International Journal of Business Forecasting and Marketing Intelligence (38 papers in press)

Regular Issues

• Examining the Growth of Online Sales and Disintermediation in the Real-Estate Marketplace  
  by Alan D. Smith, Anna Abdulmanova, Heather Elfen 
  Abstract: The real-estate business, like many other business models, has been affected by the evolution of e-commerce as this information-rich industry lends itself to the many applications of technology. This research effort focuses on the real-estate market and consumers' perceptions of its effectiveness and accessibility. A sample of 1,736 relatively well-educated respondents in the Great Lakes region was used to study preferences in their search for housing. With a lot of housing information readily available to consumers, respondents found the role of real-estate agents to be unimportant. This evidence suggests that advancements in technology could lead to industry disintermediation. Additionally, factor-based profiles of housing search preferences and respondents' genders were created.
  Keywords: disintermediation; e-commerce; factor analysis; online marketing; real-estate marketing; search engines; supply chain management; SCM.
  DOI: 10.1504/IJBFMI.2024.10065533
   
  
• Ecotourism and Sustainable Development in Tourism Marketing  
  by Alexandre Cesar Rosa, Sandro Deretti, Claudimar Pereira Da Veiga 
  Abstract: While tourism marketing has been extensively explored in the literature due to its significant socio-economic impact worldwide, this study examines the integration of ecotourism with sustainable practices within tourism marketing. We explore the dynamic relationship between tourism and sustainable development through a systematic literature review (SLR) conducted over the past 22 years. The primary objective is to synthesise academic discussions, focusing on how ecotourism is intertwined with sustainable marketing strategies and the resulting socio-economic and environmental impacts. The results reveal substantial thematic coherence across the literature, emphasising the enhancement of local communities, mitigation of environmental impacts, and advancement toward global sustainability goals. The findings provide key insights and practical recommendations, particularly for policymakers and industry stakeholders, aiming to develop effective strategies and public policies that promote sustainable growth in tourism by leveraging ecotourism practices.
  Keywords: sustainable development goals; SDGs; ecotourism marketing; sustainable tourism strategy; tourism demand forecasting; ecotourism impact; environmental sustainability; economic development in tourism.
  DOI: 10.1504/IJBFMI.2024.10065677
   
  
• Is Semiotics Capable of Improving Advertising Effectiveness for Gen.Z?  
  by Rajesh Srivastava, Sandeep Bhanot 
  Abstract: It is qualitative research involving NVIVO software and a word cloud followed by quantitative research involving primary research. Our study examines the impact of semiotics exhibited in TV advertisements on viewers like Gen Z as they are emerging a big market for consumer products. It was found that brand recall was influenced by trust in the brand if it was targeted at Gen Z. As a result of incorporating semiotics into the advertisement, it will enhance mood and emotion, and will likely be influenced by cultural values as a background, followed by music and jingles, dialogue choices, signs, and symbols if it is aimed at Gen Z in emerging markets like India. The results of this study provide marketers with practical guidelines for designing advertisements using semiotics that appeal to Gen Z of different ages and genders. This research study adds value to existing literature in Indian advertising using semiotics. The influence of television advertising using semiotics on Gen Z in their brand recall and purchase intentions in emerging markets is an important contribution, as they are the main target consumers for global brands.
  Keywords: semiotics; cultural values; emotion and mood; music and jingle; brand recall.
  DOI: 10.1504/IJBFMI.2024.10066279
   
  
• SMEs continuing intentions using mobile payments: an extension of the expectation confirmation model  
  by Anna Widayani, Ika Rachmawati, Nilawati Fiernaningsih, Pudji Herijanto 
  Abstract: The surge in smartphone ownership across Indonesia has propelled the widespread adoption of mobile payment technology, significantly impacting the digital economy landscape. Despite this upward trend, challenges persist in shifting consumer and merchant behaviour toward digital payment methods. In East Java, micro and small enterprises (MSE) encounter barriers such as technological uncertainties, security apprehensions, and a limited understanding of the advantages offered. Consequently, further investigation is imperative to comprehend MSEs’ adoption behaviour concerning mobile payments and formulate more productive strategies to bolster adoption rates and usage among MSEs. This study, encompassing 400 MSE proprietors in East Java, utilised the SEM-PLS analytical approach to assess the influence of confirmation, perceived usefulness, and satisfaction on the sustained intention to use mobile payments. Findings underscored the significant and affirmative impact of confirmation, perceived usefulness, and satisfaction on the prolonged intention to engage with mobile payment platforms.
  Keywords: continuous intentions; satisfaction; perceived usefulness; confirmation; SME; mobile payment; micro and small enterprises; MSE.
  DOI: 10.1504/IJBFMI.2024.10066523
   
  
• Antecedents of Loyalty in Business-to-Business Electronic Commerce  
  by Claudimar Pereira Da Veiga, Cássia Rita Pereira Da Veiga, Leandro Ferreira, Su Zhaohui 
  Abstract: This study conducts a systematic literature review (SLR) to analyse the antecedents of loyalty in business-to-business electronic commerce (eB2B). The research explores how relationship quality, trust, satisfaction, and service touchpoints contribute to developing and sustaining customer loyalty from both buyer and seller perspectives. Utilising the SPAR-4-SLR protocol, the review follows three stages: assembling studies from Web of Science and Scopus (20052023). The findings reveal a significant shift in eB2B marketing from transactional exchanges to behavioural interactions that foster loyalty, highlighting the crucial roles of relationship quality, trust, satisfaction, and comprehensive service touchpoints. This SLR provides the first extensive synthesis of loyalty mechanisms in eB2B, offering actionable insights for marketers and managers. It underscores the importance of integrating marketing intelligence and innovative methodologies in business forecasting, aligning with contemporary practices and theories to enhance strategic decision-making and contribute to sustainable business growth.
  Keywords: business intelligence; industrial marketing; business-to-business; buyer-seller interaction; buyer-seller relations; e-commerce; loyalty.
  DOI: 10.1504/IJBFMI.2024.10066687
   
