The business environment for private higher education is highly competitive. Brand loyalty is one possible competitive strategy. This study aims to validate a theoretical model to measure brand loyalty and, in the process, provide a model that can be applied to measure brand loyalty of private higher education institutions. The quantitative research design collected data using a 5-point Likert-scale questionnaire from 399 alumni of private higher education institutions in South Africa. (376 thereof were usable). The results show that although the data are somewhat negatively skewed and exhibit leptokurtic kurtosis, these deviations remain within acceptable norms. Exploratory factor analyses validate the measuring criteria for each respective antecedent. The empirical findings demonstrate that customer satisfaction, service quality, brand trust, brand image, perceived value, customer relationships, dependability and reliability, technology, waiting time, switching costs, and brand involvement show strong, statistically significant positive relationships with brand loyalty. These results support the proposed theoretical model. Although the study is valuable to future researchers, its core value lies in managerial application. Management can apply the validated brand loyalty model to measure alumni brand loyalty and, furthermore, determine the influence of each brand loyalty antecedent.
The offered relevance structure is based on the rise of digital technologies in tourism and similar service industries where digital marketing determines demand development and competitive position of actors. The quick engagement of these digital tools in services advertising methodology brings forth naïve stereotypes and not any systematic intricate or quantitative study for long-term trend estimation. This highlights the need for a more in-depth understanding of digital behaviours and engagement patterns, use and effectiveness of digital marketing communications through internationally comparative data. The goal of the study is to reveal and measure development dynamics in application of digital marketing tools, activeness of consumers, and efficiency of digital-marketing communication (for tourism related service) based on international data during 2020–2024; the object is processes for digital marketing communication in service organizations. Methodological the research includes empirical quantitative analysis, descriptive methods, and comprehensive statistics for secondary and international comparative data during 2020–2024. It was concluded that the intensity of use of DM tools in tourism and related industries is increasing. Digital channels show stable growth, reaching a more even level after 2022. Consumer involvement analysis shows increased time devoted to digital content and online communication. Findings indicate greater exposure to digital marketing communications and engagement. Scientific novelty consists in the possibility to use established patterns for forming strategic directions for long-term development of tourism and service companies, including digital marketing.
This study evaluated the tourism marketing skills of Tourism Management students in Nueva Ecija, Philippines, focusing on their proficiency in core marketing competencies, digital marketing skills, and the challenges encountered in skill development. Utilizing a descriptive–quantitative research design, data were collected from 276 higher-year students through a researcher-developed questionnaire measured on a four-point Likert scale. Findings indicate that students demonstrate moderate proficiency in core marketing skills, excelling in customer engagement but showing gaps in market trend interpretation and campaign evaluation. In digital marketing, strengths were observed in content creation and social media management, while analytics, storytelling, and strategic campaign alignment were notably weak. Challenges such as limited access to technological resources, inadequate hands-on training, and incomplete theory-practice integration further constrained skill development. A discrepancy was also observed between students’ self-assessed competencies and industry expectations, particularly in advanced digital and analytical skills. Based on these results, curriculum enhancement, structured skills training programs, and strengthened industry collaboration are recommended to bridge competency gaps and prepare students for professional roles in a technology-driven tourism sector.
This study investigates whether consumers’ e-commerce experience strengthens repurchase intention in China and whether this relationship operates through perceived value. By modeling the experience–value–intention mechanism, the study clarifies how platform-level experience translates into repeat purchasing intentions in a market characterized by intense competition and low switching frictions. A cross-sectional survey using a 5-point Likert scale (1 = strongly disagree, 5 = strongly agree) was administered to Chinese online shoppers. A total of 450 questionnaires were distributed and 370 were returned (response rate = 82.2%). After screening for incomplete and low-quality responses, 342 valid responses were retained for analysis (effective response rate = 76.0%). The research model was evaluated using partial least squares structural equation modeling (PLS-SEM) in SmartPLS with 5,000 bootstrap resamples. Results show that e-commerce experience significantly influences perceived value (β = 0.52, p < 0.001), which subsequently predicts repurchase intention (β = 0.55, p < 0.001). Mediation analysis confirms a significant partial mediating effect, and the model explains 43.8% of the variance in repurchase intention. The study contributes to e-commerce loyalty research by emphasizing that experience-based differentiation primarily drives repeat purchase intention through consumers’ value assessments. The findings suggest that improving end-to-end experience (information quality, transaction convenience, fulfillment transparency, and service recovery) should be evaluated by its contribution to perceived value rather than by isolated interface metrics.
