Marketing Commons^™

Interdependence And Portfolio Analysis Of Property Sector Real Estate Investment Trusts (Reits) In Malaysia During Covid-19, Muhammad Aqhari Azmi, Muhammad Zaim Razak

International Journal of Management, Finance and Accounting

This study examines the benefits of incorporating Malaysian Real Estate Investment Trusts (REITs) into a mixed-asset portfolio, with a focus on the periods preceding, during, and following the COVID-19 pandemic. The study utilises daily data from 1 January, 2018 to 21 October 2024, sourced from the Datastream database. By utilising the Dynamic Conditional Correlation-Generalized Autoregressive Conditional Heteroskedasticity (DCC-GARCH) model, the study examines the volatility of office property REITs and retail property REITs, as well as the linkages between these assets and stocks and bonds. The findings reveal that REITs exhibit unique volatility structures and correlations with other financial assets, which …

Cultivating Responsible Artificial Intelligence Practices In Malaysian Higher Education, Sharfika Raime, Norsafriman Abd. Rahman, Raemah Abdullah Hashim, Mohd. Farid Shamsudin

International Journal of Management, Finance and Accounting

The integration of Artificial Intelligence (AI) in higher education presents both opportunities and ethical challenges. In Malaysia, private universities are adopting AI at a pace that often outshines the development of governance frameworks, raising concerns over transparency, data privacy, and ethical literacy. This research examines the influence of three predictors (AI Transparency, Data Privacy Awareness, and Ethical AI Literacy) on the ethical use of AI among 221 academicians. Guided by Deontological Ethical Theory and employing a quantitative correlational design, the analysis revealed strong and significant relationships among all variables. Data Privacy Awareness emerged as the most consistent and positive predictor …

Factors Affecting The Adoption Of Artificial Intelligence-Driven Wearable Technology In The Malaysian Healthcare Sector: A Conceptual Framework, Syeda Hafsa Rizwan, Anusuyah Subbarao, Nasreen Khan, Farrukh Ahmed Khan, Shaikh Fazlur Rahman, Nimra Aziz, Syed Muntazir Azhar Shah

International Journal of Management, Finance and Accounting

This conceptual paper examines the adoption of Artificial Intelligence (AI)-driven wearable technology, including smartwatches, fitness trackers, wearable ECGs, glucose monitors, and pain management devices, in transforming healthcare in Malaysia. Despite the extreme potential to enhance patient care and healthcare monitoring, the adoption of AI-driven wearable technology remains limited due to several persistent barriers. The purpose of this study is to examine these challenges and propose a framework to improve the integration of AI-driven wearable technology in Malaysia’s healthcare system. Grounded in the Diffusion of Innovation (DOI) theory, this study examines how five key innovation attributes —relative advantage, compatibility, complexity, trialability, …

The Future Of Marketing: Personalized Customer Engagement Through Artificial Intelligence In The Malaysian E-Commerce Landscape, Aaron Aw Teik Hong, Herison Surbakti

International Journal of Management, Finance and Accounting

This research examines how Artificial Intelligence (AI) is used in adapting customer engagement in e-commerce in Malaysia. Many companies are turning to chatbots, recommendation systems, and personalized analytics in AI to enhance customer service and business operational productivity. However, AI integration among Small and Medium-sized Enterprises (SMEs) in Malaysia is still in its early development phases. Technological limitations, budget constraints, and existing regulations pose significant challenges. The study employs a qualitative approach by examining academic journals, industry reports, policy documents, and case studies to investigate the problems and challenges related to AI in marketing personalization. The conceptual framework helps study …

Influence Of Time Management Skills And Technostress On Academic Performance Among The Private University Students: A Conceptual Framework, Jogtika Ramasamy, Nasreen Khan Thandar Oo

