Middle East J. of Management (28 papers in press)

Regular Issues

• The effect of paradoxical leadership perception on proactive work behaviour: a study among Turkish teachers  
  by Abdullah Yilmaz, Hande Ulukapi Yilmaz 
  Abstract: This research aims to determine the effect of paradoxical leadership perception on proactive work behaviour by addressing the question Do paradoxical leaders influence individuals proactive work behaviour?. The study was designed on the basis of the theories of social exchange and leader-member exchange. Within the scope of the research, the data obtained from 734 teachers by survey method were analysed through SPSS 29 and AMOS 24. Results show the positive and statistically significant effects of paradoxical leadership perception on voice behaviour, individual innovation, taking charge and problem prevention. The results are discussed within the context of related theories and previous literature. This study contributes to the literature and creates a discussion ground for future studies, as well as provides important implications for practitioners in the education sector.
  Keywords: paradoxical leadership; proactive work behaviour; social exchange theory; SET; leader-member exchange theory; LMX.
  DOI: 10.1504/MEJM.2025.10069543
   
  
• People analytics and employee motivation: exploring the role of technological advancement  
  by Ghulam Muhammad, Sana Aziz, Mustafa Sirajuddin 
  Abstract: The objective of this study is to examine the relationship of peoples analytics dimensions (application, value, structure, and system) taken from (logic, analytics measures and process (LAMP) model with employee motivation. We also examined the moderating role of technological advancement on the relationship of people analytics dimensions and employee motivation. The data was collected by using Google Form from 303 employees working in an organisation where people analytics is implemented by using structured five points Likert scale questionnaire. Data was analysed by using Smart PLS statistical software. The results indicate that peoples analytics application and value have a direct relationship with employee motivation. Whereas peoples analytics structure and system do not have any relationship with employee Motivation. Results also found a significant moderating role of technological advancement on the relationship of people analytics application and employee motivation. However, results did not find any moderating role of Technological advancement in this study for relationship between peoples analytics structure, value and system.
  Keywords: people analytics; LAMP model; motivation; technological advancement; Smart PLS.
  DOI: 10.1504/MEJM.2025.10069648
   
  
• Self-efficacy as the saviour: defending psychological well-being against the destructive power of social undermining  
  by Burcu Tosun, Gamze Güner Kibaroğlu, Hamdullah Nejat Basim 
  Abstract: Employee psychological well-being is crucial for fostering a positive work environment and ensuring organisational success. Social undermining, which disrupts workplace relationships, often leads to stress, anxiety, and burnout. However, self-efficacy the belief in ones ability to successfully perform tasks can help mitigate these adverse effects. This study investigates the detrimental impact of social undermining on employees psychological well-being and examines the protective role of self-efficacy. Data were collected from 582 employees in the fast-moving consumer goods sector. The findings underscore the importance of prioritising psychological well-being in the workplace and reveal how self-efficacy can act as a buffer against the harmful effects of social undermining. By exploring the interplay between social undermining, self-efficacy, and psychological well-being, this study provides valuable insights into their influence on employee outcomes. Furthermore, the research highlights strategies for minimising the negative impact of undermining behaviours by co-workers and supervisors, thereby fostering a healthier work environment.
  Keywords: psychological well-being; self-efficacy; social undermining; social cognitive theory; self-efficacy theory; stress process theory; job satisfaction; job demands-resources model; work-related depression; positive emotions work engagement.
  DOI: 10.1504/MEJM.2025.10070780
   