The integration of Artificial Intelligence-enabled learning into higher education has redefined the teaching and learning environment, especially in vocational disciplines such as hospitality and tourism. This study investigates the direct and indirect effects of Artificial Intelligence-enabled learning on workforce readiness among hospitality and tourism students in the Philippines. The psychological mediators of learning engagement and self-efficacy were examined using data from 300 students, with analyses conducted using covariance-based structural equation modeling. The study's findings suggest that Artificial Intelligence-enabled learning enhances workforce preparedness, both indirectly and directly, by boosting learning engagement and self-efficacy. This validated mediated structural model provides theoretical insight into employability research and expands on the Artificial Intelligence-enabled learning literature in an emerging economy setting. The structural model explained 44% of the variance in workforce readiness, indicating moderate explanatory power within the proposed framework. Implications for curriculum design and workforce preparedness in hospitality and tourism education are discussed.
This study examines the effect of digital audit evidence on audit independence among Big Four audit firms in Nigeria, with particular emphasis on analytical, forensic, electronic, and artificial intelligence–driven audit evidence. A survey research design was adopted. Data were collected from 365 employees of Big Four audit firms using a structured questionnaire. The data were analyzed using descriptive statistics and multiple regression analysis. The results reveal that digital audit evidence had significant positive effect on audit independence. Specifically, analytical procedural audit evidence, forensic audit evidence, and digital audit evidence gathering significantly enhance audit independence, while electronic documented audit evidence and AI-based confirmation evidence show insignificant effects. The study is limited to Big Four audit firms in Nigeria and relies on perceptual data. Future research may adopt longitudinal or experimental designs. Audit firms should prioritize investment in analytical and forensic digital tools and enhance auditor training in digital competencies to strengthen audit independence. The study contributes to the audit digitalization literature by disaggregating digital audit evidence into distinct components and providing evidence from an emerging economy.
Online secondary markets have evolved into digitally mediated consumption ecosystems where consumers seek economic value, identity expression, and community interaction. However, empirical evidence on the factors driving participation in hobby-based online secondary markets remains limited. This study examines the effects of perceived value, trust, perceived risk, and social influence on consumer participation, investigates the moderating role of hobby involvement, and explores generational differences between Generation Z and Millennials. Data were collected in Indonesia from January to March 2026 through an online survey of 348 Generation Z and Millennial consumers with prior experience in online secondary markets. Partial Least Squares Structural Equation Modeling (PLS-SEM) and Multi-Group Analysis (MGA) were employed to test the proposed model. The findings indicate that perceived value is the strongest driver of consumer participation, followed by trust and social influence, while perceived risk negatively influences participation. Hobby involvement weakens the effects of perceived value and social influence, suggesting that highly involved consumers are motivated more by intrinsic interest than by utilitarian benefits. Multi-group analysis further shows that Millennials are more value-oriented, whereas Generation Z consumers are more socially influenced.
The study is based on the serial-mediated model that investigated the relationship between business intelligence capabilities and digital marketing performance using two mediators: customer insights and data-driven decision-making. The study posits that the dynamic capability's view point, business intelligence capabilities allow companies to capture, integrate, analyze, and translate customer and market data into valuable knowledge for digital marketing activities. An explanatory, cross-sectional, quantitative design was used. The data were gathered from 350 employees and managers of Jordanian companies based on a structured questionnaire that are using business intelligence tools and digital marketing activities. The analysis of data was done with structural equation modelling using SmartPLS software. Results indicated that business intelligence capabilities have positive influence on the customer insights and digital marketing performance. Customer insights also positively influence data driven decision making, and Data-driven decision making positively influences digital marketing performance. In addition, the relationships between business intelligence capabilities and digital marketing performance are serially mediated by customer insights and data-driven decision making. The study raises the importance of BI capabilities in enhancing outcomes in digital marketing.
