International Review of Management and Marketing
International Review of Management and Marketing (IRMM) is the international academic journal, and is a double-blind, peer-reviewed academic journal publishing high quality conceptual and measure development articles in the areas of management, marketing, business and related disciplines. The journal has a worldwide audience. The journal's goal is to stimulate the development of management, marketing, business and related disciplines theory worldwide by publishing interesting articles in a highly readable format. ISSN: 2146-4405
Exploring the Influence of Online Consumer Reviews on Sales of Umrah Travel Agencies: The Moderating Role of Package Pricing
This study aims to investigate the influence of online consumer reviews on the sales of Umrah travel agencies, with the Umrah package price serving as a moderator. The sample included 82 of the 296 registered Malaysian Umrah travel agencies. Secondary data on online consumer reviews were obtained from the Google Reviews and matched with the 2019 sales data of these agencies. Partial Least Squares Structural Equation Modeling was applied for data analysis. The results reveal that the reviewer expertise positively influences the sales of Umrah travel agencies. Surprisingly, identity disclosure was found to be insignificant. Additionally, the findings demonstrate the positive moderating effect of Umrah package price on this relationship. This study suggests that Umrah travel agencies encourage past customers to leave feedback on Google Reviews to increase the presence of expert reviewers. Additionally, leveraging online consumer reviews can help agencies engage with consumers, particularly when promoting premium Umrah packages.
Copyright (c) 2025 International Review of Management and Marketing
Shaping Future Entrepreneurs: Education, Intention, and the Adoption of AI
Nowadays, technology cannot be separated from the business and education sectors, with Artificial Intelligence (AI) emerging as a vital tool for early-stage entrepreneurs. In higher education, students are increasingly expected to combine business knowledge with the ability to utilize digital tools, such as AI. However, the link between entrepreneurship education, entrepreneurial intention, and AI adoption for enhancing entrepreneurial capabilities remains underexplored. Using a purposive sampling method, data were collected from 175 valid respondents, and the model was tested using the structural equation model. The study found that entrepreneurial education and intention have a direct influence on the adoption of AI. Furthermore, AI adoption can mediate and enhance entrepreneurial competencies in the higher education context. The study offers theoretical insights into the integration of AI in the context of entrepreneurship education, providing practical implications that aim to prepare students for digital entrepreneurship.
Aligning Skills with Industry 4.0: An Exploratory Study of IT Workforce Challenges in Kerala, India
The swift development of digital technologies has brought Industry 4.0 to life, revolutionizing industrial processes and expectations from the workforce. Along with the evolution of the global IT industry through innovations like artificial intelligence (AI), machine learning (ML), internet of things (IoT), cloud computing, and cyber-physical systems (CPS), it has become the need of the hour to synchronize workforce skills with these technological requirements. This research investigates the difficulties of IT professionals in Kerala in adopting Industry 4.0, emphasizing determining skill gaps, assessing training effectiveness, and determining organizational readiness. Adopting an exploratory and descriptive research approach, the research surveyed 410 IT professionals from different places of Kerala, a state of India using structured questionnaires. Statistical analysis was done using t-test, ANOVA, Chi-square, correlation, and regression through SPSS and Excel. The results demonstrate a moderate level of awareness of Industry 4.0 concepts but huge disparities in applied skills, especially among middle-career workers. The available academic curriculum and training programs were deemed not to be properly aligned with industry demands. The study highlights the need for cooperation between academia, industry, and government to update training schemes and embed Industry 4.0 technologies in mainstream education. Strategic efforts in skill enhancement, ongoing learning, and curriculum change are required to make Kerala’s IT talent pool competitive and future-fit in the age of digital technology.
Sustainable Marketing Strategies and Financial Performance in the Hotel Industry: Does Digital Transformation and Integration Matter?
This study examined the moderating role of digital transformation and integration in the relationship between sustainable marketing strategies and the financial performance of hotels in Ghana measured by cost efficiency, sales growth and financial stability. The underpinning theories pertinent to this topic include: the dynamic capability theory, resource-based theory, and contingency theory. These collectively furnish a robust foundation for contextualizing the research. The methodological framework employed for this investigation encompasses an explanatory design, integrating a quantitative methodology. A cumulative total of 272 questionnaires were duly filled out by patrons of hotels in Ghana. The empirical findings unveiled a statistically significant positive relationship between sustainable marketing strategies as well as cost efficiency, revenue growth, and financial stability respectively. Moreover, the outcomes indicate that digital transformation alongside integration exerts a significant moderating effect on the relationship between sustainable marketing strategies and the financial performance (cost efficiency, revenue growth, and financial stability) of hotels. The implications derived from this research, both practical and theoretical, are meticulously examined, shedding light on potential applications and influences stemming from the findings within the marketing domain. These implications may encompass realms such as sustainable marketing strategies, cost efficiency, revenue growth, financial stability, as well as the role of digital transformation and integration in the stated relationship. This investigation proffers significant insights pertinent to hotel administrators and policymakers, underscoring the criticality of harmonizing digital transformation with sustainable marketing endeavours to enhance financial outcomes effectively.
Buying at First Sight: Modelling the Determinants of UI on Generation Z’s E-Impulsive Buying Behaviour
Online shopping has become the dominant retail shopping choice in India, driven by Generation Z’s preference due to the seamless experience in e-commerce. This research examines how the user interface design elements - Social Influencers, Mannequin Display and Website Rewards influence Generation Z’s E-impulsive buying behaviour in Indian E-commerce markets. Random and Purposive sampling approach was adopted to collect 388 responses from Gen Z through a structured survey and questionnaire instrument floated via social media platforms. This research framework examined four constructs, namely Social Influencers, Mannequin Display, Website Rewards and E-Impulsive Buying and their relationship was tested using Structural Equation Modelling - SMARTPLS. Findings of this study revealed a significant positive relationship between social influencers and e-impulsive buying (β = 0.211, P = 0.009), rewards and e-impulsive buying (β = 0.658, P = 0.000) and mannequin display with e-impulsive buying (β = 0.197, P = 0.028). This study provides theoretical and practical implications based on the real-world scenario for interface designers and e-businesses to increase their market reach and shoppers’ engagement in India’s digital marketplace.