  
• The dark side of branding: a comprehensive analysis of brand hate determinates and brand avoidance in the mobile phone industry  
  by Pooja Sharma, Samridhi Tanwar 
  Abstract: This study examines factors that lead to brand hate and how it impacts brand avoidance in the mobile phone sector. The mobile phone industry is characterised by rapid technological advancement and intense competition, which create significant challenges in brand management, particularly in addressing negative brand sentiment. A survey questionnaire was distributed to mobile phone consumers in India (Delhi-NCR) to collect data. The Smart PLS software was used to analyse the data. The findings indicate that factors such as negative past experiences, symbolic incongruity, and ideological incompatibility have a significant effect on brand hate In contrast, negative word of mouth and poor relationship quality do not significantly impact brand hate. Among these factors, symbolic incongruity was the most crucial cause driving brand hate in the mobile phone industry. Furthermore, the study found that brand hate positively influences brand avoidance and serves as a mediator between negative past experience, symbolic incongruity, ideological incompatibility, and brand avoidance. This study deepens our understanding of consumer-brand relationships and provides valuable insights for brand managers in the mobile phone industry. The paper also discusses implications, limitations, and potential further research directions.
  Keywords: brand hate; mobile phone industry; brand management; customer brand relationship; brand avoidance.
  DOI: 10.1504/MEJM.2025.10069818
   
  
• A multidimensional model of the role of artificial intelligence in marketing: evidence from the Middle Eastern context  
  by Wail Alhakimi 
  Abstract: A comprehensive framework that incorporates several dimensions of AI, such as personalisation, CRM, customer experience, and loyalty, is lacking in current studies. This study investigates and ascertains the dimensionality of suggested items to measure the AI constructs. This study is quantitative in nature, employs deductive research methodology, and follows the positivist paradigm. The study targets graduates with a marketing degree in the Middle East region. Utilising 48 items, the study gathered data from 134 responses and carried out the exploratory factor analysis (EFA) process. Five AI-related marketing dimensions with 37 items were identified by the EFA, accounting for 66.7% of the studys total variance. These dimensions are AI in marketing management, AI-driven personalisation, AI in CRM, AI and customer experience (CX), and AI and customer loyalty. The study offers specific insights into how AI may be successfully implemented into marketing plans in a field undergoing a rapid digital shift.
  Keywords: artificial intelligence; customer relationship management; CRM; customer experience; customer loyalty; Middle East.
  
  
• Importance of training on employee prosocial motivation and job satisfaction: a moderation analysis of education level and company sector  
  by Taylan Budur 
  Abstract: This study investigates the effect of training on employees prosocial motivation (PSM) and job satisfaction (JS) in medium-sized enterprises in Iraqs Kurdistan Region. Data were gathered from various companies, including global system for mobile communications (GSM), health, hospitality, and construction (N: 234). Data has been evaluated via confirmatory factor analysis and structural equation modelling. According to structural equation modelling, training positively improved JS and PSM in the workplace. However, no significant association was discovered between PSM and JS. The study also investigated the influence of education level and industry type on the connection between PSM and JS. As a result, education level positively moderates this link, and employees in the health sector have a more favourable impression of PSM than those in GSM firms. This study uniquely examines the impact of training on PSM and JS in medium-sized enterprises in the Kurdistan Region, an underexplored context. It further contributes by highlighting sectoral differences (health vs. GSM) and the moderating role of education level, offering new insights into workforce development in emerging economies.
  Keywords: prosocial motivation; PSM; training; job satisfaction; education level; sector; moderation.
  DOI: 10.1504/MEJM.2025.10070213
   
  
• Intentions of adopting blockchain technology and perceived benefits in banking sector of Pakistan  
  by Faiza Sajjad, Novairah Azeemat 
  Abstract: The current study is analysing the intention of adopting blockchain technology and perceived benefits in the banking sector of Pakistan. The study consists of two frameworks. The first framework is based on technology acceptance model (TAM), intention of adopting blockchain technology is dependent variable, perceived ease of use and perceived usefulness are independent variables. The second framework consists of perceived benefits of blockchain technology. Multiple regression and confirmatory factor analyses are used to analyse the data. The result shows that, perceived ease of use and perceived usefulness have significant impact on the intention of adopting blockchain technology. Moreover, it is evident that there are many benefits of blockchain technology especially, secure remittances and high efficiency in banking sector. The study contributes to the existing literature empirically for banking sector of Pakistan and suggests that policymakers and managers should facilitate organisations to adopt blockchain technology.
  Keywords: blockchain technology; banking sector; perceived benefits.
  DOI: 10.1504/MEJM.2025.10070906
   