This study aims to examine the effect of Ability–Motivation–Opportunity (AMO) on Corporate Sustainability, through Staff Performance as a mediating variable. The research employed a quantitative approach using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The sample consisted of 184 respondents selected using a purposive sampling technique. Data were analyzed to assess the relationship between constructs and evaluate the mediating role of Staff Performance. The results indicate that AMO has a significant positive effect on Staff Performance and Corporate Sustainability. In addition, Staff Performance significantly influences Corporate Sustainability and partially mediates the relationship between AMO and Corporate Sustainability. The findings also show that AMO is the most dominant factor influencing organizational outcomes, highlighting the importance of employee capability, motivation, and opportunity in driving sustainable organizational performance. Additionally, the model demonstrates moderate explanatory power, confirming the relevance of human resource practices in enhancing sustainability outcomes. The study concludes that strengthening AMO practices is essential to improve employee performance and achieve long-term corporate sustainability. However, the research is limited by its cross-sectional design and single-organization context, which may limit the generalizability of the findings. Future research is recommended to adopt longitudinal designs and broader industry samples to enhance external validity.
Malaysia is projected to become an aged nation by 2030, creating both opportunities and challenges for the expanding silver market. Gerontechnology integrates technology and gerontology to support the independence, health, and quality of life of older adults, yet its impact depends on acceptance as much as innovation. This study conducts a bibliometric and content analysis of global gerontechnology research to identify key drivers of technology acceptance and to position Malaysia within this emerging field. Publications indexed in Scopus were analysed using VOSviewer to map publication growth, collaboration networks, and thematic clusters. The results show a gradual shift from mainly health-oriented applications toward behavioural and marketing perspectives, emphasising determinants such as perceived usefulness, ease of use, trust, and affordability. Malaysia’s research contribution remains developing but demonstrates growing attention to digital health, assistive technologies, and active ageing solutions. Based on these insights, the study proposes a marketing-oriented research and innovation agenda for 2025 to 2035 that prioritises user-centred design, digital inclusion, and collaboration among industry, academia, and policymakers. Integrating consumer behaviour perspectives into gerontechnology development can accelerate adoption among older adults and strengthen Malaysia’s role in the regional silver economy.
This study aimed to examine the effects of Knowledge Management, HRBP Strategy, Organizational Culture, Job Satisfaction, and Competencies on Strategic Planning and Employee Performance at Sawerigading Regional Hospital, Palopo. Study employed a quantitative approach with an explanatory design. The study population consisted of 763 employees, using proportionate stratified random sampling. A total of 383 respondents were included in the analysis. Data collection was conducted via a Likert-scale questionnaire and analyzed using covariance-based Structural Equation Modeling (SEM) with AMOS 29. The results indicated that Knowledge Management, HR Partner strategy, job satisfaction, and competencies have a positive and significant effect on strategic planning, while organizational culture has a positive but statistically insignificant effect. Regarding employee performance, Knowledge Management and job satisfaction have a positive and significant effect, while HR Partner strategy, organizational culture, and competencies have a positive but insignificant effect. Strategic planning was found to have a positive and significant effect on employee performance. Furthermore, strategic planning mediates the relationship between all independent variables and employee performance, both partially and fully. The findings suggest that strategic planning plays a crucial role in enhancing human resource management effectiveness and employee performance in hospital organizations. The practical implications of this study highlight the need to strengthen the Knowledge Management system, enhance competencies and job satisfaction, and optimize the strategic role of HR in supporting more effective organizational planning that is oriented toward improving healthcare service performance.
