Pub Date : 2021-07-01DOI: 10.4018/IJABIM.20210701.OA4
Anita Gupta, Saibal Kumar Saha, N. Sharma, A. Jha
In 2009, National Skill Development (NSD) Policy was reformed to modify the vocational education system in India. The skills development and entrepreneurship policy developed in 2015 tries to solve the challenges of skill development by inspiring early signs, development, and variations. The present study is based on a primary survey conducted in four districts of Sikkim involving 600 respondents from amongst the various stakeholders and examines whether there is any significant difference in the expressed belief held by stake-holders vis-à-vis the challenges identified in the skill eco space in Sikkim. These challenges are namely resistance to relocation by Sikkim's youth for employment, stigma against labor-oriented jobs, preference for government jobs, belief that skilling is for low academic achievers, and lack of industrial opportunities and development in the State of Sikkim. The findings can be utilized for suggesting recommendations and way forward to remove these barriers for better outreach and effective implementation of various schemes by adopting suitable practices.
{"title":"Perceptual Differences Across Various Stakeholder Groups: A Study of Challenges for Skill Development in Sikkim, India","authors":"Anita Gupta, Saibal Kumar Saha, N. Sharma, A. Jha","doi":"10.4018/IJABIM.20210701.OA4","DOIUrl":"https://doi.org/10.4018/IJABIM.20210701.OA4","url":null,"abstract":"In 2009, National Skill Development (NSD) Policy was reformed to modify the vocational education system in India. The skills development and entrepreneurship policy developed in 2015 tries to solve the challenges of skill development by inspiring early signs, development, and variations. The present study is based on a primary survey conducted in four districts of Sikkim involving 600 respondents from amongst the various stakeholders and examines whether there is any significant difference in the expressed belief held by stake-holders vis-à-vis the challenges identified in the skill eco space in Sikkim. These challenges are namely resistance to relocation by Sikkim's youth for employment, stigma against labor-oriented jobs, preference for government jobs, belief that skilling is for low academic achievers, and lack of industrial opportunities and development in the State of Sikkim. The findings can be utilized for suggesting recommendations and way forward to remove these barriers for better outreach and effective implementation of various schemes by adopting suitable practices.","PeriodicalId":409651,"journal":{"name":"Int. J. Asian Bus. Inf. Manag.","volume":"12 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123849385","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-07-01DOI: 10.4018/IJABIM.20210701.OA21
A. Akhlaq, Wajaht Ali, Kanwal Gul
Many of the employers fear a reduction in productivity when employees use social networking sites (SNSs) such as Facebook for non-work purposes during office hours. Employers then have started regulating SNSs usage at work, but extreme monitoring and blockage of SNSs can spoil the relationship between employers and employees and can negatively affect organizational knowledge (OK). Therefore, this study investigates the effect of using SNSs on OK by employees at work. Collecting data from employees working in national and multinational organizations and using structural equation modelling for data analysis, the results showed that using SNSs for business activities and for emotional disclosure enhanced OK. In contrast to these findings, work deviation caused using SNSs decreased OK but had no effect on productivity. Finally, the study concluded that the benefits of using SNSs at work are increasingly growing but require transparent policies to reduce employee distractions.
{"title":"The Impact of Using Social Networking Sites at Work on Organizational Knowledge","authors":"A. Akhlaq, Wajaht Ali, Kanwal Gul","doi":"10.4018/IJABIM.20210701.OA21","DOIUrl":"https://doi.org/10.4018/IJABIM.20210701.OA21","url":null,"abstract":"Many of the employers fear a reduction in productivity when employees use social networking sites (SNSs) such as Facebook for non-work purposes during office hours. Employers then have started regulating SNSs usage at work, but extreme monitoring and blockage of SNSs can spoil the relationship between employers and employees and can negatively affect organizational knowledge (OK). Therefore, this study investigates the effect of using SNSs on OK by employees at work. Collecting data from employees working in national and multinational organizations and using structural equation modelling for data analysis, the results showed that using SNSs for business activities and for emotional disclosure enhanced OK. In contrast to these findings, work deviation caused using SNSs decreased OK but had no effect on productivity. Finally, the study concluded that the benefits of using SNSs at work are increasingly growing but require transparent policies to reduce employee distractions.","PeriodicalId":409651,"journal":{"name":"Int. J. Asian Bus. Inf. Manag.","volume":"56 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116153939","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-07-01DOI: 10.4018/IJABIM.20210701.OA14
Nur Diyana Rossiman, Norzaidah Hidayah Rashid, Wardah Annadiah Ahmad Ramzuna, M. Almunawar
Recently cloud computing services have been adopted by many people and organizations. Google Drive is one of the cloud computing platforms that has gained popularity among students in higher education institutions. This study examines the perceptions and the current usage of Google Drive among students in higher education institutions in Brunei Darussalam. The study adopted the technology acceptance model (TAM) and two additional factors, namely perceived speed of access (PSA) and perceived security (PS). The primary objectives of this research are to explore the factors affecting the usage of Google Drive by the students in higher education institutions in Brunei, to investigate the perceptions of the students on the use of Google Drive, and to find whether attitude influences the behavioral intention to use Google Drive among the students. The findings of this study connote that the students' perceptions on Google Drive have a significant influence towards their attitude to use Google Drive which in turn influence their behavioral intention to use Google Drive in the future.