  
• Do Customer Demographics have any Relationship with the Customer Engagement Construct?  
  by Uday Bhale 
  Abstract: This research attempted to study the factors affecting customer engagement and their demographic association in study telecom industry. The research objectives for the given study are: 1) to find the different types of customer engagement service channels in telecom; 2) to study the association of customer engagement with customer demographics. 1,600 customers have been selected for the current study with a quota-based purposive sampling method from India. To perform data analysis the sample is split into eight hundred each with similar characteristics. EFA is used to form the construct from the first set of samples. Another eight hundred sets of samples are used for CFA to confirm the factors. To test the association between customer engagements with demographics chi-square test is used.
  Keywords: customer engagement; demographic association; telecom.
  DOI: 10.1504/IJBFMI.2024.10066701
   
  
• E-Marketplace and Jewellery Shopping: A Digital Lens perspective  
  by Jeevana Kalla, Chetna Sarma 
  Abstract: This systematic literature review examines the current state of online jewellery shopping in India, focusing on research conducted in the last decade. The study reveals a growing trend in online jewellery shopping, with consumers prioritising comfort over safety. To enhance the online shopping experience, retailers must provide detailed product descriptions, high-quality images, and user-friendly return policies. Additionally, an intuitive website interface and emerging technologies such as virtual reality can further enrich the online retailing experience. The review highlights the importance of adapting to changing consumer expectations and technological advancements. Furthermore, the study suggests that emerging technologies like augmented reality and artificial intelligence could provide valuable insights into future developments in the field. This comprehensive overview of the online jewellery retailing sector in India provides valuable insights for retailers, policymakers, and researchers seeking to understand the trends and future directions of this growing market.
  Keywords: online shopping; e-commerce; jewellery shopping research; jewellery markets; consumer behaviour; digital marketing.
  DOI: 10.1504/IJBFMI.2024.10066916
   
  
• Tool for Operational Analysis of a DC Distribution Nanogrid using Business Intelligence Software  
  by André Costa, Arthur Fonseca, José FIlho, Ana Silva, João Machado, Marcos Galhardo, Wilson Macêdo 
  Abstract: Solar energy is a viable alternative for electricity access in remote communities in the legal Amazon. In recent years, thousands of stand-alone photovoltaic systems have been implemented through government programs such as the Brazilian national program for universal access to and use of electric energy light for all. However, there is limited information available about the operation of these systems. To study off-grid systems located in remote communities in this region, the present work aims to present the concepts for developing and implementing a stratified data analysis tool using business intelligence (BI) for operational data collected in a stand-alone direct current nanogrid located in a riparian community on Ilha das On
  Keywords: business intelligence; BI; DC nanogrid; photovoltaic solar energy; data modelling.
  DOI: 10.1504/IJBFMI.2024.10067166
   
  
• Factors Influencing the Adoption of Airbnb among Ghanaians: a Study Moderated by Culture  
  by Acheampong Owusu, Paul Asante, Ivy Hawah Taana 
  Abstract: This study explores the factors influencing the adoption of Airbnb among Ghanaians and also examines the moderating effect of culture impacting the use of the service. A research framework was developed under the lens of the UTAUT model and Hofstede’s cultural dimensions for the study. Employing a qualitative method, primary data were collected from 17 participants through purposive sampling and analysed via thematic analysis. The findings indicate that performance expectancy, effort expectancy, and social influence had an impact on behavioural intention to use Airbnb; facilitating conditions also influence user behaviour to use the service. The findings further suggest that cultural dimensions (uncertainty avoidance, power distance, individualism/collectivism, and masculinity) moderated the influencing factors on behavioural intention. The findings thus inform managers of Airbnb to increase their effort to make it universally recognised in Ghana as it provides more convenient services to customers.
  Keywords: digital platforms; sharing economy; Airbnb; UTAUT; Hofstede’s cultural dimensions; qualitative method; Ghana.
  DOI: 10.1504/IJBFMI.2024.10067495
   
  
• Omni-Channel Marketing Approaches for Enhanced Consumer Engagement in Retail Businesses  
  by Naveen Kumar R., Neerupa C, Janani M. ., John William A 
  Abstract: In today's marketplace, businesses need to engage consumers across multiple touch points seamlessly. To address this challenge, omnichannel marketing has emerged as a strategic approach. It emphasizes the integration of various channels to deliver a cohesive brand experience. This approach is essential in our digitally interconnected world. This paper provides an overview of Omni Channel Marketing (OCM), a strategic approach that integrates online and offline channels to enhance consumer engagement and brand loyalty. E-commerce is driven by AI and social media. COVID-19 accelerated OCM. Branding and digital capabilities are important. Digital technology impacts physical and online channels. Consumer behavior in India needs innovative approaches. The KMO measure supports factor analysis but needs refinement. Significant correlations appear in Bartlett's test. Factors like digital touch points, personalization strategies, customer satisfaction, technology integration, customer journey mapping, and data analytics exhibit significant loadings. Factors 1 and 2 focus on digital touch points and personalization strategies, while Factors 3, 4, and 5 represent technology integration and customer journey mapping, providing insights for marketing strategies.
  Keywords: Omni-channel marketing; consumer engagement; brand loyalty; e-commerce surge; social media integration; and digital capabilities.
  DOI: 10.1504/IJBFMI.2024.10067579
   
