Business Commons^™

Millennials’ Perception Towards Adaption And Intention Of M-Banking: Experience From A Developing Country, Noman Hasan, Md. Shahed Mahmud, Abdul Gaffar Khan, Reshma Pervin Lima, Shiblu Miah

Journal of Global Business Insights

In recent years, m-banking has been developed rapidly around the world. The research aims to measure millennials’ perception towards adaption and intention of m-banking from a developing country’s perspective. A PLS-SEM modeling approach was performed to test the hypothetical model. The empirical results reveal that perceived ease of use, perceived security and privacy, and perceived cost significantly affect the millennials’ attitude to adopt m-banking. In contrast, perceived usefulness and perceived self-efficacy have an insignificant effect. Furthermore, attitude towards adopting m-banking significantly impacts adoption and intention among millennials. Practical and theoretical implications have been identified based on the study results.

Can Marketing Transcend Entrenched Gender Biases?, Thinh Nguyen

Markets, Globalization & Development Review

Through a feminist lens, Maclaran and Chatzidakis (2022) challenge conventional assumptions about gender, emphasizing its performative nature shaped by social practices rather than inherent traits. This commentary extends analyses of key themes such as gender performativity, the male gaze, and subject-object binaries within marketing. It critiques how marketing strategies reinforce existing power imbalances and systemic biases rooted in historical narratives. The writing also reflects on media interpretations of gender issues through films like 'Turning Red' and 'Barbie'. By contextualizing gendered marketing within broader societal frameworks, this writing contributes to ongoing dialogues in media studies, sociology, and gender studies, highlighting the …

The Impact Of “Humorous” Ads Featuring Social Media Influencers On Perceptions Of The Influencer, Brand, And Purchase Intention, Jason L. Snyder, Robert Forbus

Atlantic Marketing Journal

The present study explored the use of humor in social media ads that featured both a product being advertised and a social media influencer (SMI). Using extant literature and the theory of planned behavior as guides, the goal of the study was to explore the role of perceived humorousness on consumer perceptions of the SMI, the ad, the brand, and consumer purchase intentions. The experiment (N = 292) exposed self-identified males living in the U.S. between the ages of 18 and 40 to one of two versions of an ad for a men’s grooming product. The ads were run …

Taking Pleasure In Distinction: Unlocking Specialty Coffee Preference, Ondrej Mitas, Danny D. Han, Belle Struijer, Lotte Willems, Thomas H. Chatwick

Journal of Global Business Insights

Specialty coffee, comprising a tenth of the global coffee trade, is distinguished by its strict quality requirements and traceable origins. The diverse flavor profiles of specialty coffee raise demands on providers to serve individual taste preferences. Prior research has not sufficiently explored how to predict customer preferences for specific flavor profiles or how these preferences influence behavioral intentions such as revisiting or recommending a café. This study hypothesized that customer involvement, the extrinsic factors of coffee experience, and culinary risk-taking would predict flavor preference, which would in turn affect behavioral intentions. In an experiment involving 47 participants, individuals tasted and …

Generative Artificial Intelligence (Gai) In Hospitality And Tourism Marketing: Perceptions, Risks, Benefits, And Policy Implications, Usman Khan, Kashif Ali Khan

Journal of Global Hospitality and Tourism

This study investigates the integration of generative artificial intelligence (GAI) into hospitality and tourism marketing and its implications for industry professionals in the United States. This study employed a mixed methods approach, gathering qualitative insights from 20 professionals and quantitative data from a sample of 163 participants. The qualitative study revealed concerns about data privacy, customer trust, and ethical considerations regarding GAI implementation. However, participants acknowledged its potential to enhance personalization, engagement, and operational efficiency. The quantitative study supported these findings by showing a level of concern about risks but agreement on the benefits of GAI. Additionally, the participants were …

The Impact Of Sharing Economy Platforms On Tourism: Opportunities, Challenges, And Future Directions, Mehmet Bahar

