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: Drivers of Consumers’ Intentions to Choose Green Hotels in Malaysia
items: Leveraging Network Capital for Global Expansion: Evidence from Chinese High-tech SMEs
items: Effects of AI Chatbots on Customer Satisfaction: Understanding the Mediating Role of Customer Satisfaction on Customer Loyalty
items: Factors Influencing Unemployment of Fresh Graduates in Malaysia
items: Organisational Alignment as a Strategic Enabler in Advancing Employee Championing Behaviour Via Transformational Leadership
items: Governance Mechanisms and Strategic Implementation Success in Public Sector Transformations: The Moderating Roles of Change Readiness and Resource Availability
items: The Rise of Digital Skills Research in the Fourth Industrial Revolution: A Bibliometric Analysis (2015–2025)
items: Does Financial Literacy Drive Financial Happiness and Job Success for Muslim? Insights from Thailand’s Southern Border Provinces
items: Institutions, Norms, and Self-Belief: A Moderated-Mediated Model of Women’s Political Participation
items: The Process of Promoting Employee Voluntary Tax Compliance in a Regulatory Alteration
items: The Impact of International University Transnational Social Media Brand Image on Student Brand Attitudes
items: The Impact of Digital Transformation on the Innovation Performance of SME through Employees’ Digital Capabilities: The Moderating Effect of Digital Transformation
items: Development and Validation of the Loyalty Program Composition Scale
items: The Influence of Beauty Influencers on the Purchasing Decisions of College Students in the Philippines
items: Linking Sustainable HRM to Employee Well-Being: Insights from the AMO Framework and the Mediating Influence of Perceived Organizational Support
items: FOMO and Impulse Buying in the Live Streaming Context: The Dual Mediation of E-WoM and Trust
items: Interaction of Organizational Innovation Management and Consumer Value Perception in the Aviation Sector
items: Tax Incentive, Ease of doing Business and Environmental Sustainability of SMES in Nigeria
items: Linking Individual and Organizational Islamic Work Ethics to Employee Commitment: The Mediating Role of Perceived Organizational Support in Islamic Banks
items: The role of Training Skills on the Relationship between Financial Services and Organization Performance among Small and Medium Enterprises in Libya
items: Determining Factors Influencing Entrepreneurial Intention: Integrating Self-determination Theory and Theory of Planned Behaviour
items: Unlocking Innovation through Digital HRM: How Employee Development and Transformational Leadership Shape Adoption Success
items: Environmental Determinants of Behavioral Intention to Adopt Electric Vehicles in Vietnam
items: Comparing Factors Affecting Indonesian and Malaysian Muslim Gen Z’s Intention to Purchase Halal Cosmetics
items: From Accounting to Trust: How Islamic Worldview Strengthens Financial Performance in Islamic Microfinance
items: Toward a Model of Explaining between Inspirational Motivation, Intellectual Stimulation on Employees’ Innovative Behaviour with Job Engagement as a Mediating
items: Integrating Social Interaction and Technology Readiness to Explain Consumer Adoption of Live-Streaming Shopping
items: Beyond the Label: Multidimensional Brand Equity Driving Apparel Visibility Through Customer Satisfaction
items: Does Trust Mediate Job Satisfaction Factor and Intention Factor to Keep on among the IT Employees?
items: Sustainable Digital Transformation in Logistics: A Regression Modeling Approach to Logistics 4.0 Awareness
items: How Technology Readiness Shapes Facial Recognition Payment Adoption: An Integrated Structural Model of Cognitive, Trust, and Risk Beliefs
items: Unpacking the Mediating Role of Doctor–Patient Trust in the Service Quality–Loyalty Link: Insights from a Large Public Hospital in Shandong, China
items: From Classroom Care to Digital Support: Ecological Foundations for Teacher-Responsibility, AI-Integration and Student Well-Being Framework
items: Scarcity Cues, Payment Convenience, and FOMO: Their Roles in Online Impulsive Buying and Post-Purchase Cognitive Dissonance
items: Reassessing Guanxi as Social Capital: Boundary Conditions for Service Innovation and Productivity Growth
items: Brand Experience as a Mediating Mechanism Between CSR Initiatives, CSR Supportive Behaviour, and Consumer Brand Loyalty
items: From Inclusion to Performance: Examining the Effects of Diversity, Equity, and Inclusion Initiatives on Job Performance of Healthcare Professionals
items: The Moderating Role of Business Intelligence in the Relationship between Supply Chain Alliances and Sustainable Firm Performance within Emerging Economic Environment
items: The Role of Second-Line Leadership Development in Achieving Competitive Advantage: Evidence from UAE
items: Digital Transformation Initiatives and Beneficiaries’ Satisfaction in Public Services: The Mediating Roles of Service Accessibility and Ease of Use
items: From Green Dynamic Capabilities to Competitive Advantage: A Dynamic Capabilities Perspective on Sustainability Innovation
items: Examination into the Mediating Role of Optimism on the Relationships between Work-life Balance, Job Embeddedness and Turnover Intention: Evidence from Central African Context of Cameroon
items: The Influence of Service Quality on Customer Satisfaction at a Selected Food Retailer in Durban
items: Development of a Brand Polarization Scale in Sports
items: Scientific Mapping of Purchase Intention Research: Patterns, Key Contributors, and Future Directions Based on Scopus (2023-2025)
items: Antecedents of Pentagon Fraud against Sustainability Reporting and Behavioral Organization as Intervening
items: Unveiling the Influence of Technology Anxiety on Facial Recognition Payment: Does the Golden Age Citizen Adopt the Payment with their Face?
items: Perceived Benefits of Digital Payments in Tanzania
items: Adoption of Omnichannel Technology along with its Impact on Customer Experience from an FMCG Perspective
items: Innovative Strategies in Employee Turnover Management: A Systematic Review of Best Practices and Their Impact on Employee Retention in the Hospitality Industry
items: Digital Synergy: Examining How IoT, Blockchain and AI Collectively Improve Supply Chain Transparency
items: The Concept of Fintech in The Sustainability of MSM’s Business in West Kalimantan: Moderated by Ease of Digital Payment
items: The Influence of Market Uncertainty on Sustainable Competitive Advantage with Supply Chain Endurance as a Mediating Variable
items: The Impact of Entrepreneurial Strategies on Organizational Performance Quality: The Role of Innovation as a Mediating Variable
items: Digital Eco-Brand Strategy of FMCG Companies as a Means of Attracting Loyal Audience
items: E-Tax System Adoption and Tax Compliance: The Role of Taxpayers Satisfaction, Taxpayers’ System Competence in the Post Covid-19 Pandemic Era
items: Trust in AI-Driven Marketing and its Impact on Brand Loyalty: The Mediating Role of Adoption Intention among Generation Z Consumers
items: Influence of Demographic Indicators on Smartphone Choice: Evidence from Azerbaijan
items: Bitcoin Price Dynamics: The Role of Community Activity, Social Media, and Market Liquidity
items: The Role of Strategic Planning in Enhancing Cloud-Based Business Intelligence to Achieve Organizational Goals in Jordanian Commercial Banks
items: Unveiling the Transition from Traditional to Online Shopping: An Extended UTAUT2 Framework in a Vietnamese Regional Hub
items: Factors Influencing Financial Behaviour of Youths through the Perspective of Information-Motivation-Behavioural Skills Model
items: A Review Study on the Influence and Impact of Knowledge Management Practices on the Performance and Growth of SMEs
items: Big Data’s Impact on Jordan Banks’ Organizational Innovation: Examining the Moderating Effects of Management Commitment and Mediating Knowledge Sharing
items: Green Training and Development Influencing Employee Green Behavior: The Mediating Role of Employee Green Attitude and Intentions in Lebanese Small and Medium-sized Enterprises
items: Role of Gamification and Perceived Value on Consumers’ Behavioural Intention to Use Buy-Now, Pay-Later (BNPL) Services through the Extended Tam Model
items: The Impact of Information Technology Use on Achieving a Sustainable Competitive Advantage in Airlines Companies
items: Cultural Adaptation as a Strategic Factor in Ensuring the Stable Presence of Enterprises in International Markets
items: Reassessing Organizational Competence as a Mediator between Service Quality and Customer Satisfaction: An Integrated SERVQUAL-Resource-based View Study of Amanah Ikhtiar Malaysia
items: Cost and Management Accounting Practices in Indian Hotels: Impact on Efficiency and Service Quality
items: TAM Model: Studying the Influence of Sustainability Labels on Consumer Willingness to Pay Premium Prices for Apparel Using PLS-SEM
items: The Brand Shield: How Brand Equity Moderates the Emotional Backlash of Gamification Failure
items: Influence of Fine-Dining Restaurant Service Quality and Legitimacy on Revisit Intentions in Tshwane City, South Africa

Drivers of Consumers’ Intentions to Choose Green Hotels in Malaysia
type: item
description: Malaysia has long been regarded as a leading destination for international tourists, with visitor arrivals increasing steadily over the years. Concurrently, global concern for environmental sustainability has grown, prompting travellers to become more conscious of eco-friendly practices. In response, the hospitality industry has seen the rise of “green hotels”, establishments that implement sustainable initiatives to minimise environmental impact and cater to environmentally aware guests. This study investigates how the key constructs of the Theory of Planned Behaviour (TPB) attitude, subjective norms, and perceived behavioural control, influence tourists’ intentions to choose eco-friendly hotels in Malaysia. Data were collected through a survey of 329 domestic and international travellers staying at certified green hotels nationwide. The data were then analysed using SPSS 21 and AMOS 21. Results from the structural equation modelling indicate that all TPB dimensions exert significant effects on tourists’ behavioural intentions, thereby supporting the proposed conceptual framework. These findings offer important implications for hotel marketers and managers of green hotels by demonstrating how tourists’ environmental concerns shape their decision-making. The insights can assist practitioners in developing more effective marketing strategies, enhancing service quality, and fostering repeat visitation as well as positive word-of-mouth.
creator: Shayesteh Moghadas
creator: Yuhanis Abdul Aziz
creator: Sunthorn Boonkaew
creator: Somnuk Aujirapongpan
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 1
ending page: 10
doi: 10.32479/irmm.22657

Leveraging Network Capital for Global Expansion: Evidence from Chinese High-tech SMEs
type: item
description: This empirical investigation examines the multidimensional influence of network capital on the internationalization performance of Chinese high-technology small and medium enterprises (SMEs), with government policy functioning as a critical moderating mechanism. Drawing upon the resource-based view, social capital theory, and institutional theory, we develop and test a comprehensive theoretical framework that disaggregates network capital into three distinct yet interrelated dimensions: availability of network resources, access to market opportunities, and access to collaborative partnerships. Employing a cross-sectional survey design, we collected primary data from 342 high-technology SMEs operating in Shenzhen, China's premier innovation ecosystem. Through structural equation modeling and multi-group moderation analysis, our empirical findings reveal that all three dimensions of network capital exert statistically significant positive effects on SME internationalization performance. Furthermore, government policy support demonstrates differential moderating effects, significantly amplifying the relationships between network resource availability and internationalization and between market opportunity access and internationalization, while exhibiting no significant moderation effect on the collaboration-internationalization nexus. These findings contribute to the international business literature by elucidating the boundary conditions under which network capital facilitates SME internationalization in emerging economies. The study offers actionable insights for policymakers designing targeted internationalization support programs and for SME managers strategically leveraging network resources for global expansion.
creator: Hang Ju
creator: Shamsul Huda Abd Rani
creator: Mohamad Hanif Abu Hassan
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 11
ending page: 18
doi: 10.32479/irmm.22933

Effects of AI Chatbots on Customer Satisfaction: Understanding the Mediating Role of Customer Satisfaction on Customer Loyalty
type: item
description: Advanced chatbots are powered by artificial intelligence, capable of solving complex queries, communicating with customers, and providing instant services through messaging. Advanced chatbots are not limited to customer support services, consumer research and recommendations. AI chatbots are used across industries like banking, financial services, hotel, tourism, media and entertainment and education. This is the need of the hour to assess the impact of AI chatbots on customer satisfaction and customer loyalty. The primary objective of this study is to determine the impact of AI chatbots on customer satisfaction and loyalty. This topic is considered for the research since artificial intelligence is influencing each business and individual. The current study considered one dependent variable (customer loyalty), and one mediating variable (customer satisfaction) and four independent variables (usability, responsiveness, trust and perceived risk). The sampling technique used for data collection was convenience sampling and the sample size was 413. Statistical techniques like exploratory factor analysis (EFA), structural equation modeling (SEM), and mediation analysis were used for data analysis. All construct of this study meets the threshold with average variance extracted exceeding 0.50 and composite reliability exceeding 0.70. All indices of the model fit were found statistically significant on several parameters. Among all variables, only perceived risk affects the customer satisfaction.
creator: Imran Ali
creator: Mohammad Naushad
creator: Mohammad Rishad Faridi
creator: Abdullah Saad Rashed
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 19
ending page: 28
doi: 10.32479/irmm.21405

Factors Influencing Unemployment of Fresh Graduates in Malaysia
type: item
description: This study examines the relationship between English proficiency, graduates' attributes, employability skills, job mismatch, and unemployment of fresh graduates in Malaysia. A quantitative questionnaire survey method was used to collect data from 300 respondents who were college or university graduates in Malaysia. The researchers employed the Statistical Package for the Social Sciences (SPSS) to examine the collected data. The findings revealed a substantial negative correlation between English proficiency, employability skills, and unemployment after graduation. In addition, the findings showed a positive correlation between graduates’ attributes and unemployment. The study's findings indicate that English proficiency has the most significant impact on unemployment among fresh graduates. Universities or colleges should encourage their students to develop employability skills, including the ability to understand, speak clearly, make decisions, solve problems, and produce creative works. Additionally, they should assess students' English proficiency and prioritize developing their employability skills. Malaysian higher education institutions should assist graduates in developing employability skills to meet industry needs and enhance their marketability in the job market.
creator: Lim Lee Ping
creator: Ong Choon Hee
creator: Tan Owee Kowang
creator: Lim Kim Yew
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 29
ending page: 34
doi: 10.32479/irmm.22719