  
• The Technological and Non-Technological Elements of Industry 4.0: a Bibliometric Study and a Theoretical Model  
  by Wagner Guedin, Pedro Henrique Sousa 
  Abstract: This research aims to review the fundamentals of Industry 4.0, its interface with technological and non-technological elements and investigate gaps in the research of Culot et al. (2020): current definitional ambiguity; the defining dimensions and sub-dimensions that characterise Industry 4.0 in technological and non-technological aspects; identification of the foundations of Industry 4.0. To respond to these gaps, we opted for a historical analysis through qualitative research, using bibliographic research as a method of analysing scientific production in the period from 2018 to 2023. Two-hundred forty-eight scientific articles were selected and analysed. As the main evidence of this bibliographical review, Germany's leading role in research, development of public policies and the vanguardism of companies and organisations stands out; the movement of Chinese and South Korean industry; the description of the elements of Industry 4.0; and the presentation of a theoretical model with 18 reference descriptive attributes for Industry 4.0.
  Keywords: Industry 4.0; Fourth Industrial Revolution; elements; attributes; historical-integrative review.
  DOI: 10.1504/IJBFMI.2024.10067645
   
  
• The Effects of Artificial Intelligence and Machine Learning in Consumer Behaviour, Demand Prediction and Chatbots in the realm of Digital Marketing  
  by Salma Akter, Md Azmol Fuad Talukder, Taj Ashrafi, Fahim Ahmed 
  Abstract: The principal objective of this study was to ascertain the potential digital marketing applications of artificial intelligence and machine learning. This study used a standardised questionnaire to collect data from 250 people. We used SPSS statistical analysis included ANOVA, correlation, paired t-test, and crosstab. The parameters we examined related to digital marketing are AI and ML generated consumer behaviour data, AI and ML for demand prediction in digital marketing, chatbots created by AI, and ML in digital marketing. This study reveals that the utilisation of Artificial Intelligence and Machine Learning in Digital Marketing is significantly influenced by consumer behaviour data collected through AI and ML techniques. The findings of this study can assist organisations worldwide in determining the most effective digital marketing strategies to attract buyers and successfully steer their businesses in a new direction. This research identifies techniques that influence the use of AI and ML in Digital Marketing.
  Keywords: Artificial Intelligence; Machine Learning; Digital Marketing; Demand Predictions; Chatbots; Consumer Behaviour.
  DOI: 10.1504/IJBFMI.2024.10068056
   
  
• Corporate Board Expertise and Earnings Quality: the Moderating Role of Audit Committee Independence  
  by Ozigi Omoyi Obeitoh  
  Abstract: The study examines the moderating role of audit committee independence on the relationship between board expertise and earnings quality. The financial services sector consists of 50 firms out of which the study drew 41 samples after eliminating 9 firms as a result of incomplete data. The study covers an 11-year period ranging from 2012 to 2022. The findings of the study show that directors with expertise in accounting, finance and business improves earnings quality. In addition, the study reveals that audit committee independence moderates the association between directors with expertise in accounting, finance and earnings quality. Examining earnings quality from long-term sustainable point of view as against short term and introduction of moderator are the major contributions of this study. The study recommends the need for improved regulation on the number of directors with accounting and finance background as this will lead to a more improved earnings quality.
  Keywords: Earnings predictability; earnings smoothen; accounting expertise; finance expertise; business expertise.
  DOI: 10.1504/IJBFMI.2024.10068315
   
  
• Understanding Continuous Usage of Mobile Wallet Services in India: an Application of Stimulus Organism Response (SOR) Paradigm  
  by Fahad , Mohammad Shahid 
  Abstract: The present work explores the reasons behind existing m-wallet users' continuous use intentions of the platform in India's developing economy. The conceptual model of the present study is formulated using the stimulus organism response (SOR) concept. The result of the SEM showed that except for awareness, perceived usefulness, compatibility, facilitating conditions, and convenience associated with the m-wallet platform positively impact the users' attitudes. Also, except for touch-free transactions, perceived usefulness, facilitating conditions, awareness, and attitude positively impact the users' behavioural intentions toward the m-wallet platform. Further, attitude and behavioural intentions are found to influence the continuous usage intentions of the users positively. Based on the findings, the present study offers practical implications and suggestions to the m-wallet service providers and marketers, which might help formulate strategies related to m-wallet, which may help facilitate retaining existing m-wallet users and bringing new users to the platform.
  Keywords: Mobile wallet; Stimulus Organism Response Model; Consumer Behaviour; Consumer attitude; Continuous Usage; Touch-free Transactions.
  DOI: 10.1504/IJBFMI.2024.10068632
   