{"title":"The Perception and Usage of Google Drive Among Higher Education Institution Students in Brunei Darussalam","authors":"Nur Diyana Rossiman, Norzaidah Hidayah Rashid, Wardah Annadiah Ahmad Ramzuna, M. Almunawar","doi":"10.4018/IJABIM.20210701.OA14","DOIUrl":"https://doi.org/10.4018/IJABIM.20210701.OA14","url":null,"abstract":"Recently cloud computing services have been adopted by many people and organizations. Google Drive is one of the cloud computing platforms that has gained popularity among students in higher education institutions. This study examines the perceptions and the current usage of Google Drive among students in higher education institutions in Brunei Darussalam. The study adopted the technology acceptance model (TAM) and two additional factors, namely perceived speed of access (PSA) and perceived security (PS). The primary objectives of this research are to explore the factors affecting the usage of Google Drive by the students in higher education institutions in Brunei, to investigate the perceptions of the students on the use of Google Drive, and to find whether attitude influences the behavioral intention to use Google Drive among the students. The findings of this study connote that the students' perceptions on Google Drive have a significant influence towards their attitude to use Google Drive which in turn influence their behavioral intention to use Google Drive in the future.","PeriodicalId":409651,"journal":{"name":"Int. J. Asian Bus. Inf. Manag.","volume":"218 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132444863","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-07-01DOI: 10.4018/IJABIM.20210701.OA3
Scott A. Hipsher
The paper explores and compares the perceptions of workers in the tourism industry in Thailand in foreign-owned and locally-owned firms in order to provide an underrepresented perspective to be used in the debate over whether international trade and tourism primarily exploits workers or provides valuable opportunities. A matched-pairs comparative analysis was used, and it was found that employees in both locally-owned and foreign-owned firms generally expressed high levels of job satisfaction, although employees in foreign-owned firms expressed statistically significant higher levels of job satisfaction than did employees in locally owned firms. In debates over whether exploitation or opportunities are created by international trade, foreign investment, and tourism, the viewpoints and perspectives of the workers are often overlooked. The paper intends to help bring into the debate the perspectives of individuals who are most directly affected by these activities.
{"title":"Tourism in Thailand: Exploitation or Opportunity?","authors":"Scott A. Hipsher","doi":"10.4018/IJABIM.20210701.OA3","DOIUrl":"https://doi.org/10.4018/IJABIM.20210701.OA3","url":null,"abstract":"The paper explores and compares the perceptions of workers in the tourism industry in Thailand in foreign-owned and locally-owned firms in order to provide an underrepresented perspective to be used in the debate over whether international trade and tourism primarily exploits workers or provides valuable opportunities. A matched-pairs comparative analysis was used, and it was found that employees in both locally-owned and foreign-owned firms generally expressed high levels of job satisfaction, although employees in foreign-owned firms expressed statistically significant higher levels of job satisfaction than did employees in locally owned firms. In debates over whether exploitation or opportunities are created by international trade, foreign investment, and tourism, the viewpoints and perspectives of the workers are often overlooked. The paper intends to help bring into the debate the perspectives of individuals who are most directly affected by these activities.","PeriodicalId":409651,"journal":{"name":"Int. J. Asian Bus. Inf. Manag.","volume":"89 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124854244","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-07-01DOI: 10.4018/IJABIM.20210701.OA16
Mesa Wanasilp
This paper examines the monetary policy rules for five emerging ASEAN economies—Indonesia, the Philippines, and Thailand as the adopters of inflation targeting (IT) and Malaysia and Vietnam as the non-IT adopters. For the methodology, this study applies a generalized method of moments that provides a consistent and efficient estimator for the estimation that contains endogenously determined variables. The questions are whether the rules of the IT adopters have fulfilled the Taylor principle and what has been the difference in the rules between the IT adopters and the non-IT adopters. The main findings are as follows: Regarding the IT adopters, their rules are characterized by inflation-responsive rules fulfilling the Taylor principle. As for the non-IT adopters, Malaysia follows solely an output-gap responsive rule, and Vietnam exhibits the mixed rules. The policy implications are that for the IT adopters there might be room to make their policy-rate responses more elastic to inflation, and that for the non-IT adopters, there would be a need to adopt an explicit IT framework.