Journal of Global Hospitality and Tourism

The sharing economy is a socio-economic phenomenon where surplus goods and services, aided by technology, are shared mutually among those in need and providers, coming together to exchange these goods and services. Economic crises, environmental issues, changes in social life, and technological advancements have led to the emergence of the sharing economy as an alternative model to existing goods and services. In this regard, the tourism sector has also been affected by this change, offering new travel and holiday alternatives, competitive advantages to stakeholders, the creation of new income sources, and the establishment of a more sustainable approach. Consequently, this …

Leveraging Chatgpt For Writing In Scholarly Publications-Guidelines And Recommendations For Hospitality And Tourism Researchers, Faizan Ali

Journal of Global Hospitality and Tourism

In the ever-evolving landscape of global hospitality and tourism, the first issue of volume third of the Journal of Global Hospitality and Tourism embarks on an intellectual journey to explore pressing matters at the intersection of travel, management, culture, and inclusivity. This issue, encompassing a rich array of research papers and viewpoints, delves into multifaceted themes that resonate with the multifarious dimensions of our industry.

To Innovate Or Integrate: A Story Of Mergers And Acquisitions In The Video Game Industry, Charlie Geis, Dustin Rabin

The Journal of Purdue Undergraduate Research

No abstract provided.

Marketing Doctrines, A Resurrection Guide: Review Of The Art Of Strategic Marketing War: Pearls Of Wardom (2019) By Pete Jeans, Tugberk Kara

Markets, Globalization & Development Review

No abstract provided.

Impact Of Covid-19 Pandemic On Marketing Of Education, Shreekant Joag

Journal of Global Awareness

The COVID-19 pandemic forced many schools to partially or totally switch to remote communication methods for delivering education in the years 2020-2021. It is believed that forced compliance with unfamiliar and even unpreferred modes of behavior can have a profound and lasting impact on people’s attitudes and opinions toward the behavior itself because of first-hand exposure and experience. It is, therefore, possible that this experience with remote teaching and learning could have materially changed both instructors’ as well as students’ attitudes toward remote delivery of education. Such changed attitudes may predict their future choices and behavior.

This paper will present …

Social Media Marketing, Tyra M. Burton

KSU Distinguished Course Repository

This Social Media Marketing course explores the many realms of social media and includes case studies, discussions, interactive exercises as well as articles from the current literature. We will examine the changing role of social media in the promotional marketing mix, the role of the consumer in social media, online communities, how social media impacts both marketing and consumer lifestyles, how to measure the ROI of social media, and the metrics of social media.

The Effect Of Consumer-Based Authenticity On Attachment And Social Networks In Digital Context: Case Of Moroccan’S Terroir Products, Fatima E. Ouboutaib

Journal of Global Business Insights

The focus of this paper is to conceptualize and measure consumer-based authenticity as well as its effects on social networks (SN) and attachment. In addition, it explores the effect of consumer attachment. In order to address this focus, it suggests a framework for analyzing this relationship by using the Partial Least Squares Equation Modeling. This study utilizes applied quantitative research in the Moroccan context. The results showed that consumer-based authenticity represents a marketing tool that can influence purchase intention. The key contribution of this research is the feature of consumer authenticity that influences social network confidence. Consumers need to …

Effect Of The Intensity Of Instagram Usage As A Social Media Tool On Conspicuous Consumption, Duygu Firat

Journal of Global Business Insights

As internet usage grew, social media sites proliferated, and consumers began to use them more frequently. On social media, people share their daily lives, but they also express what they want to symbolize. This sharing includes conspicuous buying or consumption, presenting both opportunities and challenges for organizations. Therefore, the aim of this research was to investigate how the intensity of Instagram’s usage as a social media platform affects conspicuous consumption. The data was gathered through a questionnaire administered to Instagram users (N = 230). Partial least squares structural equation modeling (PLS-SEM) determined the effect of the intensity of Instagram’s …

Adaptation Of Small And Medium-Sized Enterprises In The Food Sector During The Pandemic: Position The Brand As Part Of The Community, Hardian E. Nurseto, Nila A. Windasari, Prasanti W. Sarli