  
• Applying Six Sigma DMAIC to Reduce Variability in Packing Weights and Acidity Values  
  by Samer Abaddi 
  Abstract: Acidity Value (AV) is one of the significant attributes that should be monitored frequently in ghee production. High AV variability not only causes productivity and quality problems but also constitutes a health issue for the end consumer. This study applies the Six Sigma methodology using DMAIC to one of the oldest vegetable oil manufacturing companies in Jordan. Using the process capability measure, the study found low to medium sigma levels (2.46 and 3.06) for the packing weight and AV attributes, respectively. Process improvement tools (Fishbone and 5 Whys) were used to find solutions for the case and simulation has verified the outcomes. Finally, improvements were suggested to improve the sigma level and reduce process variability.
  Keywords: Six Sigma DMAIC; Ghee production; Process capability; Variability reduction in food manufacturing; Simul8 simulation.
  DOI: 10.1504/IJBFMI.2024.10068817
   
  
• An analytical study on Employees Perception with Reference to bank merger in India  
  by Renu Beniwal, Saurabh Kant 
  Abstract: This study examines employee perceptions of bank mergers in Haryana by analysing data collected from 654 respondents across public sector banks. Utilising statistical techniques such as ANOVA and Tukey's HSD, the research evaluates perception differences based on demographic variables including age, gender, marital status, residential area, educational qualifications, and previous employment. The findings reveal that younger, unmarried, urban employees, and those from merged banks hold more favourable views of the merger process. These insights underscore the importance of addressing diverse employee concerns during mergers to enhance integration and satisfaction. However, due to limitations like convenience sampling and focus on specific demographics, further research is necessary to generalize these findings.
  Keywords: Employee Perception; Merger; Banks; Demographic Variables.
  DOI: 10.1504/IJBFMI.2024.10070685
   
  
• Ideal Online Pharmacy Website: A Study using SEMRUSH, Similarweb, and Web Page Comparison Tool  
  by Chaitanya Vyas  
  Abstract: This study examines the top online pharmacy websites in India, namely, http://www.pharmeasy.in, http://www.netmeds.com, http://www.1mg. com, http://www.apollopharmacy.in and http://www.medplusmart.com. The analysis was conducted using search engine optimisation tools such as SEMRUSH, SimilarWeb, and Web Page Comparison Tool using SmallSEOTools and supplemented by presenting word cloud keywords. The study found that the characteristics of an ideal online pharmacy website are: 1) mentioning the words online pharmacy and medicines in page titles; 2) a higher number of relevant referring domains, organic traffic, backlinks, and organic keywords; 3) a longer average visit duration. Moreover, website managers must understand the information seekers minds because the keywords used to buy medicines online in India differ from those searched in other countries or cultures. Search engine optimisation, content, and website design play important roles in the online pharmacy business, as do the trust, affordability, availability, and after-sales services offered by online pharmacy websites.
  Keywords: online pharmacy; e-commerce; digital marketing; search engine optimisation; SEO; telemedicine; website; SEMRUSH; SimilarWeb; India.
  DOI: 10.1504/IJBFMI.2024.10069129
   
  
• Analysing Consumer Behaviour towards Counterfeit Products@ a Literature Review  
  by Nitesh Goyal, Gurvinder Singh, Simmi Singla, Geetanjali Thakur 
  Abstract: India has been grappling with widespread counterfeiting for a long time, where counterfeit products are nothing but replica of an original products. The desire to own high-end brands has contributed to the growth of counterfeiting business. The objective of this study is to provide a conceptual evaluation of existing research while highlighting areas that require further exploration. Mostly, previous studies have been conducted in foreign countries, primarily on non-deceptive counterfeiting. The studys findings reveal that the states of Uttar Pradesh, Rajasthan, Madhya Pradesh, have the highest concentrations of counterfeit goods, particularly in the sectors of alcohol, tobacco, FMCG, clothing, footwear, medicine, and cosmetics. Price is identified as the main driver for purchasing these goods. Furthermore, individuals with high integrity were found to be less likely to favour counterfeit products. The study suggests that the government needs to implement stricter laws and raise awareness about the disadvantages of owning counterfeit products in order to curb demand.
  Keywords: Counterfeit; Non-Deceptive Products; Unethical; Consumer Behavior; Fake; Theory of planned behavior.
  DOI: 10.1504/IJBFMI.2024.10069285
   
  
• Economic Development and Financial Inclusion: Evidence from India to Determine the Significance of PMJDY  
  by Ajay Pal Singh, Gagan Deep 
  Abstract: Financial services are made available to the underserved by banking industry to improve financial inclusion, and PMJDY is one of initiatives in the direction of financial inclusion. The purpose of the research is to evaluate the PMJDY's influence on financial inclusion and economic growth. The PMJDY index for financial inclusion (PIFI) was developed in this study to assess financial inclusion by using three dimensions i.e. "per capita saving account", "per capita deposits", and "per capita number of RuPay debit cards" under PMJDY delivered to PMJDY beneficiaries of Indian states and UTs. To measure economic growth, GDP is taken as a proxy variable. The study supports the effective performance of banks in implementing PMJDY for financial inclusion, and found a significant positive impact of financial inclusion through PMJDY on Indian economy. The study suggests to government to expanding bank branches, ATM networks, and loans for improving status of financial inclusion.
  Keywords: Financial inclusion; Economic development; PMJDY; PMJDY index for financial inclusion (PIFI); Banks.
  DOI: 10.1504/IJBFMI.2024.10069398
   