Mind the Green Gap - Demographic Influences and Strategies to Close Recycled Product Intention-Behaviour Gaps in Germany and South Africa
This study investigates the role of demographic and other factors on intention-behaviour gaps for the purchase of three recycled product types, comparing between a developed (Germany) and a developing country (South Africa). The overall objective is to identify if demographic profiles for German and South African consumers differentiate between those with large and small intention-behaviour gaps, with the ultimate goal of identifying logical target markets for recycled products, and whether such demographic profiles differ according to product type and level of economic development. A quantitative survey in each country used an online questionnaire, resulting in samples of 603 Germans and 692 South Africans. The findings showed that demographics plays a limited role in purchase behaviour for different types of recycled products in the two countries. In South Africa, only age was a significant differentiator for mobile phone intension-behaviour gaps, while in Germany only gender and age differentiated the t-shirt intension- behaviour gaps. Regarding other factors, availability was a significant predictor of t-shirt purchase behaviour, while subjective norm was significant for mobile phones. Other influencing factors were not significant predictors for any of the German target markets. Based on this we suggest measurements for the industry, for example, improving awareness of availability.
Halal Fashion Consumption: Understanding Determinants of Brand Loyalty among Hijab Consumers
Hijab fashion represents a vital segment within the halal fashion industry, marked by intense competition and rapid growth. This study aims to examine the determinants of brand loyalty in the context of hijab fashion by developing and testing a conceptual model. Brand loyalty is recognized as a critical strategic asset, offering competitive advantage and long-term relevance in a dynamic retail environment. However, maintaining such loyalty presents ongoing challenges. Grounded in the Stimulus–Organism–Response (S-O-R) framework and the Satisfaction–Loyalty model, this study investigates the influence of retail brand experience on brand loyalty, with brand satisfaction and brand trust serving as mediating variables. Data were collected using a purposive sampling method through mall intercept surveys, yielding 500 valid responses. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that retail brand experience significantly influences brand satisfaction and brand loyalty, with a serial mediation effect through brand satisfaction and brand trust. These findings provide valuable insights for hijab fashion brands seeking to build effective marketing strategies that foster brand loyalty and support long-term business sustainability in the competitive hijab fashion in retail landscape.
Exploration of Human Resources in Transformational Leadership toward Business Sustainability of Indonesian Small and Medium Enterprises
In Indonesia, Small and Medium Enterprises (SMEs) are business units providing broad socio-economic benefits to the community and absorbing 97% of the national workforce. The large role is not balanced with the ability to continue growing and surviving in the global economic arena. Therefore, this research aimed to analyze several variables influencing Business sustainability (BS) in functional relationships including exploration of human resources (EHR), transformational leadership (TL), and Network Communication (NC). Data were collected by distributing questionnaires to 398 respondents and analyzed using structural equation models - partial least square (SEM-PLS) statistical method based on SmartPLS software. The results of the analysis showed that there was a direct influence between EHR on BS, EHR on TL, and NC on BS. The influence of EHR on BS through TL was not reported. However, NC succeeded in increasing the influence of EHR and TL on BS. This research enriched the principles of strategic management science in the field of formulating measuring instruments for determining BS. At the practical level, alternative solutions were provided to the problem of low BS using knowledge from business, management, finance, and communication sciences.
Exploring the Role of Knowledge Management in the Link Between Organizational Culture and Financial Performance: Evidence from Libyan Higher Education Institutions
This study investigates the relationship between organizational culture and financial performance in Libyan higher education institutions, with a specific focus on the mediating role of knowledge management and the moderating effect of professional experience. Using a quantitative approach, data were collected from 347 financial stakeholders, including accountants, auditors, and finance managers, and analyzed through Structural Equation Modeling (SEM). The findings reveal that knowledge management significantly mediates the link between organizational culture and financial performance, while years of experience enhance knowledge management’s contribution to financial outcomes but do not directly affect the relationship between organizational culture and financial performance. By highlighting the critical role of a knowledge-driven culture and the value of experienced staff, this study contributes new insights to the higher education finance literature in a post-conflict developing context and provides practical implications for policymakers and university leaders aiming to strengthen financial performance through strategic cultural and knowledge management initiatives.
The Impact of Technological-Organizational-Environmental Factors on Electronic Marketing Performance of Food and Beverage SMES in Kuwait
This study aims to examine the relationship between the Technology-Organization-Environment (TOE) framework and electronic marketing performance among small and medium enterprises (SMEs) in Kuwait’s restaurant and food and beverage sector. While digital platforms and technologies are increasingly essential for improving business operations, the strategic alignment between TOE factors and marketing outcomes remains unclear. Therefore, determining this relationship forms the core problem addressed in this research. A quantitative research method was employed using a self-administered questionnaire to collect data from SME stakeholders. The findings indicate that certain TOE dimensions such as compatibility and organizational readiness significantly impact profitability, while top management support and mobile payment gateway usage are positively associated with sales growth. The study highlights the importance of leveraging TOE elements to enhance marketing performance and recommends stronger organizational readiness, managerial involvement, and digital platform integration to drive marketing success within SMEs.
Does Strategic Management Accounting, Local Wisdom Influence Village-Owned Enterprises Performance? An Applied Study in Indonesia
The high role of village-owned enterprises (VOEs) in encouraging the improvement of the rural economy, so the demand to improve the performance of VOEs is a challenge for VOEs managers. This is due to limited resources and high levels of competition. This paper aims to test several factors that can encourage the improvement of the performance of VOEs, namely strategic management accounting (SMA), this is related to ensure the effectiveness and efficiency of organizational management. In addition, because the existence of VOEs in rural areas is considered local wisdom so that the existence of VOEs receives support from the local community. This study uses SEM-PLS to test the influence of SMA and local wisdom on the performance of VOEs. By using primary data obtained by distributing questionnaires to 276 VOEs spread across the province of Riau, Indonesia. The findings of the study show that SMA and local wisdom have a significant effect on the performance of VOEs.
Pricing Strategies and Demand Dynamics in Indigenous Micro-Textile Enterprises
This study explores the pricing strategies employed by indigenous micro-textile enterprises in Durban, South Africa, and assesses their impact on consumer demand and business sustainability. Using an exploratory sequential mixed-methods approach, the research draws on qualitative interviews with 50 μ-entrepreneurs and a quantitative survey of 384 participants to uncover how pricing decisions are shaped by contextual constraints, cultural values, and firm-level strategic behaviours. The findings reveal that pricing practices vary significantly across three distinct tiers of micro-textile operations, with Tier Three businesses exhibiting informal and reactive pricing models, while Tier One enterprises engage in more structured, value-based strategies. Key challenges identified include high consumer price sensitivity, limited access to business development support, and the influence of unstructured entrepreneurial decision-making. The study also highlights the role of focus-based strategies, such as cost leadership and product differentiation, in enabling micro-enterprises to navigate competitive markets. Recommendations include strengthening pricing literacy, integrating digital tools, and enhancing the role of business incubators in supporting culturally grounded and market-responsive pricing models. These insights contribute to the broader discourse on inclusive marketing, informal entrepreneurship, and sustainable micro-enterprise development in emerging economies.