Journal of Global Business Insights

This study explains how small and medium-sized enterprises (SMEs) in the food sector adapted during the pandemic. In-depth, semi-structured, hybrid interviews were conducted with fifteen SME owners in the food sector in Bandung, Indonesia. The study describes five business adaptation strategies using service-dominant logic (S-DL) and structural-functionalism theory: (a) relationship adaptation with suppliers and landlords, (b) employee adaptation, (c) product and sales adaptation, (d) operations adaptation, and (e) promotion adaptation. Findings show a holistic view of actor involvement in the business adaptation process linked to altruism, in which the business and all actors (i.e., suppliers, landlords, customers, employees, government, online …

Factors Influencing The Green Purchase Intention Among Consumers: An Empirical Study In Algeria, Abir Alalei, Muhammad T. Jan

Journal of Global Business Insights

The main objective of the study is to investigate factors influencing the green purchase intention of Algerian consumers using the Theory of Planned Behavior (TPB). Furthermore, it aims to examine the impacts of subjective norms, consumer attitude, environmental knowledge, and green label variable to the consumer purchase intention. The authors proposed the model of TPB that combines three constructs namely attitude, subjective norms, and perceived behavioral control. The subjective norms and consumer attitude variables were directly adopted from the TPB Model. In addition, environmental knowledge and green label variables were added based on the review of the literature. The study …

Marketing, Development, And The Question Of Meaning, Dominique Bouchet

Markets, Globalization & Development Review

Originally developed as a sales technique, marketing ended up playing an economic and political role globally. With the advent of globalization and sustainability issues, the importance given to the techniques of marketing in both analyses and in communication limits the possibility of mutual understanding and of social creativity. A profound understanding of what is at stake for society and culture is not what matters when the focus is on the ways to maintain the superficial link to the instrument of power.

The market plays a central role within the fields of marketing, economics and politics. Yet, questions of what the …

Evaluation Of Restaurant Menus In The Marketing Of Turkish Cuisine: The World’S 50 Best Restaurants Discovery Turkey Example, Emre Ozturk, Goksel K. Girgin

University of South Florida (USF) M3 Publishing

The purpose of this study is to assess the websites of Turkish restaurants that are listed in The World's 50 Best Restaurants Discovery Turkey in terms of marketing Turkish food. The content analysis method, one of the qualitative research methods, was used to investigate the websites of the restaurants on the list for this reason. Websites should provide all the information that overseas guests may require, taking into account the depiction of Turkish cuisine and the importance of restaurants listed in an international ranking system to gourmet tourism. The websites of the restaurants have been found to have flaws in …

Alternative Modes Of Entry And Unexpected Events In Franchising, Alexander Rosado-Serrano, Antonio Navarro-García

Journal of Global Business Insights

Store-in-store franchising or corner franchising is the application of a franchise format within another business, such as big box retailers, supermarkets, and gas stations; and pop-up stores are temporary store formats opened in shopping malls or other venues for a short period. Despite the regular application of these strategies by franchisers, the academic literature on store-in-store franchising and pop-up stores is relatively limited. There is a particular need after the COVID-19 outbreak to construct new lenses through which to explore how these modes of entry adapt to the new environment of business interruptions and border closures. Motivated by this research …

Measuring Environmental Responsible Behavior Through Experience Quality, Perceived Value, And Tourist Satisfaction From The Perspectives Of Tourists In Natural Sites, Anil Kumar, Suman Lata

Journal of Global Business Insights

This study aims to examine environmentally responsible behavior through experience quality, perceived value, and tourist satisfaction while explaining responsible behavior of tourists towards the environment in the natural sites of Madhya Pradesh, India. The theoretical framework proposed is based on literature. Structural equation modeling (SEM) was employed using partial least squares (PLS) 3.0 software to test the model fit and hypotheses. The data was collected using random sampling from 131 tourists at these natural sites who participated in the survey through a questionnaire. The analysis showed a good fit for the environmentally responsible behavior study model. The results suggested that …