  
• Assessing the Enhancement of Retail Strategies with a Focus on Customer-Centric Approaches  
  by A. John William, Naveen Kumar R., Janani M. . 
  Abstract: The study focuses on enhancing retail performance by prioritising customer centricity and considering the dynamic nature of the FMCG retail sector. It aims to identify and prioritise crucial elements for fostering a customer-centric approach by analysing service quality, customised interactions, and customer satisfaction. Structural equation modelling (SEM) is employed to examine customer-centricity dynamics. Additionally, the research investigates the impact of competitive advantage, after-sale support, and customer experience on customer centricity using regression analysis. Positive associations are found, supporting hypotheses H1, H2, and H4. Hypothesis H3, suggesting a difference in customer centricity at the point of sale, is disproved. The study highlights the substantial influence of variables beyond the point of sale, with the model explaining 53.8% and 59.2% of the variance in customer centricity through customer experience, competitive advantage, and after-sale service.
  Keywords: customer centricity; retail experiences; service quality; retail strategies; competitive advantage; structural equation modelling; SEM.
  DOI: 10.1504/IJBFMI.2025.10069552
   
  
• Board Dynamics and Ownership Influence: Unveiling CSR Disclosures in India's Public and Private Banks  
  by Seema Bamel, Shveta Singh 
  Abstract: This study explores the scope of corporate governance (CG) and corporate social responsibility disclosure (CSRD) in Indian scheduled commercial banks. It examines the relationship between CG attributes board size, diversity, independence, CEO duality, board meetings, audit committees and ownership structure- and CSRD. Analysing annual and CSR reports (20152024) using content and panel data analysis, the study finds CEO duality and bank age positively impact CSRD, while board size has negative effect after controlling for outliers. CG variables explain more variance in CSRD for private banks, with key predictors like audit committee effectiveness, bank age and size. The study highlights statistical methods like winsorisation and the critical role of CG in CSR strategies. Addressing a gap in emerging markets, it provides practical and theoretical insights for corporate executives, lawmakers and academicians in Indias banking sector.
  Keywords: Corporate Social Responsibility (CSR); India; Corporate Social Responsibility Disclosure (CSRD); Corporate Governance (CG); Indian Commercial Banks.
  DOI: 10.1504/IJBFMI.2025.10069666
   
  
• Analysing the Structural Relationship among Social Implications of New Education Policy: an Initiative to Promote Sustainable Education  
  by Manas Upadhyay  
  Abstract: Education is undergoing radical transformation across the globe. The traditional way of teaching is much more transformed to online platforms via edtech technologies. To meet these objectives, NEP is envisioned to meet the vision, principles, goals and challenges. New Education Policy was launched by the Indian government with the intention to revamp the entire education system to make it appropriate and suitable to changing national and global needs. All countries are becoming more and more outward looking, and education should be equipped to serve the changing employment landscape and global ecosystem. There are numerous social implications of implementing new education policy. In the presented paper, the social implications are explored using extensive literature review and same was confirmed in discussion with experts. For better understanding and clarity of educational reforms, social implications are identified and assessed using Interpretive Structural Modeling (ISM) approach which further bifurcate the social implication in to dependent, independent, linkage and autonomous category. It is found that majority of the social implications falls under linkage category.
  Keywords: Education; learning; policy; NEP; student; curriculum; pedagogy; development; skill; ISM.
  DOI: 10.1504/IJBFMI.2025.10069773
   
  
• Harnessing Augmented Reality for Sustainable Development: a Case Study and Future Prospects  
  by Kirti Garg, Ashwarya Kapoor 
  Abstract: As the world increasingly prioritises sustainability, augmented reality (AR) emerges as a promising technology to drive environmental protection, enhance business management and support sustainable practices. This study aims to predict ARs future role in sustainable development by analysing its emerging applications, trends and challenges across sectors such as agriculture, manufacturing and urban development. A case study of Tata Trusts AR for education initiative in rural India is included to showcase how AR can support SDG-related objectives, particularly in the areas of quality education, reduced inequalities, and sustainable communities. This case study demonstrates how AR can enhance educational outcomes, reduce the digital divide, and promote sustainability practices in local communities. Further, through an exploration of technological advancements, policy frameworks and scholarly research, the study emphasises ARs potential to revolutionise environmental management and achieve long-term sustainability goals. By assessing the interplay between AR and security, this research highlights how aligning technological innovations with global environmental objectives can foster a sustainable future.
  Keywords: Augmented reality (AR); Sustainability; Immersive technologies; Virtual reality; Sustainable Development Goals (SDG’s).
  DOI: 10.1504/IJBFMI.2025.10070082
   
  
• How does religiosity influence perceived service quality, satisfaction, and attitude toward Islamic banking?  
  by Noversyah , E.S. Margianti, Hotniar Siringoringo 
  Abstract: This study aimed to analyse the influence of religiosity on perceived service quality, customer satisfaction, and attitude toward Islamic Banking. To collect the data, a questionnaire measuring religiosity, perceived service quality, customer satisfaction, and attitude was deployed, Convenience sampling was chosen to determine the respondent total. Further, data were analysed using structural equation modelling. The influence of religiosity on perceived service quality, customer satisfaction, and attitude varies according to the model. The role of religiosity dimensions on perceived service quality and customer satisfaction directly depends on the existence of a further dependent variable. In conclusion, religiosity influences perceived service quality and customer satisfaction directly and significantly. Also, religiosity affects customer satisfaction indirectly through perceived service quality. Religiosity affects customer attitudes toward Islamic Banking significantly and indirectly through perceived service quality and customer satisfaction.
  Keywords: Islamic banking; religiosity; perceived service quality; customer satisfaction; attitude; Shariah.
  DOI: 10.1504/IJBFMI.2025.10070645
   
