Middle East J. of Management (33 papers in press)

Regular Issues

• Exploring the distress factors of weight-based stigmata in shopping: a qualitative study on obese females  
  by Özge Kirezli, Müge Öztunç, Melis Kaytaz Yiğit, Müge İrfanoğlu, Fatma Özge Baruönü 
  Abstract: The primary objective of this article is to explore the distress factors associated with weight-based stigmata experienced by obese women during clothes shopping. Despite the increasing scholarly attention regarding weight-based stigmatisation, linking stigmatisation to clothes shopping and investigating the factors that trigger stigmatisation remains a relatively new field of research. This study investigates the experiences of obese female consumers with weight-based stigmata in a shopping context. Employing a qualitative research approach, the study examined 30 middle-class obese Turkish women selected through criterion sampling. Subsequently, subcategories and patterns were derived and analysed from data gathered through in-depth interviews featuring semi-structured questions focusing on key themes. The findings indicate that women are often faced with environmental stigmatisation during shopping, which contradicts their desire to feel normal. Indirect stigmata emerged as the second distress factor, which includes more subtle forms of stigmatisation stemming from sales representatives dismissive attitudes or other shoppers judgements.
  Keywords: obesity; weight stigma; body image perceptions; distress in shopping.
  DOI: 10.1504/MEJM.2025.10072312
   
  
• The relationship between perceived corporate social responsibilities initiatives and customer satisfaction in the Malaysian manufacturing sector  
  by Theng Kiong Chua, Lee Ping Lim, Choon Hee Ong 
  Abstract: Corporate social responsibility (CSR) plays a crucial role in influencing the perception of a company’s brand among diverse stakeholders and the main objective of this study is to explore the relationship between perceived CSR initiatives and customer satisfaction in Malaysian manufacturing sector. A quantitative survey of 139 respondents was conducted and analysed using hierarchical multiple regression with the results reveal a significant positive correlation between socially and ethically responsible practices, philanthropic responsible practices, and customer satisfaction. Furthermore, the electrical and electronic industry is identified as a moderating factor in the relationship between philanthropic practices and customer satisfaction. As a result, this study aims to offer valuable insights for business owners and its stakeholders by leveraging on CSR for enhanced brand perception and customer relationships in the Malaysian manufacturing sector.
  Keywords: customer satisfaction; socially and ethically responsible practices; environmental responsible practices; philanthropic responsible practices; fair employment practices; manufacturing industry.
  
  
• Influencer’s role, performance risk, and perception of generic medicine  
  by Shathees Baskaran, Yoeng Gok Hau, Nomahaza Mahadi, Kesavan Nallaluthan, Logaiswari Indiran 
  Abstract: Healthcare costs rising relentlessly becoming a fundamental deterrent to healthcare services access making generic medication an alternative to branded medication. Comparatively, generic medication acceptance is low owing to concerns of bioequivalent and therapeutic equivalent range to the branded medicines. Therefore, this study examined the relationship between perceived performance risk and perception of generic medication. Employing a quantitative approach, data from 399 respondents were analysed with PLS-SEM. The results demonstrated a negative significant relationship between perceived performance risk and perception of generic medication and the mediating effect of the influencer’s role was found in this relationship. The theoretical model presented in this study to bridge the critical knowledge gap of generic medicine perception phenomenon is neither formulated nor tested empirically in previous studies, locally or perhaps globally, therefore stands out as an original incremental contribution in generic medicines perception and as a new direction towards influencer’s role in the literature.
  Keywords: generic medicine; consumer perception; performance risk; influencer’s role.
  