Organisational Alignment as a Strategic Enabler in Advancing Employee Championing Behaviour Via Transformational Leadership
type: item
description: This research explores the role of organisational alignment as a catalyst that strengthens the relationship between transformational leadership and employee championing behaviour. In today’s dynamic business environment, employees who actively advocate organisational goals and drive change are essential for sustaining innovation and adaptability. While transformational leadership inspires such proactive behaviour, its impact often depends on how well an organisation’s systems, culture, and strategy are aligned. Grounded in Social Exchange Theory, Role Theory, and Person-Organisation Fit Theory, this research examines how alignment enhances the translation of leadership vision into employee advocacy. Using a quantitative survey design, data were collected from employees across various sectors in South India and analysed through structural modelling techniques. The study integrates structural and psychological perspectives to explain how organisational alignment and factors such as trust, empowerment, and motivation enable employees to champion change. The findings contribute to leadership and organisational behaviour literature by positioning alignment as a critical enabler that connects leadership intent with employee action, offering valuable insights for building cohesive and high-performing organisations.
creator: Noel Simon Roy
creator: M. Manimekalai
creator: Jishin George Oommen
creator: B. Gopakumar
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 35
ending page: 40
doi: 10.32479/irmm.22566

Governance Mechanisms and Strategic Implementation Success in Public Sector Transformations: The Moderating Roles of Change Readiness and Resource Availability
type: item
description: Emerging markets pursuing rapid transformations face governance challenges requiring simultaneous attention to strategic oversight, organizational readiness, and implementation capacity. This study examines how governance mechanisms influence strategic implementation success in Saudi Arabia's National Transformation Program, considering moderating effects of organizational change readiness and resource availability. Structural equation modeling analyzed data from 384 public sector managers across multiple government entities. Results demonstrate governance mechanisms substantially influence implementation success, explaining 67% of variance. Change readiness and resource availability significantly moderate these relationships—governance effectiveness is 65% and 44% higher respectively in organizations with high versus low levels of these contingencies. Digital infrastructure positively influences success through adaptive capacity development. Findings reveal governance mechanisms operate contingently rather than universally, with effectiveness depending critically on organizational readiness and resource availability. This research provides first empirical evidence of governance-performance relationships in Middle Eastern transformations, demonstrating transformation-specific contingencies warranting context-adapted implementation approaches.
creator: Majed Alsuhaimi
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 41
ending page: 51
doi: 10.32479/irmm.22548

The Rise of Digital Skills Research in the Fourth Industrial Revolution: A Bibliometric Analysis (2015–2025)
type: item
description: This study presents a bibliometric analysis of digital skills research based on 450 Scopus-indexed articles published between 2015 and 2025 in Business, Management, and Accounting. Biblioshiny and VOSviewer were used to identify influential authors, leading journals, institutions, and emerging themes. The analysis reveals an annual publication growth rate of 58.01 per cent, underscoring the increasing importance of digital competencies in workforce development, educational innovation, and economic resilience within the context of the Fourth Industrial Revolution. Keyword co-occurrence highlights clusters related to digital transformation, technology adoption, digitisation, e-learning, and the digital divide, reflecting how organisations and societies incorporate digital capabilities. Bibliometric coupling identifies the intellectual influence of scholars such as Perez-Amaral, Lopez, and Garin-Munoz, while journals including Technological Forecasting and Social Change and Technology in Society emerge as central platforms for disseminating this research. Geographical analysis highlights significant contributions from Spain, Italy, and Indonesia, illustrating both global engagement and regional priorities. The COVID-19 pandemic further accelerated digital transformation, intensifying the urgency of digital upskilling. This review synthesises the evolution, structure, and gaps of digital skills research and provides guidance for scholars, educators, policymakers, and practitioners seeking to strengthen digital literacy and advance inclusive digital economies.
creator: Teh Nurul Afiza Abdul Jalil
creator: Mohd Abidzar Zainol Abidin
creator: Rawiyah Abd Hamid
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 52
ending page: 64
doi: 10.32479/irmm.21513

Does Financial Literacy Drive Financial Happiness and Job Success for Muslim? Insights from Thailand’s Southern Border Provinces
type: item
description: This research aims to 1) investigate and explore the influence of financial literacy on financial happiness, 2) examine the influence of financial literacy on job performance, and 3) assess the impact of financial happiness on job performance among Muslim state officers in the three southern border provinces of Thailand, namely Yala, Pattani, and Narathiwat. This study employs a quantitative research approach, utilizing questionnaires for data collection. The sample group consists of 510 Muslim state officers working in local administrations within the three southern border provinces. Statistical analyses included frequency, percentage, mean, and standard deviation, with data analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The study's findings indicate that two hypotheses were supported. Hypothesis 1, which posits that financial literacy positively influences financial happiness, showed a direct effect of 0.845. Hypothesis 3, which suggests that financial happiness positively influences job performance, demonstrated a direct effect of 0.694. However, Hypothesis 2, which proposed a positive influence of financial literacy on job performance, was rejected, with a direct effect of 0.109 and an indirect effect of 0.586. These findings can be applied in various contexts to enhance the quality of life in terms of financial literacy, financial happiness, and job performance among Muslim state officers in the southern border provinces of Thailand.
creator: Kanokwan Meesook
creator: Anwa Kaje
creator: Pimpisa Promma
creator: Busaya Vongchavalitkul
creator: Berto Usman
creator: Somnuk Aujirapongpan
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 65
ending page: 75
doi: 10.32479/irmm.22539

Institutions, Norms, and Self-Belief: A Moderated-Mediated Model of Women’s Political Participation
type: item
description: In South Asia, institutional, socio-cultural, and economic barriers prevent women from participating in politics, a prerequisite for democracy. This study examines how educational attainment, economic independence, community and family support, and political party membership affect women’s political involvement in Sri Lanka, Pakistan, and India. The study also evaluates the moderating effects of cultural norms and the mediating effects of political self-efficacy using a single analytical approach. A quantitative cross-sectional survey obtained primary data from 1,035 women in all three countries. These women had diverse careers and social backgrounds. The data were evaluated using Structural Equation Modeling to determine direct, mediated, and moderated relationships among constructs. The study shows that educational performance, economic independence, family/community support, and political party inclusion influence women’s political involvement. Psychological empowerment converts resources into involvement, and political self-efficacy partially regulates social and institutional support. Limited cultural norms reduce the influence of economic independence and education on political engagement. Combining economic, structural, and psychological factors creates an integrated overview of South Asian women’s political involvement. The findings affect policymakers and political organizations seeking to remove cultural and institutional impediments to female empowerment and inclusive governance.
creator: Muhammad Shahab
creator: Razia Sultana
creator: Baserat Sultana
creator: Shanthi Rajan
creator: Lubna Amin
creator: Imran Naseem
creator: Ilknur Ozturk
creator: Khalid Zaman
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 76
ending page: 89
doi: 10.32479/irmm.23188

The Process of Promoting Employee Voluntary Tax Compliance in a Regulatory Alteration
type: item
description: The study examines the mediating effect of trust on the relationship between procedural fairness and voluntary tax compliance among employees required to report underpaid tax returns due to a regulatory change. This study surveys employees of a state university in Central Java, Indonesia. Our sample comprises 165 employees. The results suggest that procedural fairness and trust in authorities play crucial roles in promoting voluntary tax compliance. This study also reveals the complementary and partial mediation effect of trust on the relationship between procedural fairness and voluntary tax compliance. This study is the first to investigate the process of achieving voluntary tax compliance among employees in a regulatory-alteration context in a developing country. This study highlights the importance of tax authorities moving beyond the traditional compliance model by building trust through fair treatment when seeking to encourage honest tax reporting among employees.
creator: Nur Cahyonowati
creator: Agung Juliarto
creator: Dwi Ratmono
creator: Frendy Frendy
creator: Abdul Ghafar Ismail
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 90
ending page: 96
doi: 10.32479/irmm.22713

The Impact of International University Transnational Social Media Brand Image on Student Brand Attitudes
type: item
description: This paper aimed to examine the relationship between international university brand image and brand attitudes in transnational social media environment. The author analyzed the concepts of international university brand image on transnational social media; and expanded the dimensions of international university brand image in this context. Based on the Biel brand image model, a new model was tested using PLS-SEM analysis involving 390 respondents from China. In China’s social media environment, among the four dimensions of international university brand image, university image and source country image significantly and positively affect Chinese students’ brand attitudes. Student image and product or service image have no significant impact on brand attitudes. Based on the Biel brand image model, this study extended the understanding of brand image in the context of transnational social media marketing. It addressed the knowledge gap regarding how international university brand image relates to brand attitude on these platforms.
creator: Junrui Ma
creator: Azaze-Azizi Abdul Adis
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 97
ending page: 104
doi: 10.32479/irmm.22647

The Impact of Digital Transformation on the Innovation Performance of SME through Employees’ Digital Capabilities: The Moderating Effect of Digital Transformation
type: item
description: In the digital age, small and medium-sized enterprises (SMEs) face significant challenges and opportunities in adopting digital transformation (DT) to enhance their innovation performance. This study investigates the critical role of employee digital capabilities and digital transformational leadership (DTL) in driving innovation within SMEs. By leveraging a theoretical framework that integrates digital adoption, digital drive, and digital culture, this paper explores how these factors influence innovation performance. Using Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze survey data from SMEs, the findings reveal that employee digital capabilities significantly mediate the relationship between digital transformation and innovation performance. Furthermore, digital transformational leadership is found to moderate this relationship, amplifying the positive effects of employee digital capabilities on innovation. The study contributes to the literature by highlighting the interconnectedness of digital transformation, leadership, and employee competencies in fostering innovation in SMEs. The results underscore the importance of strategic leadership and employee skill development in navigating digital transformation processes. Implications for managers and policymakers are discussed, particularly in the context of fostering a digital culture and enhancing organizational agility through leadership and employee capabilities.
creator: Ahmed Mohammed Abdulaal
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 105
ending page: 118
doi: 10.32479/irmm.22807

Development and Validation of the Loyalty Program Composition Scale
type: item
description: Modern loyalty programs have evolved from simple point systems to complex platforms that combine economic benefits with experiential elements. However, despite the widespread use of loyalty programs, existing measurement tools often focus on single dimensions or binary distinctions and remain insufficient in reflecting the complex nature of contemporary programs. This study aims to develop a valid and reliable "Loyalty Program Composition Scale" to measure this multidimensional structure from the customer's perspective. Data were collected using purposive sampling from consumers actively using the Migros Money loyalty program in Turkey (N = 785). Exploratory factor analysis revealed a five-factor structure (Reward/Incentive, Convenience, Price Advantage, Gamification, and Status). Confirmatory factor analysis demonstrated good model fit. All dimensions exhibited high internal consistency, convergent validity, and discriminant validity. Criterion validity was established through significant positive correlations with loyalty program satisfaction. This scale fills gaps in the national and international literature by integrating traditional economic benefits with contemporary elements such as gamification and status, offering researchers and practitioners the potential for a comprehensive diagnostic tool to evaluate and design effective loyalty programs.
creator: Lokman Ercin
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 119
ending page: 128
doi: 10.32479/irmm.22694

The Influence of Beauty Influencers on the Purchasing Decisions of College Students in the Philippines
type: item
description: This study examined the influence of beauty influencers on the purchasing decisions of college students in Nueva Ecija, Philippines. Using a descriptive quantitative research design, data were collected from 155 randomly selected college students through a structured questionnaire focusing on influencer credibility, engagement, and content type. Results revealed that credibility, particularly trustworthiness and authenticity, had the most significant impact on purchase intentions, followed by expertise and transparency. Students preferred influencers who appeared genuine, disclosed sponsorships, and demonstrated deep product knowledge. In terms of content, educational posts—including tutorials and product explanations—were found to be the most persuasive, while video demonstrations, high-quality images, detailed written reviews, and storytelling techniques further enhanced trust and buying confidence. The findings underscore that college students are critical yet responsive consumers who value honesty, relatability, and informative content over overt promotional tactics. The study recommends that businesses collaborate with credible and authentic influencers, prioritize transparent and educational content, and foster interactive engagement to build stronger consumer relationships and improve marketing effectiveness.
creator: Ma. Cecilia P. Reyes
creator: Mark Alvin H. Abad
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 129
ending page: 135
doi: 10.32479/irmm.22385

Linking Sustainable HRM to Employee Well-Being: Insights from the AMO Framework and the Mediating Influence of Perceived Organizational Support
type: item
description: This study uses the Ability–Motivation–Opportunity (AMO) framework to analyze the relationship between Sustainable HRM and employee well-being, using Perceived Organizational Support (POS) as a mediating mechanism. The study examines how ability-, motivation-, and opportunity-enhancing HR practices affect employees' perceptions of support and general well-being in the healthcare industry in Punjab, India. The results of the study, which used quantitative data gathered from healthcare workers, show that Sustainable HRM has a positive direct and indirect impact on employee well-being through POS. The findings highlight how crucial supportive organizational settings are to converting sustainable HR practices into significant psychological effects. This study adds to the body of knowledge in HRM by demonstrating the significance of people-centric HR strategies in healthcare settings and validating POS as a major explanatory pathway within the AMO-based sustainability framework. In order to support employee well-being and enhance organizational sustainability, the implications push practitioners and policymakers to embrace sustainable HRM practices.
creator: Aaliya Ashraf
creator: Sushant Gupta
creator: Ulfat Andrabi
creator: Nancy Sahni
creator: Ramona Birau
creator: Virgil Popescu
creator: Ștefan Mărgăritescu
creator: Gabriela Ana Maria Lupu (Filip)
creator: Roxana-Mihaela Nioata (Chireac)
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 136
ending page: 146
doi: 10.32479/irmm.22525

FOMO and Impulse Buying in the Live Streaming Context: The Dual Mediation of E-WoM and Trust
type: item
description: This study examines the psychological and social mechanisms influencing impulsive buying behavior on live-streaming commerce platforms, focusing on the roles of Fear of Missing Out (FOMO), consumer trust, and electronic word-of-mouth (E-WoM). Live commerce is rapidly expanding in Indonesia through platforms such as TikTok Shop and Shopee Live; however, empirical studies in emerging urban markets like Makassar remain limited. Data were collected from 272 respondents with live-streaming purchase experience and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that FOMO positively affects consumer trust, which enhances engagement with E-WoM and drives impulsive buying. Mediation analysis reveals a multi-layer mechanism in which FOMO shapes trust and amplifies the persuasive effect of consumer-generated reviews, supporting the Stimulus–Organism–Response (S-O-R) framework and Social Proof Theory. This study contributes to the literature by introducing a multi-step mediation model and offering new insights into consumer behavior in Makassar as a rapidly growing market. The findings provide strategic implications for marketers and platform developers to optimize scarcity-driven marketing strategies, strengthen trust-building mechanisms, and foster interactive community engagement to improve conversion rates and competitiveness in Indonesia’s evolving e-commerce ecosystem.
creator: Novita Kumala Sari
creator: Abdul Rahman Mus
creator: Mursalim Laekkeng
creator: Syamsu Alam
creator: Ilhan Safar
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 147
ending page: 152
doi: 10.32479/irmm.21531