More Than Just Skills: How Competencies, Motivations, and Social Capital Shape New Venture Performance
Entrepreneurial success is shaped by the interplay of individual competencies, intrinsic and extrinsic motivations, and access to social capital. While prior studies have explored these factors independently, their combined impact on new venture performance remains underexamined. Grounded in the Resource-Based View (RBV) and Social Capital Theory, this study investigates the role of entrepreneurial competencies, motivations, and social capital in shaping business success. Using data from 360 owner-managers of small and medium enterprises (SMEs) in North Sumatera, Indonesia, this study applies Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine the proposed relationships. The findings reveal that both competencies and motivations significantly influence venture performance, while social capital moderates these relationships. Notably, social capital strengthens the effect of competencies but weakens the direct influence of motivations on business outcomes. These results highlight the complex role of social capital, which can serve as both an enabler and a constraint depending on the entrepreneurial context. This study contributes to the theoretical discourse by integrating human and social capital perspectives, while offering actionable insights for policymakers and practitioners seeking to foster entrepreneurial growth. Future research should explore the contextual nuances of these relationships across different industries and economic landscapes.
The Impact of Business Intelligence on Digital Marketing Activities: The Mediating Effect of Technological Capabilities
This research examines how Business Intelligence (BI) and Technological Capabilities (TC) cumulatively impact Digital Marketing (DM) performance in industrial companies, based on empirical data from Jordan. Drawing on Resource-Based View and Dynamic Capabilities Theory, the research formulates and examines a conceptual framework where BI constitutes a strategic resource and TC represents a key marketing effectiveness enabler. Data were obtained from 252 managerial respondents from different manufacturing industries by using a structured questionnaire. Covariance-Based Structural Equation Modeling (CB-SEM) was used to test associations. The findings indicate that BI has direct and indirect impacts on DM performance, where TC represents an essential mediating variable. These results underscore that although BI facilitates data-based marketing decisions, its strategic advantage depends on internal technological readiness of the firm. The research contributes to knowledge by validating an integrated BI–TC–DM framework in an emerging market industrial setting and enhances practical knowledge by illustrating how digital infrastructure can be aligned with analytics to enhance marketing outcomes. The findings have particular relevance to industrial companies facing digital transformation as well as policymakers seeking to support Industry 4.0 implementation within resource-scarce environments.
Impact of Website Attributes on Women’s Apparel Purchase Decisions: A Strategic Marketing Perspective
Website attributes such as usability, security, content quality, and design aesthetics play a critical role in shaping women’s apparel purchasing behavior in online retail. This study examines the strategic impact of these attributes on consumer decision-making through data collected via a structured questionnaire using a 5-point Likert scale. Analytical techniques including multiple regression analysis and ANOVA, performed in SPSS, reveal that all proposed hypotheses are supported. Specifically, (1) Design aesthetics positively influence purchase intentions, (2) Usability factors such as mobile responsiveness and intuitive navigation significantly enhance consumer engagement, (3) High-quality content, including detailed product descriptions and authentic reviews, strengthens consumer trust and purchase decisions, and (4) Security features such as secure payment gateways and robust data protection are essential in maintaining customer confidence. The findings underscore that design aesthetics, usability, and content quality have the strongest impact on purchase behavior, while security remains a foundational trust factor. These results offer valuable implications for management and marketing practitioners, highlighting the importance of optimizing e-commerce platforms to enhance customer satisfaction, increase engagement, and drive sustainable sales growth.
Brand Reputation in the Age of AI: Impact of AI-Driven Customer Interaction, Social Media Engagement, and Sustainability Messaging on Consumer Trust and Purchase Intention
The rapid advancement of artificial intelligence (AI) has significantly transformed digital branding, necessitating a deeper investigation into how AI- driven strategies influence consumer behavior in emerging markets. This study examined the impact of AI-driven customer interaction, social media engagement, and sustainability messaging on brand trust and purchase intention, with brand trust hypothesized as a mediating variable. A descriptive- correlational design was employed, using structured questionnaires distributed to 600 digitally active consumers in Metro Cebu. Data analysis included Pearson correlation, multiple regression, and mediation analysis via bootstrapping to test the proposed relationships. Results revealed that all three digital branding strategies significantly predicted brand trust, which in turn was the strongest predictor of purchase intention; mediation analysis confirmed the critical role of trust in translating digital interactions into consumer decisions. These findings offer practical implications for marketers aiming to build sustainable brand reputations in AI-intensive environments, emphasizing the integration of personalization, ethical messaging, and trust-building as key components of future-ready digital branding models.
A Systematic Analysis on Organisational Citizenship Behaviour around the World from 2005 to 2025
This study examines how research on Organizational Citizenship Behaviour (OCB) has developed globally from 2005 to 2025 and projects its likely direction in 2026. It seeks to identify the most active authors, journals, institutions, and countries, while also highlighting the themes that are shaping current and future OCB research. We conducted a bibliometric analysis of 2,602 publications retrieved from the Scopus database, of which 1,824 met the inclusion criteria following PRISMA guidelines. Analytical techniques such as performance indicators, keyword co-occurrence, bibliographic coupling, and co-authorship mapping were applied using R and VOS Viewer. To extend beyond descriptive analysis, we used a time-series forecasting model in R to predict both the volume of OCB publications and emerging research themes for 2026. The findings show a steady rise in OCB research, with the United States, China, and India contributing the most. Leading publication outlets include the Journal of Business Ethics and the International Journal of Hospitality Management. OCB is most often linked with job satisfaction, organizational commitment, leadership, and justice, while recent studies also explore green HRM, abusive supervision, and work–family conflict. Forecasting suggests that the field will rebound in 2026 with around 114 publications expected, and that employee attitudes, leadership, and organizational support will remain central themes. By combining bibliometric mapping with predictive modelling, this study not only reviews the global state of OCB research but also offers a forward-looking view of where the field is heading. The results provide useful insights for academics and practitioners interested in the evolving role of OCB in organizations.