  
• The mediating impact of decision-making in the relationship between artificial intelligence and crisis management in private banks in Yemen  
  by Abdolkareem K. Alsyaghi, Samah M. Al-Hayasi, Akram M. Alarshani, Muhammad A. Al-Shaibani 
  Abstract: The article aimed to identify the mediating impact of decision-making (quality, effectiveness, and acceptance) in the relationship between artificial intelligence (users, systems, and devices) and crisis management (signal detection, preparation/prevention, preparation/damage limitation, recovery, and learning) in private banks in Yemen. A quantitative approach was employed, and the questionnaires served as the primary tool for data collection. Data were analysed using appropriate statistical methods within the SPSS v26 software, and structural equation modelling (SEM) was applied using AMOS v26. The article concluded that the quantitative model achieved a goodness of fit index (very good), demonstrating the indirect relationship between artificial intelligence and crisis management mediated partially by decision-making. The research adds to the corpus of knowledge about decision-making, crisis management, and artificial intelligence. It also offers insights into how decision-makers might use AI to adopt effective crisis management techniques.
  Keywords: decision-making; artificial intelligence; crisis management; Yemen.
  DOI: 10.1504/MEJM.2025.10071306
   
  
• The influence of social, human and psychological capital on career success: a study in the Turkish banking sector  
  by Yasemin Karatekin Alkoç, Mehmet Eryılmaz 
  Abstract: The researchers in this study wanted to know whether an individual's social, human and psychological capital had an impact on their career success, and if so, which types of capital had a greater impact on an individual's career success. It also examined whether or not social capital has a mediating effect on the relationship between an individual's human capital and career success. In this context, the data of 400 middle and senior managers working in banks in Turkey were analysed. The results showed that social and psychological capital had a statistically significant, direct and positive influence on their career success, while this was not the case for the relationship between employees' human capital and career success. In addition, the results also showed that social capital has a full mediating effect on the relationship between individuals' human capital and career success.
  Keywords: social capital; human capital; psychological capital; career success; banking sector.
  DOI: 10.1504/MEJM.2024.10068122
   
  
• Thematic analysis of management discourse: a study based on representation of power ideologies in an academic text  
  by Naveed Yazdani, Amnah Moghees, Aleena Shuja 
  Abstract: This study investigates power ideologies and discursive nature of promoting dominance reflected in textual discourse of management education. Since this critical discourse analysis examines the relationship between language, ideology, and power (Van Dijk, 2008, 2001), this macro level analysis brings forth the narrative expedited by analysing 14th and 15th editions of Management book authored by Robbins and Coulter (2018, 2020), taught to business and management students world-wide. To analyse textual data, Clarke and Brauns (2013) thematic analysis based on Saldanas (2021) codification process was used. Resultantly, four broader themes: social order within organisation; power and domination; legitimisation; and integration were materialised and interpreted by stating textual examples from the data to deliberate the power ideologies. The findings highlight inequalities, power imbalance, suppression, and one-sided view of social and organisational reality. This study provides insights on understanding intricacies related to closely knitted social structures and hidden power depicted in any discourse.
  Keywords: management education; critical discourse analysis; CDA; power ideologies; thematic analysis; dominance; organisational hierarchy.
  DOI: 10.1504/MEJM.2024.10068277
   
  
• Investigating consumers purchase intention for recycled clothes: a moderated mediation approach integrating the theory of planned behaviour and stimulus organism response model  
  by Shailja Kanwar, Manoj Sharma, Yogesh Gupta 
  Abstract: This study investigates the emerging circular economy paradigm, focusing on circular fashion as an eco-friendly solution within the Indian context. Integrating the theory of planned behaviour (TPB) and stimulus-organisation-response (SOR) this investigation centres on four stimuli and their impact on the intention to buy recycled clothing. 425 responses were gathered using an interview schedule and analysed using smart PLS-SEM. The results reveal that perceived risk and environmental certification notably affect attitude rendering them as the most potent stimuli. The study identifies attitude as a mediator between stimulus and response for recycled clothing. The research also shows that generational cohorts differ and moderate the direct impact of attitude on circular purchase intention. The study provides a foundation for further exploration and will help related stakeholders by emphasising the critical role of consumer attitude in shaping positive outcomes, and how important it is to cater to the correct target audience.
  Keywords: circular economy; environmental certification; generation cohorts; perceived benefit; perceived risk; product knowledge; recycling; stimulus-organism-response; S-O-R; theory of planned behaviour; TPB.
  DOI: 10.1504/MEJM.2024.10068289
   
