Ahmad Al Jarah and Okechukwu Lawrence Emeagwali
The purpose of this paper is to examine the impact of corporate social responsibility (CSR) on the behavioral intention (BI) of customers (e.g. repurchase/revisit intention…
Abstract
Purpose
The purpose of this paper is to examine the impact of corporate social responsibility (CSR) on the behavioral intention (BI) of customers (e.g. repurchase/revisit intention, spread word of mouth, loyalty, willingness to pay).
Design/methodology/approach
A quantitative meta-analysis of 37 articles (n = 34,942) was conducted to determine the effect sizes of the relationship between CSR and BI of the customer. Furthermore, two kinds of contextual factors (environmental context and industry type) have been investigated as potential moderators between CSR and BI.
Findings
Meta-analysis suggests that the positive relationship between CSR and BI is well-established and has a large effect size (r = 0.42). Individually, the repurchase/revisit intention was the most affected by CSR (r = 47) followed by loyalty intention (r = 0.41) where both word of mouth and willingness-to-pay intentions were less affected by CSR (r = 0.38, r = 0.37, respectively). Moreover, the result of meta-regression shows that both environmental context and industry type do not moderate the relationship between CSR and BI.
Originality/value
The originality of this paper comes from presenting a summary of the direction of research on primary relationship between CSR and BI, as no prior meta-analysis on the primary relationship has been conducted till date (to the best of the authors’ knowledge).
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Significance of Knowledge The functional name of the Holy Quran is ‘huda’, the guiding light. It focuses divine light on each and every object separating thereby the right from…
Abstract
Significance of Knowledge The functional name of the Holy Quran is ‘huda’, the guiding light. It focuses divine light on each and every object separating thereby the right from the wrong' (al‐furqan). As this is accomplished by dint of knowledge (al‐ 'ilm). All these three guiding elements namely huda, furqan and ilm, are lined‐up by Allah, the Lord Providence (Rabb‐ulalamin), for earthly welfare (hasanah) and other‐worldly salvation (falah) of human beings. In Quranic context, knowledge, therefore, carries a great significance.
Kamarudeen Babatunde Bello, Ahmad Jusoh and Khalil Md Nor
The purpose of this paper is threefold: first, to examine the effects of perceived corporate social responsibility (CSR) on service quality, satisfaction and repurchase intention;…
Abstract
Purpose
The purpose of this paper is threefold: first, to examine the effects of perceived corporate social responsibility (CSR) on service quality, satisfaction and repurchase intention; second, to investigate the mediating (unique and serial) effects of service quality and satisfaction; and third, to determine the moderating effects of consumer rights awareness (CRA) on the relationship between perceived CSR and consumer responses.
Design/methodology/approach
Survey data was collected from a sample of 604 customers of the 4 major mobile telecommunications companies in Nigeria. The partial least squares structural equation modeling approach was used to test the hypothesized model.
Findings
Research findings indicate that perceived CSR has direct and positive effects on service quality, satisfaction and repurchase intention. Also, service quality and satisfaction mediates (uniquely and in sequence) the effect of perceived CSR on repurchase intention. In addition, CRA moderates perceived CSR’s effect on service quality perceptions and repurchase intention.
Practical implications
The findings confirm the complementary relationships between CSR, service quality and satisfaction in influencing consumers’ repurchase intention. Managers should imbibe CSR as an intangible attribute that complements high-quality services, leading to enhanced customer satisfaction and repurchase intentions. The findings also suggest that CRA enhances perceived CSR’s effect on service quality perceptions and repurchase intentions. Thus, managers should take proactive steps to inform consumers of their rights, and also show efforts at protecting the same.
Originality/value
This study has overcome the limitation observed in previous studies by testing the sequential mediating effects of service quality and customer satisfaction in the perceived CSR–consumer response relationships. Also, this study represents a pioneering effort at empirically confirming the role of CRA in enhancing perceived CSR’s influence on consumer responses. In addition, the findings also provide insights on the impact of CSR on consumer behavior from a developing country’s perspective.
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Ahmad Aljarah, Blend Ibrahim and Manuela López
Synthetic advertising, which involves creating or modifying ads through artificial intelligence (AI) technology, has recently transformed the field of media and advertising…
Abstract
Purpose
Synthetic advertising, which involves creating or modifying ads through artificial intelligence (AI) technology, has recently transformed the field of media and advertising. Despite its emerging importance, our understanding of consumer perceptions in this context is limited. This study is one of the first to explore the impact of synthetic advertising on consumer behavior.
Design/methodology/approach
Across two between-subject experimental studies, using coffee shop customers in the USA, we tested how, why and when awareness of falsity in AI-generated corporate social responsibility (CSR) ads affects online brand engagement.
Findings
In Study 1, awareness of falsity in AI-generated CSR ads negatively impacts online brand engagement, with perceived sincerity mediating this relationship. Additionally, a higher level of CSR authenticity mitigates the negative effect of awareness of falsity on online brand engagement. CSR authenticity does not moderate the mediation effect of perceived sincerity in the relationship between awareness of falsity and online brand engagement. In Study 2, the relationship between awareness of falsity and online brand engagement is moderated by brand familiarity. Importantly, perceived sincerity only mediates this effect for unfamiliar brands, not familiar ones.