Therapeutic Servicescapes, Covid Stress, And Customer Revisit Intention In The Hospitality Industry Post-Lockdown, Oluwatobi A. Ogunmokun, Juliet E. Ikhide

Journal of Global Business Insights

As the post-pandemic era gradually dawns upon us, the hospitality industry seems to be slow in recovery, partly due to the continuous stress over being infected in public and hospitality places. Scholars have recommended that hospitality establishments seriously consider the potential benefits of artificial intelligence, social distancing, and cleanliness to fast-track the industry’s recovery post-lockdown. This study contributes to that stream of research by proposing and testing a model that demonstrates that through alleviating COVID stress, therapeutic servicescapes at hospitality establishments could promote customers’ revisit intention post-lockdown. We argue that therapeutic servicescapes have potential marketing and strategic benefits that could …

Editorial: Academic Peer Reviewers – The Good, Bad, And The Ugly, Faizan Ali, Seden Dogan

Journal of Global Hospitality and Tourism

My academic research journey started a decade ago as a Ph.D. student at the Azman Hashim International School, University Technology Malaysia. Since then, I have authored over 150 peer-reviewed journal articles, conference papers, books, and book chapters. In addition to guest editing several special issues for academic journals, I also had an opportunity to serve as the Director of Research for numerous professional organizations. Furthermore, I have served in senior editorial positions for numerous well-established hospitality and services management journals for the last three years. All these roles involve sending out invitations to review the manuscripts. The usual scenario is …

Effects Of Nutrient Claims On Consumer Purchasing Of Snacks In White-Collar And Blue-Collar Working Environments, Cecily R. Martinez, Amy M. Bardwell, Julie R. Schumacher, Jennifer L. Barnes

Journal of Global Hospitality and Tourism

The objective of this study was to examine nutrient claims signage on the purchasing of snacks in corporate foodservice operations. The effectiveness of claims among foodservice operations serving primarily administrative roles (white-collar) were compared with those serving primarily manufacturing roles (blue-collar). An experimental study was conducted through the implementation of six nutrient claims evaluated by a group of registered dietitians. The snack items were conveniently placed near the cash register to “nudge” purchases, and sales of snacks before and after the implementation of claims were examined. Paired-samples t-tests indicated that after nutrient claims were implemented, sales of snacks increased …

Evidence Of Local Gastronomy In Rural Destinations: A Cross-European Study, Michael Vieregge

Journal of Global Hospitality and Tourism

In 2020, the Coronavirus pandemic led to domestic travel to rural destinations. Local gastronomy is key to tourists' expectations, perceptions, and images of rural destinations' authenticity. Empirical data supporting evidence of local gastronomy in rural communities are lacking. This archival research focused on n=549 Cittaslow and non-Cittaslow towns and cities in 19 European countries. Rural towns offer more local gastronomy than cities, and Cittaslow-certified towns more than non-Cittaslow. All rural towns should focus on expanding their local gastronomy, and Cittaslow cities even more so.

Muslim-Friendly Medical Tourism, Noradiva Hamzah, Norlida H. M. Salleh, Izuli Dzulkifli, Tengku Wook

Journal of Global Hospitality and Tourism

Tourism has emerged as an important socio-economic activity as it is a promising sector in the global economy. In every industry, intellectual capital (IC) is a crucial knowledge-based asset. It has become the most potent element in the production of organizational wealth. This article intends to shed some light on the Islamic value (IV) dimension of Muslim-friendly medical tourism (MFMT). This study employed a case study approach on five hospitals. The data was collected through in-depth discussions, hospital tours, and interviews. Within-case analysis was conducted to analyze the data. This study found that the hospitals’ management highlighted that taqwa (piety) …

The Impact Of Terrorism On Risk Perceptions: An Analysis Of The Dutch Market Behavior And Attitudes Towards Egypt, Rami K. Isaac