Interaction of Organizational Innovation Management and Consumer Value Perception in the Aviation Sector
type: item
description: This study examines the impact of organizational innovation management on consumer value perception in the aviation sector by focusing on product, strategy, process, and market innovation dimensions. A quantitative research design was employed, and data were collected through a survey conducted with working-age individuals (18-65 years old) in Turkey during January and February 2025. A total of 492 valid responses were obtained. The questionnaire included demographic items, the organizational innovation scale, and the perceived value scale. The study received ethical approval from Istanbul Medipol University (Decision No. 186, 2025). Findings reveal that product innovation positively affects emotional, functional, and economic value perceptions, while strategic innovation significantly impacts all value dimensions. Market innovation strongly influences economic value, and process innovation contributes only to functional value. These results highlight that organizational innovation management in aviation significantly shapes consumer perceptions and suggest that innovation efforts should be more consumer-centered to enhance satisfaction and loyalty. The study contributes to understanding how different innovation types influence consumer behavior and offers insights for aviation businesses aiming to improve their innovation orientation in a competitive market.
creator: Fatih Karaman
creator: Muhammed Talha Narci
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 153
ending page: 162
doi: 10.32479/irmm.22557

Tax Incentive, Ease of doing Business and Environmental Sustainability of SMES in Nigeria
type: item
description: This study investigates the effect of tax incentives, ease of doing business, and environmental sustainability of small and medium enterprises (SMEs), considering the moderating role of ease of doing business. The study sampled 387 SMEs using Taro Yamane from the population of 11,663 SMEs owners in Lagos, Nigeria. The study employed a field survey research design, using an online structured questionnaire administered to SME owners. The instrument's validity and reliability were based on KMO, Bartlett’s test of sphericity, and Cronbach’s alpha test. Both descriptive and inferential methods of data analysis were adopted in the study. The findings revealed that most participants agree that tax incentives and ease of doing business deepen environmental sustainability. Furthermore, the study found that tax incentives collectively play an important role in influencing environmental sustainability, while ease of doing business significantly moderated the effect of tax incentives on environmental sustainability. The practical implication of this study informs the government and tax administrators to prioritize tax incentives for SMEs. The findings are expected to encourage policymakers to initiate tax reforms and legal framework tax initiatives to ease of doing business and implement tax incentive reforms to enhance the environmental sustainability of SMEs in Nigeria.
creator: Grace Oyeyemi Ogundajo
creator: Theophilus Anaekenwa Aguguom
creator: Oluwatobi Ayodele Abiola
creator: Olumide Olayiwola Akinpelu
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 163
ending page: 175
doi: 10.32479/irmm.19707

Linking Individual and Organizational Islamic Work Ethics to Employee Commitment: The Mediating Role of Perceived Organizational Support in Islamic Banks
type: item
description: This research investigates the relationship between Islamic Work Ethics (IWE) and employee commitment, with a particular interest in the mediating effect of perceived organizational support (POS) within the Jordanian Islamic banks. Drawing upon the theory of organizational support as well as the social exchange theory, the study conceptualizes IWE as a multidimensional concept that comprises the individual level of ethical orientations and organization-level ethical practices. A quantitative methodology was used, and the data was gathered using a structured survey that was administered to the employees employed in Islamic banking institutions in Jordan. A total of 312 usable responses was analyzed by (PLS - SEM). The results demonstrate that individual and organizational dimensions of IWE have significant positive impacts on the perceptions of organizational support by employees. As a result, organizational support as perceived by employees was found to have a strong and positive influence on employee commitment. In addition, the analysis confirms the role of POS as a significant mediating mechanism in the relationship between IWE, at both levels, and commitment in employees. These results suggest that Islamic ethical values increase employee commitment by strengthening mainly perceptions of organizational support, but not directly. The research contributes to the literature by extending previous research studies on IWE beyond a one-dimensional perspective and also combining ethics values with organizational support mechanisms. From a practical perspective, the results indicate the significance of institutionalizing Islamic moral principles in organizational policies and practices, as such institutionalization may provide validation of perceived support and promote continued commitment of employees in Islamic banking organizations.
creator: Mohammad Said Hawwa
creator: Amro Alzghoul
creator: Mohammad AL Jedi
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 176
ending page: 183
doi: 10.32479/irmm.23004

The role of Training Skills on the Relationship between Financial Services and Organization Performance among Small and Medium Enterprises in Libya
type: item
description: This study investigates the impact of financial services on SME performance in Libya, examining training skills as a mediating mechanism. Using a quantitative research design, data were collected via a structured questionnaire distributed to 530 SMEs, with 392 valid responses obtained, representing a 74% response rate. The study employs PLS-SEM to assess direct and indirect relationships among constructs. The results indicate that financial services positively and significantly influence both SME performance and training skills. Training skills, in turn, positively affect SME performance and mediate the relationship between financial services and performance. These findings underscore that access to financial resources alone is insufficient; SMEs must possess internal capabilities, particularly through training, to effectively utilize financial services for enhanced outcomes. The study contributes to human capital and capability-based perspectives in fragile economies and provides practical insights for policymakers, financial institutions, and SME managers, emphasizing the importance of integrating financial support with targeted skill development initiatives to achieve sustainable SME growth.
creator: Omer Mohamed Ali
creator: Mahmoud Abdualaziz Y. Yakhlf
creator: Mohamed Aghel
creator: Abdulhadi Mohamed Alhadi Drhoub
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 184
ending page: 192
doi: 10.32479/irmm.22587

Determining Factors Influencing Entrepreneurial Intention: Integrating Self-determination Theory and Theory of Planned Behaviour
type: item
description: This study aims to investigate several determinants of student entrepreneurial intention in Indonesia by integrating the theoretical framework of self-determination theory (SDT) and the theory of planned behaviour (TPB). The variables comprise entrepreneurial motivation, attitude, subjective norm, and perceived behaviour control. It further examines the consistency of the entrepreneurial intention model with PLS-SEM multi-group analysis (MGA). The current study employs a positivism approach, in which integrated SDT and TPB are assessed. It uses a self-reported questionnaire to collect the data randomly. There were 362 pieces of data collected from Indonesian university students. Partial least square structural equation modelling (PLS-SEM) is utilized to test the research hypothesis. This study also employs multi-group analysis (MGA) to assess the model robustness of the student group characteristics. The study results reveal that three predictors - attitude, subjective norm, and perceived behaviour control - affect entrepreneurial intention. Meanwhile, entrepreneurial motivation affects entrepreneurial intention. Furthermore, attitude, subjective norms, and perceived behaviour control significantly mediate the effect of entrepreneurial motivation on entrepreneurial intention. However, after examining the consistency of the model, further discussion is needed. The results of this study carry considerable theoretical and practical implications for the education system and higher education policymakers.
creator: Siswanto Siswanto
creator: Masyhuri Masyhuri
creator: Salim Al Idrus
creator: Sri Palupi Prabandari
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 193
ending page: 204
doi: 10.32479/irmm.22827

Unlocking Innovation through Digital HRM: How Employee Development and Transformational Leadership Shape Adoption Success
type: item
description: Digital transformation as a shaping influence on the reshaping of HRM, above all, service-based industries like the healthcare industry, has been the focus of many articles. Digital HRM as an influence on Jordanian private hospitals' innovation acquisition, the role of employee skill development as a mediator, as well as leadership support as a situational condition, has been the center of attention here. Based on the TOE framework, as well as the RBV, the research tests the postulated relationships utilizing a structure modeling method, relying on data collected from professional persons working in hospitals. Findings indicate that, both directly as well as through the avenue of facilitating a positive effect on employee skill development, digital HRM is the prime facilitator of creativity. Healthcare organizations exhibit more capability to adopt as well as execute innovative ideas where digital HRM practice augurs opportunities for ordered mastering as well as successive professional practice. Mediating role of skill development highlights the strategic imperative of investing as a conduit between technology as well as innovation. Interesting to note is the consideration that the effect of digital HRM on creativity is insignificant altered through the influence of leadership support, indicating that, in professionalized hospital settings, other organizational forces may be more consequential. Based on the processes through which HR digitization yields innovation outcomes, the research product, hereby, contributes to the increasing body of research on digital HRM as well as on healthcare innovation. It furnishes firms as well as hospitals' menageries with valuable recommendations regarding creating innovative workforces where resources are the constraining factor.
creator: Salma Al-Shammari
creator: Amro Alzghoul
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 205
ending page: 213
doi: 10.32479/irmm.22688

Environmental Determinants of Behavioral Intention to Adopt Electric Vehicles in Vietnam
type: item
description: This research examines Vietnamese consumers’ intention to adopt EVs by extending the Theory of Planned Behavior with three environmental variables: environmental knowledge, environmental concern, and environmental responsibility. A sample of 545 valid responses based on an online survey was analyzed and the research model was analyzed using structural equation modeling. The extended model explains 42.4% of the variance in behavioral intention, indicating a relatively strong explanatory power. The results show that environmental knowledge, environmental concern, and environmental responsibility significantly influence behavioral intention directly as well as indirectly via attitude, subjective norms, and perceived behavioral control. All core constructs of the Theory of Planned Behavior also exert positive effects on behavioral intention, with perceived behavioral control emerging as the strongest predictor (β = 0.322). These findings underscore the significance of incorporating environmental factors into models of behavior and offer practical implications for policymakers and promotors aiming to enhance sustainable mobility adoption.
creator: Nam Khoa Nguyen
creator: Thi Hai Linh Nguyen
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 214
ending page: 224
doi: 10.32479/irmm.22672

Comparing Factors Affecting Indonesian and Malaysian Muslim Gen Z’s Intention to Purchase Halal Cosmetics
type: item
description: As countries with the largest Muslim populations, Indonesia and Malaysia are committed to being the leaders of the halal cosmetics business in the world. Their government regulation stated that Muslim consumers must use halal cosmetics, while the intention to purchase halal cosmetics among Muslim Gen Z, as a massive user of cosmetics, is still low. Therefore, what should the two countries do to realize their commitment? This research aims to compare Indonesian and Malaysian Muslim Gen Z’s purchase intentions for halal cosmetics and to examine the moderating effect of their respective governments’ regulations on these intentions. The Multiple Linear Regression statistical analysis tool was applied with 120 Gen. Z Muslim respondents, each from Indonesia and Malaysia. The findings conclude that Gen Z’s intention to buy halal cosmetics is influenced by religiosity, halal awareness, price, promotion, and brand image, with government regulation also moderating this relationship. Malaysian Gen Z purchase intention is stronger than Indonesian Gen Z. It is hoped that the two countries may become the center of the global halal cosmetics industry, as Gen Z purchase intention for halal cosmetics and its sales increase. From the researchers’ knowledge, this is the first study to use this framework.
creator: Sylvia Rozza
creator: Efriyanto Efriyanto
creator: Aulia Dwi Kusumawardhani
creator: Leksia Aura Suci Busono
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 225
ending page: 232
doi: 10.32479/irmm.22979

From Accounting to Trust: How Islamic Worldview Strengthens Financial Performance in Islamic Microfinance
type: item
description: This study examines the influence of accounting information quality, financial reporting transparency, and financing transparency on the financial performance of Islamic Microfinance Institutions (IMFIs), while positioning the Islamic worldview as a moderating construct that embeds ethical-spiritual foundations into Islamic financial governance. Motivated by persistent challenges of weak transparency, uneven Shariah compliance, and fragmented reporting practices in IMFIs, this research integrates Islamic philosophical principles particularly tawhid, justice, maslahah, and accountability into a performance model that aligns financial viability with ethical legitimacy. Using a quantitative causal design, data were collected from 360 BMT members in Palembang, Indonesia, and analyzed through Moderated Regression Analysis (MRA). The findings demonstrate that accounting information quality, financial reporting transparency, and financing transparency each exert a positive and significant effect on financial performance. More critically, the Islamic worldview significantly strengthens all three relationships, confirming its role as a normative and operational mechanism that enhances trust, reinforces ethical accountability, and improves institutional resilience. These results provide theoretical contributions by integrating Islamic worldview into performance measurement and advancing Islamic-based accountability beyond technical metrics, while offering practical implications for strengthening governance, reporting quality, and stakeholder confidence in IMFIs. The study concludes by underscoring the inseparability of ethical accountability and financial sustainability in Islamic finance and highlights avenues for future research on non-financial outcomes and cross-regional comparisons.
creator: Achmad Soediro
creator: Media Kusumawardani
creator: Muhammad Arta Kasyfillah
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 233
ending page: 243
doi: 10.32479/irmm.22701

Toward a Model of Explaining between Inspirational Motivation, Intellectual Stimulation on Employees’ Innovative Behaviour with Job Engagement as a Mediating
type: item
description: Organizations heavily rely on the innovative behaviours of their employees and, therefore, need to remain competitive with respect to their rapidly transforming environments. Inspiring motivation and intellectual stimulation of employees with regard to behavioural transformations is the primary focus of transformational leadership. The purpose of this study is to examine the impact of dimensions of transformational leadership, inspirational motivation and intellectual stimulation, on employees’ innovative behaviours, with mediating role of job engagement. Using a statistical technique, Partial Least Squares Structural Equation Modelling (PLS-SEM), information was gathered from 351 employees from three telecommunications companies in Jordan and a quantitative methodology was used in the analysis. The results found positive relationship between inspirational motivation, intellectual stimulation and employees’ innovative behaviours, while transformational leadership dimensions influence on job engagement. In addition, it was found that job engagement partially mediated the relationships, meaning that employees, especially in relation to engagement, are more likely to act upon the innovative behaviours to demonstrate leadership on the work role. The predictor of these relationships was intellectual stimulation, demonstrating the importance of developing a culture that promotes problem-solving and innovative thinking. The present research adds to inspiring motivation and intellectual stimulation literature by demonstrating and clarifying ways to promote innovation behaviour through transformational leadership, and offers a useful instrument for organizations in their attempts to enhance and strengthen job engagement and innovation performance.
creator: Khaled Jadu
creator: Zuhaina Mustapa
creator: Nor Farehan Omar
creator: Norfadzilah Abdul Razak
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 244
ending page: 255
doi: 10.32479/irmm.22572

