J. for Global Business Advancement (9 papers in press)

Regular Issues

• Traits-based technology acceptance toward smart tourism app: an empirical research on Vietnamese Gen Z travellers  
  by Nhu-Ty Nguyen, Thai-Ngoc Pham 
  Abstract: Trait is believed to be the most crucial enduring antecedent for predicting contextual action. This study employs the 3M model of Mowen in identifying and estimating the influence of traits and motives to explain the willingness to adopt smart tourism apps among Vietnamese Gen Z travellers. There were 431 Vietnamese Gen Z participants in the sample, and the findings demonstrated that a taxonomy of traits accounted for the adoption level, including: conscientiousness, extraversion, and openness to experience (classified as element traits), self-efficacy, need for affiliation, proactive personality, innovativeness, and competitiveness (classified as compound traits), desire for uniqueness, market maven, and perceived usefulness (classified as situational traits). The study confirms that traits exist on a continuum and vary across contexts and segments in their contributions to a certain action. Implications and limitations are discussed in the study.
  Keywords: new technology adoption; 3M Model; trait; smart tourism app; Gen Z; elemental trait; compound trait; situational trait; surface trait; tourism industry.
  DOI: 10.1504/JGBA.2026.10078924
   
  
• Supply chain collaboration: a conceptual framework  
  by Ho Minh Chau 
  Abstract: This study develops an integrated conceptual framework explaining collaboration in Vietnams unburnt brick (UBB) supply chain. Anchored in Commitment-Trust Theory and integrated with transaction cost economics, social exchange theory, the resource-based view, and Stakeholder Theory, the framework captures the relational and institutional dynamics of sustainable collaboration. A theoretical synthesis and systematic literature review of studies published from 2005 to 2025 identified trust, commitment, corporate social and environmental responsibility, and government support policies as key determinants. The study advances a Vietnam-specific mechanism in which trust and commitment mediate the effects of firm-level and institutional enablers on supply chain collaboration. By showing how relational governance transforms policy support and sustainability initiatives into operational cooperation and long-term partnership stability, the framework offers a basis for empirical validation through structural equation modelling and practical guidance for policymakers and managers in green construction industries.
  Keywords: supply chain collaboration; trust and commitment; sustainable development; unburnt bricks; supply chain management.
  DOI: 10.1504/JGBA.2025.10079040
   
  
• Financial literacy and value creation in rural enterprises: evidence from the non-centrifugal sugar (panela) sector in Colombia  
  by Johana Regino Vergara, Paola Suarez Bocanegra 
  Abstract: This study examines the role of financial literacy in value creation within rural enterprises in emerging economies through a qualitative case study of panela producers in Villeta, Colombia. Panela, internationally known as non-centrifugal sugar, is a traditional agro-industrial product mainly produced by small rural enterprises. Data were collected through semi-structured interviews, participatory financial analysis sessions, and documentary reviews. The findings show that strengthening financial capabilities improves entrepreneurs ability to analyse cost structures, evaluate investment alternatives, and identify opportunities for product diversification and value creation. These capabilities enhance strategic decision-making and support the transition to more structured financial management. This study provides empirical evidence on how financial literacy contributes to value creation in rural agro-industrial enterprises, highlighting its relevance for entrepreneurial support and rural development initiatives.
  Keywords: financial literacy; rural entrepreneurship; value creation; emerging economies; non-centrifugal sugar; panela sector; financial capabilities; Colombia.
  DOI: 10.1504/JGBA.2026.10079041
   
  
• Transparency, scepticism, and inflation: a noisy observation game of monetary policy  
  by Jimmy Teng 
  Abstract: This paper develops a game-theoretic model of inflation under noisy observation to examine how monetary policy transparency and public scepticism affect inflation outcomes. A government sets the inflation rate while anticipating a representative agent's price adjustments. The agent observes inflation with noise and incurs menu costs. Scepticism is modelled as the variance in the agent's prior belief about the government's inflationary preferences, while transparency is inversely related to the noise variance. In a perfect Bayesian equilibrium, greater scepticism leads agents to rely more on observations, aggressively adjust prices, and reduce inflation by discouraging surprises. Reduced transparency increases reliance on priors, weakening adjustments and enabling higher and more volatile inflation. Lower menu costs enhance flexibility, further constraining inflation. The findings show that scepticism and transparency interact to discipline inflation, with their effect amplified by low menu costs. Institutional reforms that boost transparency and flexibility can therefore mitigate inflationary bias and formally link democracy and lower inflation.
  Keywords: inflation; menu costs; monetary policy; noisy observation; perfect Bayesian equilibrium; policy credibility; price adjustment; public scepticism; rational expectations; transparency.
  DOI: 10.1504/JGBA.2025.10077226
   
  
• Utilising sentiment analysis of COVID-19 tweets through explainable artificial intelligence to derive business insights  
  by Modafar Ati, Shiza Maham, Muhammad Usman Khan 
  Abstract: The COVID-19 pandemic has undeniably transformed societies across the globe in profound ways particularly in the Arab region. This extensive transformation has prompted a range of essential control measures that have sought to mitigate the spread of the virus. Among these measures are lockdowns, curfews, and travel restrictions, which have collectively shaped daily life and public interaction. A dataset of approximately 264,000 tweets was collected using keywords such as #COVID-19, #coronavirus, and #lockdown. After rigorous preprocessing, the data was represented using TFIDF vectorisation. Three machine learning algorithms including random forest, logistic regression, and support vector machine were employed for sentiment classification, with model interpretability enhanced via LIME and SHAP. Logistic regression, combined with explainable AI (XAI) and TF-IDF, achieved the highest accuracy of 82% compared to other algorithms. This research highlights the potential of sentiment analysis in informing business and entrepreneurship strategies during times of the pandemic crisis.
  Keywords: social media analysis; data science; machine learning; sentiment analysis; XAI; explainable artificial intelligence; coronavirus; COVID-19; business development; entrepreneurship; crisis management.
  DOI: 10.1504/JGBA.2025.10078258
   