International Journal of Management, Finance and Accounting

Digital tools enhance learning but can also cause technostress, which can impact focus and academic performance. Balancing technology use with effective time management and social engagement is key to student success. Students in Malaysia's Klang Valley reported increased feelings of loneliness, mental health issues, and technostress, particularly as a result of the shift to online learning. This study aims to propose a conceptual framework based on the Study Demand-Resources Theory, examining how time management skills and technostress dimensions influence academic performance through the mediating role of student engagement. A quantitative and cross-sectional survey will be conducted by distributing Likert scale …

Innovative Approaches To E-Grocery: Analyzing Customer Satisfaction In Facebook Livestream Shopping, Karen Tien Wan Lin, Vincent Oh Kim Seng, Hasliza Hassan, Shaikh Fazlur Rahman

International Journal of Management, Finance and Accounting

The primary objective of this study is to examine the crucial determinants that influence customer satisfaction in Facebook livestream e-grocery shopping in Malaysia, with a particular focus on housewives as a significant consumer segment. A sample of 220 respondents was selected using simple random sampling, and the data was analyzed using the Statistical Package for the Social Sciences (SPSS). The analysis confirms the hypotheses that customer satisfaction in Facebook Livestream e-grocery shopping was influenced by factors such as product quality, security, website design, delivery service and e-service quality. Interestingly, three factors, including information quality, payment method, and product variety, were …

Digital Marketing And Consumer Behaviour In Travel Services: A Conceptual Framework On The Mediating Role Of Brand Trust, Omar Abdulaziz Sultan Abdullah, Junainah Binti Mohd Mahdee, Nurazlin Binti Mohd Fauzi

International Journal of Management, Finance and Accounting

Digital marketing shapes each moment of the contemporary travel journey, yet limited evidence still obscures how individual tactics foster purchase decisions. This conceptual study will develop an integrative framework that integrates four core touch-points, including social media marketing, email marketing, search engine marketing, and online reviews on travellers’ purchase intentions, positing brand trust as the central psychological mechanism. Guided by the Stimulus-Organism-Response theory, thirteen propositions will specify both the direct effects of each touch-point on trust and purchase intention, and trust as a mediator role. To demonstrate the mechanism for empirical validation, future research will conduct a purposive sampling of …

Subdimensions Of Technostress Across Industries: A Systematic Review, Jogtika Ramasamy, Nasreen Khan Thandar Oo

International Journal of Management, Finance and Accounting

Technostress is the stress induced by the use of digital technologies, which has attracted growing academic interest due to its multidimensional nature and impact across various industries. In this light, the aim of this systematic review was to analyse the most frequently reported sub-dimensions of the technostress creator's framework, identify the issues related to the dimensions of technostress and to evaluate how technostress is conceptualised as a unidimensional or multidimensional construct. Based on Scopus as the single database, 52 empirical papers were retrieved that have been published from 2020 to 2025 mid and were subject to a structured dimension-mapping approach. …

Investigating Volatility Spillover Between The Energy Market And The Sectoral Stock Markets In Malaysia: Evidence From Vhar-Type Models, Mariam Mohamed Abdelwahab Mohamed Badawi, Sew Lai Ng, Ruzanna Ab Razak

International Journal of Management, Finance and Accounting

This study examines the realised volatility spillover effects between Malaysia's energy market and other sectoral indices on the Kuala Lumpur Stock Exchange from September 2018 to December 2024. To address the limitations of current volatility modelling approaches, this study employs the Vector Heterogeneous Autoregressive (VHAR) model combined with the Realised Range-Based Volatility (RRV) measure to capture heterogeneous market behaviours at daily, weekly, and monthly time horizons. High-frequency data from September 2018 to December 2024 (earlier data are unavailable for some sectors) were collected from the financial data provider Bloomberg. The findings reveal that the energy sector exhibits strong volatility persistence, …

Click, Watch, Buy: Understanding Purchase Intention Of Malaysian University Students In The Live Stream Shopping Era, Ying Tsuen Wong, Siow-Kian Tan, Siow-Hooi Tan