Integrating Social Interaction and Technology Readiness to Explain Consumer Adoption of Live-Streaming Shopping
type: item
description: Live-streaming shopping has rapidly emerged as a dominant form of digital commerce, yet the mechanisms driving consumers’ intention and actual purchasing behavior remain insufficiently understood. Drawing on the Technology Acceptance Model (TAM) and Technology Readiness (TR) theory, this study develops and tests a comprehensive model integrating live-streaming interactivity, anchor credibility, perceived complexity, trust, intention, and technology readiness as a moderator. Using data from 284 Chinese consumers and SmartPLS 4.1, the results reveal that interactivity and anchor credibility significantly enhance trust and intention, whereas perceived complexity negatively affects both constructs. Trust and intention strongly predict actual behavior, demonstrating their central roles in live-streaming commerce. Importantly, technology readiness not only directly influences actual behavior but also strengthens the intention–behavior linkage, indicating that consumers with higher technology readiness are more capable of translating intention into action. The model demonstrates acceptable explanatory power, and IPMA results highlight intention, trust, and technology readiness as key levers for increasing consumer adoption. This study contributes theoretically by integrating technological and social-interaction perspectives within an emerging digital retail context and offers actionable insights for platforms and retailers aiming to enhance user engagement, reduce friction, and promote adoption in live-streaming environments.
creator: Yinbo Zeng
creator: Jihad Mohammad
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 256
ending page: 266
doi: 10.32479/irmm.22416

Beyond the Label: Multidimensional Brand Equity Driving Apparel Visibility Through Customer Satisfaction
type: item
description: Apparel brand companies need strong brand visibility and multidimensional brand equity to satisfy customers and remain relevant in a competitive market. The study examined the relationship between perceived quality, brand attitude, purchasing behaviour, on brand visibility, and the mediating role of customer satisfaction. A quantitative research design was employed with the use of simple random sampling; 363 questionnaires was disseminated online using google forms to apparel brands customers in Klang Valley using 5-point Likert scale. The measurement model confirms that the model fits the data. The structural equation model analysed the hypothesised relationship between the variables. The findings of the study indicated that there was a significant positive relationship between perceived quality, brand attitude, customer satisfaction, and brand visibility. However, there was no significant relationship between purchasing behaviour and brand visibility. Customer satisfaction does not mediate the relationship between perceived quality and brand visibility. Furthermore, customer satisfaction mediates the relationship between brand attitude, purchasing behaviour, and brand visibility. The study offers practical and theoretical contribution for apparel brand companies, guiding them in strengthening their brands' multidimensional equity across different market segments, improve visibility by focusing on customer satisfaction.
creator: Mercy Nwadiuto Obeto
creator: Rudzi Binti Munap
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 267
ending page: 279
doi: 10.32479/irmm.22514

Does Trust Mediate Job Satisfaction Factor and Intention Factor to Keep on among the IT Employees?
type: item
description: “Intention to stay with the organization befalls when a person’s work nature, responsibilities, environment and the benefits are in line with his/her expectations. This sense of balance might be a product of several influences like Job satisfaction, trust among the coworkers, respectable performance of the organization and much more.” Though he is bestowed with various amenities and welfare measure, low scores on these factors can induce the employees to leave the organization. Understanding the factors which impacts the intention of the employees to in the organization is vital because it will improve the productivity of the organization as the whole. The project aims at measuring loyalty of the IT and ITES employees. This study was undertaken to identify the factors influencing intention of Employees to remain in the organization. Descriptive research design is used for this project. Primary data was collected through Questionnaire. The statistical tools used were Regression, Correlation, Chi-Square and ANOVA. The variables were grouped into factors namely Job Satisfaction, Organization Performance and Trust among colleagues. The current study resulted that Trust partially mediates linking the relationship of Job Satisfaction and Intention to keep on. Few suggestions were drawn and presented to the companies to improve the Intention of Employees to stay.
creator: Angelin S. Kiruba
creator: S. Clemence Jenifer
creator: Christine Drewitt
creator: P. G. Suraj
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 280
ending page: 287
doi: 10.32479/irmm.21922

Sustainable Digital Transformation in Logistics: A Regression Modeling Approach to Logistics 4.0 Awareness
type: item
description: The ever increasing digital transformation in the logistics sector contributes to sustainable development goals. This study investigated the awareness levels of Logistics 4.0 among companies operating in national and international markets, members of the International Association of Transport and Logistics Service Providers (UTIKAD). Data were collected using a survey developed in 2020 (Çiçekli, 2020). The survey was distributed to the firms via email, and statistical analyses were performed using the responses received from 110 companies. All statistical procedures were carried out using the SPSS 25.0 software package. After confirming that the dataset was suitable for factor analysis, a Principal Component Analysis (PCA) was conducted. Four factors were identified: economic benefit, firm structure, digital technology usage, and awareness. To determine the variables that influence firms’ awareness of Logistics 4.0, a multiple linear regression analysis was performed. The results revealed that the most significant predictors of Logistics 4.0 awareness were the economic benefit and digital technology usage variables.
creator: Esma Irmak
creator: Irem Pelit
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 288
ending page: 292
doi: 10.32479/irmm.23225

How Technology Readiness Shapes Facial Recognition Payment Adoption: An Integrated Structural Model of Cognitive, Trust, and Risk Beliefs
type: item
description: Facial recognition payments are gaining widespread adoption, yet the psychological underpinnings of their acceptance remain unclear. This study introduces technological readiness as a second-order formative construct to explain how users' latent attitudes influence their perceptions of usability, usefulness, trust, and risk toward facial recognition payment systems. Data from 398 participants were analyzed using partial least squares structural equation modeling. Results indicate that this second-order construct significantly influences all perceived beliefs, highlighting its central role in user evaluations. Usability, trust, and perceived risk emerge as strong predictors of usage intention, while perceived ease of use exerts an indirect effect. Importance-performance analysis underscores that enhancing usability and trust should be strategic priorities for boosting user adoption. This study enriches theoretical understanding of biometric payment acceptance and provides practical guidance for improving system design and user communication.
creator: Yue Cheng
creator: Jihad Mohammad
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 293
ending page: 304
doi: 10.32479/irmm.22423

Unpacking the Mediating Role of Doctor–Patient Trust in the Service Quality–Loyalty Link: Insights from a Large Public Hospital in Shandong, China
type: item
description: Our research is done from the perspective of trust between doctors and patients. The study chose Shandong Provincial Hospital as the research object, trying to find out the relationship between the service quality of the hospital, patients' trust in the hospital, and whether patients are willing to come to see a doctor again. The study used the knowledge of service encounter theory and service quality theory to design a questionnaire and send it to patients in the hospital to fill in. Then, we use a method called Structural Equality Modeling (SEM) to analyze the collected data.Results The study found that patients would trust the hospital more and be more satisfied with the hospital if the service quality of the hospital was good. Moreover, patients' trust is like a bridge, which can connect good service with their willingness to come again. Specifically, whether the hospital's medical equipment is good or not, whether the nurses are friendly or not, whether the doctors are skilled or not, and whether it is inconvenient to register and pay fees will all affect the patients' overall satisfaction and whether they will come next time. In addition, the study also shows that patients generally trust doctors. This degree of trust is positively related to the quality of service, satisfaction and whether they are loyal. That is to say, the better the service, the more trust, satisfaction and willingness they have to come again. Therefore, we suggest that the hospital should constantly optimize the medical equipment and environment, make the medical team's service awareness and professional ability stronger, improve those procedures, and open more channels for patients to give their opinions. By doing so, the quality of service will be improved all the time, and patients will be more willing to choose this hospital. Our research not only supplements the theory about the relationship between service quality and patient behavior in public hospitals in China, but also provides …
creator: Li Guang Yu
creator: Wong Chee Hoo
creator: Hu Li Juan
creator: Christian Wiradendi Wolor
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 305
ending page: 316
doi: 10.32479/irmm.22318

From Classroom Care to Digital Support: Ecological Foundations for Teacher-Responsibility, AI-Integration and Student Well-Being Framework
type: item
description: This theoretical article develops a lean conceptual framework describing how the teacher responsibility can promote student mental health in higher education by the mediating factor of AI integration in learning. The model is based on the Ecological Systems Theory (PPCT), which places teacher responsibility as a proximal classroom factor that organizes facilitating processes, such as clear guidance, formative feedback, and scaffolding, and responsibly deployed AI tools (adaptive practice, intelligent tutoring, conversational agents) offer timely and personalized support, which decreases cognitive load and enhances autonomy and competence. We formulate testable hypotheses that state that (a) there exists a direct positive correlation between teacher responsibility and student mental well-being and (b) there is an indirect impact through the adoption of AI. The paper describes suggested operational definitions and reflective scales (adapted teacher responsibility, Warwick-Edinburgh Mental Well-Being Scale (WEMWBS), and AI-integration scales), provides a procedure/statistical solution to method bias, and provides a roadmap to empirical validation (using a cross-sectional survey and mediation analysis). In theory, the work incorporates both human and technological support into an ecological framework, beyond siloed approaches to education and ed-tech. In practice, the work supports educators and institutions in co-designing responsibility-informed teaching with the use of ethically governed AI used to create inclusive and supportive learning environments to meet emerging student mental-health issues. The framework is designed to guide evidence-based policy and course design in fast-digitizing systems, with China being a topical setting to be tested in the future.
creator: Kong Yaru
creator: Kevin Fernandez
creator: Rajah Rasiah
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 317
ending page: 325
doi: 10.32479/irmm.22934

Scarcity Cues, Payment Convenience, and FOMO: Their Roles in Online Impulsive Buying and Post-Purchase Cognitive Dissonance
type: item
description: This study investigates the influence of time-limited discounts, use of e-wallet payments, and fear of missing out (FOMO) on online impulsive buying and subsequent post-purchase cognitive dissonance among public university students. A total of 400 respondents from Mindanao State University-Iligan Institute of Technology, predominantly aged 18–19 (50.0%) and primarily female (73.7%), participated in the research. Data were collected through a structured questionnaire utilizing a 5-point Likert scale and analyzed using t-tests, one-way ANOVA, and Pearson Product-Moment Correlation. Findings indicate that participants reported above-average agreement with time-limited discounts (Mean = 3.61) and the use of e-wallet payments (Mean = 3.60), alongside elevated levels of post-purchase cognitive dissonance (Mean = 3.56). In contrast, online impulsive buying (Mean = 2.79) and FOMO (Mean = 2.32) were reported at moderate to low levels. Significant sex-based differences were observed, with male students demonstrating higher responsiveness to promotional urgency (Mean = 3.66) and use of e-wallet payments than female students. Age-related analysis revealed that older students reported significantly higher use of e-wallet payments, while younger students experienced slightly higher levels of post-purchase dissonance. Correlation results showed that time-limited discounts and FOMO were positively and significantly associated with both online impulsive buying and post-purchase dissonance. Use of e-wallet payments was positively related to online impulsive buying but not to post-purchase cognitive dissonance. Online impulsive buying demonstrated a strong positive relationship with post-purchase cognitive dissonance. These findings illuminate the psychological and contextual dynamics of digital impulse buying in an emerging Southeast Asian market.
creator: Zaira Marie Abero
creator: Grezyle May Babanto
creator: Jethryl Pagara
creator: Jupert Jasser Abellana
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 326
ending page: 334
doi: 10.32479/irmm.23027

Reassessing Guanxi as Social Capital: Boundary Conditions for Service Innovation and Productivity Growth
type: item
description: Guanxi is widely regarded as a strategic form of social capital in emerging markets; however, its effectiveness in supporting internal capability development and sustaining productivity-oriented service innovation remains debatable. This study examines the boundary conditions under which guanxi influences service innovation implementation (SII) and organizational performance. Using partial least squares structural equation modeling (PLS-SEM) on survey data collected from 546 practitioners, the findings reveal a significance–relevance paradox. While Guanxi demonstrates a statistically significant moderating role in the relationship between organizational drivers and SII, its practical relevance diminishes within institutionalized and standardized operational contexts. Moreover, Guanxi does not significantly enhance individual service consciousness, indicating limited influence on employee-level cognitive and behavioral foundations essential for productive work practices. The results suggest that although Guanxi remains effective in facilitating external resource coordination, it serves as a weak complementary mechanism for managing internal service processes critical to sustained productivity growth. By clarifying the limits of guanxi as social capital, this study contributes to the management and marketing literature by advancing understanding of relational mechanisms in service innovation. The findings offer practical implications for managers in emerging economies seeking to balance relational strategies with formal organizational systems to promote service innovation, decent work, and long-term economic performance in line with Sustainable Development Goal 8.
creator: Li Jia
creator: Kay Hooi Keoy
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 335
ending page: 348
doi: 10.32479/irmm.22935

Brand Experience as a Mediating Mechanism Between CSR Initiatives, CSR Supportive Behaviour, and Consumer Brand Loyalty
type: item
description: This study aims to examine the relationship between CSR initiatives (CSRI), CSR-supportive behaviours (CSRSB), brand experience (BE), and consumer brand loyalty (CBL), with brand experience as a mediating variable in four major cities of China. A total of 550 respondents has been surveyed and this paper employed structural equation modeling (SEM) for data analysis. The results indicate that CSRI positively influences both CSRSB and BE. Additionally, both BE and CBL are significantly impacted by CSRSB. The mediation analysis confirms that BE partially mediates the relationship between CSRI and CBL in the present study. This indicates that the important role of brand experience in consumer loyalty. While CSR efforts contribute to consumer commitment, a positive brand experience further strengthens this relationship. The findings provide strategic insights for brand managers, recommending enhanced consumer-brand interactions to maximize the impact of CSR.
creator: Teng Zhu
creator: Jamilah Jamal
creator: Suhaini Muda
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 349
ending page: 358
doi: 10.32479/irmm.22622

From Inclusion to Performance: Examining the Effects of Diversity, Equity, and Inclusion Initiatives on Job Performance of Healthcare Professionals
type: item
description: The need to transition from representational diversity to meaningful diversity, equity, and inclusion (DEI) efforts that improve employee performance has increased due to the expanding diversity of the healthcare workforce. This study investigates the effects of Health Professions Education–DEI (HPE-DEI) programs on healthcare professionals' job performance using Social Identity Theory. A quantitative, cross-sectional strategy was used to gather information from 300 medical professionals employed by public and commercial healthcare organizations in Punjab, India. Data analysis was done using SmartPLS 4.0 and partial least squares structural equation modeling (PLS-SEM). The results show that DEI efforts significantly improve job performance. In particular, task and contextual performance are strongly influenced by self-awareness and beliefs, environmental awareness and context, and self-efficacy for action; the best predictor is self-efficacy for action. By offering empirical proof that inclusive and equity-oriented practices are important factors influencing workforce performance in healthcare settings, the study adds to the literature on DEI and healthcare professionalism.
creator: Aaliya Ashraf
creator: Sushant Gupta
creator: Ulfat Andrabi
creator: Nancy Sahni
creator: Ramona Birau
creator: Virgil Popescu
creator: Gabriela Ana Maria Lupu (Filip)
creator: Roxana-Mihaela Nioata (Chireac)
creator: Cristina Sultanoiu (Patularu)
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 359
ending page: 365
doi: 10.32479/irmm.22819

