Advances in hospitality, tourism and the services industry (AHTSI) book series,
Год журнала:
2024,
Номер
unknown, С. 1 - 32
Опубликована: Окт. 18, 2024
Social
media
marketing
has
appeared
as
a
crucial
tool
for
businesses
to
promote
products
and
services.
In
the
case
of
SMEs
in
Malaysia,
adoption
social
remains
low,
particularly
among
homestay
operators.
This
study
investigated
factors
that
influence
operators
Malaysia
adopt
marketing.
Using
cross-sectional
research
design,
self-administered
questionnaire
was
employed
collect
responses
from
208
Selangor,
Negeri
Sembilan,
Melaka,
Johor.
The
results
revealed
customer
pressure
preference,
well
competitive
have
significant
impact
influencing
compared
perceived
cost
digital
skills.
provides
valuable
insights
authorities
understand
Malaysia.
Undeniably,
it
is
business
strategy
employ
new
technologies
provide
extensive
effective
connectivity
at
low
cost.
Information Development,
Год журнала:
2023,
Номер
unknown
Опубликована: Сен. 27, 2023
The
increasing
ubiquity
of
Artificial
Intelligence
(AI)
chatbots
across
a
variety
sectors
has
sparked
burgeoning
interest
in
deciphering
the
determinants
that
govern
their
adoption
and
usage.
This
study
aims
to
examine
pivotal
factors
influence
practical
usage
AI
chatbot,
ChatGPT,
among
sample
university
students.
Leveraging
theoretical
framework
planned
behavior,
research
model
scrutinizes
interplay
between
knowledge
application,
perceived
intelligence,
usability,
attitude,
subjective
norms,
behavioral
control,
trust,
intention,
actual
Data
procured
from
survey
students
were
examined
through
lens
structural
equation
modeling.
outcomes
reveal
usability
have
positive
impact
on
attitudes
towards
ChatGPT.
Perceived
intelligence
also
influences
trust.
Concurrently,
attitude
norms
notably
affect
intention.
Contrary
expectations,
control
did
not
significantly
Trust
emerged
as
crucial
factor
steering
which
turn,
positively
correlates
with
These
insights
enrich
academic
discourse
chatbot
provide
implications
for
developers,
educators,
policy
makers,
striving
enhance
user
engagement
systems
educational
contexts.
International Marketing Review,
Год журнала:
2025,
Номер
unknown
Опубликована: Янв. 22, 2025
Purpose
Despite
great
consensus
on
the
positive
impact
of
big-data-driven
artificial
intelligence
(AI)
analytics
(BDAI)
a
firm’s
performance,
it
still
appears
to
be
black
box
mechanism
through
which
small
and
medium-sized
enterprises
(SMEs)
strengthen
their
dynamic
competencies
innovate
expand
global
footprint.
To
fill
this
theoretical
empirical
gap
we
examine
relationship
between
BDAI
affordances,
digital
marketing
capabilities
(DMCs),
value-chain
innovation
international
market
goals.
Design/methodology/approach
The
study
incorporates
capability
view
an
extension
resource-based
knowledge-based
empirically
primary
data
collected
from
managers
executives
SMEs
in
cultural
creative
industries
utilizing
Structural
Equation
Modeling
(SEM)
analysis.
Findings
highlights
significant
role
affordances
such
as
intelligent
process
recommendations,
customer
DMCs,
where
DMCs
significantly
affect
strategy
both
directly
indirectly.
Research
limitations/implications
minimizes
identifying
drive
context
industries.
Marketing
can
incorporate
these
findings
enhance
for
competitive
advantages
markets.
Originality/value
proposes
holistic
framework
strategic
use
resources
knowledge
transform
into
new
forms
value
market.
These
insights
are
robust
grounded
provided
by
practitioners.
Cogent Public Health,
Год журнала:
2024,
Номер
11(1)
Опубликована: Фев. 3, 2024
Social
media
plays
a
crucial
role
in
modern
healthcare
by
promoting
patient
engagement,
facilitating
communication
among
professionals,
and
serving
as
platform
for
health
education
outreach.
Its
significance
delivery
continues
to
grow
digital
becomes
increasingly
integral
the
industry's
efforts
improve
outcomes.
Nonetheless,
existing
studies
have
not
adequately
empirically
explored
its
impact
less
digitalized
economies.
Thus,
this
study
seeks
investigate
of
social
on
systems
economic
context.
Leveraging
engagement
theory,
employs
partial
least
squares
(PLS-SEM)
approach
explore
Ghana's
system.
Based
purposely
selected
sample
457
professionals
from
Ghana,
found
that
using
crisis
management,
patient-doctor
relationships,
information
dissemination
positively
impacts
systems.
On
contrary,
use
public
relations
activities
did
any
significant
delivery.
This
contributes
growing
literature
affordances
circular
economy
towards
improved
emerging
The
offers
strategy
optimizing
within
settings
foster
enhanced
outcomes,
particularly
Sustainability,
Год журнала:
2024,
Номер
16(9), С. 3809 - 3809
Опубликована: Май 1, 2024
The
emergence
of
e-commerce
reshaped
the
traditional
trade
models,
also
playing
a
significant
role
in
meeting
UN
sustainable
development
goals.
