards, workplace support, and stressors—shape these views. Results reveal a paradoxical finding: male employees reported higher levels of perceived discrimination than their female counterparts. The present findings contribute to a growing body of evidence suggesting that the assumption of inevitable and uniform discrimination against women in Middle Eastern healthcare contexts is overstated. Rather than a monolithic reality, gendered experiences of work appear to be contingent upon occupational role, institutional arrangements, and broader socio-cultural conditions. In this sense, discrimination is better understood as context-dependent, manifesting differently across professional groups and organizational levels, and shaped by both cultural norms and the positionality of the individual reporting the experience. The study contributes to the literature by providing micro-level evidence from Lebanon, a context characterized by political struggles, recurrent wars, and comparatively weak infrastructure (Saleh l.& Kinaan. A , 2001). Practical implications are offered for hospital administrators, HR practitioners, and policymakers seeking to design inclusive workplace policies and leadership pathways.
Mapping the Landscape of Organizational Branding: A BERTopic-Driven Exploration
This study employs a comprehensive, two-stage methodology, systematic data retrieval from the Scopus database followed by a Bidirectional Encoder Representations from Transformers (BERTopic)-driven text analysis, to map the thematic landscape of 7,920 articles on organizational branding. The analysis uncovers fifteen predominant topics that together portray an increasingly granular field. Salient streams encompass employer branding and talent attraction, consumer brand loyalty, organizational identity and corporate heritage, place and destination branding, and emerging technology- enabled trust mechanisms such as blockchain. Time-series results confirm an accelerating expansion of branding scholarship after 2000, underscoring the shift from product-centric tactics toward organization-wide brand strategies that intertwine corporate purpose, stakeholder engagement, and sociotechnical change. These findings reinforce branding’s role as both a strategic asset and a sociocultural practice, informing theory development in legitimacy, stakeholder co-creation, and the dynamic interplay between technology and organizational identity. The study concludes that an integrative perspective, combining large-scale computational analysis with deep qualitative interpretation, remains essential for capturing the full complexity of organizational branding in a rapidly evolving social landscape.
Credibility, Quality, and Valence of eWOM: Effects on Consumer Behavior in Lebanon
Electronic word of mouth (eWOM) has become a critical factor in shaping consumer behavior in digital marketplaces, yet limited research has explored its influence in Arab contexts. This study investigates how three perceived characteristics of eWOM—credibility, quality, and valence—affect consumer purchase decisions in Lebanon, a country with high internet penetration and rising e-commerce activity. Data were collected from 450 Lebanese internet users through a structured questionnaire distributed on social media and e-commerce platforms. Reliability and validity of the constructs were confirmed, and hypotheses were tested using multiple regression analysis, complemented by cluster analysis to examine variable importance. The results show that message credibility and message valence (both positive and negative) significantly influence purchase decisions, whereas message quality does not exert a significant effect. Cluster analysis further reveals that positive valence is the most influential predictor, underscoring the primacy of tone over content depth in consumer decision-making. These findings extend existing eWOM literature by highlighting the role of cultural context in moderating message effects. The study offers practical insights for managers, emphasizing the need to cultivate credible and positive eWOM while actively managing negative reviews. Limitations and directions for future research are discussed.
Factors Affecting Tourists’ Satisfaction and Intention to Return a Destination: Measurement and Implications for Vietnam
The study focuses on measuring factors affecting tourists’ satisfaction and intention to return to a destination in Vietnam. The theoretical model is built on basement of “Expectation - Perception,” American Customer Satisfaction Index (ACSI), European Customer Satisfaction Index (ECSI) and Holsat, suitable for the context of Vietnam tourism. Through surveying 398 observation samples using SPSS 29 and AMOS 29 software, testing unidirectional, multidirectional concepts and SEM linear structural model, the study has shown that tourists’ satisfaction and return intention to the destinations in Vietnam is not only directly affected by destination image, perceived service quality, perceived value, perceived attractiveness, but also indirectly affected by expectations. The conclusions of the model are valuable in proposing management implications for tourism service businesses, destination managers and state tourism management agencies in Vietnam.