The Moderating Role of Business Intelligence in the Relationship between Supply Chain Alliances and Sustainable Firm Performance within Emerging Economic Environment
type: item
description: This study examined how Business Intelligence (BI) moderates the relationship between Supply Chain Alliances (SCA) and Sustainable Firm Performance (SFP) in emerging economic environments. Adopting a quantitative design and structural equation modeling, the study assessed both the direct and moderating effects of BI on firm sustainability outcomes. Findings showed that supply chain alliances have a positive but modest influence on sustainable firm performance (β = 0.204, t = 2.979, p = 0.003). BI also exhibited a positive effect on SFP (β = 0.096, t = 1.006, p = 0.004), suggesting its independent relevance to sustainability enhancement. Crucially, BI demonstrated a strong moderating effect on the SCA–SFP relationship (β = 0.715, t = 8.835, p < 0.001), indicating that BI significantly strengthens the impact of supply chain partnerships on firm sustainability. This underscores BI as a vital factor of sustainable performance in emerging markets, enhancing the benefits derived from alliances through improved analytics, real-time insights, and informed decision-making. The study concludes that firms can achieve superior sustainability outcomes by integrating BI tools into their supply chain processes. It recommends greater investment in BI infrastructure, enhanced knowledge sharing among partners, and the development of analytical capabilities that incorporate environmental and market intelligence into sustainability strategies.
creator: Bayode Olusanya Babatunde
creator: Adebanji Adejuwon William Ayeni
creator: Olumuyiwa Oladapo Fasanmi
creator: Victor Ojo Olawanle
creator: John Ayodele Adekanmbi
creator: Bolatito Bolade Babalola-Alabi
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 366
ending page: 377
doi: 10.32479/irmm.22574

The Role of Second-Line Leadership Development in Achieving Competitive Advantage: Evidence from UAE
type: item
description: This study investigates the role of second-line leadership development in achieving competitive advantage within the Federal Authority for Identity, Citizenship, Customs, and Port Security (ICP) in the United Arab Emirates. Using a descriptive–analytical approach, data were collected through a questionnaire distributed to a random sample of 214 employees, determined according to the Krejcie and Morgan table. Second-line leadership development was measured through development, empowerment, and motivation, while competitive advantage was assessed through service quality, innovation, and operational efficiency. The results indicate a high level of leadership development and competitive advantage within ICP. Regression analysis reveals a statistically significant positive effect of second-line leadership development on competitive advantage, with leadership development exerting the strongest influence. The study highlights the strategic importance of developing second-line leaders to enhance institutional performance and sustainability in public sector organizations.
creator: Nasser Mohammed AI Awani
creator: Abu Dardaa Mohamad
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 378
ending page: 385
doi: 10.32479/irmm.22891

Digital Transformation Initiatives and Beneficiaries’ Satisfaction in Public Services: The Mediating Roles of Service Accessibility and Ease of Use
type: item
description: Despite increasing investments in digital transformation initiatives within public administration, there is limited empirical evidence on how these initiatives translate into higher beneficiary satisfaction. Prior studies have primarily emphasized technological adoption and infrastructure readiness, with less attention to the service-level mechanisms that operationalize digital investments into positive user experiences. To address this gap, this study aims to examine the direct and indirect effects of digital transformation initiatives (e-government services, mobile applications, and online portals) on beneficiaries’ satisfaction, with particular focus on the mediating roles of service accessibility and ease of use. Drawing on resource-based theory, the dynamic capabilities view, and the Technology–Organization–Environment framework, this study develops and tests a mediation model using Structural Equation Modeling (SEM). Data were collected from 400 beneficiaries of digital municipal services in Dhofar Municipality, Oman. Reliability and validity were assessed through measurement model evaluation, and mediation effects were tested using bootstrapping procedures. The results reveal that digital transformation initiatives significantly enhance service accessibility and ease of use. Both accessibility and ease of use positively influence beneficiaries’ satisfaction, with ease of use demonstrating a comparatively stronger effect. Mediation analysis indicates that digital transformation initiatives improve satisfaction both directly and indirectly through enhanced accessibility and usability, confirming partial mediation. The findings also highlight the importance of inclusive digital design, cybersecurity, and infrastructure reliability in maximizing satisfaction outcomes. This study contributes to digital governance literature by clarifying the service-level mechanisms through which digital transformation initiatives influence citizen satisfaction. Unlike prior resea…
creator: Abdullah Said Salim Almashekhi
creator: Abu Dardaa Mohamad
creator: Hasanah Abd Khafidz
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 386
ending page: 394
doi: 10.32479/irmm.23399

From Green Dynamic Capabilities to Competitive Advantage: A Dynamic Capabilities Perspective on Sustainability Innovation
type: item
description: Drawing on the Dynamic Capabilities View (DCV), this study examines how green dynamic capability (GDC) drives green competitive advantage (GCA) in the hospitality sector through sustainability exploitation innovation (SEI) and sustainability exploration innovation (SER), and how environmental regulation (ER) moderates these relationships.Using survey data from 428 four- and five-star hotels in China, structural equation modelling with partial least squares was employed to test the proposed framework. Both SEI and SER significantly mediate the relationship between GDC and GCA. ER exerts a differential moderating effect: high-intensity ER strengthens the impact of SER, while low-intensity ER amplifies SEI’s influence. These results show that aligning innovation strategies with the regulatory environment maximizes the value of green capabilities. This study distinguishes the roles of two innovation modes in translating dynamic capabilities into competitive advantage. It clarifies ER’s nuanced moderating role, offering guidance for managers and policymakers aiming to enhance green innovation in the hospitality sector.
creator: Qi Ruojun
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 395
ending page: 405
doi: 10.32479/irmm.22961

Examination into the Mediating Role of Optimism on the Relationships between Work-life Balance, Job Embeddedness and Turnover Intention: Evidence from Central African Context of Cameroon
type: item
description: In a modest environment, hospitality businesses do their best to attract and maintain loyal customers. Centered on the conservation of resource theory, the study confirms that employees, in face-to-face contact with customers serve as the key to the business- stakeholders' relationship and they play a critical part in the execution of business policies that lead to improved results. This study aims to examine if optimism (OPT), acts as a mediating variable between work-life balance (WLB), job embeddedness (JE), and turnover intention (TOI). This study leveraged on a quantitative cress sectional research design using of a convenience sampling method to distribute questionnaire for data collection. The present study leverages on 200 usable using self-administered questionnaires, using convenience sampling method were collected from the local bar and restaurant salespeople in Yaounde, Cameroon, and were used for data analysis. All above proposed hypotheses were supported. WLB is an important job resource for growing salespeople's confidence. Furthermore, WLB raises salespeople's confidence, which makes them more concentrated and connected to their job. In conclusion, findings suggest that optimism plays a role in the above-mentioned relationship as a partial mediator. Contrary to the past contributions in the related literature, and in addition to the extant literature, it is clear that studies on WLB on its antecedents and outcomes need further insights into the African culture. Therefore, this study aims to investigate the role of optimism in the relationship between work-life balance (WLB), job embeddedness (JE), and turnover intentions (TOI) of restaurants and bars servers in the context of Central African with focus on Cameroon
creator: Marymagdaline Enowmbi Tarkang
creator: Festus Victor Bekun
creator: Seyma Caliskan Cavdar
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 406
ending page: 419
doi: 10.32479/irmm.23465

The Influence of Service Quality on Customer Satisfaction at a Selected Food Retailer in Durban
type: item
description: This study aimed to assess the influence of service quality and its impact on customer satisfaction at a specific food retailer in Durban. Quantitative research in the form of a descriptive survey was carried out. The SERVQUAL instrument, a widely used tool in service quality research, evaluated customers' expectations and perceptions of service quality. It encompasses five dimensions: tangibles, reliability, responsiveness, assurance, and empathy. 400 respondents participated in the survey, and the self-administered SERVQUAL questionnaires were distributed among them. The respondents were chosen using non-probability sampling, specifically convenience sampling. Data analysis was conducted using the Statistical Package for the Social Sciences (SPSS) using various methods, and the results were presented graphically using bar and pie charts to offer concise summaries. The findings indicated that most respondents were generally satisfied with the quality of services provided by the selected retailer. No significant difference was observed between customers' expectations and their actual perceptions, but small gaps were identified as essential in identifying areas for improvement. Therefore, it is recommended that the selected retailer continues to prioritize service quality, recognizing that customer satisfaction is fundamental to the success of any retailer. Implementing best practices to ensure consistent customer satisfaction can give the retailer a competitive edge.
creator: Bhekiwe Nontokozo Simelane
creator: Tshepo Tlapana
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 420
ending page: 425
doi: 10.32479/irmm.19022

Development of a Brand Polarization Scale in Sports
type: item
description: The aim of this study is to explain the phenomenon of brand polarization in the context of the sports industry and to develop a valid and reliable scale to measure this phenomenon. Although polarization has been examined across various disciplines in the literature, the lack of a systematic measurement tool in the context of sports marketing and football fandom is noteworthy. In this study, the concepts of polarization, brand, and brand polarization were first examined theoretically, followed by an analysis of the transformation of the sports industry, the globalization of football, and fan behavior. Based on this theoretical foundation, scale items were developed and refined through expert opinions, a pilot study, and data collected from the sample. The validity and reliability of the scale were tested using Cronbach’s Alpha, KMO, Bartlett’s Test, Exploratory Factor Analysis, and Confirmatory Factor Analysis. The findings indicate that the scale demonstrates high internal consistency and a robust factor structure. Data were collected through snowball and convenience sampling methods and tested across different demographic groups. The analyses revealed two dimensions: the positive pole, reflecting fans’ strong positive attitudes toward their supported teams, and the negative pole, representing their strong negative attitudes toward rival teams. In conclusion, the developed scale provides an original theoretical contribution to the fields of international business, international marketing, and sports literature, while also serving as a practical tool applicable across all sports disciplines.
creator: Ugur Saglik
creator: Yavuz Selim Gulmez
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 426
ending page: 439
doi: 10.32479/irmm.22652

Scientific Mapping of Purchase Intention Research: Patterns, Key Contributors, and Future Directions Based on Scopus (2023-2025)
type: item
description: This study aims to conduct a bibliometric analysis of purchase intention research indexed in Scopus, focusing on trends and patterns from 2023 to 2025. Using Biblioshiny, the study identifies leading journals, authors, affiliations, countries, collaborations, highly cited articles, and main research themes. The Journal of Retailing and Consumer Services emerges as the most productive journal, with FPT University as the top affiliation and Zhang Y as the most prolific author. The most cited article is Treiblmaier H. (2023), Using blockchain to signal quality in the food supply chain: The impact on consumer purchase intentions and the moderating effect of brand familiarity, published in the International Journal of Information Management. China ranks first for corresponding author contributions. Dominant keywords include “purchase intention,” “sales,” and “purchasing.” Emerging research areas such as the metaverse, NFTs (Non-Fungible Tokens), VIS (Vote to Influence System), skincare, and tactics. This research offers a meaningful contribution that can inform and guide future bibliometric investigations undertaken by scholars within the scope of purchase intention by offering insights into key authors, journals, affiliations, countries, and dominant keywords. Additionally, it supports broader academic collaboration and knowledge development in this research domain.
creator: Deddy Rakhmad Hidayat
creator: Dian Anggraece Sigit Parawansa
creator: Jusni Ambo Upe
creator: Idayanti Nursyamsi
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 440
ending page: 451
doi: 10.32479/irmm.22815

Antecedents of Pentagon Fraud against Sustainability Reporting and Behavioral Organization as Intervening
type: item
description: In recent years, sustainability reporting has become a global necessity to ensure transparency, accountability, and ethical behavior in organizations. However, the increasing prevalence of fraudulent practices, particularly in the context of Environmental, Social, and Governance (ESG) disclosures, presents a critical challenge. This study investigates the antecedents of fraud using the Pentagon Fraud Theory comprising pressure, opportunity, rationalization, competence, and arrogance—and examines the mediating role of organizational behavior on the quality of sustainability reporting in Muhammadiyah and Aisyiyah Higher Education Institutions (PTMA) in Indonesia. This quantitative research applies the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method to analyze data from 116 PTMA respondents, selected through proportional stratified and purposive sampling. The research model integrates fraud factors as exogenous variables, organizational behavior as an intervening variable, and ESG-oriented sustainability reporting as the endogenous variable. The findings reveal that pressure, opportunity, and arrogance significantly influence ESG reporting, both directly and indirectly through organizational behavior. Meanwhile, rationalization and competence did not show a significant direct effect, but competence had a significant impact when mediated by organizational behavior. Organizational behavior itself had a strong positive effect on the quality of sustainability reporting, underscoring its importance as a mediating factor. These results highlight the need for value-based governance systems rooted in ethics, transparency, and Islamic principles, especially in educational institutions. This study contributes to the development of the Pentagon Sustainability Theory and provides strategic recommendations for building an anti-fraud culture that supports responsible ESG reporting.
creator: Sutrisno Sutrisno
creator: Syahril Djaddang
creator: Suratno Suratno
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 452
ending page: 465
doi: 10.32479/irmm.22872

Unveiling the Influence of Technology Anxiety on Facial Recognition Payment: Does the Golden Age Citizen Adopt the Payment with their Face?
type: item
description: This study examines the moderating role of technology anxiety (TA) in the relationship between trust, satisfaction, and the intention to use facial recognition payment (FRP), focusing on the senior citizens in Tangshan City, China. With the latest development of China's cashless society, FRP has been widely adopted among young generation due to its convenience and security. However, senior citizen users face significant psychological barriers due to technology anxiety as mentioned by many studies. The research integrates the framework of Belief-Attitude-Intention (B-A-I) framework and the Technology-Organization-Environment-Individual (TOE-I) to propose a theoretical model and develop research hypotheses, with a focus on analysing how technology anxiety moderates the relationship between attitudes and behavioural intentions, specifically on senior citizen users. At the theoretical level, this study expands the theoretical perspective of biometric payment system adoption research by introducing technology anxiety as a moderating variable. At the practical level, the findings provide reference for policymakers and businesses to design elderly-friendly digital payment solutions, suggesting targeted interventions (e.g., digital literacy training) to reduce technology anxiety and promote the adoption of emerging payment technologies among the elderly. Suggestion will be made to improve the adoption level of FRP among the golden age citizen.
creator: Yuhan Zhou
creator: Abdul Manaf Bohari
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 466
ending page: 475
doi: 10.32479/irmm.22775