  
• The impact of job crafting on turnover intentions: the roles of career plateau and perceived job opportunities  
  by Vildan Hilal Akçay, Mücahit Burak Ünlüönen 
  Abstract: The purpose of this study is to examine the relationship between job crafting and turnover intentions, focusing on how an employee’s career plateau mediates the relationship between job crafting perceptions and turnover intentions. Additionally, this study explores the moderating role of perceived job opportunities between career plateau and turnover intentions. Data for this paper were collected from 315 employees in the Turkish banking sector using an online questionnaire, employing a convenience sampling technique. Findings indicate that hierarchical plateau significantly mediates the relationship between dimensions of job crafting, except for increasing social job resources and turnover intentions. The relationship between hierarchical plateau and turnover intentions is stronger when both hierarchical plateau and perceived job opportunities are high, demonstrating a three-way interaction effect.
  Keywords: job crafting; career plateau; perceived job opportunities; turnover intentions.
  DOI: 10.1504/MEJM.2025.10069820
   
  
• Chain store customers perspectives on the impact of emotional branding on brand resonance and brand love in relation to customer type  
  by Bagher Asgarnezhad Nouri, Deniz Rafei, Maryam Mola Ghalghachi, Fatemeh Allahyari, Aryan Ebrahim 
  Abstract: The current research examines the impact of emotional branding on brand resonance and brand love, considering the moderating role of customer type. The studys statistical population includes all customers of chain stores in Tehran. Due to the unlimited nature of the statistical population, the sample size was estimated to be 384 individuals based on Cochrans formula, using a non-random convenience sampling method. However, only 160 participants were able to complete the questionnaire. The research model was tested using the partial least squares method with the help of SmartPLS 4 software. The results of data analysis revealed that emotional branding has a positive and significant effect on both brand resonance and brand love. Moreover, while customer type did not mediate the relationship between emotional branding and brand resonance, it did act as a moderator in the relationship between emotional branding and brand love.
  Keywords: emotional branding; brand attitude; brand love; customer type.
  DOI: 10.1504/MEJM.2025.10072397
   
  
• 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
   
  
• Navigating work-life balance: the journey of western female flexipatriates in the UAE  
  by Rizwan Tahir 
  Abstract: This study investigates the work-life balance (WLB) challenges Western female flexipatriates face in the UAE, extending border theory beyond its traditional Western contexts. Compared to traditional expatriates, flexpatriates undertake short-term international assignments without permanent relocation. The UAEs unique socio-cultural and professional environment presents opportunities and challenges for these women to achieve satisfactory WLB. Through qualitative research, the study examines the strategies these women employ to balance professional responsibilities and personal lives, emphasising the impact of cultural differences. The findings contribute to international business, transnational management, and global human resource management domains, offering insights for practitioners and academics on the importance of adapting to diverse cultural norms for success in international business.
  Keywords: flexpatriates; work-life balance; WLB; women professional; border theory; UAE.
  
  
• 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
   
  
• Recycling socialisation: a qualitative study on the role of socialisation agents  
  by Ebru Tumer, Inci Dursun, Cansu Gokmen Koksal, Hediye Yuruyen Kilic 
  Abstract: Understanding the dynamics of recycling behaviour is crucial to increase recycling rates. This research uses a socialisation perspective to discover how consumers grow into recyclers despite the well-accepted barriers to the behaviour. In-depth interviews were conducted with 26 recyclers in Türkiye to explore socialisation agents' role in promoting behaviour. Findings revealed that media and family are prominent agents in recycling socialisation for Turkish recyclers. Media appeared as the primary source of information, while parents were found to build a fertile ground for recycling by transferring their environmental values and norms. The study also discussed the roles of schools, peers, society, government, and NGOs in the recycling socialisation process.
  Keywords: recycling; socialisation; agents; family; media; school; peers.
  DOI: 10.1504/MEJM.2025.10072794
   