Governance, Experience, and Cultural Factors in the Adoption of IFRS for SMEs: Cross-Country Evidence from 88 Nations
This study examines the determinants of adoption of the International Financial Reporting Standards for Small and Medium-Sized Entities (IFRS for SMEs) using cross-country evidence. Despite the growing importance of SMEs in global economies, empirical research on the adoption of IFRS for SMEs remains limited compared to studies on full IFRS. Drawing on data from 88 countries that have adopted IFRS for SMEs, this study investigates whether governance quality, prior experience with full IFRS, and cultural factors influence adoption decisions. Secondary data were obtained from the IFRS Foundation and the World Bank and analyzed using regression techniques. The findings indicate that governance-related factors do not constitute significant barriers to the adoption of IFRS for SMEs. Furthermore, experience with full IFRS and language-related cultural factors are not found to be significant determinants of adoption. These results suggest that IFRS for SMEs represents a flexible and broadly applicable reporting framework that can be implemented across diverse institutional environments. The study contributes to the international accounting literature by providing large-sample empirical evidence on IFRS for SMEs adoption and offers policy-relevant insights for regulators and standard setters seeking to promote harmonized financial reporting for SMEs.
Enhancing Data Privacy and Fraud Detection in the Takaful Industry through Digital Platforms and E-Knowledge Sharing: Moderating Role of AI Adoption
This research explored the factors essential to data privacy and security in takaful institutions and proposed digital platforms (DPs) to enhance them, mediated by E-knowledge sharing. Moreover, the moderating role of AI adoption on the connection between E-knowledge sharing and data privacy and fraud detection has also been tested. The current study was conducted across various takaful (Islamic insurance) institutions in the United Arab Emirates (UAE) using a survey. Online questionnaire forms were used to collect data, which were subsequently analysed using statistical techniques, including correlation, partial least squares structural equation modelling, and bootstrapping, yielding several interesting results for the formulated hypotheses. The findings confirm the prediction that digital platforms can enhance data privacy and fraud detection. Moreover, the findings confirmed the mediating role of E-sharing in the direct effects of digital platforms, data privacy, and fraud detection. Finally, the findings revealed that AI adoption strengthens the connection between E-knowledge sharing and data privacy, as well as fraud detection.
The Influence of Employer Branding on Faculty Attrition Rates in Self-Financed Arts and Science Colleges in Coimbatore, Tamil Nadu, India
The research explores the impact of employer branding on faculty attrition in self-financing arts and science colleges in Coimbatore. Faculty retention is critical for these institutions as high turnover disrupts academic processes and raises recruitment costs. Employer branding, including workplace culture, growth opportunities, and work-life balance, has been identified as a strategy for reducing faculty attrition. A mixed-methods approach, incorporating both quantitative and qualitative data, was used to collect insights from faculty members on how employer branding influences their decision to stay or leave. The study has collected 374 responses form the faculty and found that employer branding dimensions, such as job satisfaction, career growth, and work-life balance, are significantly linked to retention. A strong employer brand positively influences faculty perceptions, leading to higher retention rates. Regression analysis revealed that job satisfaction and a sense of belonging were the most significant predictors of retention, while unmet expectations increased the likelihood of faculty leaving. The research underscores the importance of developing effective employer branding strategies to retain faculty talent, ultimately supporting institutional stability and success.
Impact of Strategic Leadership Styles and Leadership Support on Employee Engagement in Indian Higher Education
This study examines the impact of strategic leadership styles and perceived supervisor support on employee engagement among faculty members in Indian higher education institutions. Given the rapid transformation of India’s higher education landscape, the research seeks to identify leadership behaviours that enhance faculty motivation, commitment, and engagement. A quantitative, cross-sectional survey design was adopted. Data were collected from 489 teaching professionals across diverse disciplines and institution types. The study analysed the influence of transformational, transactional, and laissez-faire leadership styles, alongside perceived supervisor support, on employee engagement using structural equation modelling (SEM). Results reveal that supervisor support has the strongest positive effect on employee engagement, underscoring the critical role of mentoring, recognition, and involvement. Transactional leadership, characterised by structured goal setting and reward-based motivation, also shows a significant positive impact. Transformational leadership contributes positively but to a lesser extent, while laissez-faire leadership demonstrates no significant influence on engagement. The findings are based on self-reported, cross-sectional data and are specific to Indian higher education institutions. Future studies should adopt longitudinal designs and incorporate multi-source data to validate and extend these results across different educational and cultural contexts. The study highlights the importance of supportive and structured leadership practices in fostering faculty engagement. Higher education institutions should prioritise leadership development initiatives that enhance supervisory support, effective communication, and performance-based reward systems to improve institutional outcomes. This research contributes to the limited literature on leadership and employee engagement within the Indian higher education context. By integrating leadership support alongside established leadership styles, the study offers a comprehensive framework for understanding faculty engagement and provides actionable insights for institutional policy and leadership development.