Practical implications
This study provides key insights for managers using AI to promote CSR initiatives. While AI can save time and budget, it may lead to negative consumer reactions due to perceptions of insincerity. To mitigate this, companies should focus on enhancing the authenticity of their CSR efforts and humanizing AI-generated ads. Additionally, established brands should be cautious of reduced consumer engagement with AI-generated content, while unfamiliar brands can benefit by emphasizing sincerity in their messaging.
Originality/value
This paper is one of the first studies that discuss how, why and when awareness of falsity in AI-generated corporate social responsibility ads affects online brand engagement.
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Riziq Shaheen, Ahmad Aljarah, Blend Ibrahim, Joe Hazzam and Matina Ghasemi
This study investigated the impact of the perceived Augmented Reality (AR) social experience of restaurant menus on two types of prosocial behaviors: brand positivity and brand…
Abstract
Purpose
This study investigated the impact of the perceived Augmented Reality (AR) social experience of restaurant menus on two types of prosocial behaviors: brand positivity and brand information sharing.
Design/methodology/approach
This study adopts the expectancy-value model as a framework, drawing on the cognitive load, self-determination, and media richness theories. Using a sample of 879 participants from the United States, the research model was tested using structural equation modeling (PLS-SEM).
Findings
The findings indicate that the social experience derived from using AR menus significantly predicts brand positivity and brand information sharing. The perceived usefulness of AR mediates this relationship. Moreover, AR reality congruence acts as a significant mediator between perceived AR social experience and brand positivity but not brand information sharing. The positive relationship between AR social experience, brand positivity, and brand information sharing is sequentially mediated by AR reality congruence and AR usefulness.
Originality/value
This groundbreaking research pioneers a fresh perspective, delving into the impact of AR social experiences on consumers' prosocial behaviors, specifically brand positivity and information sharing. Unravels intricate mechanisms, shedding light on how and under what circumstances AR social experiences foster positive behaviors within the dynamic realm of food services and restaurant settings. This study provides valuable insights for restaurant managers and marketers to leverage AR technology to create engaging and immersive customer-dining experiences, a concept that has not been thoroughly explored in previous studies.
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Ahmad Aljarah, Dima Sawaftah, Blend Ibrahim and Eva Lahuerta-Otero
The aim of this study is first, to investigate the relative effect of user-generated content (UGC) and firm-generated content (FGC) on online brand advocacy, and second, to…
Abstract
Purpose
The aim of this study is first, to investigate the relative effect of user-generated content (UGC) and firm-generated content (FGC) on online brand advocacy, and second, to examine the mediation effect of customer engagement and the moderation effect of brand familiarity in the relationship between UGC and FGC and online brand advocacy. The differential impact of UGC and FGC on consumer behavior has yet to receive sufficient academic attention among hospitality scholars.
Design/methodology/approach
Based on social learning theory, cognitive consistency theory and schema theory, this study established an integrated research framework to explain the relationship between the constructs of the study. This study adopts a scenario-based experimental design in two separate studies within contexts to examine the proposed hypotheses.
Findings
The results revealed that UGC is a stronger predictor of online brand advocacy than FGC. A mediation analysis supported that the effect of digital content marketing types on online brand advocacy occurs because of customer engagement. Further, when the brand was familiar, participants showed a higher level of online brand advocacy than when they were exposed to FGC (vs. unfamiliar brand), whereas the effect of familiar and unfamiliar brands on online brand advocacy remains slightly close to each other when the participants were exposed to UGC. Brand familiarity positively enhanced participants’ engagement when they were exposed to UGC. Further, customer engagement is only a significant mediator when the brand is unfamiliar.
Practical implications
This paper presents significant managerial implications for hospitality companies about how they can effectively enhance brand advocacy in the online medium.
Originality/value
This research provides a novel contribution by examining the differential impact of UGC and FGC on online brand advocacy as well as uncovering the underlying mechanism of how and under what conditions user- and firm-generated content promotes online brand advocacy in the hospitality context.
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Ahmad Aljarah and Majed Alrawashdeh
Prior studies have not yet made sufficient effort to examine the relationship between corporate social responsibility (CSR) and customer citizenship behavior (CCB) in the…
Abstract
Purpose
Prior studies have not yet made sufficient effort to examine the relationship between corporate social responsibility (CSR) and customer citizenship behavior (CCB) in the hospitality context. The purpose of this study is to explore the role of CSR in fostering CCB in the hospitality context, as well as the mechanisms underlying the relationship.
Design/methodology/approach
This study obtained its empirical evidence from 422 hotel customers in North Cyprus and applied a structural equation modeling analysis.
Findings
The findings reveal that CSR significantly contributes to customer help, customer feedback and customer tolerance. Surprisingly, the results do not support the existence of a significant relationship between CSR and customer advocacy. Evidence indicates that perceived service quality plays a partial mediating role.