Evaluating AI-Enhanced Digital Payment Platform Adoption through an Extended UTAUT2 Model
AI enabled digital payment is one of the more advanced forms of technology, with the unified theory of acceptance and use of technology (UTAUT) model adopted to perform cashless transactions instantly. The study focuses on how digitized banking might increase behavioral intention in adopting digital payment systems through an altered UTAUT2 model with factors such as performance expectancy, effort expectancy, social influence, facilitating conditions, trust & security, and regulatory support. Hence, a conceptual model and its structure equation modeling are proposed, which validates the model to demonstrate the adoption of the AI based digital payment platform and its effect on the behavioral intention of end users. A Purposive sampling method has been used for the study as the target respondents are the banking users. A sample size of 313 online banking customers of public and private sector banks is targeted in India. The study’s findings show that Cronbach’s alpha scores range from 0.72 to 0.78, while the scores of composite reliability range from 0.73 to 0.77, indicating favourable construct reliability and significant internal consistency for scale advancement, while SRMR and NFI are 0.058 and 0.89, indicating the achievement of a Good Model Fit. This suggests a promising potential for market share growth in the digital banking sector. Thus, the AI based digital payment system adopted by banking customers provides personalized and customized high- quality satisfaction and loyalty with effective and efficient services. Policymakers and stakeholders can capitalize on the measured model proposed by the current study to explore strategies to boost user engagement.
What Drives Digital Marketing Adoption in Resource-Constrained MSMEs? Evidence Using a TOE-Led Integrative Framework
This study examines how technology, organization, and environmental factors influence MSME intention and digital-marketing adoption. Based on TOE, TAM, and DOI models of adoption and estimated using CB-SEM on a cross-sectional survey using validated scales, the results find intention as the dominant pathway to adoption. Intention rises with perceived ease of use, compatibility/capabilities, relative advantage, trust, knowledge, and customer/competitive pressure, and falls with perceived financial cost; strategic—but not tactical—digital-marketing orientation contributes incremental explanation. Tests of mediation find that most antecedents impact adoption via intention. The results position ease-of-use and skill-training centre- stage, trust-building and capability-building, and selective cost relief as means of converting intention into use and offer district-level guidance for policymakers and incubators, and encouragement for future longitudinal follow-up.
The Relationship between Generative AI-Driven Storytelling and Customer Engagement: The Mediating Role of Personalization
The fast development of artificial intelligence (AI) has led to the transformation of marketing approaches, especially with the help of generative AI- driven storytelling (GAS) allowing clients to offer compelling personalized narratives to their customers. The study explores the closeness between generative AI-assisted storytelling (GAS) and customer engagement (CE) with possible mediating position of personalization within e-commerce industry in Jordan. The sample of respondents was composed of 312 participants, and the collection of data happened through structured survey with structural equation modeling (SEM) being used to test the proposed hypotheses. The results show that GAS can substantially increase customer engagement and that personalization partially mediates this association. This highlights that narratives generated by AI on their own are powerful, but they can be significantly more effective with content personalized to likings of individual consumers. The study is beneficial to the theory and practice since it provides empirical data on mechanisms where AI-driven marketing strategies have effects on consumer behavior. These insights could be used by practitioners in e-commerce to ensure that their GAS campaigns maximize engagement, loyalty and conversion. Also, the study reveals the power of implementation of personalization techniques into the concept of using AI in the context of marketing to ensure ultimate results. These insights provide an opportune insight to marketers who want to maximize the use of emerging AI technology to enhance customer relationship and competitive advantage.
The Impact of Digital Marketing and Mobile Applications on Service Innovation in German Companies
This research examines how digital marketing and mobile app development enable service innovation in German companies during the period of 2005- 2024. Using firm-level panel data from the Moody’s Orbis database, firm-level panel data examines the relationships between social media advertising expenses, mobile app features, educational campaigns, total customers, and the rate of active digital users (used to approximate service innovation). By applying a Random Effects panel regression model, findings indicate that social media advertising, mobile app functionality, educational campaigns, and total customers have a significant and positive influence on firms’ rate of digital innovation performance. Findings show that consistently investing in digital engagement strategies and technological capabilities increases firms’ ability to innovate services, acquire customers, and build competitiveness within the changing digital economy in Germany. The present study provides new firm-level evidence for the digital transformation literature, as it illustrates that marketing and mobile technology work together to drive service innovation in advanced economies.
Workplace Spirituality and Innovative Work Behavior: Unveiling the Power of Engagement
This study aimed to examine the influence of workplace spirituality (WpS) on innovative work behavior (IwB) with employee engagement (EmE) as a mediating variable. By using a quantitative method, data were collected from 251 respondents from the public and private sectors in Indonesia with a minimum of 1 year of work experience. The analysis was conducted using Partial least squares structural equation modelling (PLS-SEM). The results showed that workplace spirituality had a significant positive effect on employee engagement and innovative work behavior, both directly and indirectly. Furthermore, employee engagement played a partial mediating role, suggesting that it served as an important psychological mechanism in translating spiritual values into innovative actions. The results reinforced existing literature and expanded the understanding of how spiritual values were internalized in the context of innovative work behavior. Values such as meaningful work, connectedness between colleagues, and inner harmony were found to foster a work climate that motivated exploration, the courage to take initiative, and bottom-up innovation. This study further recommended the integration of spirituality into organizational culture as a holistic strategy to increase engagement, enhance well-being, and drive sustainable innovation in the modern workplace.
Data Driven Culture and Firm Performance: The Mediating Role of Customer Centric Innovation and Customer Loyalty
The mechanism through which data driven culture enhances customer loyalty and firm performance has been unexplored and limited. In light of this research gap, this study examines the mechanism through which data driven culture enhances customer loyalty and firm performance by shedding light on the role of customer centric innovation. Therefore, the main aim of this study is to explore the mechanism of developing customer loyalty and firm performance based on data driven culture and customer centric innovation. With the help of resource-based view and dynamic capability theory, a conceptual model has been developed and validated with 389 responses from the owners of the SMEs. The study highlighted that data driven culture has a significant effect on customer centric innovation, customer loyalty and firm performance. Customer centric innovation had a positive effect on the customer loyalty and firm performance. Customer centric innovation has a mediating effect on the relationship between data driven culture and firm performance. Furthermore, Customer loyalty had a significant effect on the firm performance. In addition, customer loyalty had a mediating effect on the relationship between data driven culture and firm performance.