  
• Unveiling the night: the economic impact of night-time tourism and recreational activities in Vietnam  
  by Van-Dung Nghiem, Nguyen-Quynh-Nhu Ngo, Cam-Nguyen Nguyen, Nu-Ngoc-Han Dang 
  Abstract: This study explores the dynamic effects of night-time tourism, recreational activities, and fitness activities on economic growth, measured as revenue and job creation, within Vietnam's night-time economy (NTE). Employing partial least squares structural equation modelling (PLS-SEM) with survey data from 543 tourists across Hanoi, Da Nang, Nha Trang, and Ho Chi Minh City (September-December 2023), the research finds that recreational activities and customer satisfaction significantly enhance economic growth, whereas night-time tourism's direct impact is limited. Satisfaction and fitness activities mediate the economic contributions of recreational activities, but satisfaction alone does not bridge tourism's effect. Grounded in social exchange theory (SET) and communication and space theory (CST), these findings underscore the role of cultural vibrancy and tourist loyalty, tempered by infrastructural constraints. Policymakers can strengthen the NTE through cultural festivals, improved night transport, and fitness-focused events, promoting sustainable urban development.
  Keywords: NTE; night-time economy; tourism; recreational activities; customer satisfaction; economic growth; Vietnam.
  DOI: 10.1504/JGBA.2025.10077511
   
  
• Trust in sellers and purchase intention in social commerce: a study of the fashion industry  
  by Thi Thu Ha Nguyen, Van Thich Nguyen, Truong Thanh Nhan Dang, Viet Tam Tran 
  Abstract: The rapid growth of social media paved the way for the emergence of social commerce, an innovative e-commerce framework that integrates the power of e-commerce and social media. In Vietnam, the fashion industry is embracing social commerce, utilising social media platforms and technology. This research aims to explore the impact of information quality, reputation, and interaction with sellers on trust in sellers, as well as the effect of trust on shaping fashion purchase intentions within the social commerce environment. By employing the partial least squares structural equation modelling (PLS-SEM) method and analysing 563 survey responses from users in Vietnam, this study establishes that information quality, reputation, and interaction with sellers positively influence trust in sellers. Furthermore, trust in sellers is found to have a positive effect on fashion purchase intentions in the social commerce context. The study also identifies research gaps in the field of social commerce, offering valuable insights for future investigation.
  Keywords: social commerce; trust in sellers; purchase intention; information quality; reputation; interaction with sellers; trust; social interaction; S-O-R framework; fashion industry; online consumer behaviour; Vietnam.
  DOI: 10.1504/JGBA.2025.10078043
   
  
• What is the role of innovativeness in the relationship between education and students' entrepreneurial intentions?  
  by Minh Pham, Tuan-Anh Ngoc Bui 
  Abstract: Entrepreneurship is widely recognised as a critical innovation and economic development driver, particularly in emerging economies like Vietnam. However, many young businesses fail due to inadequate human capital. This study investigates the role of entrepreneurship education and technological innovativeness in shaping students' entrepreneurial intentions, with entrepreneurial motivation as a mediator. Data were collected from 452 students at universities in Vietnam and analysed using partial least squares structural equation modelling (PLS-SEM) via SmartPLS 4. The findings confirmed all hypotheses, demonstrating that entrepreneurial motivation mediates the relationship between entrepreneurship education and entrepreneurial intention and that technological innovativeness moderates the link both between education and motivation and between motivation and intention. These insights underscore the importance of enhancing entrepreneurship education and fostering technological innovativeness to prepare students for entrepreneurial success. Universities should prioritise students with practical skills and innovative thinking to foster stronger entrepreneurial motivations and intentions.
  Keywords: innovativeness; education; entrepreneurship; motivation; intention; student; Vietnam; technological; human capital; development.
  DOI: 10.1504/JGBA.2025.10077512
   
  
• Classroom teaching skills and metacognitive skills and their business applications: a transdisciplinary experimental study  
  by Mary George Varghese, Smitha Dev 
  Abstract: Metacognition is an emerging area which promises solutions to many educational concerns and its applications all over the world. Prior research shows that having well developed metacognitive skills leads to better learning outcomes in learners. This study investigates the effects of metacognitive training module (MTM) in developing selected teaching skills: a) presentation; b) interaction; c) classroom management; and d) evaluation among student teachers. The current research adopted a mixed method approach wherein the Phase I was quasi-experimental research pre-test -posttest design and Phase II was carried out qualitatively. The study was conducted on a sample of 100 student-teachers at the secondary level and also conducted interviews with entrepreneurs as there is a growing industry-academia linkage and paving the way for start-ups and various other opportunities. The sampling technique used was multistage random sampling. The results of this study emphasise the prospects of the metacognitive approach in the teacher preparatory programs and its varied implications in linking academia to industry to improve the professional skills and life skills.
  Keywords: metacognition metacognitive training module; teaching skills; academic achievement; evidence-based instructional practices; pedagogical methods; critical thinking skills.
  DOI: 10.1504/JGBA.2025.10077540