The Impact of Marketing Brand Value on a Company’s Financial Performance
This research examines the impact of brand equity on corporate financial performance, utilizing a dataset of 135 international companies spanning the period from 2005 to 2024. We examine the impact of brand power on essential financial parameters, including operational income, EBITDA, and market capitalization, by merging brand value data from Brand Finance with financial metrics from Bloomberg Database. Our research reveals a robust positive association between brand value and turnover, profitability, and market valuation, indicating that organizations with elevated brand value experience superior financial results. Our econometric analysis demonstrates that a $1 increase in brand value correlates with a $1.76 gain in turnover and a $0.16 rise in net income, underscoring the tangible financial advantages of robust branding. Furthermore, we observe that brand value influences non-operating income, presumably via enhanced financing conditions and reduced interest expenses. Despite apprehensions regarding overvaluation, our findings indicate that although brand value enhances share prices, it does not result in an unsustainable rise in price-to-earnings ratios. These insights highlight the strategic significance of brand investments, indicating that companies should prioritize brand-building efforts to enhance long-term profitability and market competitiveness. Subsequent research ought to examine the impact of branding across various industries and organizational scales.
Service Quality and Customer satisfaction: The Mediating Role of Customer Delight
This study investigates the mediating role of customer delight in the relationship between service quality and customer satisfaction within the tourism and hospitality sector. Drawing on data collected from 400 valid questionnaires distributed to international tourists in Antalya, Turkey, the proposed model was tested using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The findings confirm that multiple dimensions of service quality significantly influence customer delight, which in turn enhances customer satisfaction. Moreover, delight mediates the relationships between employee attitudes and behaviors, waiting time, and satisfaction, highlighting its role as an emotional bridge that transforms service encounters into more impactful customer outcomes. The results reinforce the idea that delight is not merely an extension of satisfaction but a distinct construct that plays a crucial role in shaping loyalty and long-term engagement. For managers and practitioners, the study emphasizes the importance of focusing on service quality elements such as safety, sociability, responsiveness, and staff behavior to foster delight, improve satisfaction, and encourage repeat patronage. By integrating customer delight into the service quality–satisfaction framework, this research extends SERVQUAL theory and contributes to a more comprehensive understanding of how emotional responses drive competitive advantage in tourism and hospitality.
Global Wine Consumption Behavior: Narrative Review and Development of Global Framework
The purpose of this paper is to perform a narrative review of the state of academic research in wine consumer behavior and provide findings on global consumption behavior of wine. 178 academic articles spanning 15 years from 2009 through early 2024 were analyzed to identify thematic areas, findings on consumer behavior, and theories utilized to answer research questions, and develop a framework for global wine consumption behavior. The review finds that academic research on wine consumer behavior is rich and diverse, has decently strong theoretical backing but is skewed towards a narrow set of journals and countries and lacks an overarching theoretical framework particular to wine consumption to guide it. Research findings show significant similarities and differences in consumption behavior among and within countries as a result of a heterogeneity in wine choice based on heuristic decision making. The paper draws implications for practitioners, global segmentation and academic research.