Practical implications
This study has shown that customers are rewarding firms involved in CSR initiatives in the form of CCB – directly and indirectly – through perceived service quality. This finding can advance managers’ understanding, enabling them to better manage their CSR initiatives to achieve the most effective outcomes.
Originality/value
The study advances a convergence between the research streams of CSR and CCB, which has been under-explored in the tourism context. The study also extends the CSR and customer citizenship literature through a novel mediation mechanism of perceived service quality.
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This study aims to assess the impact of determinants on the effectiveness of internal audit (IA) within the banking industry of Bangladesh.
Abstract
Purpose
This study aims to assess the impact of determinants on the effectiveness of internal audit (IA) within the banking industry of Bangladesh.
Design/methodology/approach
The data was obtained through 152 survey questionnaires from a total of 43 privately owned and six state-owned commercial banks in Bangladesh. The analysis was conducted using structural equation modeling.
Findings
The findings demonstrate that the independence of internal auditors and the quality of IA substantially impact enhancing the efficiency of IA. On the other hand, the competence of internal auditors and management support in IA functions do not significantly impact the effectiveness of IA.
Practical implications
The study’s findings may have significant policy implications for the government, regulators, internal auditors, management committees and other stakeholders in establishing programmes to enhance the efficacy of IA as a component of banking audit management reforms.
Originality/value
This study makes three distinct contributions to the existing literature. Firstly, previous literature focused on the determinants affecting the external audit efficiency of the public companies and banking sectors in Bangladesh (Hasan, 2018; M. M. U. Reza, 2021). In this study, the author enhances the research by presenting empirical findings on the IA effectiveness of banks. Secondly, the author expands the research by incorporating both private and state-owned commercial banks as samples. Thirdly, the study is unique given that it investigates the effectiveness of IA in response to the recent financial scandals in the banking industry of Bangladesh (The Daily Star, 2023).
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Service quality is an established research area in the services marketing literature and is an integral component in an Islamic economy driven by halal service sectors. Despite…
Abstract
Purpose
Service quality is an established research area in the services marketing literature and is an integral component in an Islamic economy driven by halal service sectors. Despite its importance and the rapidly changing service environment, there has yet to be a comprehensive study of service quality research across halal industries. The purpose of this study is to systematically review the existing literature on service quality in halal industries to provide a state-of-the-art understanding and identify opportunities in this research area.
Design/methodology/approach
Guided by the Scientific Procedures and Rationales for Systematic Literature Reviews (SPAR-4-SLR) protocol and the theories, contexts, characteristics and methods (TCCM) framework, this paper reviews 78 journal articles from the Web of Science database which features service quality as an underpinning theory in the context of halal economies.
Findings
Findings indicate that since the first study in 2010, service quality research in halal industries has concentrated on consumers in the Islamic finance sector who are served primarily by human service agents. Most studies are focused on halal industries in Muslim countries. Several papers adopt the SERVQUAL model while others develop more novel service quality scales for halal industries. Culture, technology and faith-related factors are key drivers of halal service quality. While few papers study the antecedents and moderators of service quality in halal industries, religiosity was found to be a significant variable in several papers reviewed.
Practical implications
The global Islamic economy will continue to be driven by halal services. This review will provide managers with an appreciation of service quality across different halal industries. Researchers can use the results of this review to guide future studies and contribute toward the development of this research area.
Originality/value
To the best of the author’s knowledge, this paper is the first to comprehensively map the antecedents, dimensions, outcomes and moderators of service quality across halal industries and provides managers with a strategic understanding of service quality across the halal economy. This study develops a conceptual model and concludes with a research agenda to advance halal service quality research.
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This study aims to examine the direct influence of workplace bullying (WB) on internal auditors’ independence using the nexus between the agency theory and social exchange theory…
Abstract
Purpose
This study aims to examine the direct influence of workplace bullying (WB) on internal auditors’ independence using the nexus between the agency theory and social exchange theory. From the internal auditors’ perspective, the investigation covered both government and private colleges and universities in one of the Middle East countries.
Design/methodology/approach
A survey was administered and delivered to internal auditors at each of the 85 educational institutions. A total of 267 valid questionnaires were analysed. The study’s measurement and structural models were tested and evaluated by using SmartPLS v.4 and partial least squares-structural equation modelling.
Findings
The study results indicated that bullying is common among senior managers, and that it has a significant, negative, high-level and direct effect on the independence of internal auditors in the higher education sector.
Practical implications
Regulators and other stakeholders should make a deliberate effort to promote positive behaviours and abandon negative ones regarding the independence of internal auditors and the performance of audit teams, which play a crucial role in enhancing the efficiency of audit units. For example, enhancing coordination and communication internally and externally. In addition to providing the internal auditors with equitable advancement and learning opportunities, senior management should also support their professional development.
Originality/value
To the best of the author’s knowledge, this study is the first to examine the relationship between WB and the internal auditor’s independence in the context of government and private organisations in Southwest Asian countries.