Perceived Benefits of Digital Payments in Tanzania
type: item
description: In Tanzania, efforts to influence the adoption of digital payments are enormous. However, there is still low adoption rate in Tanzania. This study argues that the low adoption rate is mainly driven by the fact that, to a great extent, these efforts do not accommodate the perception of customers on the potential benefits of digital payments. This study sought to analyse the consumer perception on potential benefits of digital payments in Tanzania. We employed a hierarchical multiple regression in analysing data collected from 261 respondents from the consumer consultative councils in Tanzania. We find that the major categories of perceived benefits of adopting digital payments in Tanzania are perceived positive customer experience, perceived enhanced security and privacy, and perceived low costs associated with adopting digital payments. We also find that the addition of consumer perception on sufficient policies, forged collaborations, and an effective regulatory framework, improves the prediction of readiness to rely heavily on digital payments than cash, over and above other revealed benefits. The policymakers and relevant practitioners need to cooperate in designing and implementing workable approaches that reflect the interests of the stakeholders for promoting the widespread adoption of digital payments in Tanzania.
creator: Kafigi Jeje
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 476
ending page: 490
doi: 10.32479/irmm.22736

Adoption of Omnichannel Technology along with its Impact on Customer Experience from an FMCG Perspective
type: item
description: The use of omnichannel technology is becoming more important in improving customer experience with the fast-moving consumer goods (fmcg) segment that enables customers to utilize captive channels seamlessly either online or offline. This study explored the effects of three dimensions of technology adoption i.e. Channel synchronization, personalized marketing and technology integration on customer experience in a metropolitan retail setting in chennai, india. A cross-sectional study design was applied utilizing structured surveys and quantitative analysis was conducted to assess the direct association of technology adoption dimensions on customer experience. The results indicate that all three dimensions had a positive association with customer experience, with personalized marketing and technology integration having the most influence on customer experience, followed by channel synchronization. The study provides empirical evidence from an emerging market that reinforces the importance of aligned practices in technology adoption to enhance consumer engagement and offers implications for retailer managers in term of insights into technology investment allowing for the delivery of impactful customer experience.
creator: R. Sharmila
creator: D. Janis Bibiyana
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 491
ending page: 500
doi: 10.32479/irmm.22275

Innovative Strategies in Employee Turnover Management: A Systematic Review of Best Practices and Their Impact on Employee Retention in the Hospitality Industry
type: item
description: The hotel sector has significant problems due to elevated personnel turnover, adversely affecting operational efficiency and client satisfaction. This project aims to explore novel techniques for reducing staff turnover and improving retention in the hospitality industry. The research does a systematic literature review (SLR) to assess effective approaches that reduce turnover and enhance employee engagement. The findings highlight the essential importance of excellent Human Resource Management (HRM) practices, which include thorough recruitment, ongoing training, and employee empowerment through inclusive decision-making. These measures have been recognized as essential factors in reducing turnover by fostering a positive work environment and enhancing job satisfaction. Moreover, transformational leadership, which advocates for employee empowerment and well-being, dramatically enhances retention. (1) The research underscores the significance of technology, particularly Decision Intelligence (DI), in streamlining operations and elevating work quality, thereby promoting staff retention. Moreover, Corporate Social Responsibility (CSR) efforts that emphasize employee welfare and environmental sustainability are crucial in strengthening employee loyalty and commitment. (2) This article provides essential insights for hotel managers and HR professionals aiming to use new techniques to reduce turnover, promote retention, and improve organizational performance in a competitive market.
creator: Ida Ayu Nyoman Widia Laksmi
creator: Diana Sulianti K. Tobing
creator: Sri Wahyu Lelly Hana Setyanti
creator: Handriyono Handriyono
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 501
ending page: 511
doi: 10.32479/irmm.22759

Digital Synergy: Examining How IoT, Blockchain and AI Collectively Improve Supply Chain Transparency
type: item
description: This research is aimed at investigating the role of new technologies in supply chain transparency and traceability. In particular, the study focuses on the ways the emergent technologies, such as the Internet of Things (IoT), Blockchain (BC), and Artificial Intelligence (AI) transform the visibility and accountability within the network of supply chains. Data were collected by a survey-based approach where the respondents were professionals working in different fields of the supply chain and the data were analyzed using Structural Equation Modelling to determine the technological pathways that play a significant role in enhancing transparency, traceability, and accountability. The results indicate that IoT can be used to take data in real-time and monitor it continuously, BC can be used to ensure that data are stored in a secure and tamper-proof manner, and AI can be used to enhance predictive analytics and automated decision-making. All these technologies provide better data integrity, access, and accuracy and minimize the risk of manual tracking and disjointed information systems. They also help to detect disruption faster and enhance coordination between stakeholders, which contributes to the higher adherence of regulatory and quality standards. In general, the paper has shown that the combined application of the IoT, BC, and AI can bring certain benefits to the supply chain in terms of transparency and resilience significantly, which supports their role in contemporary supply chain remodeling.
creator: S. Jenitha Karthiga
creator: Kavitha Muthukumaran
creator: V. Jhansi
creator: Sudarsan Jayasingh
creator: M. Micheal Rashma
creator: R. S. Lekshmi
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 512
ending page: 520
doi: 10.32479/irmm.22997

The Concept of Fintech in The Sustainability of MSM’s Business in West Kalimantan: Moderated by Ease of Digital Payment
type: item
description: This study examines how financial technology influences the sustainability of MSME’s in West Kalimantan, with particular attention to how digital payment convenience acts as a moderating factor in this relationship. The sample in this research consists of 200 MSMEs. The sample technique used in this study was random sampling. The data used in this research is primary data collected through questionnaires. The analytical tool used in this research is SEM (Structural Equation Modeling). The research results show that digital financial inclusion and ease of digital payment have a significant positive effect on the business sustainability of MSMEs, while digital financial innovation and digital financial literacy do not affect MSME business sustainability. Ease of digital payment can moderate the relationship between digital financial literacy and MSME business sustainability. The total effect results also show that Ease of Digital Payment can strengthen the relationship between Digital Financial Literacy and MSME Business Continuity.
creator: Dedi Hariyanto
creator: Heni Safitri
creator: Dayang Affizzah Awang Marikan
creator: Nor Afiza Abu Bakar
creator: Nur Zaimah Ubaidillah
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 521
ending page: 529
doi: 10.32479/irmm.22796

The Influence of Market Uncertainty on Sustainable Competitive Advantage with Supply Chain Endurance as a Mediating Variable
type: item
description: Market uncertainty poses critical challenges for organizations operating in volatile regulatory environments, yet theoretical understanding of mechanisms linking environmental turbulence to sustainable competitive advantage remains incomplete. This study examines supply chain endurance as a mediating mechanism through which market uncertainty influences competitive advantage within Indonesia's cigarette industry—a context characterized by intensifying health regulations, supply chain seasonality, and persistent demand volatility. Employing Partial Least Squares Structural Equation Modeling (PLS-SEM) with data from 86 supply chain managers and operational directors, this research tests relationships among market uncertainty, supply chain endurance, and sustainable competitive advantage. Findings reveal that market uncertainty exerts strong positive influence on supply chain endurance (β=0.721, p<0.001), which subsequently contributes to sustainable competitive advantage (β=0.265, p<0.001). Market uncertainty also demonstrates significant direct effects on competitive advantage (β=0.405, p<0.001). Mediation analysis confirms partial mediation (VAF=32.04%), indicating supply chain endurance accounts for approximately one-third of uncertainty's total effect while substantial direct relationships persist. Results advance dynamic capabilities theory by demonstrating environmental turbulence catalyzes capability development, enrich resource-based view by positioning endurance as VRIN-satisfying strategic resource, and extend contingency theory by revealing environmental characteristics actively shape capability priorities. Practically, findings suggest organizations confronting persistent uncertainty should prioritize endurance investments emphasizing supplier diversification, inventory flexibility, and scenario planning alongside complementary capabilities spanning marketing agility and innovation capacity for comprehensive competitive positioning.
creator: Widya Arif Sofiyan
creator: Thomas Stefanus Khaitu
creator: Timotius Febry Christian
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 530
ending page: 538
doi: 10.32479/irmm.23015

The Impact of Entrepreneurial Strategies on Organizational Performance Quality: The Role of Innovation as a Mediating Variable
type: item
description: Entrepreneurial strategies become essential tools for assessing an organization's success as it navigates the competitive and changing business environment. The several facets of ES are the focus of this research, with innovation serving as a mediator. The top ten manufacturing SMEs in Amman, Jordan, provided data to confirm the influence of the ES dimensions (risk-taking, proactiveness, autonomy, and competitive aggression) on the OPQ. The data gathered from 298 questionnaires were analyzed using the PLS-SEM technique. These SMEs may think about focusing on innovation, risk-taking moderation, proactiveness, competitive aggression, and autonomy to increase their competitiveness and adaptability in the fast-paced dynamic environment. This, in turn, enables companies to capitalize on opportunities, launch new products, and enter new markets, all of which work to improve financial performance and drive sustainable growth. They need to establish entrepreneurial strategies for SMEs to persevere in the current business environment
creator: Sami Awwad Ismail Al-Kharabsheh
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 539
ending page: 544
doi: 10.32479/irmm.21231

Digital Eco-Brand Strategy of FMCG Companies as a Means of Attracting Loyal Audience
type: item
description: The significance of this study is underscored by the increasing necessity for FMCG enterprises to integrate digital eco-brand strategies into their operational frameworks to enhance consumer loyalty amid an intensively competitive global environment. The primary objective of this research is to conduct a thorough evaluation of the influence exerted by digital eco-brand strategies on cultivating trust and sustaining consumer loyalty in an international context. The research methodology is predicated on an analysis of panel data from ten leading international FMCG companies spanning the years 2020 to 2024. This comprehensive approach facilitated the evaluation of both economic metrics and behavioral dimensions. The novelty of this work resides in formulating the integrated Digital Eco Brand Index (DEBI) strategy and its combination with the consumer loyalty index. The findings elucidate that DEBI exerts a consistently positive influence on loyalty (β≈0.17–0.22), with the effect doubling upon surpassing the threshold of 0.6. Trust serves as a vital mediator, transmitting over 40% of this impact, while the phenomenon of greenwashing considerably undermines loyalty. Event analysis corroborated that large-scale campaigns in 2022 elevated the loyalty index by 0.17 standard deviations. Notably, the most significant growth was exhibited by Unilever (+0.66), Reckitt (+0.55), Henkel (+0.47), and Nestlé (+0.44). The conclusions validate the fulfillment of all research objectives and affirm the importance of digital eco-brand strategies within the FMCG sector.
creator: Sergii Siazin
creator: Andrii Popov
creator: Hripsime Melyan
creator: Anastasiia Bilous
creator: Maryna Oznobishyna
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 545
ending page: 554
doi: 10.32479/irmm.23468

E-Tax System Adoption and Tax Compliance: The Role of Taxpayers Satisfaction, Taxpayers’ System Competence in the Post Covid-19 Pandemic Era
type: item
description: This study examined the nexus between e-tax system adoption and tax compliance through the mediating and moderating role of taxpayer satisfaction and taxpayer system competence in the post Covid-19 pandemic era in Nigeria. A quantitative method of analysis was employed through an adapted questionnaire which was distributed to 480 taxpayers, asking about their thoughts on e-tax system adoption regarding compliance costs, security, quality of service, and time spent filing returns.[1] The findings reveal a significant and positive relationship between each element of hypothesis one (H1a-d) and tax compliance. Hypotheses 2b, 2c, and 2d also showed significant positive relationships with taxpayer satisfaction. However, cost as an e-tax system adoption factor did not significantly affect taxpayer satisfaction (H2a: β = -0.051, t = 0.153, p = > 0.010). Conversely, H3 revealed a substantial and positive correlation between e-tax system competency and tax compliance (β = 0.042, t = 5.606, p = < 0.05). The indirect effect of taxpayer satisfaction on the link between e-tax system adoption influencers and tax compliance was also found to be significant, while social media did not significantly moderate the SAT-SMP path to a positive level (H4a-d: β = 0.078, t = 0.564, p > 0.05). By providing useful information on taxpayer satisfaction and e-tax system competence, the study offers new insights into the factors influencing e-tax adoption and compliance in a developing country. This information can be used to inform policy and practice in Nigeria.
creator: Mustapha Bojuwon
creator: Funmilola Mary Ogunleye
creator: Olola Olayeye Aduwo
creator: Akinyemi Wumi Ogunleye
creator: Adekunle Sunday Adeogun
creator: Sunday Adeniyi Olasehinde
creator: Adesodun Isaac Adebayo
creator: Ayodele Temitope Ekundayo
creator: Ayomikun Elizabeth Aduwo
creator: Olufemi Philip Ogunrinde
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 555
ending page: 565
doi: 10.32479/irmm.22659

Trust in AI-Driven Marketing and its Impact on Brand Loyalty: The Mediating Role of Adoption Intention among Generation Z Consumers
type: item
description: This study is primarily focused on the determination of the influence of Trust in AI-driven marketing on Brand Loyalty, with Adoption Intention as a mediating factor among Generation Z consumers. The data were collected from 450 respondents and analyzed through Structural Equation Modeling using SPSS AMOS. The psychometric properties resulted in CFI = 0.980, TLI = 0.974, RMSEA = 0.062, SRMR = 0.031, which demonstrates excellent fit indices confirming the model’s reliability and validity. Results show that trust is a significant predictor of both adoption intention (β = 0.718, p < .001) and brand loyalty (β = 0.410, p < .001), while adoption intention strongly influences brand loyalty (β = 0.717, p < .001). As to the mediation analysis, the result confirmed a significant indirect effect (β ≈ 0.390, p = 0.001), indicating that adoption intention partially mediates the trust–loyalty relationship. The findings of the study present a significant view on the importance of trust in shaping AI-aided marketing and its adoption, leading to loyalty among Generation Z consumers. This study adds to the literature of the Technology Acceptance Model and Relationship Marketing Theory, and provides managerial insights on how brands can enhance customer loyalty through proper implementation of trustworthy AI-driven marketing practices.
creator: Norberto M. Secretaria
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 566
ending page: 574
doi: 10.32479/irmm.22426

