J. for Global Business Advancement (7 papers in press)

Regular Issues

• Determinants of the budgetary transparency of public finance in Thailand's educational sector  
  by Prakaydao Krissadee, Pairote Pathranarakul 
  Abstract: Public spending on education in Thailand has been beset by a string of corruption charges in recent years. Budgetary transparency can improve the quality of governance and accountability in public spending. This paper examines determinants of budget transparency in public finance in Thailand's education sector, with a focus on four areas specified in the International Monetary Fund's fiscal code: fiscal reporting, forecasting, and budgeting, fiscal risk analysis and management, and resource revenue management. Questionnaire data were gathered from officials of the Thai Ministry of Education working on budgeting processes. Results showed that transparency is established through 10 key determinants: efficient use of technology, timely reporting, early commencement of the budgeting process, democratic decision-making in budget allocation, objective review of budget performance, quality of revenue resource management, effective anticorruption measures, effective stakeholder engagement in the budgeting process, quality of governance, and accountability. Fiscal transparency in Thailand is below average compared to other nations, though progress has been made on fiscal reporting and fiscal forecasting and management.
  Keywords: budgetary/fiscal transparency; budgeting process; public finance; determinants; transparency dimensions; governance.
  DOI: 10.1504/JGBA.2022.10051794
   
  
• Drivers of green tourism behaviour: examining cognitive, social, and behavioural perspectives among Gen Z  
  by Vuong-Bach Vo, Huu Dat Van, Thu-Phuong Tran, Tuong-Vy Ngoc Vo 
  Abstract: This study investigates the factors influencing Gen Z’s intention towards green tourism services in Vietnam, integrating the Theory of Planned Behaviour and Social Cognitive Theory. A quantitative research approach was employed, utilizing a questionnaire survey to collect data from 310 Gen Z respondents with experience or understanding of green tourism. The study categorizes influencing factors into three perspectives: cognitive perspective, social perspective, and behavioural perspective. The findings indicate that self-environmental awareness, attitude toward green tourism, self-efficacy, and green destination services significantly impact the intention to use green tourism, which, in turn, drives actual green tourism behaviour. However, social media and green marketing were found to be statistically insignificant in shaping these intentions. The study underscores the key role of eco-consciousness, behavioral control, and strategic communication in advancing sustainable tourism, offering practical guidance for policymakers and stakeholders in Vietnam and other developing countries.
  Keywords: self-environmental awareness; attitude; green marketing; social Media; self-efficacy; destination green services; green tourism behaviour.
  DOI: 10.1504/JGBA.2025.10075280
   
  
• Strategic pathways to world-class universities: the moderating role of national strategic planning on talent, governance, and resources  
  by Basheer Alhaimi, Kyle Wells, Daing Nasir Ibrahim, Mohd Rashid Bin Ab Hamid 
  Abstract: This study examines Malaysia's efforts to achieve world-class university (WCU) status through national strategic planning. Based on the Resource-based View theory posited by Barney (1991), this paper focuses on the sustained competitive advantages of talent, governance, and resources. It explores the role of national strategic planning as a moderating variable. Data were collected via a digital survey of 126 senior managers from 28 public and private universities in Malaysia, with responses analyzed using structural equation modeling and descriptive statistics. The results show that talent and governance significantly enhance WCU's status, while resources have a limited impact. National strategic planning strengthens the influence of talent and governance but has minimal effect on resources. These findings underscore the need for policies prioritizing international talent recruitment, faculty retention, and autonomous governance while emphasizing strategic alignment between national and institutional goals to elevate higher education standards.
  Keywords: WCUs; world-class universities; NSP; national strategic planning; talent; governance ; resources; higher education policy; university governance; global university rankings.
  DOI: 10.1504/JGBA.2025.10075426
   