Islamic Marketing, Customer Service, and Technological Innovation: Advancing Women’s Empowerment in Indonesian MSMEs
This study investigates the influence of Islamic marketing and customer service on the economic empowerment of women entrepreneurs in Indonesian micro, small, and medium-sized enterprises (MSMEs), with technological innovation acting as a mediating variable. It examines how Islamic business ethics and service orientation, combined with digital innovation, promote women’s roles in household welfare, employment, and inclusive growth. A quantitative approach was conducted among 130 women-led MSMEs in Lampung Province, Indonesia. Partial least squares structural equation modeling (PLS-SEM) was employed to test seven hypotheses that link Islamic marketing, customer service, technological innovation, and women’s empowerment. Both measurement and structural models were assessed to ensure validity and reliability. The results indicate that Islamic marketing has no significant direct effect on women’s empowerment, while customer service demonstrates a strong positive influence. Technological innovation emerges as the most critical predictor, mediating the impact of both Islamic marketing and customer service. These findings suggest that Islamic business practices must be supported by digital adoption to drive empowerment. This study is among the first to empirically examine the mediating role of technological innovation in the relationship between Islamic marketing, customer service, and women’s empowerment in the context of MSMEs. It offers new insights into how combining Islamic values with digital transformation supports sustainable and inclusive economic development in Muslim-majority regions.
From Augmented Reality Gaming Temptation to Total Obsession: Investigating the Impact of Behavioural Intention and Continued Usage Towards AR Gaming
Augmented reality (AR) applications from retail try-ons to mobile games are changing behaviour of the user, but drivers of initial adoption and sustained engagement are underexplored. This study extends UTAUT2 by adding AR-specific factors—interactivity, immersivity, and technological embodiment and replacing hedonic motivation with hedonic adaptation to better predict behavioural intention and continued AR use. A stratified random sample of 300 participants from Delhi, Mumbai, and Bangalore played a 4-minute AR bowling game, then completed a 27-item survey; data were analyzed using partial least squares structural equation modeling (PLS-SEM). Interactivity, technological embodiment, effort expectancy, and hedonic adaptation predicted behavioural intention; immersivity shaped social influence. The model explained substantial variance in intention, which strongly forecasted continued usage, highlighting interactive, embodied, and novelty-sustaining AR elements. (1) modeling AR’s novelty-decay via hedonic adaptation in UTAUT2; (2) integrating AR dimensions to reveal experiential drivers of ongoing AR game engagement.
The Dynamics of Ambush Marketing Research: A Bibliometric Analysis and Visualisation of Research Trends and Collaborations
This study presents a comprehensive bibliometric analysis of ambush marketing research, utilizing data indexed in the Scopus database. Ambush marketing, a tactic employed by brands to gain visibility without official event sponsorship, has emerged as a significant area of inquiry in marketing and sports management. Using Biblioshiny, VOSviewer, and CiteSpace, the analysis maps the intellectual, conceptual, and social structures of the field. The results reveal a consistent growth in scientific output over the years, with notable contributions from researchers such as Burton and Séguin. Prominent journals like the International Journal of Sports Marketing and Sponsorship serve as key dissemination platforms. Country-wise analysis highlights the dominance of research output from the United States, Canada, and Australia. Network visualizations of co-citation and bibliographic coupling indicate strong theoretical foundations and interdisciplinary intersections. Keyword co-occurrence analysis identifies major themes such as guerrilla marketing, sponsorship effectiveness, and consumer response. The thematic map highlights emerging and niche areas requiring further exploration, including legal frameworks and ethical considerations. The study concludes by identifying research gaps and suggesting practical implications for policymakers, sponsors, and marketers to navigate ambush marketing’s evolving landscape.
Integrating Exergames in Physiotherapy: Business Model Insights and Strategic Recommendations
The integration of exergames in physiotherapy has gained attention due to their potential in improving rehabilitation outcomes, particularly for the elderly population facing mobility and fall risks. This study examines how exergames can be integrated into physiotherapy practices, focusing on business model elements and stakeholder perspectives, to determine the feasibility of market entry for an exergame product. A mixed-methods approach was employed, combining a comprehensive literature review on exergame technologies and digital health frameworks with qualitative interviews from physiotherapists at public and private clinics. Additionally, a pilot project framework was designed to validate the usability, clinical efficacy, and cost implications of the exergame prior to full-scale rollout. The study identified public clinics as the primary entry point for the exergame, with private clinics and community centers following. A subscription-based revenue model was preferred to minimize upfront costs for clinics. Key success factors for adoption included customizable exercise modules, multiplayer functionality for social engagement, and simplified onboarding. Strategic partnerships with government agencies and targeted marketing were also found to be crucial for widespread adoption.