Influence of Demographic Indicators on Smartphone Choice: Evidence from Azerbaijan
type: item
description: This study investigates the key factors shaping smartphone choice among Azerbaijani consumers, emphasizing demographic characteristics. A questionnaire survey was conducted among smartphone users (n=312) from Azerbaijan, and the results were analyzed using an independent sample T-test to identify statistically significant differences between groups based on gender, and education level. In the analyzed sample, women slightly outnumber men, and students make up the largest group highlighting a tech-savvy generation that's deeply engaged with smartphones. The analyses, done using SPSS version 23, revealed several statistically significant differences, helping uncover the patterns behind smartphone choices in Azerbaijan. The research highlights the importance of features such as phone size, battery life, camera quality, and design. The findings reveal notable gender-based differences: males tend to prioritize technical features like water resistance, while females favor aesthetic design elements. Educational attainment also plays a role, as individuals with higher education levels place greater importance on advanced functionalities like face recognition. These findings underscore the complexity of the smartphone market in Azerbaijan, where demographic factors define consumer behavior. Recognizing these preferences not only allows marketers to tailor strategies for specific consumer segments but also assists policymakers in formulating digital inclusion policies that address diverse demographic needs.
creator: Hasan Muslumov
creator: Maral Jamalova
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 575
ending page: 582
doi: 10.32479/irmm.22829

Bitcoin Price Dynamics: The Role of Community Activity, Social Media, and Market Liquidity
type: item
description: This study analyze the most significant factors that influence the price of Bitcoin which is the spearhead of the cryptocurrency market. It attempts to determine the explanatory power of variables such as community activity (CA), social media impact (SM), liquidity ratio (LR), and circulating Bitcoins in the market (PS) on the Bitcoin price. Data was gathered from 06 September 2021 to 04 September 2023 on a weekly basis. Eviews 10 and Excel 2019 software were used to analyze the data after taking the logarithm of the data, which was computed through Eviews 10 and Excel 2019. In this research, time series methods such as VAR model and impulse response tests were conducted. The findings of this research indicate that the two most powerful forces driving the price of Bitcoin are the amount of social media attention it receives and the number of Bitcoins actively being traded in the market. It can also be stated that liquidity ratio has a strong effect regarding the changes in Bitcoin's price. The least important factor in this research was community activity in comparison to all other monitored factors. The findings of the research offer new insight relevant for investors, analysts, and regulators concerning the trends and movements of the cryptocurrency market. Understanding Bitcoin better is crucial if any rational prognosis regarding the future state of the cryptocurrency market is to be made.
creator: Havane Tembelo
creator: Mustafa Özyeşil
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 583
ending page: 591
doi: 10.32479/irmm.22984

The Role of Strategic Planning in Enhancing Cloud-Based Business Intelligence to Achieve Organizational Goals in Jordanian Commercial Banks
type: item
description: The specific area studied in this research is the significance of strategic planning and its implications on improving cloud business intelligence (BI) among thirteen commercial banks located in the Kingdom of Jordan. To investigate the impact of cloud business intelligence, the authors distributed e-questionnaires to a sample size of 328 administrative staff members from different banks, to assess how strategic planning affects the deployment and efficiency of cloud-based business intelligence systems. Results showed that there existed a very strong relationship between the application of strategic planning and the efficiency of cloud business intelligence system deployment at the banks. Banks with proper and well-structured strategic plans performed better and more effectively with their decision-making and management processes. Additionally, the study showed that the application of strategic planning aids banks significantly in improving the link between the application of technology and the organization’s goals and strategies. The alignment of process could give banks greater analytical capabilities and to derive competitive advantage. This study serves as an addition to the knowledge of how the application of better management strategies further aids banks in the application of technology. The relevance of business intelligence on the cloud must therefore well fit with the management strategies of banks as the banks need to be capable of thriving on a sustained cloud environment. This study serves as an addition to the knowledge of how the application of better management strategies further aids banks in the application of technology. Additionally, the application of business intelligence on cloud technology needs proper coordination with management strategies at banks if banks are looking forward to performing effectively on a sustained cloud platform.
creator: Khaldoon Khawaldeh
creator: Fawwaz Tawfiq Awamleh
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 592
ending page: 598
doi: 10.32479/irmm.23212

Unveiling the Transition from Traditional to Online Shopping: An Extended UTAUT2 Framework in a Vietnamese Regional Hub
type: item
description: This study investigates the transition from traditional to online shopping in Can Tho, a mid-sized regional city in Vietnam undergoing rapid digital transformation. Moving beyond adoption-focused research, the study examines the behavioral switching process in the post-pandemic context using an extended UTAUT2 framework. Based on survey data from 424 consumers and structural equation modeling, the findings indicate that facilitating conditions and social influence are the most influential determinants of attitudes toward online shopping, highlighting the central role of infrastructure readiness, logistics systems, and collective social norms in a collectivist cultural setting. Performance expectancy and price value exert secondary effects, while effort expectancy, hedonic motivation, trust, and perceived risk are not significant, suggesting a mature e-commerce environment where baseline trust and risk perceptions are largely stabilized. Attitude strongly drives switching intention, which in turn translates into actual online purchasing behavior. The model explains 64.1% of the variance in attitude and over 32% of both switching intention and behavior, demonstrating strong explanatory power and offering empirical insights into digital consumption transitions in emerging regional markets.
creator: Vo Phuc Truong Thanh
creator: Huynh Thi Tuyet Suong
creator: Nguyen Quynh Trang
creator: Le Nguyen Trung Kien
creator: Nguyen Tan Trung
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 599
ending page: 609
doi: 10.32479/irmm.22930

Factors Influencing Financial Behaviour of Youths through the Perspective of Information-Motivation-Behavioural Skills Model
type: item
description: The issue of the financial instability and distress of the younger generation has raised vast concern among different stakeholders. Better financial behaviour (FB) is required to ensure the financial well-being and also achieve the financial goals. Although the factors that influence the FB have been extensively studied from different perspectives. However, there are limited studies that have explored the factors of FB based on the lens of information-motivation-behavioural skills (IMB) model. Besides, the mediating role of the FinTech self-efficacy (FSE) is also deficient. Therefore, this study explored the factors that affect the FB of the youths from the perspective of the IMB model. To achieve the objectives of the study, 474 usable responses were gathered through purposive sampling. The result of partial least squares-structural equation modelling showed that FSE is significantly impacted by financial knowledge (FKN), professional financial advice (PFA) and financial attitudes (FAT), while the FB is significantly affected by FKN, FAT and FSE. Besides, the mediating role of the FSE on the influences of predictors on FB was also verified in the study. These findings offer some vital implications as they not only extend the existing understanding of the FB, but they also provide necessary information for stakeholders in nurturing the healthy FB.
creator: Lily Liong
creator: Pick-Soon Ling
creator: Angela Ee Ling Tiong
creator: Liing-Sing Ling
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 610
ending page: 617
doi: 10.32479/irmm.22843

A Review Study on the Influence and Impact of Knowledge Management Practices on the Performance and Growth of SMEs
type: item
description: Knowledge management (KM) plays a critical role in enhancing the performance and growth of small and medium-sized enterprises (SMEs), yet challenges such as limited resources, technological adoption, and informal knowledge practices hinder effective knowledge utilization. This review investigates the influence of KM practices, absorptive capacity, and innovation strategy on SME performance, providing a structured framework for understanding their interrelationships. A systematic literature review was conducted using databases including Scopus, Web of Science, and Google Scholar, applying inclusion and exclusion criteria to identify high-quality studies relevant to SMEs. The review highlights that KM practices encompassing knowledge creation, sharing, storage, and application positively impact operational efficiency, innovation, customer satisfaction, and strategic decision-making. Absorptive capacity acts as a mediator, transforming knowledge into actionable insights, while innovation strategy aligns KM initiatives with organizational objectives, enabling sustainable growth. Technology-enabled KM tools, including digital platforms, cloud systems, and emerging AI and blockchain solutions, further enhance knowledge accessibility, integration, and utilization. The synthesized insights culminate in a conceptual framework linking KM practices to SME performance, illustrating pathways through which knowledge-driven mechanisms foster competitiveness and growth. This study contributes theoretically by integrating mediating and enabling mechanisms into SME KM literature and practically by offering guidance for managers, policymakers, and KM system developers. Future research directions include empirical testing of KM frameworks, exploring contextual variations, and investigating technology-enabled solutions to strengthen absorptive capacity and innovation in SMEs. Overall, the study underscores the strategic importance of knowledge management for sustainable SME performance …
creator: Nikhil Vimala Muraleedharan
creator: Vellaiyan Perumal Velmurugan
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 618
ending page: 634
doi: 10.32479/irmm.23083

Big Data’s Impact on Jordan Banks’ Organizational Innovation: Examining the Moderating Effects of Management Commitment and Mediating Knowledge Sharing
type: item
description: This research comprehensively examines the impact of big data integration on organizational innovation in the context of Jordanian banks. It builds on prior research to explore the role of “Big Data’s volume, velocity, variety and veracity.” Organizational Innovation and Leadership Besides managerial commitment and knowledge sharing, organizational innovation and leadership are also crucial. The constructs have a proven validity and reliability for at least preliminary validation analysis. A major result of Big Data is a significant effect of volume, velocity and variety on organizational innovations. Further, in reinforcing the need for knowledge sharing as an important mediator of decision-making and problem solving, the study also emphasises the importance of management's support to facilitate this means of communication process with innovative outcomes within a particular organization. The paper suggests for better insight of the importance of data analysis in institutional innovation to cope with external environmental concerns.
creator: Sami Mohammad
creator: Ayşem Çelebi
creator: Alrmah Saied R. Amer
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 635
ending page: 645
doi: 10.32479/irmm.23039

Green Training and Development Influencing Employee Green Behavior: The Mediating Role of Employee Green Attitude and Intentions in Lebanese Small and Medium-sized Enterprises
type: item
description: Environmental challenges have intensified interest in how green human resource management (GHRM) practices influence employee green behavior, yet prior studies frequently report non-significant relationships between aggregated GHRM practices and employee attitudes. Addressing this inconsistency, the present study disaggregates GHRM by examining green training and development as a focal practice and tests the mediating roles of employee attitude toward green behavior and green behavioral intention, drawing on the Ability–Motivation–Opportunity framework and the Theory of Planned Behavior. Data from a cross-sectional survey of 367 employees in Lebanese small and medium-sized enterprises were analyzed using partial least squares structural equation modeling. The results demonstrate that green training and development significantly influences employee attitudes toward green behavior, which in turn correlate with green behavioral intention and employee green behavior; green behavioral intention also directly predicts employee green behavior. Mediation analyses show that attitude and intention operate as distinct mechanisms linking green training and development to behavior. By disaggregating GHRM practices, this study successfully addresses and explains prior null findings and provides evidence that specific practices, rather than aggregated bundles, shape employee attitudes and behavior in SME and emerging-economy contexts.
creator: Mona AlDana
creator: Alaa Elddine Abbas
creator: Cherine Jneid
creator: Sara Mosleh
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 646
ending page: 661
doi: 10.32479/irmm.23316

Role of Gamification and Perceived Value on Consumers’ Behavioural Intention to Use Buy-Now, Pay-Later (BNPL) Services through the Extended Tam Model
type: item
description: The research examines the factors that influence consumers' behavioral intention (BI) to utilize Buy-Now, Pay-Later (BNPL) services, with the addition of two outside variables, Gamification (GM) and Perceived Value (PV), in the Technology Acceptance Model (TAM). The authors adopted a quantitative deductive method, conducting an online survey of 280 university students in Chennai. The authors used Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess the ten hypotheses about the relationships of the variables using SmartPLS 4. The results showed that all ten hypotheses were positive, indicating the model's robustness. GM significantly impacted PV (β = 0.577, t = 13.602, p < 0.001), attitude (ATT) (β = 0.241, t = 4.284, p < 0.001), and BI (β = 0.134, t = 2.073, p < 0.05), demonstrating GM's motivational aspect of BNPL services. In addition, Perceived Ease of Use (PEU) significantly impacted Perceived Usefulness (PU) (β = 0.491, t = 11.201, p < 0.001) and ATT (β = 0.309, t = 5.177, p < 0.001), while PV had a significant impact on BI (β = 0.188, t = 2.980, p < 0.01). The model was able to explain 43.5 of % variance of Behavioral Intention (BI) and 28.9 of % variance of Actual Usage (AU), suggesting reasonable explanatory and predictive validity. This study contributes to the fintech adoption literature by adding experiential and psychological dimensions to the TAM and has practical relevance for practitioners seeking to build interesting, value-oriented, and socially responsible BNPL services targeted at younger consumers.
creator: S. Yamuna
creator: C. Sahila
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 662
ending page: 674
doi: 10.32479/irmm.22439

The Impact of Information Technology Use on Achieving a Sustainable Competitive Advantage in Airlines Companies
type: item
description: This aim of study is determining the impact of information technology use and its dimensions; equipment, software, databases, people, and networks, on achieving sustainable competitive advantage and its dimensions; quality, flexibility, innovation, and lower cost, in Airlines companies. The study targeted employees in senior and middle management. The study adopted approach of a descriptive analytical by using the IBM SPSS Statistics Software., The study used a comprehensive sampling of all participants, which consisted of 324 supervisory positions at Royal Jordanian Airlines. Only 260 questionnaires distributed were considered usable for next analysis, that it represents 80% of the population. The study concluded that there is a significant positive statistically impact of information technology use and its dimensions; equipment, software, databases, people, and networks, on achieving sustainable competitive advantage and its various dimensions; quality, flexibility, innovation, and lower cost, in Airlines companies. The study emphasized in their recommendations on enhancing the use of information technology and supporting it in its dimensions: (equipment, software, databases, people, and networks), for its important and positive role in achieving a sustainable competitive advantage in Airlines companies.
creator: Mohammad Abdalkarim Alzuod
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 675
ending page: 681
doi: 10.32479/irmm.22985