  
• Impact of abusive supervision and job insecurity on deviant workplace behaviour: mediating role of burnout in the telecom sector of Pakistan  
  by Ghulam Dastgeer, Zeeshan Anwar, Sidra Akhtar 
  Abstract: Increased workplace deviant behaviour and employee burnout have become major concerns in today's business climate, bringing real costs and serious dangers to organisational performance and efficiency. This study aims to investigate the factors that lead to these harmful behaviours, with a specific focus on the influence of abusive supervision and job insecurity. It is hypothesised that both abusive supervision and job insecurity are positively correlated with workplace deviant behaviour. In addition, the study examines how burnout acts as a mediator in the relationship between these factors and deviant behaviour in the workplace. A total of 213 people working in the Telecom sector of Pakistan were surveyed, and the collected information was analysed using process macros in SPSS. The results showed that both abusive supervision and job uncertainty have a large and favourable impact on both workplace behaviour and burnout. Moreover, it has been found that burnout acts as a mediator in the connection between abusive supervision, job insecurity, and workplace deviant behaviour. The study concludes by analysing the consequences and providing suggestions for more research.
  Keywords: abusive supervision; deviant workplace behaviour; burnout; job insecurity; process macro; Pakistan.
  DOI: 10.1504/MEJM.2025.10072795
   
  
• Family care work conflict and motivation to continue work – moderating role of future time orientation and work support  
  by Ishfaq Ahmed, Ibrahim Rashid Al Shamsi 
  Abstract: The roles of women change with the change in culture, and in Eastern societies, women have to carry their family and work roles in tandem. The working women often face conflicts due to excessive demands from one sphere of life, and one of such a conflict is the family care work conflict (FCWC). The current study aims to study the impact of FCWC on motivation to continue work (MCW). It also covers the investigation of moderation of future time perspective (FTP) and work support. The data is collected from 279 women working in banking, education and health sectors using questionnaire. The findings reveal that conflict caused by the family domain (FCWC) reduces women's MCW. The findings also reveal that the relationship is stronger for those women who have no future orientation and vice versa. The moderation of work support is not supported by the findings. A profound look into existing body of knowledge highlights that there is dearth of literature that has focused on the FCWC and MCW relationship. Moreover, FTP and work support have been largely ignored as boundary conditions between the said association.
  Keywords: family care work conflict; FCWC; motivation to continue work; MCW; future time perspective; FTP; work support.
  DOI: 10.1504/MEJM.2025.10072796
   
  
• The effect of family supportive organisation perceptions and personality on kaleidoscope career: the case of Turkey  
  by Fatma Büşra Polat, Yasemin Özdemir 
  Abstract: Labour market shifts, economic and social changes, along with individual, organisational, and family factors, diversify career needs and require examining careers with new approaches. This study examines the relationship between family supportive organisation perception (FSOP) and the five-factor personality model (FFM) with the authenticity, balance, and challenge parameters of the kaleidoscope career model (KCM). The sample of the study is 575 employees (white-collar) working in Turkey. Our study suggests that openness, agreeableness, extraversion, and conscientiousness were positively related to authenticity, balance, and challenge. In addition, neuroticism was positively related to authenticity and negatively related to challenge. Another finding was that FSOP was negatively related to balance and authenticity. This study highlights neglected variables associated with new careers. The results provide valuable insight into employees' career needs and how to retain qualified employees.
  Keywords: new careers; kaleidoscope career model; family supportive organisation perceptions; personality; five-factor personality traits; Turkey.
  DOI: 10.1504/MEJM.2024.10067006
   
  
• Stimulus-organism-response model and the conformity effect on consumer purchase intention of organic food  
  by Ji DingGe, Ong Choon Hee 
  Abstract: The purpose of this study is to investigate the variables that influence Chinese consumers' decisions to buy organic food. The 'stimulus-organic-response' (S-O-R) model served as the research foundation for this investigation. To test the hypotheses, 310 replies were received and analysed with PLS-SEM. The findings indicate that Chinese consumers of organic food are objectively stimulated by brand image and organic labels. Purchase intention is a response, and customer-perceived values are strongly depicted through the model as the organism elements. The relationship between a customer's perceived functional value and purchase intention is strongly moderated by conformity. This study adds to the body of knowledge by using the S-O-R theory to provide a deeper understanding of Chinese consumers' purchasing intentions for organic food. It also provides Chinese policymakers and organic food suppliers with solutions to increase organic food sales to expand the Chinese organic food market.
  Keywords: Chinese organic food consumer; S-O-R theory; consumer perceived values; conformity; brand image; organic labelling; consumer purchase intention.
  DOI: 10.1504/MEJM.2025.10072793