Measuring Entrepreneurial Success in Inclusive Contexts in African countries: Indicators and Evaluation Frameworks
Entrepreneurial success has traditionally been evaluated using economic indicators such as profitability, firm growth, and survival rates. However, in African contexts where inclusive entrepreneurship plays a critical role in promoting equity and sustainable development, such conventional measures often overlook essential dimensions of inclusion, empowerment, and social transformation. This study develops a multidimensional framework for measuring entrepreneurial success in inclusive contexts across selected African countries. It integrates financial, human, social, and institutional dimensions to capture the real impact of entrepreneurship on marginalized and underrepresented groups, including women, youth, and persons with disabilities. Using a mixed-method design, the study draws on cross-country data from the Global Entrepreneurship Monitor (GEM), African Development Bank (AfDB) SME databases, and national enterprise surveys conducted between 2020 and 2024. Four econometric models are estimated to test the relationships between financial inclusion, human capital development, institutional support, and social empowerment as determinants of entrepreneurial success. The models include: (1) a financial inclusion model assessing access to credit and financial services; (2) a human capital model examining training, education, and experience; (3) an institutional support model focusing on public policy, incubator networks, and digital infrastructure; and (4) an integrated multidimensional model combining all key drivers. The results demonstrate that inclusive entrepreneurial success is significantly influenced by access to financial services, supportive institutional environments, and the availability of digital tools that enhance market participation. Moreover, the study introduces an Inclusive Entrepreneurial Success Index (IESI)-a composite measure designed to evaluate the performance of entrepreneurs within inclusive ecosystems. The IESI allows for comparative analysis across regions and policy programs, providing an adaptable tool for researchers, policymakers, and development practitioners. The findings emphasize the need to move beyond profit-based evaluation models toward broader indicators that reflect empowerment, equality of opportunity, and social impact. This new framework contributes to inclusive entrepreneurship theory and offers strategic insights for designing equitable and sustainable entrepreneurship policies aligned with the African Union’s Agenda 2063 and the UN Sustainable Development Goals (SDGs).
Creative Marketing and Its Role in Raising Customer Value
The research examines the correlation and impact of creative marketing on customer value, emphasizing its role in enhancing value. The core issue focuses on the extent to which Al-Kafeel Food Products Company utilizes creative marketing to achieve this goal. The research sample consisted of (226) respondents from Al-Kafeel Food Products Company customers who were randomly selected. An electronic questionnaire was used for data collection, published on social networking sites (Facebook, Instagram). The descriptive analytical approach was employed to analyze the responses, using SPSS V26 and SmartPLS software to derive the results. The research concluded that there is an impact and correlation between creative marketing and customer value. Creative marketing plays an important role in distinguishing companies from competitors by providing unique offers that add value to customers. This distinction helps attract customers’ attention and increase their interest in the products or services provided.
Impact of Omnichannel Applications on Reuse Intention and Moderating Role of Personal Innovativeness and Habit in the Customer Journey
This research aims to examine the effects of omnichannel applications on the fast-food purchasing experience and the moderating role of personal innovativeness and habit on this experience. The study analyzed data collected from 418 Azerbaijani fast-food consumers using SPSS and Process v4. A total of nine hypotheses were developed and tested. The research study found that the sub-dimensions of the customer journey experience variable had a positive impact on reuse intention. Personal innovativeness was found to weaken the relationship between pre-purchase experience and purchase experience variables on reuse intention. Habit was found to weaken the purchase and post-purchase experience variables. One of the study’s most significant contributions is the finding that while personal innovativeness weakens consumers’ intention to reuse an existing brand due to their search for new experiences, habituation, resulting from consumers’ routine behavior, diminishes the impact of experience quality. This finding suggests the need to develop differentiated marketing and experience strategies targeted at different consumer profiles.