Audit Fee Determinants: The Influence of Corporate Governance Mechanisms in Nigerian Banking Industry
This study examined the influence of corporate governance on audit fees of the Deposit Money Banks (DMBs) in Nigeria by exploring secondary data. The study population comprised 13 DMBs in Nigeria, of which 12 were purposively selected based on data availability. Data were sourced from the annual reports and accounts of 12 listed DMBs in Nigeria spanning from 2012 to 2023. This study explored multiple regression analysis by using dependent variables (Audit Fees), independent variables (Board Meetings, Board Size, Board Independence, Board female Gender Diversity, CEO Ownership & Female Audit Committee), and control variables (Return on Asset, Firm Size, Asset Growth & Leverage). The findings indicated that Board female Gender Diversity, Female Audit Committee, Firm Size & Asset Growth had positive and significant effects on audit fees, while (Return on Asset & Leverage) had negative and significant effect on audit fees. The result concluded that corporate governance influences the audit fees of DBMs in Nigeria. Given the financial scandals and regulatory reform that is prevalent in the Nigerian banking sector. This study contributes to the literature by providing empirical evidence on how corporate governance affects audit fees within the Nigerian banking sector, reinforcing the need for effective governance policies.
Factors Influencing the Enhancement of Work Motivation among Tour Guides: A Study in Ho Chi Minh City, Vietnam
To improve the motivation of tour guides in Ho Chi Minh City, this study will identify the elements that affect their motivation at work and offer potential solutions. A mixed-method strategy that included quantitative questionnaire surveys and qualitative expert interviews was used to accomplish this goal. Using SPSS 26 software, data from 487 tour guides actively working in Ho Chi Minh City were gathered and examined using linear regression, exploratory factor analysis (EFA), and Cronbach’s Alpha reliability assessment. According to the results, domestic tour guides’ motivation at work is greatly influenced by four major factors: (1) pay, (2) workplace culture, (3) prospects for advancement, and (4) corporate policies. The study suggests several workable ways to enhance these influencing elements in light of these findings, boosting tour guides’ motivation and productivity on the job. Government officials and travel agencies may use the study’s practical implications to create strategies to effectively cultivate a workforce of skilled tourists who can satisfy the demands of global integration.
Destination Brand Satisfaction in Nature-Based Tourism: Image and Experience as Primary Drivers
This study examines how destination branding elements influence tourist satisfaction in nature-based destinations, with implications for sustainable tourism management strategies. A survey of 350 domestic tourists visiting Lake Toba, Indonesia examined relationships between destination image, service environment, social interactions, tourist experiences and satisfaction. Structural equation modelling tested the conceptual framework. Destination brand image strongly influences tourist experiences and satisfaction, whilst service quality and social interactions show limited impact in this nature- based context. Tourist experiences serve as the primary driver of satisfaction. The results provide empirical evidence for contextual differences in destination satisfaction mechanisms. Destination managers in nature-based contexts should prioritise authentic branding and experiential design over traditional service improvements, whilst recognising contextual variations in tourist expectations. The research provides empirical evidence for boundary conditions of service-dominant logic in destination management, demonstrating that satisfaction mechanisms vary across destination types and extending destination branding theory through contextual validation.
What Drives Satisfaction in Fresh E-Commerce? Evidence from Review-Based Topic and Sentiment Analysis
This study explores key determinants of customer satisfaction in China’s fresh e-commerce sector by analyzing large-scale user-generated reviews from JD Fresh. Unlike prior research relying on surveys, this study integrates semantic segmentation, high-frequency textual data, and multivariate modeling to offer a data-driven and fine-grained understanding of customer experience. Nine service dimensions were identified: Freshness, Affordability, Size, Taste, Ice Pack, Delivery, Quality, Storage, and Platform Functionality. Sentiment scores were calculated for each dimension and used in a multiple linear regression model to assess their impact on overall satisfaction. Results indicate that all nine factors significantly affect satisfaction, with Taste, Quality, and Storage being the most influential. These findings demonstrate the effectiveness of combining text mining and sentiment analysis in identifying service quality dimensions and predicting satisfaction. The study also highlights the value of online reviews as a scalable source for service evaluation and provides actionable insights for improving user experience and repurchase intention in the highly competitive fresh e-commerce industry.
How Influencer Marketing Shapes Tourist Citizenship Behavior for Sustainable Tourism Destinations? The Mediating Role of Brand Attitude
This study investigates how influencer marketing shapes tourist citizenship behavior (TCB) in sustainable tourism through the mediating role of brand attitude. Building on social exchange theory and consumer–brand relationship literature, the study addresses a gap in understanding the mechanisms by which digital influence extends beyond purchase intentions to pro-social tourist behaviors. Survey data from 250 visitors to sustainable destinations in North Sulawesi, Indonesia, were analyzed using structural equation modeling (SmartPLS). Results show that influencer marketing significantly enhances brand attitude, which directly fosters TCB dimensions such as advocacy, feedback, helping, and tolerance, and mediates the relationship between influencer marketing and TCB. These findings highlight the strategic role of brand attitude in translating digital influence into sustainable, community-oriented tourist practices. Theoretically, the study advances knowledge by integrating influencer marketing with behavioral outcomes in sustainable tourism, moving beyond traditional attitudinal or intention-based measures. Practically, it offers insights for policymakers and destination marketers on designing authentic and ethical influencer campaigns that strengthen sustainable brand–consumer relationships. Limitations concerning geographic scope and cross-sectional design suggest directions for broader and longitudinal investigations.
Assessing Intangible Value: The Mediating Roles of WOM and Brand Credibility in Quality and Equity Nexus in Emerging Market
There is a growing demand for herbal treatments, which has resulted in intensified competition in the emerging herbal market. The increasing competition has compelled firms to build strong brand equity to sustain profitability and differentiation. However, the mechanisms through which brand quality, word-of-mouth (WOM), and brand credibility interact to influence brand equity remain underexplored, particularly in the herbal industry. The research aims to examine the mediating role of WOM on the extent to which brand quality influences credibility and equity in an emerging herbal market. The data for this paper were gathered from 226 customers through systematic random procedures. Structural equation modelling was utilised to test the hypotheses via AMOS 24. The findings demonstrate that WOM plays a complete intervening role in the link between brand quality and equity, and also partially mediates in the brand quality and credibility nexus. The analysis also indicates that brand credibility completely intervenes in the nexus between WOM and equity. The study establishes that WOM is an important factor if herbal companies want to create brand quality to strengthen brand credibility and equity, whilst credibility is regarded as a critical ingredient when utilising WOM to raise brand equity in the emerging market.