  
• Influence of Benefits Types and Message Framing on Sustainable Consumer Behaviour  
  by Harshika Sondhi, Gordhan K. Saini 
  Abstract: Sustainable consumer behavior (SCB) fulfills customer needs while benefiting the environment or mitigating adverse environmental impacts. SCB leads to reduced environmental harm and a decreased consumption of natural resources throughout a product's life cycle. However, the influence of benefits types and message frames on SCB is unknown in the literature. This study investigates the impact of benefit type and message framing on consumer behaviour. The research employs a one-way between-subjects experimental design to achieve two objectives: a) examining the influence of benefit type (functional vs. symbolic) on sustainable consumer behavior (SCB), and b) assessing the influence of message framing type (tangible vs intangible) on SCB. The findings reveal that symbolic benefits exert a more significant influence than functional benefits, while tangible message framing has a more significant impact than intangible framing. Managerial implications are discussed.
  Keywords: Sustainable Consumption behavior; Message framing type; Type of benefits; Sustainability; Tangible; Intangible; symbolic; functional.
  DOI: 10.1504/IJBFMI.2025.10070843
   
  
• Balancing Personalisation and Privacy in Social Media: a Framework for Data Protection  
  by Shahab Sohail, Mohammad Muzammil Khan, Mohd Arsalan, Aslam Khan, Jamshed Siddiqui, Dag Øivind Madsen, M. Afshar Alam, Syed Hamid Hasan 
  Abstract: In the digital era, the prominence of social media has resulted in extensive social networks and a substantial volume of data generated on platforms like Facebook, Twitter (now X), LinkedIn and Instagram. This data, rich in personally identifiable information (PII), varies in availability some are public, while others require permissions for research. While this information is invaluable for tailored services and recommendations, it raises concerns about user privacy. Misuse of PII can lead to significant risks. Addressing this, our paper introduces a framework to safeguard user privacy without hindering access to these services, using Twitters API as an illustrative example. This approach aims to guide future research in balancing data utility with privacy protection.
  Keywords: Personally Identifiable Information (PII); Twitter; API; user privacy; personalization; data security; social media.
  DOI: 10.1504/IJBFMI.2025.10070915
   
  
• The study of perceived severity of COVID-19 on online impulsive buying behaviour in Vietnam: the role of internal factors  
  by Thanh-Binh Phung, Nguyen Thi Thanh Ha, Ly My Van, Nguyen Thi Hong Nhung, Nguyen Phuong Anh, Dao Manh Ha 
  Abstract: Internal factors have been shown as important factors that affect online impulsive buying behaviour, especially when COVID-19 shifted shopping habits and caused a change in their minds. This study provides profound insight into the influence of the perceived severity of COVID-19 and enhances the internal factors affecting online impulsive buying behaviour. The perceived severity of COVID-19 during the pandemic caused a rise in monotony and sensation-seeking expressions, making online buying activities after the epidemic more appealing. The result showed that internal factors such as the perceived severity of COVID-19, stress, boredom, materialism, hedonic motivation, and sensation-seeking play a significant role in online impulsive buying behaviour. In contrast, there was no association between stress and browsing, perceived severity of COVID-19, and materialism.
  Keywords: internal factors; impulsive buying; perceived severity; COVID-19; Vietnam.
  DOI: 10.1504/IJBFMI.2024.10062906
   
  
• Predictors and inhibitors of mobile banking adoption in Nigeria  
  by Precious Chikezie Ezeh, Ali Isah, Rufai Mohammed Abdulrahman 
  Abstract: The adoption of mobile banking in Nigeria is still very low despite Nigerian Government bent on introducing cashless policy. Thus, the aim of this paper is to investigate the predictors and inhibitors of mobile banking adoption in northwest Nigeria. Data for this paper were collected from 400 respondents in northwestern Nigeria. The relationship between constructs was examined using AMOS-structural equation model. The reliability and validity of the instrument were examined using Cronbach's alpha, composite reliability and average variance extracted. The findings revealed that only self-efficacy influence the adoption of mobile banking. This study extends TAM and also introduces gender as a moderator. It was found that self-efficacy and perceived ease of use influence the adoption of mobile banking among male, while all the factors tested have no significant influence among female. The study has exposed the reasons for the low adoption of mobile banking among Nigerians.
  Keywords: mobile banking; perceived usefulness; perceived ease of use; PEOU; perceived self-efficacy; amount of information; Nigeria; technology acceptance model; TAM; gender.
  DOI: 10.1504/IJBFMI.2024.10068718
   