Green Marketing Strategies and Consumer Preferences: An Empirical Analysis of Pricing, Promotion, Packaging, and Labeling
Growing consumer awareness of environmental issues has reshaped purchasing behavior, creating demand for sustainable and eco-friendly products. Businesses are increasingly adopting green marketing strategies to respond to this shift, yet limited research has been conducted in localized contexts such as the Philippines. Understanding how key marketing mix elements influence consumer preferences for green products is vital for both theory and practice. This study aimed to examine the influence of green marketing strategies in terms of price, promotion, packaging, and labeling on consumer buying preferences for green products in Naawan, Misamis Oriental. Specifically, it sought to determine which factors most significantly predict consumer choices and how these elements interact in shaping sustainable consumption. A quantitative, descriptive-correlational research design was employed. Data were collected from 300 respondents using a structured questionnaire and analyzed through correlation and regression techniques to measure the strength and predictive power of each marketing variable. Results revealed that all four variables significantly influence consumer preference, with promotion exerting the strongest effect, followed by price, packaging, and labeling. These findings indicate that effective promotional strategies and competitive pricing are the most powerful drivers of green product adoption, while sustainable packaging and credible labeling play important but comparatively supportive roles. The study contributes to the growing body of green marketing literature by highlighting localized consumer behavior. It underscores the importance for businesses and policymakers to integrate promotional, pricing, and sustainability practices to strengthen market acceptance and environmental responsibility.
How Does Perceived Social Presence Drive Impulse Buying Online? The Mediating Role of Flow Experience and Consumer Trust
The emergence of socially interactive shopping platforms in the era of online shopping has given a boost to online impulse purchases. However, little research has been conducted on the psychological processes underlying this phenomenon. This study investigates how perceived social presence (SP) (stimulus) influences impulse buying behaviour (IB) (response) through two mediators: flow experience (FE) and consumer trust (CT) (organism), guided by the stimulus–organism-response (S-O-R) model. In addition, the study examines how two important situational factors—time and availability of money—modify the relationship between FE and IB. A structured online survey collected information from 565 Indian online shoppers. The results show that perceived SP significantly increases customer trust and the FE, positively impacting IB. Statistical evidence for the mediating roles of FE and CT was significant. This study’s proposed dual-path mediation model can contribute to the growing literature on e-commerce impulse purchasing. Practical recommendations are made for online companies to optimize consumers’ engagement, build trust, and strategically induce impulse purchasing.
Digital Natives and Mobile Advertising: Insights into Consumer Attitudes
This study explores the attitudes of Malaysian digital natives toward mobile advertising, a crucial area given the increasing reliance on mobile devices for marketing. As digital natives—those who have grown up with technology—form a significant consumer base, understanding their perceptions is important for business engagement. Using a sample of 200 respondents, this study applies quantitative methods and employs SPSS for statistical analysis. The results confirm that information, entertainment, and credibility positively influence perceived value, while irritation has no significant impact. Furthermore, perceived value strongly influences attitudes of digital natives toward mobile advertising. These insights provide a framework for developing effective, consumer-friendly mobile advertising strategies. By analyzing these factors, the study seeks to identify patterns and preferences unique to Malaysian digital natives, providing a culturally relevant perspective. The findings will help develop targeted mobile advertising strategies that resonate with this tech-savvy audience, enhancing marketing effectiveness and consumer engagement in Malaysia’s rapidly evolving digital landscape. The study also aims to bridge the gap between academic research and practical application, offering actionable insights for marketers and advertisers operating in Malaysia.
An Analytical Study on the Role of Satisfaction in Mediating Customer Loyalty and AI-Powered Digital Banking
In modern digitech world, Artificial Intelligence (AI) technology that is acknowledged to have received the most impact on the global economy. AI is expected to benefit the world economy nearly $ 15.7 trillion by 2030 due to its reach, scope, application and environmental protection. Achieving sustainable development goals relies on long-term customer loyalty, which has a huge impact on the circular economy and social responsibility. The study aims to use satisfaction as a mediator to better understand how the changed AI technology acceptance factors connect to customer loyalty for digital banking services. This study used a cross-sectional survey in Hyderabad, India to get valid responses from 380 participants. A measurement model was created utilising a survey questionnaire and partial least squares path modeling to validate the measured items, test hypotheses, and assess the relationship between the various constructs. In terms of digital banking services, satisfaction totally mediates the modified AI Technology Acceptance Model (TAM) factors (perceived usefulness, perceived ease of use, perceived risk, perceived trust, and perceived benefit), as well as customer loyalty. Subsequently, the findings indicate that satisfaction plays a partial role in mediating AI acceptance factors and customer loyalty for digital banking services. Gender does not alter the association between AI acceptance criteria, customer loyalty, or satisfaction. In contrast, age serves as a moderator in the relationship between satisfaction, loyalty, and AI acceptance. According to the study’s findings, the employment of AI technology in sustainable financial services is critical for offering excellent customer experiences, which improves customer satisfaction and loyalty and hence pulls people to those services. The study shows how marketing managers can use modified AI acceptance factors to their advantage while promoting digital banking services in order to promote positive client loyalty.