International Journal of Management, Finance and Accounting

This study aims to examine the factors that influence purchase intention in live streaming e-commerce among Malaysian university students. It explores background characteristics, shopping behaviours, and live stream features such as streamer expertise, broadcast scheduling, post-sales service, structural bonds, social bonds, and financial bonds. Data were collected from 347 university students using convenience sampling through an online survey. Group comparisons were conducted using t-tests for gender, and an analysis of variance (ANOVA) for other background characteristics and shopping behaviour variables. Multiple regression analysis was used to test the relationship between live stream features and purchase intention. The results show significant …

The Impact Of Sustainability Orientation And Practices On Financial Performance: A Combined Sufficiency And Necessity Logic Approach, Pei Yew Mah, Francis Chuah

International Journal of Management, Finance and Accounting

This study aims to examine the interplay of corporate sustainability orientation and sustainability practices, namely social and environmental dimensions and their impact on the financial performance of Small and Medium-sized Enterprises (SMEs) using Stakeholder theory. This study empirically tested 126 valid questionnaire responses received from the SMEs’ services sector in Malaysia using Partial Least Squares Structural Equation Modelling (PLS-SEM) analysis. The result reveals that corporate sustainability orientation and social dimension influence financial performance, while the environmental dimension does not. The supplementary combined importance performance map analysis (cIPMA) analysis indicates that the environmental dimension is necessary for the financial performance outcome, …

Artificial Intelligence And Employee Well-Being: A Systematic Literature Review, Dombagaha Pathiranage Marian Shavini Medonka Peiris

International Journal of Management, Finance and Accounting

Artificial Intelligence (AI) is transforming modern workplaces by offering opportunities to enhance employee well-being while simultaneously introducing significant challenges. Although scholarly interest in the intersection of AI and well-being is growing, empirical research in this domain remains limited and underdeveloped. This study's primary objective was to assess the current knowledge in this domain, with a secondary aim of identifying critical research gaps to inform future investigations. Adhering to PRISMA guidelines, this systematic literature review analysed 23 empirical studies published between 2015 and 2025, sourced from the Lens.org and ProQuest databases and was guided by the Job Demands Resources (JD–R) model. …

Exploring The Pathways Of Artificial Intelligence And Sustainable Development In The Era Of Industrial Revolutions: A Bibliometric Analysis And Future Research Agenda, Xu Bin, Teh Sin Yin, Sajal Saha

International Journal of Management, Finance and Accounting

Artificial Intelligence (AI) is playing an increasingly pivotal role in driving innovation and promoting sustainable development across various sectors amid the ongoing wave of industrial revolutions. However, the existing research lacks a systematic and quantitative overview of how AI contributes to sustainability goals. This study addresses this gap by conducting a bibliometric analysis of 101 articles from the Web of Science Core Collection, using the keywords “sustainab*”, “artificial intelligence”, and “industrial revolution”. Analytical tools such as VOSviewer and Scimago Graphica were employed to generate keyword co-occurrence maps, publication trends, and research collaboration networks. The results show that scholarly interest in …

Proactive Strategies, Absorptive Capacity And Competitive Advantage Of Small And Medium Enterprise (Smes) Firms In East Java Indonesia, Ardianus Laurens Paulus

International Journal of Management, Finance and Accounting

Proactive strategy and absorptive capacity are crucial components in building a competitive advantage, particularly in the Small and Medium Enterprise (SMEs) sector. This study examines the moderating role of absorptive capacity in strengthening the relationship between proactive strategy and competitive advantage among SMEs in East Java, Indonesia. The sampling technique employed was non-probability sampling, specifically a purposive sampling method, involving 65 SME owners as respondents. Data were collected through surveys and analyzed using Smart PLS. The findings reveal that a proactive strategy significantly positively affects competitive advantage, and absorptive capacity reinforces this relationship. This research provides theoretical contributions and practical …