  
• Unveiling trends and opportunities: a bibliometric analysis of stock market research  
  by Norasyikin Abdullah Fahami, Mohd. Faizal Basri 
  Abstract: This study highlights the current trends, main areas, keywords, and opportunities for future research in the field of stock market research. Bibliometric analysis using Harzing's Publish and Perish (PoP) software and VOSviewer was used to analyse a sample of 6,426 studies from the Scopus database between 2018 and 2022. This study identifies prominent authors and articles by evaluating their citations, publications, geographical locations, and importance within the network. The authors also analysed keywords and co-occurrences to identify the top keywords and their associations, current topics, current state of collaboration, and areas for further research. Although research on the stock market is global, cross-national collaboration is lacking, particularly among authors from different regions and nations. Considering academic interest in the stock market, this study concludes by suggesting new keywords and possible research questions that should be explored in future studies.
  Keywords: bibliometric; VOSviewer; Harzing's Publish and Perish; Scopus; trends; opportunities; stock market; keywords; theme; future research.
  DOI: 10.1504/IJBFMI.2024.10064336
   
  
• Interplay of digital trust alliance, entrepreneurial orientation and use of digital payments: digital shift of rural MSMEs to survive COVID-19  
  by Harleen Kaur, Priya Devi 
  Abstract: Through the lens of digital trust alliance and entrepreneurial orientation, this paper investigates the usage of digital payments among rural MSMEs during COVID-19 pandemic. Quantitative data were collected through survey from owners and managers of various micro, small and medium-sized enterprises across different industrial sectors. The study contributes to the survival of MSMEs using digital strategy during crisis. Digital trust alliance emerges as a significant element in usage of digital payments. It has been discovered that entrepreneurial orientation amplifies the ability of MSMEs to endure significant disruptions in business environment. The originality of the paper lies in the establishment of the moderating role of entrepreneurial orientation between the independent variable (digital trust alliance) and dependent variable (usage of digital payments). Additionally, it is one of a few studies looking into rural MSMEs digital shift to survive COVID-19 in India.
  Keywords: digital payments; digital transformation; COVID-19; MSMEs; entrepreneurial orientation.
  DOI: 10.1504/IJBFMI.2024.10063620
   
  
• Barriers to reusage and adoption of Pradhan Mantri Ujjwala Yojana  
  by Sukhvinder Angoori, Sanjeev Kumar 
  Abstract: Pradhan Mantri Ujjwala Yojana is a significant government intervention in India for the cooking energy transition. The program was aimed to safeguard woman from different hazards associated with the use of TCF, whether it is related to their health, economies, or social well-being. The scheme provided the LPG connection to poor households with free or minimal costs. However, after receiving the LPG connection, the women continuously use TCF. The paper aims to identify the factors forcing women to use TCF. The paper finds that the easy access, price, and amount of usage of TCF and LPG, cooking practices, and food types of rural households discourage the adoption of LPG as a main fuel in rural India.
  Keywords: adoption; barriers; health; LPG; Pradhan Mantri Ujjwala Yojana; PMUY; rural; traditional cooking fuel; TCF; women.
  DOI: 10.1504/IJBFMI.2024.10063757
   
  
• Role of traditional and online advertisement in building brand equity: a study on selected household appliances  
  by Tanushree Banerjee 
  Abstract: The role of marketing communications, especially advertisement in brand development is a widely researched area. In today's marketing landscape there is a growing preference for internet and technology based advertising, yet traditional methods retain significance. This study aims to compare the impact of traditional and digital advertisements on brand equity and its dimensions based on Aaker's model. Focussed on consumer durable segment, data from 227 consumers was analysed using structural equation modeling (SEM). Results showed both forms of advertising positively influenced brand equity dimensions with traditional ads notably impacting brand perceived quality. This reaffirms the enduring importance of traditional advertising despite evolving communication trends. Additionally findings support the applicability of Aaker's brand equity model (1992) particularly in consumer durable segment. While all four brand equity constructs were not equally influential, brand association, brand loyalty and perceived quality significantly contribute to brand equity, aiding marketers in understanding their respective roles in brand building.
  Keywords: brand equity; brand awareness; brand loyalty; perceived quality; brand associations; traditional ads; digital ads.
  DOI: 10.1504/IJBFMI.2024.10064718
   
  
• Inventory management and RFID in healthcare: case study and an empirical look at the potential of the online pharmacy industry  
  by Alan D. Smith 
  Abstract: RFID technologies in the healthcare industry might be the solution to the changing challenges the industry has had to face recently. Pharmaceutical companies have to deal with international drug requirements and regulations, and a complex network of distribution channels. University of Pittsburgh Medical Center (UPMC) (established 1893) and Allegheny Health Network (AHN) (established 1999) have significantly evolved in their supply chain operations and inventory management. This has left the opportunity for them to start a system, and have it advance over time. It started on paper, and as the Internet was created, there were easier methods for inventory control. With new processes come new obstacles, such as supply chain problems and inventory management issues. Supply chain tactics used by both hospitals and provide ways to alleviate some inventory management issues are highlighted. A comparison of the systems as well as an empirical study should provide much needed insights for improvements.
  Keywords: demand forecasting; enterprise resource planning; ERP; inventory management; healthcare; online pharmacies; RFID; supplier management.
  DOI: 10.1504/IJBFMI.2024.10068785
   