Determinants of Consistent Board Exam Excellence among Top-Performing Accountancy Schools in Cebu City
This study aimed to examine the institutional and behavioral determinants of consistent success in the Certified Public Accountant (CPA) Licensure Examination among top-performing accountancy schools in Cebu City. It sought to determine how institutional strategies, faculty teaching practices, and student study motivation predicted CPA board examination performance. A predictive-correlational research design was employed to analyze data collected from 150 respondents selected through purposive and stratified sampling. The sample comprised 50 faculty members directly engaged in board-related instruction, 50 top-performing CPA examinees from the last three licensure cycles, 10 deans or program heads, 20 academic coordinators or review directors, and 20 administrators or quality assurance officers. Data were analyzed using descriptive statistics, Pearson product–moment correlation, multiple linear regression, one-way analysis of variance (ANOVA), and Tukey’s honestly significant difference (HSD) post hoc tests. Results revealed that all three independent variables significantly predicted CPA licensure performance (P < 0.001), with student study motivation emerging as the strongest predictor (β = 0.459), followed by institutional strategies (β = 0.387) and faculty teaching practices (β = 0.341). Significant differences were also observed across institutions, particularly in student motivation levels. These findings highlighted that sustained licensure excellence resulted from the synergistic interaction of institutional systems, pedagogical engagement, and learner behaviors. The study provided actionable insights for academic leaders and policy-makers to design integrated institutional frameworks that strengthen faculty development, student motivation, and curriculum alignment to optimize board exam outcomes. This research offered pioneering empirical evidence on localized predictors of CPA licensure success in the Philippines. It advanced a strategic framework linking institutional governance, instructional quality, and learner motivation—contributing to theory and practice in accounting education performance analytics.
The Effect of Consumer Brand Involvement on Brand Advocacy: A Moderated Mediation Model of Brand Affect and Perceived Value in an Emerging Market Context
This study investigates the effect of consumer brand involvement on brand advocacy by examining the mediating role of brand affect and the moderating role of perceived value within the culinary industry in Makassar, Indonesia, as a representative of an emerging market context. Using a survey of 272 consumers, the data were analyzed with structural equation modeling–partial least squares (SEM-PLS). The results reveal that consumer brand involvement significantly enhances brand affect, which in turn fosters stronger brand advocacy. Moreover, brand affect mediates the relationship between brand involvement and advocacy, confirming the centrality of emotional mechanisms in driving consumer advocacy. Conversely, the moderating role of perceived value was not supported, suggesting that emotional attachment outweighs rational value considerations in shaping advocacy within hedonic and culturally embedded consumption contexts. This study extends the stimulus–organism–response (SOR) framework and Brand Equity Theory by demonstrating the dominance of affective mechanisms over cognitive evaluations in emerging markets. It also fills a research gap by examining brand advocacy in the culinary sector, which has been underrepresented compared to studies on luxury or durable goods. From a managerial perspective, the findings suggest that culinary brands in emerging markets should prioritize strategies that strengthen emotional and cultural engagement—such as storytelling, experiential marketing, and community involvement—rather than relying solely on functional value propositions.
Resource and Human Capital Synergies as Determinants of MSME Growth: Evidence from Bislig City, Philippines
Micro, Small, and Medium Enterprises (MSMEs) fuel local innovation and employment but continue to face growth constraints in emerging economies. This study examined how internal firm characteristics enterprise size, years of operation, and owner’s educational attainment influence MSME performance in Bislig City, Philippines. Drawing on the Resource-Based View and Human Capital Theory, the research employed a quantitative correlational design using survey data from 236 MSME owners and managers. Multiple regression analysis revealed that enterprise size exerted the strongest influence on both sales’ growth and profitability, followed by years of operation and educational attainment. The results confirmed that firm performance depends on how entrepreneurs mobilize resources and apply managerial competence to overcome market limitations. By situating the analysis in a small urban economy in Mindanao, the study extended existing theories to a new context and provided empirical evidence for localized MSME policy design. The findings highlight the need for education-driven capacity building, innovation training, and credit access programs to strengthen MSME resilience and contribution to Sustainable Development Goals 8 and 9.