Gamification Strategies And Customer Churn Reduction In Entrepreneurial Retail Firms: An Empirical Study Of Millennials, Si Chong En, Oo Yu Hock, Nor Azila Mohd Noor, Zheng Feei Ma, Khairul Nizam Mahmud

International Journal of Management, Finance and Accounting

This study investigates the impact of gamification strategies on customer churn reduction in entrepreneurial retail firms, focusing on Millennial consumers in Malaysia’s Klang Valley. Customer churn threatens profitability, particularly for emerging enterprises, and gamification has emerged as a potential tool to enhance customer engagement and retention. Drawing on the Self-Determination Theory, the study examines three gamified marketing interventions: membership programmes, contest rewards, and personalised discounts as direct predictors of churn reduction. A quantitative, cross-sectional research design was employed, using a structured questionnaire distributed to 180 Millennial consumers through purposive sampling. The data were analysed using Partial Least Squares Structural Equation …

Accelerating Technological Advancement And Financial Inclusion Through Automotive–Takaful Collaboration, Lee Hui Shan, Kuang Kee Seng, Low Choon Wei, Liew Ping Xin

International Journal of Management, Finance and Accounting

Insurance coverage and risk mitigation have become vital in the automotive industry. This case study aims to explore how the partnership between Tan Chong Motor Holdings Berhad (TCMHB) and Takaful Ikhlas General Berhad (TIGB) in Malaysia supports technological advancements in the automotive sector and promotes financial inclusion for underserved communities. The approach includes a thorough analysis of data sourced from TCMHB and TIGB's annual reports, alongside market reports from the automotive and insurance fields. The results indicated that this collaboration allows the automotive firm to drive innovations in areas such as vehicle safety and security features, significantly enhancing the quality …

The Influence Of Digital Competencies On Employability: The Mediating Role Of Digital Empowerment And The Moderating Effect Of Socioeconomic Status, Fraz Arshed Butt, Abdelhak Senadjki, Hui Nee Au Yong

International Journal of Management, Finance and Accounting

The rapid growth of the digital economy has reshaped employment trends, demanding new digital skill sets to thrive in the modern digital economy. The current study examines the impacts of three essential factors of the digital economy, i.e., Digital Marketing Literacy (DML), Access to Digital Platforms (ADP), and Digital Literacy Awareness (DLA), on the employability outcomes in Malaysia. Based on a multi-theoretical framework, the study investigates the mediating role of Digital Empowerment (DE) and the moderating effect of Socioeconomic Status (SES) on employability in Malaysia. A quantitative study with a cross-sectional design was employed to collect data from 400 participants …

Sectoral Shockwaves: Examining Bursa Malaysia's Sector Indices Amid The Covid-19 Pandemic, Alyssa April Dellow, Hafizah Bahaludin

International Journal of Management, Finance and Accounting

The Coronavirus disease 2019 (COVID-19) outbreak is becoming a widespread concern, as it is causing a decline in economies and negatively impacting stock markets worldwide. As the Malaysian government implements the Movement Control Order (MCO) to curb the spread of the deadly virus, the Malaysian stock market is rapidly impacted, becoming volatile and unpredictable throughout the pandemic phase. Thus, this study aims to analyse the structural correlation patterns of the Bursa Malaysia Sectoral Index Series using the threshold network approach. The data utilised in this study are the closing prices of all 13 sectoral indexes, spanning from January 1, 2019, …

Understanding The Happiness Journey Of International Students Through Maslow's Lens: A Qualitative Study Beyond Academics, Kyra Law Ley Sy

International Journal of Management, Finance and Accounting

This research investigates the factors contributing to happiness among international students at a Malaysian university through a qualitative, semi-structured questionnaire administered to 10 students (5 female and 5 male) from nine countries. Four key themes emerged, aligning with Maslow’s Hierarchy: 1) Personal Achievement and Academic Fulfillment- happiness derived from educational success and career progress; 2) Social Connection and Belonging- the importance of relationships and cultural integration; 3) Health and Environmental Comfort- adaptation to climate and living conditions; and 4) Internal Reflection and Emotional Regulation- the impact of mindset and coping mechanisms on overall happiness. The research demonstrates that international student …

Why We Must Commune: Rethinking The Role Of Marketing Communications In Turbulent Times, Javier Garcia

Publications and Research

“Communications” is often thought of as a noun, representing the messages we receive on a daily basis from people, brands, and institutions alike. 