  
• The role of the psychological contract commitment in improving the impact of organisational citizenship behaviour on the performance of employees in Northern Borders University  
  by Mesud Essa Tayeb, Jamal Ali Toumi, Bilal Louail, Hamood Al-Enezi 
  Abstract: This article examines how psychological contract commitment enhances the effect of organisational citizenship behaviour (OCB) on employee performance at Northern Borders University. OCB includes voluntary actions that improve organisational effectiveness but are not formally rewarded. The study utilises a quantitative approach, gathering data through a survey measuring OCB, psychological contract commitment, and employee performance. Statistical analyses reveal a positive correlation between OCB and performance, with psychological contract commitment significantly moderating this relationship. The findings indicate that high commitment to the psychological contract amplifies the benefits of OCB on performance. This underscores the importance of fostering a strong psychological contract in organisations. Managers should prioritise trust, fairness, and mutual obligations, while recognising and rewarding OCB to enhance employee performance. This research contributes valuable insights into the interplay between psychological contract commitment and OCB, offering strategies for organisations to improve employee engagement and overall performance.
  Keywords: psychological contract commitment; employee performance; organisational citizenship behaviour; OCB; moderator analysis.
  DOI: 10.1504/MEJM.2025.10071054
   
  
• The effect of manager phubbing on workplace morale and sense of belonging  
  by Elif Bilginoğlu, Uğur Yozgat 
  Abstract: This study explores the phenomenon of phubbing where individuals ignore others in social settings by focusing on their smartphones through an examination of its psychological, social, and behavioural implications. Employing a mixed-methods approach, the research investigates how manager phubbing negatively impacts workplace morale and employees sense of belonging. Our findings demonstrate that phubbing significantly reduces relationship satisfaction, evokes feelings of neglect, and lowers perceived social value. Additionally, the study presents strategies to minimise phubbing behaviours and promote digital well-being in organisational settings. By providing new insights into the workplace implications of phubbing, this research highlights the issues broader significance and offers practical recommendations for tackling this pervasive behaviour.
  Keywords: phubbing; manager phubbing; smartphone addiction; workplace morale; sense of belonging.
  DOI: 10.1504/MEJM.2025.10071055
   
  
• Unveiling inclusive leadership: connecting behaviours and innovation  
  by Ghulam Muhammad, Abu Bakar A. Hamid, Noor Inayah Ya’akub, Sadia Noor Awan, Shumaila Naz 
  Abstract: The current study focuses on the role of inclusive organisational behaviour (IOB) and organisational innovation (OI) with the mediating role of innovative employee behaviour (IEB) and the moderating role of inclusive leadership (IL). The data were gathered through a structured five points Likert scale questionnaire from 298 textile companies in Pakistan at three different points of time. The data were analysed using Smart PLS v. 4. The results prove the direct relationship between inclusive organisational behaviour, innovative employee behaviour, and organisational innovation. The results also support another direct relationship between inclusive organisational behaviour and innovative employee behaviour. Similarly, the results confirm the mediating role of IEB between IOB and OI. However, the results did not support the moderating role of inclusive leadership. Few studies have been conducted on the mediating role of IEB and the moderating role of inclusive leadership using the diffusion of innovation (DOI) theory in developing countries.
  Keywords: inclusive leadership; organisation innovation; inclusive organisational behaviour; IOB; innovative employee behaviour; IEB; Smart PLS; diffusion of innovation; DOI.
  DOI: 10.1504/MEJM.2025.10071078
   
  
• Greenwashing in garments: understanding eco-illusion in India’s fashion sector from consumers’ perspective  
  by Aamer Al-Aflak, Vartika Bisht, Shanul Gawshinde 
  Abstract: This study investigates greenwashing in Indias fashion industry and its effect on consumer perception and purchasing behaviour. Conducted across Andhra Pradesh, Telangana, Haryana, Jharkhand, and Gujarat key textile-producing states it surveyed 891 eco-conscious consumers via online convenience sampling. Results show that consumer awareness and genuine sustainability practices significantly shape consumer perception, while greenwashing directly influences perception and acts as a mediator. The study provides practical guidance for brands to enhance transparency and align sustainability efforts with consumer expectations. However, limitations include a narrow geographic scope, potential selection bias due to non-probability sampling, and a focus on eco-conscious consumers, which may not reflect broader consumer behaviour. The findings highlight the need for more representative samples, broader sustainability perspectives, and longitudinal research to track changing consumer behaviour. Overall, the study offers valuable insights into how informed consumers and authentic sustainability efforts can reduce the negative impact of greenwashing in Indias fashion industry.
  Keywords: greenwashing; garments; India; PLS-SEM; sustainability.
  DOI: 10.1504/MEJM.2025.10071413
   