Sustainability disclosure in public sector entities (PSEs) is increasingly critical in developing economies, where fiscal transparency, environmental stewardship, and social legitimacy integrate with public governance. Yet, most empirical evidence remains concentrated on private firms in developed markets. This study investigates the determinants of disclosure-based sustainability performance in Ghanaian public sector entities using an unbalanced panel of 47 public entities from 2017 to 2023. To address unobserved endogeneity, heterogeneity, and long-run dynamics, the study employs Fixed Effects, Robust Least Squares, dynamic panel Generalised Method of Moments (GMM) and Dynamic Ordinary Least Squares (DOLS) estimation. The results reveal that leverage and audit quality consistently and positively influence sustainability disclosure performance. In contrast, liquidity exhibits a negative association in the dynamic specification. Board size and gender diversity reveal a positive long-run governance effect, whereas profitability and firm size exhibit limited explanatory power. The findings suggest that internal financial characteristics and institutional governance framework are key factors in shaping sustainability disclosure within Ghana’s public entities. The study contributes to the sustainability accounting literature by extending agency and institutional theory into the public sector domain in Sub-Saharan Africa and by providing actionable policy recommendations for strengthening sustainability governance frameworks.
This study investigates how omnichannel shopping experience and digital engagement influence purchase decisions by incorporating trust as a mediator and perceived data security as a moderator. Drawing on the Stimulus–Organism–Response (S-O-R) framework, digital engagement and shopping experience are conceptualized as external stimuli that shape consumer trust, which subsequently drives purchase decisions in omnichannel retail contexts. Data were collected from 200 consumers with prior omnichannel shopping experience and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that omnichannel shopping experience significantly influences both trust and purchase decision, while trust has a strong positive effect on purchase decision. In contrast, digital engagement does not directly affect purchase decision. However, digital engagement significantly influences trust, indicating an indirect-only mediation effect through trust. Furthermore, perceived data security strengthens the relationship between trust and purchase decision, confirming its moderating role. These results highlight that purchase decisions in omnichannel retailing are primarily driven by seamless experiences and trust-building mechanisms rather than digital engagement alone. The study provides theoretical and managerial insights into how retailers can enhance conversion through trust and data security assurance.
This study aims to examine the mediating role of knowledge management (KM) in the effect of training on the quality of health services (QHS) in private hospitals in Sana'a, Yemen. A quantitative approach was employed using a questionnaire designed to collect data from healthcare staff (doctors, nurses, and other healthcare professions such as laboratory technicians, pharmacists, anesthetists). Participants were selected using a stratified random sampling method. A total of 327 questionnaires were retrieved, 19 were excluded for being incomplete, and 307 were subjected to statistical analysis using SPSS and SmartPLS. The results revealed that the "training needs assessment" dimension was the least important among the training dimensions from the perspective of the study sample. Consequently, it had no positive impact on QHS, and its effect on knowledge management was weak and statistically insignificant. However, when training was measured in its combined dimensions, it was found to have a positive effect on the quality of health services. The study also revealed a positive relationship between KM and QHS. As for the mediating role of KM with its combined dimensions, it played a partial mediating role, with the most significant dimensions in this relationship being storage, generation, and application, whereas the "Knowledge Sharing" dimension was not statistically significant. Practical Implications: In light of this, organizations should pay greater attention to the stage of training needs assessment, as neglecting it could reduce the effectiveness of training.
This research looks at the effects of board attributes and corruption control on ESG performance and controversies in GCC firms using 1,487 firm-year observations between 2010 and 2023. It takes a two-fold approach by examining both positive (ESG performance) and negative (ESG controversies) aspects, as they co-exist in companies. It reveals that effective corruption control has a positive impact on ESG performance and a negative impact on controversies. Board characteristics - including diversity, independence and size - are also important for sustainability. Corruption control improves governance, reduces fraud and fosters sustainable business practices. The research provides important lessons for policymakers and business leaders in the GCC, highlighting that strong governance and transparent corporate practices are key to achieving sustainability and enhancing corporate integrity.
The evolving fraud dynamics in the public sector of Nigeria, despite existing control mechanisms, motivate the investigation of real-time internal control practices to mitigate fraud. This study examines how authorisation, biometric authentication, periodic checks, and information communication and technology oversight structures contribute to mitigating fraud within the Nigerian public sector. The study adopts a survey design and data were collected through structured questionnaires administered to 163 purposively selected staff members of Ekiti State Internal Revenue Service. Descriptive and inferential statistics were employed to analyse responses, while a modified econometric model was used to evaluate the impact of the variables on fraud prevention outcomes. The results indicate that real-time authorisation effectively prevents unauthorised activities, enhances compliance, and strengthens fraud prevention. Similarly, periodic checks promote instant detection of irregularities, ensuring continuous oversight and improved fraud prevention. While biometric activities like fingerprint scanning, facial recognition, and iris detection are seen as beneficial, their direct impact on strengthening accountability and traceability in the studied context was not evident. The study concludes that well-designed internal-control policies and procedures are crucial in deterring financial misconduct in the Nigerian public sector. Recommendations include implementing more stringent authorisation layers and tightening biometric verification to complement internal control measures.