According
to
UN,
sustained
growth
and
social
must
include
resilient
infrastructure,
foster
innovation,
allow
for
better
access
information
communications
technology,
universal
affordable
internet
infrastructure.
This
study
explores
multidimensional
analysis
EU
generated
by
following
factors:
education,
income,
economic
freedom.
We
use
an
ARDL
econometric
model
Eurostat
data.
Additionally,
we
analyze
time
responsiveness
changes
these
factors.
In
long
run,
our
findings
identify
stable
positive
relationship
between
all
However,
short
results
illustrate
dynamics
two
variables
e-commerce.
Specifically,
level
percentage
individuals
who
daily
exhibit
short-run
impact
on
sales,
with
system
absorbing
shocks
within
period.
research
advocates
targeted
policies
that
support
fair
competition,
consumer
protection
digital
economy.
provides
valuable
guidance
policymakers
stakeholders
improving
institutional
framework
promote
EU.
Cogent Business & Management,
Год журнала:
2024,
Номер
11(1)
Опубликована: Май 17, 2024
Innovative
marketing
(IM)
drives
success
in
small
and
medium
enterprises
(SMEs);
however,
the
impact
of
sales
promotions
(SPs)
remains
a
double-edged
sword.
This
is
crux
this
study,
which
examines
influence
IM
SP
on
SME
performance
Ghana.
Hierarchical
regression
analysis
tested
hypotheses
using
sample
SMEs
registered
with
Ghana
Enterprises
Agency.
The
results
indicated
significant
positive
association
between
practices
performance.
Contrary
to
expectations,
exhibited
statistically
negative
In
addition,
moderates
-performance
link.
practical
implication
that
Ghanaian
should
synergistically
integrate
SPs
practices.
study
addresses
pressing
need
for
entrepreneurial
research
grounded
nuances
African
economies,
enriching
scholarly
landscape.
Journal of Economics Finance and Administrative Science,
Год журнала:
2024,
Номер
29(58), С. 246 - 262
Опубликована: Апрель 4, 2024
Purpose
This
study
explores
the
mediating
role
of
marketing
management
in
relationship
between
online
presence
and
product
innovation
among
Small
Medium
Enterprises
(SMEs).
Design/methodology/approach
The
sample
comprises
205
Costa
Rican
SMEs
collected
by
Global
Competitiveness
Project
during
first
half
2019.
data
were
analyzed
using
a
two-stage
modeling
strategy
for
ordinary
regression
models
to
analyze
mediation
effects.
Findings
Marketing
as
strategic
resource
or
capability
accounts
performance
SMEs,
meaning
that
resources
require
complementary
organizational
capabilities
enhance
innovation.
Originality/value
study,
grounded
resource-based
view
theory,
contributes
field
identifying
an
intermediate
interaction
SMEs.
Thus,
managers
should
recognize
advantages
integrating
principles
tactics
into
tools
realize
value
their
products
tailoring
them
client’s
needs.
Cogent Business & Management,
Год журнала:
2024,
Номер
11(1)
Опубликована: Фев. 13, 2024
This
study
examines
the
determinants
of
sunflower
farmers'
intention
to
seek
Agricultural
Value
Chain
Financing
(AVCF)
in
Tanzania.
A
cross-sectional
survey
design
was
used
collect
data
from
184
farmers
Singida
and
Dodoma.
Partial
least
squares
structural
equation
modelling
(PLS-SEM)
engaged
test
hypotheses.
The
findings
revealed
a
significant
link
between
perceived
benefit,
risk,
knowledge,
social
enterprise
embeddedness,
AVCF.
However,
behavioral
control
over
AVCF
subjective
norms
demonstrated
an
insignificant
relationship
with
results
present
imply
that
stakeholders
providers
must
create
adequate
awareness
terms
benefits
risks
involved
Moreover,
embeddedness
enterprises
creates
implications
among
farmers,
through
supporting
missions
improving
lives
vulnerable
hence
leading
poverty
eradication
defenseless
farmers.
Cogent Business & Management,
Год журнала:
2024,
Номер
11(1)
Опубликована: Сен. 2, 2024
Carbon
trading
is
an
emerging
economic
activity
and
research
area
significantly
underserved
in
African
countries,
particularly
Sub-Saharan
Africa
(SSA).
As
such,
studies
examining
carbon
adoption
are
highly
droughts.
Guided
by
the
theory
of
planned
behavior,
this
study
examines
determinants
local
communities'
intentions
to
adopt
Tanzania.
A
cross-sectional
survey
design
was
used
collect
data
from
217
communities
Tanganyika
District
Council,
Partial
Least
Squares
Structural
Equation
Modelling
(PLS-SEM)
test
hypotheses.
The
results
revealed
that
attitude,
subjective
norms,
perceived
cost,
benefit,
knowledge
positively
influenced
trading.
Perceived
behavioral
control
social
enterprise
embeddedness
indicated
a
positive
but
insignificant
connection
with
preferences
for
adopting
trading,
while
Local
Government
Authorities
(LGA)
support
negligible
negative
association.
Therefore,
these
valuable
promotion
countrywide
adoption,
recognition,
implementation