  
• Effects of parasocial relationships on impulse buying, brand trust and personal values: the moderating role of self-discrepancy  
  by Jenda Mustafa Kasem, Abdulqadir Rahomee Ahmed Aljanabi, Shaso Hemin Mejeed 
  Abstract: The purpose of this study is to investigate the association between parasocial relationships and impulse buying behaviour. Specifically, it examines the potential mediating roles of brand trust and personal values, as well as the moderating roles of self-discrepancy on these proposed relationships. An online self-administered questionnaire was used to collect data from individuals residing in the Kurdistan region of Iraq through. From the distributed questionnaires, 429 were returned and deemed suitable for statistical analysis. Structural equation model (SEM) was utilised to analyse the data and test both measurement and structural models. The findings reveal that the investigated variables have a significant impact on the impulse buying behaviour. Furthermore, self-discrepancy demonstrates a moderating effect on the relationships between parasocial relationships, brand trust and personal values. This research provides consumer behaviour researchers and policymakers with a more comprehensive understanding of the factors that influence impulsive buying decisions.
  Keywords: impulse buying; parasocial relationships; brand trust; personal values; self-discrepancy; social identity theory.
  DOI: 10.1504/MEJM.2025.10071417
   
  
• Corporate social responsibility and consumer-to-consumer helping intention: moderating role of collectivism and self-efficacy  
  by Moazzam Abbas, Zubair Nawaz, Amna Bint Zaheer, Bilal Latif 
  Abstract: Studies investigating the impact of corporate social responsibility (CSR) on consumer behaviour have focused on consumer-company interaction; however, the role of CSR in the domain of consumer-to-consumer (C2C) behaviours remained unexplored. In the wake of expanding the active role of consumers, C2C interactions have become considerably important. C2C helping behaviour can facilitate service delivery and can improve service experience. This study examines the impact of CSR on C2C helping intention and investigates the underlying mechanism. It further considers the role of collectivism and self-efficacy in boosting the C2C helping. Data were collected from banking consumers in Pakistan by survey method. There were 473 responses of consumers, and data were analysed in SmartPLS 3. It is found that CSR affects C2C helping intention, and consumer-company identification (CCI) mediates this relationship. Collectivism and self-efficacy have considerable interaction effects.
  Keywords: corporate social responsibility; CSR; consumer identification; helping intention; collectivism; self-efficacy.
  DOI: 10.1504/MEJM.2025.10071588
   
  
• Enhancing customer lifetime value through AI chatbot marketing: the mediating role of chatbot performance quality and perceived personalised customer value  
  by Yousef MohammadKarimi, Mohammad Amin Torabi, Mohsen Akbari 
  Abstract: This study explores how intelligent chatbot marketing influences customer lifetime value, emphasising the mediating roles of chatbot performance quality and perceived personalised customer value. The research targets customers who have used their banks chatbot services at least once, with data collected from 283 users of Iranian banks. Employing a descriptive-analytical method, data were obtained via a structured questionnaire and analysed using structural equation modelling (SEM) through Smart-PLS software. Results show that AI chatbot marketing positively impacts chatbot performance dimensions scalability, interoperability, and response speed which significantly affect customers perception of personalised value. Although chatbot performance does not directly influence customer lifetime value, it indirectly contributes by enhancing perceived personalised value. The study presents both a conceptual and empirical framework, underlining the strategic role of AI-driven marketing in strengthening customer retention. Its insights can aid bank managers in crafting effective digital strategies that enhance long-term customer engagement and loyalty.
  Keywords: customer lifetime value; perceived personalised value; artificial intelligence chatbots; chatbot performance quality.
  DOI: 10.1504/MEJM.2025.10072407
   