{"title":"Monetary Policy Rules in Emerging ASEAN Economies: Adaptability of Taylor Principle","authors":"Mesa Wanasilp","doi":"10.4018/IJABIM.20210701.OA16","DOIUrl":"https://doi.org/10.4018/IJABIM.20210701.OA16","url":null,"abstract":"This paper examines the monetary policy rules for five emerging ASEAN economies—Indonesia, the Philippines, and Thailand as the adopters of inflation targeting (IT) and Malaysia and Vietnam as the non-IT adopters. For the methodology, this study applies a generalized method of moments that provides a consistent and efficient estimator for the estimation that contains endogenously determined variables. The questions are whether the rules of the IT adopters have fulfilled the Taylor principle and what has been the difference in the rules between the IT adopters and the non-IT adopters. The main findings are as follows: Regarding the IT adopters, their rules are characterized by inflation-responsive rules fulfilling the Taylor principle. As for the non-IT adopters, Malaysia follows solely an output-gap responsive rule, and Vietnam exhibits the mixed rules. The policy implications are that for the IT adopters there might be room to make their policy-rate responses more elastic to inflation, and that for the non-IT adopters, there would be a need to adopt an explicit IT framework.","PeriodicalId":409651,"journal":{"name":"Int. J. Asian Bus. Inf. Manag.","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115726267","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Himachal Pradesh is widely known for its beauty, culture and heritage. The handicrafts of this region maintain cultural integrity among themselves and show it to the rest of the world. This paper aims to investigate the dynamics of socio-demographic variables based on community based host motivators (CBHM) involved in handicraft tourism in Himachal Pradesh. To conduct this study, a field survey of 277 members of the host community was piloted from December (2020) to January (2021) using a structured questionnaire. Four factors of motivation at the community level were derived: tourism, government efforts, advertising and social indicators, and employment indicators. The results highlighted the relationship between government efforts and all CBHMs; qualifications strongly influenced tourism, government efforts and advertising factors; while government initiatives have greatly contributed to the empowerment of women. In contrast, the nuclear family has more decision-making power than the joint family with regard to CBHMs.
{"title":"Evolving Host Socio-Demographical Determinants Towards Himalayan Handicraft Industry","authors":"Suman Sharma, S. Sinha, Debasis Sahoo","doi":"10.4018/ijabim.293276","DOIUrl":"https://doi.org/10.4018/ijabim.293276","url":null,"abstract":"Himachal Pradesh is widely known for its beauty, culture and heritage. The handicrafts of this region maintain cultural integrity among themselves and show it to the rest of the world. This paper aims to investigate the dynamics of socio-demographic variables based on community based host motivators (CBHM) involved in handicraft tourism in Himachal Pradesh. To conduct this study, a field survey of 277 members of the host community was piloted from December (2020) to January (2021) using a structured questionnaire. Four factors of motivation at the community level were derived: tourism, government efforts, advertising and social indicators, and employment indicators. The results highlighted the relationship between government efforts and all CBHMs; qualifications strongly influenced tourism, government efforts and advertising factors; while government initiatives have greatly contributed to the empowerment of women. In contrast, the nuclear family has more decision-making power than the joint family with regard to CBHMs.","PeriodicalId":409651,"journal":{"name":"Int. J. Asian Bus. Inf. Manag.","volume":"5 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121477242","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-07-01DOI: 10.4018/IJABIM.20210701.OA17
Jennifer H. Gao
OECD identified 11 topics in Your Better Life Index (YBLI). YBLI is generally accepted as an essential indicator of material living conditions and quality of life. This study compared YBLI in two predominantly Chinese regions, i.e., Macau (a former Portuguese territory in China) and Zhuhai in the Greater Bay Area in the southern part of the People’s Republic of China. Data were collected from 446 (231 Macau and 215 Zhuhai) ethnic Chinese residents in the two regions. Results revealed the Macau residents to be much more satisfied with life (significantly higher ratings on more YBLI topics) than their Zhuhai counterparts. Regression analyses revealed Chinese Values and Family Emotional Support to be strong predictors of YBLI in Zhuhai, while Future Prospects and Self-Efficacy explained most variance for YBLI in Macau. The results of the comparisons are discussed in terms of seminaries and differences in the cultures and economic development of the regions.