"Communications" is also often associated with an industry that exists to produce such messaging in service of capitalism, with a commercial or otherwise actionable outcome desired from its receiving audience. 

This presentation, hosted by two-time CCNY graduate and senior marketing communications professional and Assistant Professor Javier Garcia, will examine the urgency and opportunity in rethinking the value and study of marketing and communications. 

In his presentation, Professor Garcia will offer suggestions on how to guide students towards …

‘Casar Public Lecture: Dangerous Crosswords: Market Behavior And Political Messaging In The U.S.', The Prince Alwaleed Center For American Studies And Research Casar

Performances, Events, and Presentations

Guest Speaker: Dr.James Spellman - Principal of Strategic Communications LLC, Public Affairs | Washington, D.C. About Lecture: An exploration of the behavioral dynamics of financial markets and the dangers of political messaging when behavioral economics is misunderstood, using examples from the United States.

Venue: Tim Sullivan Lounge, Alwaleed Building - AUC New Cairo Campus

Date: Wednesday, February 11, 2026

Learn more about CASAR and follow us:: Facebook:   / casar-auc-egypt-461110727349183  

Instagram: https://instagram.com/casar2003?igshi...

Youtube playlist:    • CASAR  

2026 February, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for February of 2026.

Brand Switching Or Behavior Change: The 2023 Bud Light Boycott's Impact On Alcohol Purchases, Aljoscha Janssen

Research Collection School Of Economics

I study how the 2023 Bud Light boycott affected overall alcohol demand using household-level panel data and a set of difference-in-differences designs. Focusing on households that, before April 2023, regularly purchased Bud Light, I find a large drop in Bud Light volume (34%–37%), partial switching into other beer (＋70 to ＋90 ounces per month), and a net decline in total ethanol purchases of about 3–4 fl-oz per month, or roughly 5.5%–7.5% of pre-boycott intake. I detect no compensatory increase in wine or spirits. Scaled nationally, the quantity response is equivalent to roughly 150 million standard drinks per year; using CDC …

Humanity Is Evolving Its Consciousness: The Role Of Archetypal Energies As Guides During An Unfolding Weeding Out And Alignment Process, Carroy U. Ferguson

Psychology Faculty Publication Series

Humanity is evolving its consciousness at individual and collective levels.  Given these seemingly tumultuous times, as of this writing (January 2026), to make such a statement may sound like a strange thing to say.  However, I suggest that if you are alive today and if you are reading these words, these are the very times for which you were born—to assist Humanity as it evolves its consciousness with your unique gifts, whatever they may be.  That is, this period of our individual and collective human being-ness may be characterized as an unfolding period of weeding out and alignment with the …

Strategi Personal Branding Youtuber Asian Survivor Dalam Membangun Motivasi Donasi: Studi Analisis Konten Video Youtube, Muhammad Sulthon Asykur, Hasyim Asyari

Jurnal Administrasi Bisnis Terapan

ABSTRACT

Content creators face significant challenges in maintaining audience engagement and social relevance amidst dynamic platform algorithms. This study analyzes YouTuber Asian Survivor's personal branding strategy in building authenticity, engagement, and audience donation motivation using a mixed-methods approach. Quantitative analysis employed t-tests and binary logistic regression on 101 videos, while qualitative analysis was conducted through in-depth interviews and observation. Results indicate that neither vulnerable nor inspiring narrative types significantly differentiate engagement levels; however, videos that successfully raised donations exhibited significantly higher engagement rates. Regression analysis proved that an increase in engagement rate raises donation probability by 2.5 times. Qualitative findings …