Mapping Collectivism Research in Marketing: A Global Scopus Bibliometric Analysis
Collectivism is a key cultural dimension that shapes consumer attitudes, particularly about sustainability and group identity. This study maps three decades of collectivist research in marketing and identifies key gaps in the field. Based on 631 English-language journal articles indexed in Scopus from 1996 to 2024, the analysis combines performance metrics with co-citation and keyword mapping using Biblioshiny and VOSviewer. Results show a steady growth in publication volume, with recent studies focusing more on green consumption and digital platforms. Despite this expansion, the literature remains heavily centered on Hofstede’s cultural dimensions, Triandis’s framework, and Fornell and Larcker’s measurement model, indicating persistent theoretical path dependence. Research is also geographically concentrated in the United States and China, with limited representation from Africa and Latin America. Emerging-market contexts and Gen-Z cohorts receive comparatively little attention. These findings suggest that future studies should develop more grounded models of collectivism in sustainability research and broaden regional coverage. For marketing practitioners, the results point to both the potential and limitations of leveraging collectivist values to promote eco-conscious behaviors across culturally diverse audiences.
Stepwise Regression Analysis of the Determinants Influencing the Adoption of Islamic Banking
This study explores the key factors influencing the adoption of Islamic Banking (IB) among Pakistani customers. Data were collected from 150 bank customers in the Peshawar district. The analysis involved descriptive statistics and stepwise regression. The findings reveal that religious commitment and consumer perception positively impact IB adoption. Additionally, the study highlights that customers in Pakistan generally have limited knowledge of IB products. These findings are valuable for Islamic banks in refining their marketing strategies. Marketing managers should focus on fostering a positive attitude by increasing awareness and emphasizing the benefits of Islamic banking services. Enhancing service delivery for existing customers can also generate positive word-of-mouth, further encouraging adoption.
Tourism and Referral Healthcare System Efficiency the Role of Sustainability and Socio-Cultural Factors in Uttar Pradesh
Medical tourism has become a rapidly expanding sector that intersects healthcare and hospitality, enabling patients to travel across borders for specialized, high-quality, and cost-effective treatments. In India, Uttar Pradesh is emerging as a competitive medical tourism destination, supported by its expanding network of tertiary and referral healthcare facilities. This study investigates the influence of medical tourism, sustainability practices, socio-cultural factors, and infrastructure and operational capacity on the efficiency of referral healthcare systems in the state. A quantitative, cross- sectional research design was employed, using a structured questionnaire administered to 372 patients and caregivers who had accessed referral services within the past 12 months. Data were analyzed using structural equation modeling (SmartPLS 4). The results reveal that infrastructure and operational factors, medical tourism, and socio-cultural factors have significant positive effects on referral healthcare system efficiency, while sustainability practices show a positive but statistically insignificant relationship. The findings extend the literature by integrating healthcare operations, hospitality management, and socio-cultural competence into a unified analytical framework. Managerial and policy implications include prioritizing infrastructure enhancement, institutionalizing cultural competence training, and embedding operational improvements into medical tourism strategies. The study also highlights the need for more systematic integration of sustainability practices into hospital operations to translate long-term ethical commitments into measurable operational outcomes.
Exploring the Role of Environmental Knowledge, Awareness, and Organizational Behavior in Driving Sustainability Performance and Decision-Making: Evidence from Somali Business Organizations
This study investigates the influence of environmental knowledge, awareness, and organizational behavior on sustainability performance and decision-making in Somali organizations. This study reveals that, although environmental knowledge has historically been deemed essential for fostering sustainability, it is inadequate on its own to produce tangible sustainability results. Environmental knowledge serves as a crucial predictor of sustainability success, both directly and via the mediation influence of organizational behavior. The research used a quantitative approach, employing a standardized questionnaire administered to 300 employees from several firms in Somalia. Data analysis, encompassing Exploratory Factor Analysis (EFA), correlation, mediation testing, and ANOVA, was performed utilizing Jamovi 2.6.2 and SPSS 27 to evaluate the interrelations among the research variables. The findings demonstrate that organizational behavior acts as a vital conduit for converting environmental information into sustainable behaviors, underscoring the significance of leadership, culture, and policy support in sustainability efforts. Moreover, demographic variables like age, job experience, and education substantially affect environmental knowledge, awareness, and participation in sustainability, with older, more experienced, and better educated persons demonstrating more robust sustainability-related behaviors. Conversely, environmental awareness, although favorably associated with sustainability performance, does not have a statistically meaningful direct impact. These findings highlight the necessity for firms to progress beyond mere awareness campaigns and engage in systematic sustainability education programs, leadership-driven policies, and working cultures that promote sustainable practices. Through the integration of knowledge-based interventions, organizational participation, and systematic decision-making processes, organizations in Somalia can attain enduring enhancements in sustainable performance. The study offers significant insights for policymakers, corporate leaders, and academics aiming to improve sustainability practices using evidence-based initiatives that emphasize environmental knowledge and efficient organizational behavior frameworks.
Enhancing Engagement through Gamification in Malaysian Blended Learning
The transition to blended learning in Malaysia’s higher education system, particularly following the COVID-19 pandemic, has brought student engagement and participation to the forefront of educational challenges. This study investigates the potential of gamification as a tool to enhance student engagement, with a specific focus on perceived usefulness as a critical factor. Research design, data and methodology: Utilising the Gamification Acceptance Model (GAM), an extension of the Technology Acceptance Model (TAM), the research analyses survey data collected from 200 undergraduate students enrolled in the Strategic Management course at Universiti Teknologi MARA (UiTM) Kampus Bandaraya Melaka. Results: The findings indicate that perceived usefulness significantly enhances three dimensions of engagement: attitude, interactive engagement, and skill engagement. However, the mediating role of attitude in the relationship between perceived usefulness and engagement was not substantiated. These results underline the applicability of GAM in blended learning environments and emphasise the importance of perceived usefulness in directly fostering student engagement. Conclusions: The study provides useful advice to educators and higher education institutions, advocating for the integration of gamification into course designs to create more engaging and effective learning experiences.