Cultural Adaptation as a Strategic Factor in Ensuring the Stable Presence of Enterprises in International Markets
type: item
description: The aim of the research is to determine the features of cultural adaptation (cultural values, social norms, language features, corporate culture, level of digitalization) on the stable presence of enterprises in the global environment. The research employed the following methods: case study for determining cultural factors of influence on the adaptation of enterprises in the international environment. The general theoretical comparison was used to determine the internal and external barriers to the adaptation of enterprises. The ranking indicator was applied to determine the influence of cultural factors. Pearson correlation coefficient was calculated for comparing the adaptation of enterprises in Ukraine and the world. A comparison of cultural factors of influence on the company success showed that the most significant indicator is the consideration of cultural values (Ii= 0.45). Interpipe Group Ltd (4.20 points) and MHP SE (4.30 points) are the most competitive among Ukrainian companies in international markets. The advantages of these companies are associated with compliance with social responsibility, environmental friendliness, and ethical norms. The peculiarities of consumer values (Ii= 0.44) were identified as the main barriers to adaptation, as the perception of products in one country cannot guarantee its perception in another. The analysis revealed that The Coca-Cola Company showed the highest level of success, which was able to locally take into account cultural characteristics in each country. The practical value of the study is the possibility of taking cultural factors into account when introducing a company to the international market.
creator: Olha Prokopenko
creator: Mykhailo Airapetov
creator: Nataliia Kara
creator: Roman Lakhyzha
creator: Andrian Ulinici
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 682
ending page: 691
doi: 10.32479/irmm.23467

Reassessing Organizational Competence as a Mediator between Service Quality and Customer Satisfaction: An Integrated SERVQUAL-Resource-based View Study of Amanah Ikhtiar Malaysia
type: item
description: The primary microfinance institution in the country, Amanah Ikhtiar Malaysia (AIM), is used as the case environment in this study to re-examine the presumed mediating function of organisational competency in the relationship between service quality and customer satisfaction. It examines whether internal capabilities like staff knowledge, operational effectiveness, and community outreach can mitigate the effects of service quality dimensions like tangibles, responsiveness, reliability, empathy, and assurance. It does this by incorporating the SERVQUAL framework and drawing on the Resource-Based View (RBV) theory. The research pursued four objectives: to investigate how service quality affects organisational competence, how organisational competence affects customer satisfaction, to assess whether organisational competence mediates this relationship, and whether service quality directly affects satisfaction. Using descriptive statistics and Ordered Probit Regression to analyse responses from 400 AIM clients, the study concludes that organisational competency does not significantly mediate the findings. Instead, service quality dimensions directly and significantly influence customer satisfaction. The significance of frontline service performance in promoting customer satisfaction and sustained involvement in microfinance is underscored by these findings.
creator: Wan Nur Rahini Aznie Binti Zainudin
creator: W. Muhammad Zainuddin Wan Abdullah
creator: Norlida Binti Mahussin
creator: Farah Alia Binti Zakaria
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 692
ending page: 701
doi: 10.32479/irmm.21275

Cost and Management Accounting Practices in Indian Hotels: Impact on Efficiency and Service Quality
type: item
description: This study investigates the impact of cost and management accounting (CMA) practices on operational efficiency and service quality in the hotel industry of Uttar Pradesh, India. Drawing on the Resource-Based View (RBV) and the Service-Profit Chain framework, the research conceptualises CMA practices as strategic organisational resources that enhance service outcomes through improved operational performance. A quantitative, cross-sectional survey design was adopted, collecting data from 476 hotels across various categories, ownership types, and locations. Using structural equation modelling (SEM), the study examines the relationships between five dimensions of CMA practices—budgeting, costing, performance measurement, decision support, and technology and analytics—operational efficiency, and service quality. The findings reveal that costing, decision support, and technology and analytics significantly enhance operational efficiency, while budgeting and performance measurement show no significant effects. Operational efficiency has a strong positive influence on service quality and mediates the effects of costing, decision support, and technology and analytics on service outcomes. The results highlight the strategic importance of adopting modern, technology-driven CMA practices to achieve operational excellence and deliver superior guest experiences. This study extends accounting and hospitality literature by providing empirical evidence from an emerging economy context and offers practical insights for hotel managers, policymakers, and professional bodies. It underscores the need for data-driven, analytics-enabled accounting systems to strengthen competitiveness and enhance service quality in dynamic hospitality environments.
creator: Rashmi Tripathi
creator: Manoj Kumar
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 702
ending page: 712
doi: 10.32479/irmm.21857

TAM Model: Studying the Influence of Sustainability Labels on Consumer Willingness to Pay Premium Prices for Apparel Using PLS-SEM
type: item
description: This study investigates the influence of sustainability labels on the willingness of Generation Z consumers in Greater Metro Manila to pay premium prices for apparel, utilizing the Technology Acceptance Model (TAM) as its theoretical framework. Through quantitative research design, data were collected from 400 respondents aged 18-28 via a structured online survey. The relationships between Perceived Usefulness (PU), Perceived Ease of Use (PEOU), Attitude (ATT) toward sustainability labels, and Purchase Intention (PI) were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that Perceived Usefulness and Attitude are the most significant direct predictors of Purchase Intention. Specifically, Attitude demonstrates the strongest effect (coefficient value = 0.460), followed by a direct, significant influence from Perceived Usefulness (coefficient value = 0.259). Furthermore, Perceived Ease of Use significantly enhances Perceived Usefulness (coefficient value = 0.476) and influences Attitude indirectly through this pathway. However, the direct effect of Perceived Ease of Use on Attitude was found to be statistically insignificant, suggesting that while label clarity is important for utility, it does not directly shape consumer attitudes in this context. The study concludes that sustainability labels can encourage premium purchases among Filipino Gen Z consumers when they are viewed as useful and credible. Brands and policymakers should emphasize the labels’ informational value over simplicity to strengthen sustainability communication and marketing in the Philippine fashion industry.
creator: Enrico C. Mendoza
creator: Ivan Escarda
creator: Elnathan Lim
creator: Jean Andrei Mallillin
creator: Mark Joshua Sta. Ana
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 713
ending page: 721
doi: 10.32479/irmm.22844

The Brand Shield: How Brand Equity Moderates the Emotional Backlash of Gamification Failure
type: item
description: As increasingly being an integral part of different e-commerce platforms, the aspect, namely gamification, has been showing more potential, especially in making the shopping experience more rewarding and interactive, although when relevant systems could not function at that specific moment or are being regarded as somehow manipulative, and with the inclusion of some playful design, it may generate some level of frustration among users, particularly among Generation Z. The examination was focused on how unsatisfactory experiences with gamification could shape the decision to boycott a brand by zooming into whether emotional discomfort could serve as a link between failed experiences and boycott intention, and also whether brand equity could help buffer the negative reaction. By referring to the cognitive appraisal theory, a quantitative design was implemented to collect data from 457 Gen Z customers in Vietnam using a structured online questionnaire, and reliability and validity were guaranteed by running Cronbach’s alpha and confirmatory factor analysis, with hypotheses tested by performing structural equation modeling (SEM) on the AMOS 29 software. When the elements of gamification did not deliver the intended effects, two interrelated processes could be elicited, which would shape boycott intention, and one of the processes involved a cognitive judgment, wherein users would see the brand as rather unreliable or unfair, whereas, on the other hand, the second process included emotional reactions, in which feelings of anger and frustration could partially mediate the association. Brand equity was also discovered to be able to moderate the association by mitigating some of the impact of negative emotions on the boycott intention.
creator: Dinh An Vu
creator: Nhu Anh Le
creator: Huyen Trang Phan
creator: Thi Nhi Phan
creator: Thi Phuong Oanh Nguyen
creator: Dinh Tuan Anh Trinh
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 722
ending page: 728
doi: 10.32479/irmm.22677

Influence of Fine-Dining Restaurant Service Quality and Legitimacy on Revisit Intentions in Tshwane City, South Africa
type: item
description: The aim of the study was to examine the influence of service quality dimensions and legitimacy on consumer revisit intentions in Tshwane city’s fine-dining restaurants. The study was grounded in the DINESERV and Institutional theoretical frameworks. The study adopted a quantitative descriptive cross-sectional inquiry that surveyed participants once. Cconvenience sampling was employed via online platforms to distribute questionnaires to two hundred and twenty participants. Of these, one hundred and eighty four were suitable for analysis. The questionnaire required participants to choose their responses based on a non-comparative five-point Likert scale. Descriptive and inferential statistics were utilised as modes of statistical analyses. Structural equation modelling using SmartPLS4 was adopted. The results revealed that empathy, employee service quality, food quality, hygienic practices and safety assurance had insignificant positive influence on both pragmatic and social legitimacy. However, although physical environmental quality insignificantly influenced pragmatic legitimacy, its influence on social legitimacy was positively significant and more interestingly, responsiveness and reliability had significant positive influence on both forms of legitimacy. Therefore, managers and practitioners in the fine-dining restaurant sector should realise that unparalleled service quality does not warrant legitimacy and that other factors other than legitimacy are important drivers of consumer revisit intentions.
creator: Clay Hutama Basera
creator: Johan W. de Jager
creator: Antonie Drotsky
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 729
ending page: 740
doi: 10.32479/irmm.23061

Innovative Marketing Strategy Tools for Promoting the Green Agribusiness Brand
type: item
description: The aim of the study was to carry out a comprehensive assessment of the level of development of organic farming and the effectiveness of the use of innovative marketing tools in the green agribusiness of Ukraine. It was found that the share of organic agricultural land in Ukraine increased from 0.6% in 2019 to 1.2% in 2025, which corresponds to a growth rate of 12.2% per year. The introduction of innovative marketing tools among Ukrainian enterprises is on average 38.3%. In particular, ESG reporting is used by 28% of companies, digital marketing by 35%, eco-labelling by 42%, and social media is used by 48% of enterprises. Correlation analysis showed a strong direct relationship between the use of marketing tools and the effectiveness of a green brand: ESG reporting – 0.71, digital marketing – 0.78, eco-labelling – 0.82, social networks – 0.76. Regression analysis confirmed the statistical significance of all factors (p<0.01), with the highest impact on brand performance being eco-labelled (b=0.78). The study confirms that the comprehensive implementation of ESG practices, digital marketing, and eco-labelling has a positive impact on the competitiveness of enterprises and shaping of sustainable green brands.
creator: Tetiana Ustik
creator: Volodymyr Lagodiienko
creator: Svitlana Bebko
creator: Yurii Biloshapka
creator: Oleksandr Sorokokit
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 741
ending page: 749
doi: 10.32479/irmm.23548

Innovative Cognitive Tools for Studying Market Opportunities for Entrepreneurship
type: item
description: The introduction of cognitive technologies into business processes sets new requirements for market opportunity analytics, and digital analytics makes it possible to accurately measure its impact on business models and innovative solutions. The aim of the study is to quantify the role of cognitive tools in the dynamics of entrepreneurial opportunities, identify factors that change this correlation, and build a panel model. The methodological foundation of the study was panel econometric modelling, which enabled taking into account international differences observed over time and the dynamics of indicators in the domestic sphere. The model was with lags of the dependent variable, which had a dynamic nature to take into account inertia in the development of entrepreneurial opportunities, and the stability of the impact of cognitive tools was also tested. The risk of endogeneity was avoided by using an instrumental approach to obtain causal estimates of the impact of technological diffusion on market opportunities. The dependent variable is the Market Opportunity Index, which is a combination of indicators of innovation activity, the share of firms with new products, and the share of opportunity-oriented entrepreneurs. The empirical study for 2020-2024 showed that the higher the Cognitive Tools Index by one standard unit, the higher the Market Opportunity Index by an average of 0.33. The Cognitive Tools Index and the Market Opportunity Index were -0.42 and -0.35 in 2020 and 0.94 and 0.92 in 2024, respectively. The results confirm the positive impact of cognitive technologies on the development of entrepreneurial opportunities and innovative activity. The results indicate the need to build digital infrastructure, human capital, and support open data.
creator: Taliat Bielialov
creator: Maryna Salun
creator: Alina Lytvynenko
creator: Halyna Yamnenko
creator: Olha Romanko
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 750
ending page: 759
doi: 10.32479/irmm.23597

How do Social Media Influencers Trigger Impulse Buying: The Mediating Role of Emotional Arousal and Cognitive Bias
type: item
description: Dual Process Theory and the Elaboration Likelihood Model inform this study, which investigates the psychological mechanisms by which social media influencer posts lead to impulse purchasing. In particular, the research investigates the relationship between social media influencer content exposure and impulse purchasing behavior, an area that has been researched very little in consumer behavior literature. It does this by investigating the dual mediation influence of emotional arousal and cognitive bias. 412 Indian social media users filled out a standardized questionnaire, and Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to analyze the data. The model examines both the direct and indirect effects to test the hypothesized dual-path mediation model. Results indicate that content created by influencers positively and significantly influences impulse buying behavior. Emotional arousal and cognitive bias were found to mediate this relationship, as hypothesized in this study through the dual psychological pathway. Influencer marketers must be aware of the cognitive and affective processes hidden in influencer posts and design campaigns appropriately, taking advantage of these mechanisms. Insights also have implications for consumer protection policy on the internet. The study contributes to influencer marketing and consumer psychology literature by empirically examining and determining a dual-mediation model and presenting a deeper insight into the mechanisms through which influencer posts drive impulse buying through affective and heuristic routes.
creator: L. Monisha
creator: Sahila Chellamuthu
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 760
ending page: 769
doi: 10.32479/irmm.23108

Integration of Fintech and Digital Marketing in Optimizing Accounting Operations and Management Accounting
type: item
description: This study aims at assessing how accounting processes and management accounting can be optimized using fintech products and digital marketing. The topicality of the matter is predetermined by the intensive growth of the fintech platform, the growing significance of the channel of digital interaction with the customer, the growth of the needs in the quality of corporate data. This paper implements the stochastic frontier analysis (SFA) to estimate the efficiency and suggested approach decomposes the actual efficiency of accounting operations, without considering the random error, into the input of fintech tools, digital marketing, data quality, and the degree of automation. The sample of the research will consist of six companies of different countries and industries, and the data obtained in 2022 -2024 is set to be used to measure the dynamics of efficiency and digital transformation. The results suggest that fintech solutions alleviate the accounting processes inefficiencies, and the digital marketing indirectly affects the management accounting due to the data quality improvement and structure. A cumulative impact of these factors will generate a sustainable, holistic benefit, increasing accuracy, speed, and compliance of financial processes. The novelty of the research is the use of SFA to assess the digital integration in accounting that allows measuring the synergies between fintech and digital marketing and determining the levels of digital maturity.
creator: Hassan Ali Al-Ababneh
creator: Arwa H. Amoush
creator: Ali Ra’ed Alshawawreh
creator: Maher Ibrahim Tawdrous
creator: Jameel Ahmad Khader
rights: Copyright (c) 2026 International Review of Management and Marketing
date: 2026-03-16
publication date: 2026-03-16
volume: 16
number: 3
starting page: 770
ending page: 779
doi: 10.32479/irmm.23661