International Journal of Business and Systems Research (9 papers in press)

Regular Issues

• The role of presence and immersion in the impact of augmented reality on behavioural intention  
  by Le Quynh Lam Vo, Chien Van Nguyen 
  Abstract: This study investigates the impact of presence and immersion on the effects of augmented reality (AR) on behavioural intention, utilising the Stimulus-Organism-Response (SOR) framework and social presence theory. The research highlights that AR enhances perceived social presence by allowing users to visualise digital products in their own environments, fostering emotional connections with these items. Additionally, aesthetics, novelty, and personalisation contribute to an enriched emotional experience, in line with social presence theory’s emphasis on emotional dynamics in mediated settings. Based on these insights, the study offers strategic recommendations for managers to leverage AR technologies, emphasising the creation of immersive experiences that prioritise aesthetics, novelty, and personalisation to enhance user engagement and drive purchase intentions.
  Keywords: augmented reality; AR; behavioural intention; SOR framework; social presence theory.
  DOI: 10.1504/IJBSR.2026.10074076
   
  
• Cyber connections: exploring sociotechnical stress, social bonding, and the dynamics of social media on wellbeing in the digital age  
  by Rana Muhammad Sohail Jafar, Ben Niu, Manahil Jabeen, Ahmad Samed Al-Adwan, Rohana Bt Sham, Waleed Mugahed Al-Rahmi 
  Abstract: This study investigates the intricate relationships between social capital, well-being, and employees social media usage in professional and personal contexts, exploring how sociotechnical stress moderates these dynamics. Utilising partial least squares structural equation modelling (PLS-SEM) with data from 1,002 employees across Pakistani public and private organisations, the research reveals that social media use significantly enhances individual well-being by leveraging social capital. The findings demonstrate that social medias impact extends beyond mere communication, serving as a critical mechanism for personal fulfilment and organisational engagement. By providing a comprehensive analysis of social medias multifaceted influences, the study offers profound theoretical insights and practical implications for understanding employee well-being in the digital workplace, ultimately highlighting the transformative potential of socio-digital interactions.
  Keywords: sociotechnical stress; social bonding; social bridging; social capital; social-media; well-being.
  DOI: 10.1504/IJBSR.2025.10074692
   
  
• Examining the influence of health consciousness and privacy concerns on Gen-Zs adoption of wearable fitness trackers: a TAM and TRA perspective  
  by A. K. Subramani, N. Akbar Jan, Nishit Kumar Srivatsava, Namrata Chatterjee 
  Abstract: The research is aimed to analyse the influence of technology, health consciousness (HC), and perceived privacy protection (PPP) on Gen-Z users’ intention and adoption of wearable fitness trackers (WFTs). The structured online survey posted on social media platforms ended with 407 valid responses from Gen-Z users of the WFT from three major metropolitan cities in India, namely Chennai, Bengaluru, and Hyderabad. This investigate followed a quantitative and cross-sectional research design by combining the technology acceptance model (TAM) and the theory of reasoned action (TRA) to understand the adoption intention of WFT. The outcome of the study exposed that HC ( = 0.46), attitude towards use (ATU) (β = 0.31), perceived usefulness (PU) (β = 0.30), and PPP (β = 0.14) had substantial direct effects on intention to use (ITU) of WFT. Among the antecedents of adoption intention, ATU shows a momentous positive direct effect on ITU and partially mediates the connection between HC and ITU as well as PU and ITU.
  Keywords: health consciousness; perceived privacy protection; PPP; wearable fitness trackers; WTFs; wearable health devices; Gen-Z user.
  DOI: 10.1504/IJBSR.2026.10075325
   
  
• A comparative economic analysis of the wine industry: evidence from the US  
  by Gokce Soydemir, James Strong, Jeremy Lovejoy 
  Abstract: A comparative economic analysis of the wine industry reveals unique findings relative to other industries in the United States. A distinction is made between wine consumed at home and wine consumed away from home, an area that is little examined by extant literature. The results show that the state of the economy at different time intervals such as during expansions or recessions has different impacts on the wine industry relative to other industries. Vector autoregressive models that are multivariate in nature and unique data from Datastream reveal that wine as a sin good behaves in the opposite direction to business cycles. Thus, the study reveals unseen patterns such as the bifurcation between wine at home, wine away from home, luxury vs cheap wine in response to fluctuations in economic activity. The study uses industrial production as a proxy of employment on wine industry illustrating the unique nature of this indicator distinct from most other indicators with respect to elastic and inelastic goods, normal and inferior goods, necessity and luxury goods.
  Keywords: VAR model; wine industry; business cycles; USA.
  DOI: 10.1504/IJBSR.2026.10075449
   