Journal of Global Hospitality and Tourism

This research aims to gain a better understanding of the impact of terrorism on risk perceptions and attitudes of Dutch travel behavior towards Egypt. The research process involved an online self-administered method created with one of the leading research and web-based survey tools called Qualtrics. The questionnaire was filled in by 414 respondents. Findings indicate that (potential) Dutch tourists are less likely to take risks when traveling with children. For instance, people that usually travel with children state to avoid traveling to countries within the MENA region because of unrest related to terrorism. Over half of the sample size would …

Beyond Decolonising – Some Thoughts On The Future Of Marketing/Marketing Research In The Gulf/Me/Na Region, Bronwyn P. Wood

Arab Economic and Business Journal

There is much the MENA/Gulf region can teach regarding the ever-narrowing hegemonic perspectives in the literature - from selfhood, agency, empowerment, women, collectivism, intersectionality to consumption and business practice.

This paper focuses, briefly, on several very large areas of scholarship to consider the issues raised and the opportunities uncovered, as they pertain to the region. The article introduces some important particularities of the region, an overview of some relevant areas of potential future study and outlines how we, as academics, can contribute to a positive future for the Arabian Gulf/ME/NA overall.

Impact Of Country Of Origin And National Identity On Air Travel Purchase Decisions For Prospective Buyers: The Case Of American Travelers, Talha Harcar, Ersem Karadag

Journal of Global Business Insights

This study focuses on how the concept of country of origin (COO) and national loyalty affect purchasing decisions of prospective travelers when purchasing airline tickets. The objectives of this study are to understand: (a) the relationship between demographic structures of travelers and their national loyalty status, (b) the relationship between national loyalty and national airline perceptions, (c) the construction and analysis of the measurement of national airline preference scale, and (d) testing the relationship between national loyalty, national airline perception, and preferences of foreign airlines. Data collected from 136 people residing and employed in three districts of Pennsylvania. The study …

Student Perceptions Of Teaching Excellence: A Comparison Of A Public And Private University, Stephen L. Baglione, Louis A. Tucci, Patrick Woock

Journal of Global Business Insights

The purpose of the study was to examine student perceptions of teaching excellence at different types of higher education institutions. The pressure to publish, larger class sizes, globalization, technological innovation greater accountability for learning, and justification of a college degree’s worth make teaching excellence more difficult to attain. A byproduct of this pressure is an increased emphasis on student evaluations. Using two conjoint studies from a large public and a medium-size private university, assignments, exams, and grading were identified as the most important components for students in assessing teaching excellence. The least important was the faculty-student interaction, which may be …

Short-Term Rental Versus Small Hotel Industry Amid Covid-19 Pandemic: What Drives Millennials’ Accommodation Choices?, Tammy Wee, Melissa L. S. Liow

Journal of Global Hospitality and Tourism

This paper aims to establish the motivation factors behind the accommodation choices made by millennials for stays at short-term rental properties and small hotels amidst the COVID-19 pandemic, a topic that remains under-represented in the hospitality and tourism literature. Using data from a survey of 145 millennials who stayed at an Airbnb property and a small hotel in the past year, a non-parametric test was utilized to compare six motivation factors that affect millennials’ accommodation choices, guided by the push-pull motivational framework. The Wilcoxon signed-rank test results showed that the millennials significantly considered price and reviews as their common pull …

Reconsidering Services Marketing As A Discipline, Mark S. Rosenbaum, German C. Ramirez

Journal of Global Hospitality and Tourism

This viewpoint suggests that foundational theories and concepts which characterize the services marketing discipline may no longer be valid due to the global pandemic. The authors discuss the impact of the Great Resignation on both consumers and organizations and posit that many consumers now accept lower levels of service offerings and performance. They further question whether organizations will ever return to pre-pandemic service levels. Further, the authors contend that the discipline’s focus on employee-customer relationships has now shifted to customer-technology exchanges and that human interactions, in many service exchanges, are diminishing in importance. The authors put forward future research questions.