Assessing the Impact of E-Commerce Platforms on Retail Consumer Goods Brand Building
The research examines how e-commerce platform marketing attributes affect customer satisfaction while building retail brands in Uzbekistan’s developing digital economy. The research applies marketing theory to identify platform usability and information quality and delivery experience and service quality and security and customer review trust and perceived value for money as essential elements of the online marketing mix which affect consumer experience and brand perception. The research uses survey data from 1,000 Tashkent online shoppers to test and validate the relationships through Ordinary Least Squares (OLS) regression and Structural Equation Modelling (SEM). The OLS model demonstrates high explanatory power for customer satisfaction through its R2 value of 0.742. The SEM results demonstrate outstanding model performance through RMSEA = 0.000 and CFI = 1.000 and TLI = 1.000 while showing significant relationships between all attributes at P < 0.001. The study reveals that customer service quality (γ = 1.41) and product information quality (γ = 1.39) and platform usability (γ = 1.38) have the most significant impact on customer satisfaction and brand loyalty. The research demonstrates that service quality and experience design in e-commerce markets function as fundamental marketing elements which create positive customer experiences and digital brand value. The research adds value to marketing science through its digital commerce service quality extension and provides operational guidance for e-commerce managers to build customer-focused strategies and market leadership in Uzbekistan’s expanding digital retail sector.
Impact of Social Media Marketing on Decision Confidence: The Mediating Role of Social Commerce Engagement
This study investigates the influence of social media marketing (SMM) attributes Informativeness, interactivity, trendiness, personalization, and word- of-mouth on consumers’ decision confidence in online purchase environments. It further examines the mediating role of social commerce engagement (SCE), conceptualized through learning from forums and communities, learning from ratings and reviews, and learning from social advertisements, particularly within the context of urban India. A quantitative, cross-sectional research design was adopted, utilizing an online survey administered to 603 respondents from six major metropolitan cities in India. The study employed validated multi-item measurement scales analyzed through structural equation modeling (SEM) to test the hypothesized relationships and the mediating role of SCE in the conceptual model. The results confirmed that all five SMM attributes significantly enhance decision confidence, with Personalization and Interactivity exerting the strongest effects. Furthermore, decision confidence was found to significantly predict all three dimensions of SCE. The mediating analysis revealed that SCE plays a pivotal role in linking SMM attributes with consumers’ decision confidence, highlighting the importance of peer-generated content and personalized advertisements in digital purchase decisions. Findings offer actionable insights for digital marketers and social commerce platforms. Emphasizing personalization, interactivity, and the visibility of user-generated reviews can strengthen consumer decision confidence and foster meaningful engagement. Platforms like Instagram and Facebook should be prioritized for urban consumer targeting in India.
Exploring the Mediating Role of Psychological Resilience in Enhancing Employee Empowerment and Organizational Commitment: A Dual-Theory Approach PsyCap and JD-R Perspective
This study aims to investigate the relationship between Employee Empowerment Strategy (EES), Cognitive Balance (CB), Emotional Intelligence (EI) as independent variables, Psychological Resilience (PR) as an intervening variable, and Job Satisfaction (JS), Team Productivity (PT), Employee Loyalty (EL), and Organizational Commitment (OC) as dependent variables. To achieve good representation and accurate results, a sample of 250 private sector employees was selected using stratified random sampling technique. This technique was chosen so that the sample includes variations in terms of organizational level, industry sector, and demographic background, so that the research results can reflect the diversity that exists in the wider population. Participation eligibility criteria included: (1) being employed in a private sector organization for a minimum of 12 months, (2) being at least 25 years old, and (3) voluntarily consenting to participate in the study. This study then uses a quantitative analysis approach with SEM-PLS as a data analysis and hypothesis testing tool. The results of this study state that, either through a direct relationship between the independent variable and the dependent variable or through an intervening variable (indirect effect), all test relationships state a positive and significant effect. Theoretically and managerially, this study also contributes theoretical and practical knowledge, especially in the development of the Psychological Capital Theory and the Job Demands-Resources (JD-R) theory.
Green Branding to Create Green Competitive Advantage in McDonalds Indonesia Fast Food Company
The practice of greenwashing is a problem for companies that are committed to building green branding honestly and earnestly as a green competitive advantage, including McDonalds Indonesia’s business. This fast food company has implemented a green business strategy but has not fully implemented green branding. It is necessary to study green satisfaction, green brand image, green trust and green awareness as important parts that shape the perception of green branding. The purpose of this study is to analyze the influence of green branding consisting of green satisfaction, green brand image, green trust and green awareness on green competitive advantage with greenwashing as a moderation variable. The sampling method uses purposive sampling and to determine the sample size is used by Lemeshow formulation with a total of 481 throughout Indonesia. Data analysis using SmartPLS 4. The findings of this study have a positive and significant influence between green branding consisting of green satisfaction, green brand image, green trust and green awareness on Green Competitive Adventive, simultaneously green satisfaction, green brand image, green trust and green awareness have a positive effect on green competitive advantage and greenwashing does not strengthen the influence of green satisfaction, green brand image, green trust and green awareness of green competitive advantage.
The Impact of Digital Transformation on Sustainable Business of Commercial Banks in an Emerging Economy
This study aims to clarify the mediating roles of three factors—corporate governance, perceived efficiency, and financial performance—in the relationship between digital transformation and sustainable business practices among Joint Stock Commercial Banks (JSCBs) in Vietnam. Data were collected from 270 customers with experience using services at JSCBs and analyzed using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS-SEM) technique. The results indicate that corporate governance and financial performance play statistically significant mediating roles in the relationship between digital transformation and sustainable business. Conversely, no empirical evidence was found to support the mediating role of perceived efficiency in this relationship. These findings not only contribute empirical insights to the literature on digital transformation and sustainability in the banking sector but also offer practical managerial implications for JSCBs in designing digitalization strategies and enhancing competitiveness in an increasingly digital landscape.
Investigating the Impact of Corporate Governance on Financial Performance of Commercial Banks in Ghana
As a popular mechanism, corporate governance is broadly recognized to align individual interests with organizational objectives, thus improving organizational performance. Nevertheless, the specific pathways through which corporate governance influences performance remain underexplored in the context of Ghanaian banks. With the data of seven listed Ghanaian banks over the period 2012 to 2022, this study examines the effect of corporate governance on bank performance, with bank size and ownership serving as moderating variables. Return on assets (ROA) is employed as a proxy for performance, while board size, board gender diversity, and the proportion of non-executive directors represent corporate governance indicators. Bank growth, interest coverage, asset tangibility, and bank size are included as control variables. Using panel data, the study applies a fixed-effects model to test the hypotheses. The findings reveal that board gender diversity exerts a significant positive effect on ROA, while board size and the proportion of non-executive directors show no significant impact at the 5% level. Moreover, neither bank size nor ownership significantly moderate the relationship between corporate governance variables and bank performance. The study suggests that banks should increase female representation on boards, while regulators such as the Bank of Ghana may place less emphasis on bank size when enforcing corporate governance practices.