  
• An exploratory study of various factors influencing customer behaviour towards apparel e-commerce in Pakistan  
  by Muhammad Umer Chaudhry, Syed Shoaib Nazir 
  Abstract: This study investigated the interplay between customer behaviour, attitudes toward e-commerce and apparel e-commerce, and brand image in Pakistan's apparel e-commerce sector. Using a survey of 466 Pakistani apparel online shoppers, with equal gender representation, the research explored factors influencing customer behaviour, with customer attitude and brand image as independent variables and behaviour as dependent. Statistical analyses confirmed significant positive relationships between customer attitude toward e-commerce and apparel e-commerce, brand image, and customer behaviour. Findings suggest that favourable e-commerce attitudes and positive brand perceptions enhance customer behaviour in apparel e-commerce. Additionally, demographic attributes were found to influence customer behaviour and attitudes. This underscores the importance of understanding both consumer perceptions and demographic factors in shaping strategies within the apparel e-commerce market in Pakistan.
  Keywords: apparel e-commerce; customer-behaviour; CB; customer-attitude; CA; brand-image; BI; Pakistan; brands; perception; online-shopping; customer-gratification; clothing items.
  DOI: 10.1504/IJBFMI.2024.10064421
   
  
• Perceptual benchmarking study of personal water conservation and its global crisis within a healthcare environment  
  by Alan D. Smith 
  Abstract: Droughts and lack of quality water supplies have become a worldwide phenomenon that has been accelerating within the last 50+ years. This crisis has created unusable grey water and greatly reduced needed water supplies for consumption and sanitation. It has become a global healthcare policy problem that must be solved. This research outlines the growing number of the population that is experiencing a shortage of potable water and analyses methods for reducing the severity of this problem. Based on an analysis of primarily a sample of the Great Lakes' population (n = 580), motivation concerning water conservation and water scarcity were examined. Each age group and gender were analysed and three hypotheses were tested to determine if these relationships among conservation variables were statistically significant. Unfortunately, most were not actively involved, just installing water-conserving fixtures in their home by a function of age, females and more educated are most concerned.
  Keywords: cognitive dissonance theory; grey water; personal healthcare; pollution; water conservation; water infrastructure; water shortage.
  DOI: 10.1504/IJBFMI.2024.10064706
   
  
• Online environmental influencers and pro-environmental purchase intentions: examining the interplay of green brand attitude and green brand associations in green fast-moving consumer goods  
  by P.F. Bansah, V. Gaffar, H. Disman, A.K. Yeliawati 
  Abstract: This study investigates the influence of online green influencers on pro-environmental purchase intentions and the mediating effects of green brand attitudes and associations of green fast-moving consumer goods in Ghana (FMCG). We examined the data collected using questionnaires from a diverse sample of 649 participants. Structural equation modelling was used to analyse the empirical data. We found that online green influencers exert a significant effect on the pro-environmental purchase intentions of FMCG consumers. We establish that the relationship between online green influencers and pro-environmental purchasing intentions is mediated by green brand attitude. In addition, we established that online green influencers have an indirect impact on pro-environmental purchasing intentions through the cultivation of a positive attitude towards green brands rather than through the establishment of associations with green brands. Leveraging online green influencers, building strong brand associations with sustainability, and cultivating positive brand attitudes enhance pro-environmental purchase intentions.
  Keywords: online green influencers; green brand attitude; green brand associations; pro-environmental purchase intentions; structural equation model.
  DOI: 10.1504/IJBFMI.2024.10064999
   
  
• Beyond the bling: demystifying the surge in India's gold ETF market  
  by Saket Ranjan Praveer, Baba Gnanakumar Perpetran, M.K. Baby 
  Abstract: This research investigates the surge in demand for Gold Exchange Traded Funds (ETFs) in India compared to physical gold between April 2019 and October 2023. It aims to identify the factors driving this shift, focusing on investor sentiment, risk-return profiles, and market trends. The study employs a two-phase approach. First phase analyses the relationship between gold and Gold ETFs in terms of price and returns using Pearson correlation and Granger causality tests. Second phase assesses investor sentiment through sentiment analysis of reviews from investment forums. Data is collected for gold prices, returns, Gold ETF prices, returns, and investor sentiment from April 2019 to October 2023. The analysis focuses on seven Gold ETFs with exponential growth: HDFC, ICICI, LIC, NIPPON, SBI, UTI, and KOTAK. The research findings provide valuable insights into the dynamics of investment surges and their implications for market participants.
  Keywords: Gold ETFs; investment surge; investor sentiment; gold price; Granger causality; India.
  DOI: 10.1504/IJBFMI.2024.10065418
   
  
• Exploring sectoral profitability in the Indian stock market using deep learning  
  by Jaydip Sen, Hetvi Waghela, Sneha Rakshit 
  Abstract: This paper explores using a deep learning long short-term memory (LSTM) model for accurate stock price prediction and its implications for portfolio design. Despite the efficient market hypothesis suggesting that predicting stock prices is impossible, recent research has shown the potential of advanced algorithms and predictive models. The study builds upon existing literature on stock price prediction methods, emphasising the shift toward machine learning and deep learning approaches. Using historical stock prices of 180 stocks across 18 sectors listed on the NSE, India, the LSTM model predicts future prices. These predictions guide buy/sell decisions for each stock and analyse sector profitability. The study's main contributions are threefold: introducing an optimised LSTM model for robust portfolio design, utilising LSTM predictions for buy/sell transactions, and insights into sector profitability and volatility. Results demonstrate the efficacy of the LSTM model in accurately predicting stock prices and informing investment decisions. By comparing sector profitability and prediction accuracy, the work provides valuable insights into the dynamics of the current financial markets in India.
  Keywords: deep learning; long short-term memory; LSTM; network; return; sectoral portfolio; risk; India.
  DOI: 10.1504/IJBFMI.2024.10065378