  
• Restraining employee turnover intention using moderated - mediated mechanism of family motivation, intrinsic motivation and work engagement  
  by Humaira Erum, Ghulam Abid 
  Abstract: This study investigates the moderated mediated mechanism through which family motivation decreases employees turnover intention and compensates for intrinsic motivation based on social exchange theory. Multi source, time lagged data of 324 education sector employees was analysed through Hayes Process (2013). The results confirmed that work engagement mediated the relationship between family motivation and turnover intention. Also, at low level of intrinsic motivation, the mediated relationship between family motivation and turnover intention is strong. It is observed that lower level, private and ad hoc jobs in developing countries do not offer any family benefits. This study was conducted on education sector and concludes that mix of personal and family benefits can enhance the perception of teaching as a profession and reduce high turnover among teachers. First, the use of non-probability sampling technique limit the generalisability of results. Second, no controls (like demographic variables) were used in this model. Human resource managers, trainers and consultants may benefit from the results of this study. It is suggested that education institutions must reward teachers for their positive attitudes and behaviours. These rewards must include a mix of personal and family benefits.
  Keywords: family motivation; work engagement; turnover intention; moderated mediated model; intrinsic motivation.
  DOI: 10.1504/MEJM.2025.10072809
   
  
• Does integrating blockchain with cause related marketing effects consumers intention in quick commerce?  
  by Sneh Gupta, Vikas Sharma 
  Abstract: This paper evaluates the ability of blockchain technology to strengthen the effectiveness of cause-related marketing (CRM) initiatives in case of the rapidly developing quick-commercial market in India. In particular, it explores the role of consumer perceptions of transparency and credibility of blockchain in shaping scepticism and attitude towards authenticity of CRM. With the foundation of the cognitive dissonance theory, the study uses the partial least squares structural equation modelling (PLS-SEM) to examine the responses of 494 consumers in Delhi, Bangalore and Mumbai. The results indicate that transparency achieved by blockchain introduces a significant decrease in consumer scepticism and provides a more favourable attitude to CRM initiatives. The research adds to the growing body of knowledge related to supporting the use of technologies-powered trust propositions in marketing and provides strategic suggestions to practitioners who would like to develop genuine and believable CRM campaigns based on blockchain. It reaffirms the importance of blockchain as a strategic asset to build trust and increase consumer interaction to the disruptive quick commerce market in India.
  Keywords: blockchain technology; cognitive dissonance; consumer scepticism; cause-related marketing; CRM; PLS-SEM; purchase intentions; quick-commerce.
  DOI: 10.1504/MEJM.2025.10072810
   
  
• Organisational inclusion in healthcare sector: a cross-cultural analysis of T  
  by Muhammad Irfan, Omar Khalid Bhatti, Ali Osman Öztürk 
  Abstract: Organisational inclusion in public hospitals is essential to achieve full participation of diverse staff members for optimal healthcare delivery. This study is based on focus group discussions, participant observations, and in depth semi-structured interviews with 42 healthcare professionals from Pakistan and Turkiye. This cross-cultural analysis using GLOBE framework, highlights the differences in national and organisational cultures that critically impact organisational inclusion in public hospitals. The study also finds that within each country, national and organisational cultures are non-congruent having noticeable differences. Resultantly, the degree of inclusion of women, minorities, persons with disabilities, and disadvantaged groups is not identical in the societies and in public hospitals. Findings of this study can be highly useful for Ministries/Departments of Health and leaders at public hospitals for devising interventions to abolish discrimination at all levels. This study contributes significantly to the literature and theoretical foundations of inclusion and inclusive climate in healthcare sector.
  Keywords: inclusion; diversity; culture; organisational culture; public hospital; healthcare; discrimination; cross-cultural analysis.
  DOI: 10.1504/MEJM.2025.10073005
   