Procurement fraud significantly threatens healthcare delivery in developing economies, yet its financial impacts are underexplored This study examined procurement fraud in public health facilities across Ghana’s Bono Region, using the fraud triangle and fraud diamond theories A survey of 240 staff from procurement, finance, and management departments in eight districts revealed that 75 4% perceived procurement fraud as common, with inflated pricing (25 0%) and kickbacks (20 8%) most prevalent Analysis showed strong correlations between procurement fraud and financial losses (r = 0 872), rising operational costs (r = 0 928), and reduced service quality (r = 0 768) Every 1% increase in procurement fraud corresponded to a 4 2% rise in financial losses Contributing factors included weak internal controls, poor transparency, and external pressures The study recommends robust procurement procedures, clear duty segregation, and comprehensive fraud risk management to mitigate these impacts and improve financial performance in health sector.
This study investigates the determinants of generative artificial intelligence (GenAI) adoption in higher education through a modified Theory of Planned Behavior (TPB) framework. Focusing on tertiary-level students, the model highlights attitude and trust as primary predictors of behavioral intention, excluding subjective norms and perceived behavioral control. Data were collected using a structured survey and analyzed using generalized linear modeling to examine the relationships among the constructs. The findings indicate that both attitude toward GenAI and trust in technology exert significant positive effects on students’ intention to adopt GenAI for academic use, with trust demonstrating a comparatively stronger influence. These results suggest that students’ willingness to engage with GenAI is shaped not only by favorable perceptions but also by confidence in the system’s reliability, integrity, and ethical use. The study contributes to the literature by refining the TPB framework in the context of emerging educational technologies and providing empirical evidence from a developing country setting. Implications for higher education institutions include the need to foster trust and cultivate positive attitudes through transparent policies, ethical guidelines, and targeted GenAI literacy initiatives.
This study examines the impact of green finance on SME growth by incorporating green investment as a mediating variable within the context of Moroccan SMEs. Drawing on the Resource-Based View (RBV), the study explains how access to environmentally oriented financial resources may stimulate sustainable investment practices and contribute to organizational growth. A quantitative survey approach was employed, and data were collected from 116 Moroccan SMEs through a self-administered questionnaire administered to business owners and managers. The data were analyzed using structural equation modeling with the partial least squares (SEM-PLS) technique under R software. The results indicate that green finance has a positive and significant effect on green investment. In addition, green investment positively and significantly influences SME growth, while the direct effect of green finance on SME growth remains relatively limited. The mediation analysis confirms that green investment partially mediates the relationship between green finance and SME growth. These findings highlight the strategic importance of environmentally sustainable investments as a transmission mechanism through which green finance may contribute to SME development and competitiveness in emerging economies.
This study aims to analyze the effects of organizational culture, job satisfaction, and work discipline on employee performance through employee engagement as a mediating variable at the Kotabaru–Batulicin Class II Port Authority. Authority. This study employed a quantitative approach with an explanatory design. The study population consisted of 327 employees, and a census method was used; 273 questionnaires were deemed valid for analysis. Data were collected using a five-point Likert scale questionnaire and analyzed using covariance-based Structural Equation Modeling (SEM) with the assistance of AMOS. Organizational culture, job satisfaction, and work discipline have a positive and significant effect on employee engagement. Job satisfaction and employee engagement have a positive and significant effect on employee performance, whereas organizational culture and work discipline do not have a significant direct effect on performance. Employee engagement was found to fully mediate the effects of organizational culture and work discipline on employee performance, and to partially mediate the effect of job satisfaction on employee performance. The findings emphasize the strategic role of employee engagement in improving employee performance within public sector organizations.