  
• Does the efficacy of intensive semesters has greater impact on Abu Dhabi Universitys business model? A UAE case study  
  by Anand Dwivedi, Smitha Dev 
  Abstract: Numerous factors affect the academic achievement of students at university level. The present study has attempted to examine the role of Regular and Intensive semesters on students’ performance and on the business operations of Abu Dhabi University. Quantitative analytical strategies including Chi-Square and Two-Way ANOVA were adopted using SPSS. Secondary data was used for comparing the difference between students’ performance in Regular and Intensive semesters. Statistical information related to their grades in various courses were used in this study. The study did not find any statistically significant difference in students’ academic achievement between regular and intensive semesters. Walberg's theory of educational productivity serves as the foundation for this investigation. This study will make it easier for society, educators, and administrators to see how important it is to design the best possible learning environment for students and businesses.
  Keywords: academic performance; capacity utilisation; business operations; regular semester; intensive semester.
  DOI: 10.1504/JGBA.2025.10075694
   
  
• The impacts of ESG on customer trust, attitude and loyalty at Vietnamese joint-stock commercial banks  
  by Van Dung Ha, Nhan Truong Thanh Dang 
  Abstract: Based on a survey of 569 customers of joint-stock commercial banks in Vietnam, this study analysed the impact of environmental, social, and governance (ESG) factors on customer trust, attitude, and loyalty. Using data analysis methods such as Cronbach’s alpha, exploratory-factor -analysis (EFA), and partial-least-squares structural-equation-modelling (PLS-SEM) via SPSS and Smart-PLS software, the study yielded several key findings: (1) environmental issues (EN) and corporate governance (CG) positively influence customer attitude (CA); (2) corporate governance and social issues (SI) have a positive impact on customer loyalty (CL); and (3) customer trust (TR) strongly influences both customer attitude and customer loyalty. These results highlight the important role of ESG in building customer trust, attitude, and loyalty toward joint-stock commercial banks. Integrating ESG factors into banks’ operational strategies not only enhances their image and brand value but also contributes to the sustainable development of the banking industry in Vietnam.
  Keywords: environment; social; governance; trust; attitude; loyalty.
  DOI: 10.1504/JGBA.2025.10076259
   
  
• Impact of co-curricular activities on male university students grades: a case study of Abu Dhabi Universitys business operations  
  by Muhammad Farooq, Gehan Abuelenain, Reyaz Ahmad 
  Abstract: This study examines how co-curricular activities, which demand Abu Dhabi University (ADU) business operations, relate to academic achievement in male university students studying natural science courses. The study's main goal was to determine the effect of co-curricular activities on natural science course grades and ADU's commercial operations. The results showed that students who participated in co-curricular activities outperformed their peers in price of academic performance (p<0.05, statistical significance). Furthermore, the study found that the Science Festival had a notable impact on academic performance and ADU business operations. In conclusion, this study indicates that co-curricular activities benefit students' learning outcomes and ADU business operations, and they also have a positive set up on academic performance.
  Keywords: science festival; co-curricular activities; assessment impact; academic performance; business operations; male students; natural science; UAE.
  DOI: 10.1504/JGBA.2025.10076275
   
  
• Marketing communication trends: the systematic review of market research data  
  by Huu-Thanh Nguyen, Suong Thu Huynh 
  Abstract: Global market volatility in recent years has highlighted the need for businesses to stay updated on emerging marketing communication trends. Marketers must carefully consider trends to make the right decisions during difficult times to ensure business success. This study examines the latest marketing strategy trends by analysing 44 market research reports published in 2023 and 2024. Additionally, Google Trends data on keyword search trends over the past five years are incorporated to assess and compare prominent search trends. Key findings are the growing significance of content marketing, emphasising artificial intelligence (AI) applications, short-form videos, influencer marketing, and personalised, creative, authentic and socially responsible messaging. Social media trends encompass search marketing, integration, social listening, commerce, and AI utilisation. AI applications are also gaining prominence across content, digital, social media and retail marketing. Understanding these trends empowers marketers to make informed strategic decisions, effectively engaging target audiences, fostering brand loyalty and driving business growth in the ever-evolving marketing landscape.
  Keywords: marketing trends; marketing communications trends; content marketing trends; digital marketing trends; social media trends; retail media trends.
  DOI: 10.1504/JGBA.2025.10076967