  
• Threading the trust and attachment in brands: unlocking purchase intention in the apparel industry  
  by Samridhi, Aditi Sharma 
  Abstract: The research aims to examine the online purchase intention of customers by combining brand trust and brand attachment regarding apparel brands in India. For the investigation, online surveys were conducted with 340 respondents continuously exposed to online shopping in the NCR, India. In this study, we used PLS-SEM to examine and analyse the data and the proposed hypothesis. The study has resulted in a significant and positive impact of brand trust (BT) on brand attachment (BA), and brand attachment also positively influenced the online purchase intentions (OPI) of the customers. BA performed as a mediator in the relationship between BT and OPI among the customers. The study has been conducted in a specific geographical region. Results of the study revealed that gaining the customers trust through emotional attachment constitutes an essential precursor to purchasing intention.
  Keywords: brand trust; attachment; online purchase intention; OPI; apparel; brands; PLS-SEM.
  DOI: 10.1504/MEJM.2025.10073070
   
  
• Culture is changing, so should businesses: evidence from Turkiye  
  by Ülkühan Bike Esen 
  Abstract: This study examines the cultural transformation of Turkish businesses through the lens of Hofstedes cultural dimensions. Drawing on survey data from 608 participants and analysing it via structural equation modelling, the study reveals substantial shifts: power distance declined from 66 to 49, uncertainty avoidance decreased from 85 to 65, and individualism increased from 37 to 46. Moreover, both long-term orientation and masculinity rose, each reaching a score of 64. These transformations reflect a shift towards more participatory governance and entrepreneurial organisational behaviour. Overall, the findings underline both structural and behavioural reconfigurations within Turkish enterprises, contributing valuable insights to the evolving discourse in cross-cultural management theory and practice.
  Keywords: Hofstede; culture; work-related values; power distance; uncertainty avoidance; individualism; long-term orientation; masculinity; tolerance; change; structural equation modelling; Türkiye.
  DOI: 10.1504/MEJM.2025.10073385
   
  
• The relationship between transformational leadership and managerial creativity: the moderating role of knowledge management  
  by Gülçin Kazan, Alaa Mohammed 
  Abstract: The rapidly evolving technological environment and the intensity of global competition require organisations to encourage creativity in order to sustain their competitive advantage. Although numerous studies have been conducted on the relationship between transformational leadership and creativity, the interaction between leadership, knowledge management, and managerial creativity has not been sufficiently examined. This study investigates how knowledge management strengthens the relationship between transformational leadership and managerial creativity. The survey results conducted with 391 employees from various sectors in Istanbul reveal three important findings: 1) transformational leadership significantly increases managerial creativity; 2) charismatic influence, intellectual stimulation, and individualised consideration make this effect apparent; 3) knowledge management strengthens this relationship through knowledge sharing, storage, and use. These results emphasise that the integration of leadership and knowledge management practices plays a critical role in enhancing innovation and organisational performance.
  Keywords: leadership; knowledge management; managerial creativity; transformational leadership.
  DOI: 10.1504/MEJM.2025.10073560
   
  
• Investigation of the mediator role of green creativity and the moderator role of perceived green organisational support in the effect of green mindfulness on green innovative work behaviour  
  by Nazli Ece Bulgur, Ayse Demirhan 
  Abstract: This study is to examine the effects of employees green mindfulness on green innovative work behaviours within the framework of the resource conservation theory and resource-based approach. In order to achieve the main objectives of the study, 262 data were collected from white-collar office workers working in the environmental departments of exporter textile enterprises, which are companies with ISO 14001 green certificate and operating in the textile industry within the borders of Istanbul Province in Turkey. The results were analysed in SPSS 20.0, PLS Smart and JAMOVI 2.3.28 programs within the scope of the obtained data. As a result of the analyses, it was concluded that green mindfulness has an effect on green innovative work behaviour, green creativity plays a mediating role in this relationship and the moderating variable, perceived green organisational support, does play a moderating role. Within the scope of the findings, suggestions were made for future research within the scope of both theoretical and practical applications.
  Keywords: green mindfulness; green creativity; green innovative work behaviour; perceived green organisational support; green knowledge.
  DOI: 10.1504/MEJM.2025.10074115
   