The Role of Resource Allocation in Linking Enterprise Risk Management to Competitive Advantage of Small and Medium- Sized Enterprises
The purpose of this study was to examine the role of resource allocation (RA) in linking enterprise risk management (ERM) to competitive advantage (CA) among medium-sized manufacturing enterprises in Shanghai, China, while exploring the moderating effect of innovation capability (IC). The study aimed to provide empirical insights into how ERM practices can be transformed into sustained organizational performance through effective resource deployment in a highly competitive and dynamic industrial context. A quantitative research design was adopted, and primary data were collected from 214 operations managers and business supervisors using structured questionnaires. The measurement scales were adapted from validated instruments in prior studies. Data analysis was conducted using SPSS, including descriptive statistics, reliability analysis, correlation analysis, and multiple regression to test direct, mediating, and moderating effects among the constructs. The results indicate that ERM has a significant positive impact on CA both directly and indirectly through RA. Furthermore, IC was found to strengthen the effect of RA on CA significantly. These findings emphasize the strategic importance of integrating risk management with resource deployment and fostering innovation to achieve sustained competitive performance. This study contributes to the literature by examining SMEs in Shanghai, highlighting the combined mediating and moderating mechanisms linking ERM, RA, and innovation to CA. Practically, it offers guidance for managers to implement risk-informed resource strategies and enhance IC to maintain resilience and competitiveness in emerging market contexts.
Role of Local Tourism Governance Policies in Achieving Sustainable Tourism Development: A PLS-SEM Modeling Study
Tourism development has increasingly become central to sustainable economic strategies, particularly in culturally and environmentally rich nations such as Indonesia. Despite the sector's contribution to GDP and employment, challenges in balancing environmental preservation, cultural integrity, and infrastructure development persist. This study aims to investigate the role of local tourism governance policies—specifically nature, cultural activity, recreation, and infrastructure development policies—in fostering sustainable tourism. Utilizing a quantitative approach, data were collected from 200 local government staff responsible for tourism in Indonesia. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to assess the structural relationships between policy types, community participation, and sustainable tourism development. The findings confirm significant positive effects of all four policy domains on sustainable tourism. Moreover, community participation significantly moderates the effectiveness of cultural and recreational policies but not nature or infrastructure policies. The study contributes theoretically by integrating governance frameworks with sustainability discourse, emphasizing the differentiated roles of policy types and community involvement. Practically, the findings highlight the need for policymakers to integrate inclusive participation mechanisms—especially in technical policy areas—to ensure comprehensive tourism sustainability. The results provide actionable insights for designing context-sensitive, community-empowered tourism strategies in developing nations.
Emotional Intelligence and Job Stress in Indian Healthcare: A Positive Psychology and Human Rights Perspective
This study investigates the relationship between positive psychological traits, emotional intelligence (EI), and job stress among healthcare professionals in Uttar Pradesh, India, framed within a positive psychology and human rights perspective. Drawing on the Job Demand–Resources (JD-R) and Conservation of Resources (COR) theories, the research positions EI as both a personal resource and a structural competency that can buffer against occupational stress. Using a quantitative, cross-sectional design, data were collected from 433 healthcare professionals employed in public and private hospitals, primary health centres, and community health centres. Validated measurement instruments, including the Wong and Law Emotional Intelligence Scale (WLEIS) and the Occupational Stress Index (OSI), were adapted for contextual relevance. Structural Equation Modeling (SEM) was employed to test the hypothesised relationships. Results indicate that Hope, Employee Resilience, Employee Motivation, and Work Commitment significantly enhance EI and directly reduce job stress, with EI mediating these effects. Work Commitment emerged as the strongest predictor of both increased EI and reduced job stress. The findings underscore the importance of treating EI development as an organisational responsibility rather than an individual coping mechanism, with implications for healthcare policy, workforce well-being, and equity.