Pabrik Gula Di Tangan Netizen: Pemanfaatan User Generated Content (Ugc) Sebagai Mesin Promosi Film, Muthiah Khansa Basyirah, Khairunnisa Devani Aqtus Permana Putri Putri, Peny Meliaty Hutabarat, Yunita Miftahul Jannah

Jurnal Sosial Humaniora Terapan

Social media continues to drive growing digital trends in Indonesia, including marketing strategies. TikTok has become one of the social media platforms capable of gaining wider exposure due to its ability to create viral content. In line with the increasing use of TikTok, the phenomenon of User Generated Content (UGC) has emerged. This study aims to examine UGC in the marketing strategy of the film Pabrik Gula (Sugar Factory) to improve effective communication, close relationships with audiences, and creative content production strategies. This study uses User Generated Content (UGC) as the research subject and Pabrik Gula as the object, using …

Digital Influencer Sebagai Faktor Pembentuk Brand Awareness Produk Time Phoria Di Kalangan Generasi Z, Maura Najwa Maitsa, Hudi Santoso, Enden Darjatul Ulya, Rici Tri Harpin Pranata

Jurnal Sosial Humaniora Terapan

Digital influencers play an important role in building brand awareness among Generation Z through digital marketing communication. This study aims to analyze the characteristics of digital influencers, including credibility, expertise, and attractiveness, as factors shaping brand awareness of the beauty product Time Phoria among Generation Z who consume content on the TikTok platform. The study adopts a descriptive quantitative approach using a survey of 100 respondents who met the research criteria. The results show that credibility, expertise, and attractiveness of digital influencers contribute positively and significantly to brand awareness, with credibility identified as the most dominant factor. These findings highlight …

Mass Tourism And Sustainability Discourses: A Rhetorical Analysis Of Stakeholder Communication Across The Canary Islands, Iceland, And Puerto Rico, Carmen Collins

Theses and Dissertations

This study analyzes 123 websites from the Canary Islands, Iceland, and Puerto Rico, each including an equal number of tourism businesses, environmental organizations, and governments from each region, to examine the rhetorical digital communication strategies used and the textual differences between these websites. Thematic analysis was the methodology employed in this study. Ten themes were found inductively from the data, which are: 1) economic value framing, 2) cultural identity and heritage, 3) technological mediation, 4) inspiring guilt, awe, and urgency, 5) sustainability as an instrument, 6) intergenerational responsibility, 7) global versus local contestations, 8) accessibility and inclusion, 9) transparency and …

Emotional Valence In Sustainable Fashion Advertising And The Cognitive And Affective Drivers Of Consumer Response As Determinants Of Digital Engagement Behavior, Cassidy Jane Cisz

Theses and Dissertations

The dominance of the linear value chain and its perpetuation of overconsumption create persistent barriers to sustainable fashion brands in their effort to articulate a value proposition that justifies the price premium associated with ethical and sustainable production. To address this challenge and remain competitive within a marketplace dominated by low-cost fast fashion, these brands must differentiate through appeals that clearly reflect their values, mission, and climate commitments. While advertisements for sustainable goods use a broad set of persuasive strategies, this study evaluates two dominant emotional appeals, Positive Environmental Appeals (PEA) and Negative Environmental Appeals (NEA), both of which are …

Employing The Marketing Mix Framework To Increase Usage Of Academic Libraries, Chantelle Swaren

The Southeastern Librarian

Academic libraries face a regular influx of new students, creating an ongoing need to increase awareness and usage. To accomplish this, many academic libraries rely on short-term outreach tactics that focus on only one element of the marketing mix: Promotion. This article introduces the complete marketing mix framework, including seven elements (7 Ps), and explains how they can be applied in academic libraries. Definitions and library-specific examples are provided for each element: Product, Price, Place, Promotion, People, Process, and Physical Proof. The integrated approach of marketing mix theory and planning can be employed by academic libraries to increase patron awareness, …