  
• The role of internal marketing and employee well-being in explaining job satisfaction and retention of millennial accountants  
  by Carmen Pérez-Cabañero, MiKayla Lumpkin 
  Abstract: Millennial employees (Generation Y) are contributing to the continuous rise in employee turnover rates in the U.S. The purpose of this study is to examine which factors affect Millennials’ job satisfaction which in turn affect retention in the context of a low-contact service industry: public accounting. A quantitative research design was employed using a survey distributed via social media platforms, yielding 1,502 valid responses from Millennials employed in U.S. public accounting firms. The data were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM) with SmartPLS 4. The results confirm a direct relationship between job satisfaction and retention as well as three main antecedents of Millennials’ job satisfaction: work environment conditions, relationships with superiors, and compensation (pay and benefits). The study also reveals a moderating effect of employee well-being which intensifies the positive impact of employee satisfaction on retention. Managerial implications include insights from additional online interviews with Millennial CPAs.
  Keywords: internal marketing; retention; turnover; satisfaction; millennials; public accounting.
  DOI: 10.1504/IJBSR.2026.10075589
   
  
• Forecasting artificial intelligence assets future volatility: evidence from explainable machine learning  
  by Rizwan Ali, Jin Xu, Shahbaz Hussain, Mushahid Hussain Baig 
  Abstract: The rapid adoption of artificial intelligence (AI) has made it essential to forecasting of AI-related assets volatility. This study employs explainable artificial intelligence methods, specifically decision tree, extra tree, random forest, gradient boosting models to forecast future volatility in AI assets. The study results reveal that the gradient boosting model achieves the highest predictive directional accuracy 80% to 90% for volatility. Furthermore, SHAP analysis identifies key predictors, which including technical indicators such as the moving average, exponential moving average, and momentum, which effectively capture short-term market sentiment, while macroeconomic variables reflect broader economic conditions. This research bridges a gap in the literature by integrating explainable machine learning with time-series forecasting of AI asset volatility, offering insights into which model and variables most effectively forecast volatility in both blockchain-based and traditional AI asset markets, which is essential for effective portfolio optimisation and risk management.
  Keywords: AI asset volatility; explainable artificial intelligence; portfolio; SHAP analysis.
  DOI: 10.1504/IJBSR.2026.10075592
   
  
• Beyond the norm: exploring the paradigm shift in advertising tactics towards the unconventional and provocative  
  by Tegegne Tesfaye Haile  
  Abstract: In today's digital media landscape, advertisers use provocative and emotionally charged strategies to capture attention. This study examines how provocativeness, emotional tone, cultural relevance, and visual appeal influence purchase intention, with emotional response and ad recall as mediators. Using survey data from 402 respondents, structural equation modelling (SEM) was conducted with AMOS, and SPSS supported preliminary analyses. Results show that provocativeness and cultural relevance significantly enhance emotional response, while visual appeal strongly increases ad recall. Mediation tests reveal that emotional response does not significantly link provocativeness or cultural relevance to purchase intention. Similarly, emotional tone did not influence ad recall or purchasing behaviour. In contrast, ad recall significantly mediated the effect of visual appeal on purchase intention, emphasising cognitive over affective mechanisms. The study highlights recall as a critical pathway to consumer action and suggests that visually engaging ads outperform those relying solely on emotion.
  Keywords: advertising effectiveness; emotional response; ad recall; visual appeal; purchase intention.
  DOI: 10.1504/IJBSR.2026.10075593
   
  
• A value-added analysis of China’s economy  
  by Nika Qiao, Yueyun Chen 
  Abstract: Using an econometric model based on the value-added approach for measuring gross domestic product (GDP), this study examines how productivity, economic structure, labour rate, and urbanisation rate affected China’s GDP per capita from 1978 to 2023. The regression results indicate that labour rate and industrial productivity contributed the most to China’s economic development. Economic structure and urbanisation also significantly impacted China’s economic growth. Furthermore, we explore how these variables will impact China’s economic growth and GDP per capita in the future. Finally, we discuss relevant strategies and policies for maintaining sustainable and stable economic growth in China.
  Keywords: China; economic growth; value-added GDP; productivity; economic structure; labour rate; urbanisation.
  DOI: 10.1504/IJBSR.2026.10075858
   
  
• M-commerce and role in impulse purchase intention of consumers in emerging economy: a perspective of SOR theory  
  by P. Divakar , Sharon Sophia 
  Abstract: The purpose of this study is to assess the impact of characteristics of mobile shopping platforms (m-commerce) on consumer emotions (pleasure) and the relationship between pleasure and impulse buying intention during mobile shopping. The characteristics of m-commerce were categorised into four dimensions, including: visual attractiveness, perceived ease of use, perceived enjoyment, and perceived usefulness. With the consumer pleasure as a mediating variable, these dimensions of m-commerce were integrated in a framework developed based on stimulus-organism-response (SOR) theory to examine the effectiveness of pleasure and impulse buying intention. Using a convenience sampling method, 360 responses were collected; after screening, 320 were deemed valid for data analysis. To test the relationship between variables, the study proposed five hypotheses. Using Smart-PLS software, the hypotheses were tested using the measurement and structural models. The study’s findings confirmed that m-commerce characteristics positively influence consumer impulse-buying intention. The study also established that consumer pleasure has a significant positive relationship with impulse purchase intention of Indian consumers, further confirming a full mediation effect. This research provides valuable insights for marketers and academics to investigate other characteristics of m-commerce and its impact on consumers’ impulse buying behaviour.
  Keywords: impulse buying; m-commerce; mobile shopping; stimulus-organism-response; SOR; Smart-PLS.
  DOI: 10.1504/IJBSR.2026.10075870