Unlocking Digital Payoffs in Pharmaceutical Supply Chains: Organizational Learning Capability as a Boundary Condition
Pharmaceutical supply chains operate under stringent regulatory regimes, temperature-sensitive logistics, and repeated threats of shortage and recall, conditions that render digital transformation key to reliability and efficiency of operations. This paper investigates whether supply chain digitalization enhances operational performance and whether organizational learning capability amplifies such impact in an emerging-economy setting. Grounded on the resource-based view and dynamic capabilities theory, we conceptualize supply chain digitalization as a portfolio of digital assets and process innovations and theorize organizational learning capability as a high-order capability for absorbing, assimilating, transforming, and applying knowledge encoded in digital traces. We test the model on survey data from the pharmaceutical supply chain sector of Jordan (n = 217) and estimate relationships by means of Partial Least Squares Structural Equation Modeling (PLS-SEM) with reflective indicators. The study found that supply chain digitalization positively and significantly impacts operational performance and that organizational learning capability positively moderates supply chain digitalization and operational performance interaction. Overall, results uncover digital investment paying faster, better, and more reliable speed, quality, and reliability when invested in learning architectures institutionalizing cross-functional knowledge flows and continuous improvement. The paper contributes by placing organizational learning capability in the role of a boundary-enforcing condition for realizing digitalization returns in regulated, high-reliability supply chains and by providing evidence from an under-investigated emerging-economy environment. Managerially, results highlight sequencing digitalization prompted by regulatory needs with operations redesign and investing in learning routines cultivating faith in data-driven and AI-based decision making.
Strategic Integration of Artificial Intelligence and Innovation Management for Enhancing Organizational Performance: The Moderating Role of Organizational Agility
The study examined the impact of strategic integration of artificial intelligence (SAI) and innovation management (OI) on organizational performance (OP) with the moderating role of organizational agility (OA) to determine how strategic integration of artificial intelligence influences organizational performance (OP). Furthermore, the extent to which strategic artificial intelligence-driven influences on organizational agility was also examined. This study employed a quantitative approach with a targeted 250 respondents from the population, which consisted of ten (10) selected top deposit money banks presently operating in Lagos State, Nigeria, using a purposive sampling technique. Partial Least Square-Structural Equation Modeling (PLS-SEM) was utilized to assess the structural model and test the hypothesized relationships among the variables captured. First, the study revealed that SAI significantly influences both OA and OP (0.627 and 0.583, respectively). IM has shown a strong effect on both agility (0.697) and organizational performance (0.873). Moreover, the finding revealed that the mediating role of OA had a moderate influence on OP. The indirect effect of innovation management on performance via agility is weak (0.006); SAI had a more substantial indirect effect on performance through agility (0.039), highlighting the importance of agility in enabling the adaptability required for AI-driven success. SAI had a significant total effect on organizational agility (0.627) and performance (0.622), revealing its importance as a core component of modern business strategy. The study concluded that strategic integration of artificial intelligence influences organizational agility and organizational performance positively. Innovation management maintains a strong positive relationship with organizational performance, and organizational agility plays a slight role in mediating the relationship among strategic integration of artificial intelligence, innovation management, and organizational performance. The finding stresses the importance of strategically integrating artificial intelligence with innovation management to optimize organizational agility and, ultimately, enhance performance in dynamic environments. The study recommends that managers should align operations with strategic artificial intelligence, adopt modern technologies, and invest more in innovative practices to improve efficiency and sustainability.
How Artificial Intelligence Brought a Paradigm Shift in the Digital Marketing Landscape: A Scientometric Mapping and Future Research Directions
This bibliometric research aims to comprehensively analyze the application of Artificial Intelligence (AI) in digital marketing. The study uses the Scopus database to identify 355 research papers published between 2000 and 2025. This research intends to provide an overview of the research landscape, including the most cited articles, authors, and journals, to identify the trending topics of the research, and to determine the thematic development in this domain. The findings reveal that research in this field depicts exponential growth after 2017 and will continue to grow in the future and the Journal of Marketing is the most contributing journal. The most commonly used AI technologies in digital marketing include machine learning (ML), natural language processing (NLP), predictive modeling, and chatbots with tools such as ChatGPT, OptiMonkAI, Jasper, Midjourney, Manychat, Zapier, ElevenLabs, and OpusClip. The findings further synthesize that these AI tools and technologies enable marketers to collect and analyze large amounts of real-time data (structured, unstructured, and semi-structured) and are applied to achieve multifold strategic and tactical marketing objectives: to make improved customer segmentation, behavior prediction, and targeting, to enhance customer service, experience, and satisfaction, to ensure marketing efficiency through automation, to create and personalize content, and to efficiently manage social media and personalized email marketing and e-commerce website. However, there are concerns about the potential for the sustainable implication of AI considering data privacy and security and ethical issues. Future research should focus on the application of AI to ensure and enhance sustainable societal well-being (society 5.0) through marketing 5.0.
The Mediating Role of Brand Love between Brand Experience Dimensions and Word-of-Mouth Relationship: A Student Perspective of Smart Gadgets
The purpose of this study was to investigate how university students who use smart devices perceive brand love as a mediating factor between brand experience qualities and word-of-mouth. To achieve its objective, the research study employed a cross-sectional research design that was based on positivism as a paradigm and a quantitative technique. Purposive and snowball sampling methods were used to choose 300 participants to receive a fully structured, self-administered questionnaire. Students of Walter Sisulu University in Mthatha were the participants, and data were collected using an online questionnaire. The key findings under Smart PLS revealed that all hypothesised relationships are positive in a significant way. However, the association between Word-of-Mouth and Brand Love was determined to be the strongest with a path coefficient of β = 0,861; t = 43,613; p = 0.000, while the relationship between Affective Experience and Brand Love was the poorest, determined by a path coefficient of β = 0,374, t = 5,118, p = 0,000, while still favourable. Policymakers should provide extra clear instructions on how to use smart gadgets, as not only young people use smart gadgets. The results of the research will help businesses selling smart gadgets make informed decisions regarding their marketing plans. Marketers who have an interest in segmenting the markets will benefit from controlling the consumer demographic traits. The results suggest that brand experience and word-of-mouth marketing are suitable direct marketing channels or dimensions which customers have become most familiar with to truly fall in love with the brand.