  
• Failure of Titan Submarine: technology, marine policy, governance of management and law  
  by Muhammad Bilawal Khaskheli, Le Thi Ngoc Mai, Rabia Rasheed, Sanober Rasheed 
  Abstract: A tragic incident occurred when a state-of-the-art submarine, named Titan, experienced a catastrophic failure during an expedition, resulting in the loss of five lives. This incident has raised significant concerns regarding the interplay between technology, marine policy, governance management, and law in ensuring the safety of underwater exploration. This incident serves as a tragic reminder of the inherent risks associated with exploring the oceans depths and highlights the complex interplay between technology, marine policy, and law. It underscores the need for continuous improvement in technology, regular review of marine policies, and the evolution of legal frameworks to adapt to emerging challenges. The lessons learned from this incident should be used as a catalyst for ensuring safer underwater exploration, protecting human life, and preserving the delicate marine ecosystems in the pursuit of scientific and technological advancement. The research methodology employed for this study involves a comprehensive analysis of the Titan Submarine incident.
  Keywords: Titan Submarine; governance management; marine policy; technology; law.
  DOI: 10.1504/MEJM.2026.10074141
   
  
• The mediating role of emotional brand attachment on the effect of brand reputation on brand advocacy: the effect of gender  
  by Bora Açan, Zübeyir Çelik, Reha Saydan 
  Abstract: This study aimed to determine the effect of brand reputation (BR) on brand advocacy (BA) and whether emotional brand attachment (EA) has a significant mediating role on this effect and whether gender has an effect in these relationships between these variables. Data were collected from 288 smartphone users in Turkiye through face-to-face survey. Data analyses were performed using SPSS and Process Macro. BR has an indirect, significant positive effect on BA through EA. Additionally, BR has a direct significant positive effect on both EA and BA, while EA has a direct significant positive effect on BA and brand (BRD) has a direct significant positive effect on BA. Moreover, gender was found to have an effect on these relationships. The study enriches and contributes to the limited literature on these topics by demonstrating the structural validity of the research model tested and presenting the findings.
  Keywords: brand reputation; brand advocacy; emotional brand attachment; mediating role.
  DOI: 10.1504/MEJM.2026.10074296
   
  
• Ethics under narcissistic leadership in Lebanon: exploring the interplay of ethical climate and gender dynamics in decision-making  
  by Nadine Alkhatib, Ahmad Ashaal, Ghada K.A. Ibrahim, Suha Tahhan, Bilal Jibai, Wael Bdeir 
  Abstract: This research investigates how perceived narcissistic leadership influences ethical decision-making in Lebanese organisations, emphasising the mediating role of ethical climate and the moderating impact of gender dynamics. Narcissistic leadership, marked by entitlement and self-absorption, frequently creates atmospheres prioritising personal desires over group objectives, resulting in ethical dilemmas. utilising social learning theory and moral disengagement theory, data collected from 218 managers and supervisors across various industries were examined using regression and mediation models. Research indicates that narcissistic leadership adversely impacts ethical decision-making by weakening the ethical atmosphere in organisations. Nonetheless, gender dynamics did not notably affect this relationship, suggesting that ethical views in Lebanese organisations transcend gender. The research highlights the harmful consequences of narcissistic leadership on organisational ethics. It stresses the necessity of cultivating robust ethical environments through targeted training programs and positive workplace atmospheres to promote ethical conduct.
  Keywords: narcissistic leadership; ethical decision-making; gender dynamics; ethical climate perception; organisational ethics; Lebanon.
  DOI: 10.1504/MEJM.2025.10074562
   