{"title":"A Comparison of Your Better Life Index and Its Antecedents Across Two Chinese Cultures","authors":"Jennifer H. Gao","doi":"10.4018/IJABIM.20210701.OA17","DOIUrl":"https://doi.org/10.4018/IJABIM.20210701.OA17","url":null,"abstract":"OECD identified 11 topics in Your Better Life Index (YBLI). YBLI is generally accepted as an essential indicator of material living conditions and quality of life. This study compared YBLI in two predominantly Chinese regions, i.e., Macau (a former Portuguese territory in China) and Zhuhai in the Greater Bay Area in the southern part of the People’s Republic of China. Data were collected from 446 (231 Macau and 215 Zhuhai) ethnic Chinese residents in the two regions. Results revealed the Macau residents to be much more satisfied with life (significantly higher ratings on more YBLI topics) than their Zhuhai counterparts. Regression analyses revealed Chinese Values and Family Emotional Support to be strong predictors of YBLI in Zhuhai, while Future Prospects and Self-Efficacy explained most variance for YBLI in Macau. The results of the comparisons are discussed in terms of seminaries and differences in the cultures and economic development of the regions.","PeriodicalId":409651,"journal":{"name":"Int. J. Asian Bus. Inf. Manag.","volume":"15 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134177386","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-07-01DOI: 10.4018/IJABIM.20210701.OA10
Aman Takiyar, Varun Chotia
The objective of this study is to examine the relationship between commercial bank branches availability and income inequality. Further the study also assesses the interaction effect of corruption and commercial bank availability on income inequality. The present study uses panel data estimation methods for analysing the above relationship for SAARC countries (Afghanistan, Bangladesh, Bhutan, India, Nepal, Pakistan and Sri Lanka). The analysis suggests that a positive relationship exists between income inequality and financial availability in the initial stages. However, as the financial institutions reach a level of maturity and more people are integrated in the financial network, the level of income inequality starts reducing. Moreover, increase in financial availability helps in reducing income inequality when it is supported by less corrupt institutions. Policymakers should focus on reducing the level of corruption so as to enhance the effectiveness of the penetration of commercial bank branches.
{"title":"Relationship Between Commercial Bank Availability and Income Inequality: Evidence From SAARC Countries","authors":"Aman Takiyar, Varun Chotia","doi":"10.4018/IJABIM.20210701.OA10","DOIUrl":"https://doi.org/10.4018/IJABIM.20210701.OA10","url":null,"abstract":"The objective of this study is to examine the relationship between commercial bank branches availability and income inequality. Further the study also assesses the interaction effect of corruption and commercial bank availability on income inequality. The present study uses panel data estimation methods for analysing the above relationship for SAARC countries (Afghanistan, Bangladesh, Bhutan, India, Nepal, Pakistan and Sri Lanka). The analysis suggests that a positive relationship exists between income inequality and financial availability in the initial stages. However, as the financial institutions reach a level of maturity and more people are integrated in the financial network, the level of income inequality starts reducing. Moreover, increase in financial availability helps in reducing income inequality when it is supported by less corrupt institutions. Policymakers should focus on reducing the level of corruption so as to enhance the effectiveness of the penetration of commercial bank branches.","PeriodicalId":409651,"journal":{"name":"Int. J. Asian Bus. Inf. Manag.","volume":"47 2 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116692779","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-07-01DOI: 10.4018/ijabim.20210701oa30
Mohini Gupta, S. Varshney
The centre interest of the study is to explore the impact of exchange rate volatility on the India-U.S. trade flow of Import on 6 industries spanned from September 2002 to June 2019. We investigate the relationship at disaggregate level by industry-wise data with monthly frequency. We employ exponential generalized autoregressive conditional heteroscedasticity (E-GARCH) model to gauge volatility and thereafter ARDL bound testing approach to unveil the short and long-run association of real exchange rate volatility and import. The empirical analysis implies the existence of both short-run and long-run effect in 5 importing industries except manufactured (engineering) goods. While real exchange volatility appears to have statistically significant effect in short-run, but also estimated short-run lasts onto long-run effect in only three industries. The results confirm the information of import in time-series analysis. The finding of the study helps to undertake the view of invariability and considering the industry before policy making.