  
• Interest-free microfinance, women entrepreneurship: attitudes and mindsets  
  by Md Amirul Islam, Muhammad Salah Uddin, Zobayer Ahmed 
  Abstract: This study examines the determining factors of Islamic microfinance adoption among women entrepreneurs in Malaysia through the innovation diffusion theory (IDT) and the theory of planned behaviour (TPB). Using primary data collected from 384 women entrepreneurs, the research employs structural equation modelling to analyse the direct and mediating effects of social system norms on the adoption of Islamic microfinance. The empirical findings reveal that knowledge and subjective norms significantly influence Islamic microfinance adoption through the mediating factor of social system norms. Perceived relative advantage demonstrates positive direct effects on both the adoption of Islamic microfinance and social system norms. However, perceived complexity and attitude show no significant relationship with adoption through the mediating pathway. This study contributes to the literature by: 1) developing an integrated theoretical model for Islamic microfinance adoption; 2) empirically validating the role of social system norms as a mediating mechanism; 3) providing evidence from the understudied context.
  Keywords: adoption; Islamic microfinance; innovation and diffusion theory; IDT; theory of planned behaviour; TPB; women entrepreneurs.
  DOI: 10.1504/MEJM.2025.10074563
   
  
• Effect of nepotism on job burnout through procedural and distributive injustice with moderation of supervisory trust  
  by Rizwana Rasheed, Olivier Roques, Aamir Rashid 
  Abstract: Despite tremendous research on job burnout, existing research has paid limited attention to the role of perceived nepotism and organisational justice practice, specifically mediating job burnout in the context of developing countries. Data was collected from 434 public sector employees using purposive sampling. SPSS version 22 and SPSS PROCESS macro were used for analysis. The results indicated that perceived nepotism significantly and positively impacts employee job burnout. Procedural and distributive injustice significantly mediated the relationship between perceived nepotism and job burnout. Supervisory trust moderated the direct relationship between study variables. This research will help decision-makers to address the issues of nepotism and injustice practices in organisations by indicating that selection, remuneration, performance appraisal, promotion, etc., must follow the merit system in terms of qualification, skills, experience, and performance rather than on preferential treatment to avoid the employee job burnout and to provide equal opportunities for the development of deserving individuals.
  Keywords: unfairness; preferential treatment; nepotism; organisational justice; supervisory support; process macro; moderated mediation.
  DOI: 10.1504/MEJM.2025.10074690
   
  
• A qualitative study exploring industry-university collaborations in a regional university context  
  by Deniz Dirik, Ahenk Aktan, Mehmet Naci Efe 
  Abstract: Industry-university collaboration is a significant driver of digital transformation and regional economic development, with its success hinging on the trust-based relationship between universities and industries. This study aims to explore the industry-university collaboration in an emerging country context through semi-structured interviews with industry partners. The study emphasises the voice of industry stakeholders, often neglected in the triple helix model. Six categories of IUC have been identified including, channels of collaboration, benefits of collaboration, barriers to collaboration, facilitators, challenges, and expectations from collaboration. Through thematic analysis, a 5W1H IUC factors model was proposed, illustrating the channels (what), benefits (why), challenges (how), barriers (why not), intermediaries (who), and expectations (what should be done) of/from industry-university collaborations. Based on this thematic model, an actionable plan and roadmap were developed, proposing practical steps across three interacting zones a midsized regional university can take to enhance its relationship with industry stakeholders of various scales.
  Keywords: industry-university collaboration; innovation; technology transfer; technopark; digital transformation.
  DOI: 10.1504/MEJM.2025.10074758
   
  
• The power of communication in driving cause-related marketing in Indias quick commerce  
  by Sneh Gupta, Vikas Sharma 
  Abstract: In a dynamic context of quick commerce business in India, the communication systems significantly contribute to the cause related marketing efforts. The present study aims to investigate the significance of certain communication dimensions on the purchase intentions of consumers while using the theoretical framework of signalling theory. The data was gathered from 431 consumers in Delhi, Bangalore, and Mumbai by snowball sampling. SEM-PLS and ANN were used in this study not only to confirm the theoretical model but also to determine the order of relevance of factors that affect the consumer purchase intentions. Some of the gaps that this research responds to include: Lack of research on CRM strategies in Indias quick commerce industries and the difficulty that firms experience in communicating CRM messages in digital contexts. Thus, offers invaluable tips to marketers interested in achieving the best results when adopting CRM by closeness in communication.
  Keywords: cause-related marketing; CRM; communication; purchase intentions; signalling theory; PLS-ANN; quick commerce; India.