{"title":"Exchange Rate Volatility and Import Trade Flow Evidence From India-U.S. at Industry Level","authors":"Mohini Gupta, S. Varshney","doi":"10.4018/ijabim.20210701oa30","DOIUrl":"https://doi.org/10.4018/ijabim.20210701oa30","url":null,"abstract":"The centre interest of the study is to explore the impact of exchange rate volatility on the India-U.S. trade flow of Import on 6 industries spanned from September 2002 to June 2019. We investigate the relationship at disaggregate level by industry-wise data with monthly frequency. We employ exponential generalized autoregressive conditional heteroscedasticity (E-GARCH) model to gauge volatility and thereafter ARDL bound testing approach to unveil the short and long-run association of real exchange rate volatility and import. The empirical analysis implies the existence of both short-run and long-run effect in 5 importing industries except manufactured (engineering) goods. While real exchange volatility appears to have statistically significant effect in short-run, but also estimated short-run lasts onto long-run effect in only three industries. The results confirm the information of import in time-series analysis. The finding of the study helps to undertake the view of invariability and considering the industry before policy making.","PeriodicalId":409651,"journal":{"name":"Int. J. Asian Bus. Inf. Manag.","volume":"83 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126717011","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The objective of this study is to investigate the role of social media marketing (SMM) on overall brand equity (OBE) via value co-creation (VC) in the telecommunication sector in Bangladesh. Moreover, brand love is tested as a moderator of SMM and VC. A structured questionnaire was distributed to collect survey data from 241 mobile subscribers using a systematic sampling method from different areas of Dhaka city in Bangladesh. The hypotheses were examined using structural equation modeling (SEM). The findings have shown that social media marketing has a substantial direct influence on value co-creation which has also a significant direct influence on OBE. Findings have indicated that VC is partially mediated the relationship between SMM and OBE. The results have asserted that SMM significantly influences OBE. Furthermore, the results have affirmed that brand love act as a moderator to strengthen the relationships between SMM and VC.
{"title":"The Role of Social Media Marketing on Overall Brand Equity in the Telecommunication Sector in Bangladesh: A Moderated Mediation Model of Brand Love and Value Co-Creation","authors":"M. Hafez","doi":"10.4018/ijabim.294102","DOIUrl":"https://doi.org/10.4018/ijabim.294102","url":null,"abstract":"The objective of this study is to investigate the role of social media marketing (SMM) on overall brand equity (OBE) via value co-creation (VC) in the telecommunication sector in Bangladesh. Moreover, brand love is tested as a moderator of SMM and VC. A structured questionnaire was distributed to collect survey data from 241 mobile subscribers using a systematic sampling method from different areas of Dhaka city in Bangladesh. The hypotheses were examined using structural equation modeling (SEM). The findings have shown that social media marketing has a substantial direct influence on value co-creation which has also a significant direct influence on OBE. Findings have indicated that VC is partially mediated the relationship between SMM and OBE. The results have asserted that SMM significantly influences OBE. Furthermore, the results have affirmed that brand love act as a moderator to strengthen the relationships between SMM and VC.","PeriodicalId":409651,"journal":{"name":"Int. J. Asian Bus. Inf. Manag.","volume":"21 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129085682","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
京公网安备 11010802042870号
京ICP备2023020795号-1
扫码关注我们
求助内容：
应助结果提醒方式：