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Article
Publication date: 4 November 2021

Asim Rafiq, Ameer Muhammad Aamir and Muhammad Nadeem

The aim of the paper is to determine the asymmetric impact of tourism on the deficit in the balance of payments (BOPs).

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Abstract

Purpose

The aim of the paper is to determine the asymmetric impact of tourism on the deficit in the balance of payments (BOPs).

Design/methodology/approach

The research uses the non-linear autoregressive distributed lag (ARDL) model to investigate the asymmetric impact of tourism on Pakistan's BOPs deficit using quarterly data from 1995 to 2019.

Findings

The finding reveals that due to the positive change in tourism, the BOPs deficit decreases by 27%, although due to the negative change in tourism, the BOPs deficit rises by 2.3%. In addition, the significance of F-statistics (10.609) confirms the existence of co-integration between tourism and the deficit in the BOPs. The Wald test confirms the asymmetric association between tourism and the deficit in the BOPs over the long term.

Research limitations/implications

In order to improve tourism in Pakistan, policymakers must consider the following implications. First, there is a need for an adequate infrastructure that can help the tourist. Second, the Government must maintain a stable law and order situation as a whole and particularly at tourist destinations. Finally, the Government should develop tourism-friendly policies in order to boost tourism in Pakistan.

Originality/value

The research provides new evidence of the impact of tourism on the BOPs using the novel non-linear ARDL (NARDL) technique. The evidence will help policymakers to develop policies to improve tourism in order to reduce the BOPs deficit.

Details

Journal of Economic and Administrative Sciences, vol. 39 no. 4
Type: Research Article
ISSN: 2054-6238

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Article
Publication date: 1 September 2022

Muhammad Asghar Ali, Ding Hooi Ting, Muhammad Umer Azeem and Amir Zaib Abbasi

This paper aims to investigate the impact of perceived usefulness of online reviews and crowd cues on restaurant selection. In addition, the authors also examine the moderating…

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Abstract

Purpose

This paper aims to investigate the impact of perceived usefulness of online reviews and crowd cues on restaurant selection. In addition, the authors also examine the moderating role of perceived crowding and gender in this process.

Design/methodology/approach

The proposed hypotheses were tested with survey data (N = 200) collected from customers visiting full-service restaurants in Malaysia. The data were analyzed using SEM through Smart PLS.

Findings

The findings supported that the perceived usefulness of online reviews and perceived crowding have a positive effect on a consumer's purchase intentions, i.e. their decision of restaurant selection. Besides, a higher level of perceived crowding strengthens the relationship between the perceived usefulness of online reviews and their purchase intentions. This finding delineates that consumers prefer to dine in a crowded place with useful online reviews in an unfamiliar place. Finally, the results show that the effect of the usefulness of online reviews on purchase intentions does not vary with respect to gender (no significant contingent effect). However, the effect of perceived crowding varies with respect to gender – male customers have higher intentions to join crowded restaurants as compared to females.

Research limitations/implications

Limitation of this study is its cross-sectional research design; data were collected in a single time frame. Longitudinal research design can be used to get in-depth knowledge of this phenomenon. Secondly, a non-probability sampling technique was used in this study, future research can used probability sampling technique to enhance generalizability of the study. Moreover, this study focused on the human crowding aspect, future studies can cover both aspects of crowding (human crowding and spatial crowding) in retailing or other service sectors (Blut and Iyer, 2020).

Practical implications

This study has multiple practical implications.

Originality/value

This study extends the current research on usefulness of online reviews and perceived crowding by investigating its direct and conditional effects. Specifically, the authors contribute in extant research by explaining its differential effects for male and female customers, when they select which restaurants to dine.

Details

EuroMed Journal of Business, vol. 20 no. 1
Type: Research Article
ISSN: 1450-2194

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Article
Publication date: 21 September 2021

Amir Zaib Abbasi, Umair Rehman, Muhammad Shahzeb Fayyaz, Ding Hooi Ting, Muhammad Umair Shah and Ramsha Fatima

Playing video gaming is one of the most popular forms of leisure activities. This study looks into a specific video game genre, under the category of Multiplayer Online Battle…

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Abstract

Purpose

Playing video gaming is one of the most popular forms of leisure activities. This study looks into a specific video game genre, under the category of Multiplayer Online Battle Arena (MOBA) games. The purpose of this research is to investigate the factors that lead to the consumption of MOBA games. Three factors, imaginal, emotional and sensory experiences, are investigated through an integration of the hedonic consumption model, Technology Acceptance Model (TAM) and Uses and Gratification Theory (UGT).

Design/methodology/approach

The study analyses a sample of 292 MOBA game players using the PLS-SEM model. The study comprises two stages; in the first stage, an estimation model was used to test the constructs' quality and legitimacy. In the second stage, we assessed the theoretical model to test the relationship between the principle constructs.

Findings

The study found that factors related to emotional experiences, namely enjoyment, emotional involvement, and arousal, led to greater intention to play MOBA games. Similarly, two factors related to imaginal experiences, escapism and role projection, also positively impacted while fantasy carried a negative impact. The study also found that sensory experiences had a significant positive impact on the intention to play MOBA games. Lastly, a positive correlation was also found between the intention to use and usage behavior in MOBA games.

Originality/value

This study contributes to the theoretical understanding of the playful-consumption experiences of pleasure-oriented information systems (I.S.) that is MOBA games that derive behavioral intention to play MOBA games, which in turn determines the usage behavior of MOBA players. The study also incorporates the uses and gratification theory to uncover the needs and experiences that trigger MOBA games' behavioral intention and its further impact on gamers' usage behavior. The study also presents useful insights for game developers and other relevant stakeholders in game development.

Details

Data Technologies and Applications, vol. 56 no. 2
Type: Research Article
ISSN: 2514-9288

Keywords

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Article
Publication date: 16 April 2024

Sha Zhou, Yaqin Su, Muhammad Aamir Shahzad and Zhengchi Liu

The integration of social media and e-commerce has resulted in a rising phenomenon among individual content providers (ICPs), who used to offer free content, to provide consumers…

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Abstract

Purpose

The integration of social media and e-commerce has resulted in a rising phenomenon among individual content providers (ICPs), who used to offer free content, to provide consumers with paid content, such as online courses, Q&As or consultations. Despite the prevalence of ICPs’ content monetization, empirical research has rarely studied its underlying mechanism. This paper examines how the characteristics of free content contributed by ICPs on social media platforms influence their paid content sales, focusing on the perspective of human brand.

Design/methodology/approach

The empirical setting is an online knowledge exchange platform, where users are allowed to provide free content (e.g. answers) on the social media platform and launch paid content (e.g. lectures) on the e-commerce platform. A machine learning technique is employed to construct measures for the characteristics of free content, and fixed-effects estimation is presented to confirm which factors have a significant influence on the sales of paid content.

Findings

The empirical results show that the quality, diversity and expertness of free content have a significant positive impact on the sales of the ICP-paid content, with the brand popularity of ICP playing a mediating role.

Originality/value

This study is the first attempt to demystify the relationship between content contribution and ICPs’ content monetization from the perspective of human brand. The findings validate the effectiveness of the “Selling by Contribution” strategy and provide valuable insights for ICPs and social media platforms.

Details

Internet Research, vol. 35 no. 1
Type: Research Article
ISSN: 1066-2243

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Article
Publication date: 31 May 2023

Khalil Hussain, Muhammad Shahzeb Fayyaz, Amjad Shamim, Amir Zaib Abbasi, Sana Jawed Malik and Muhammad Farrukh Abid

This study aims to investigate consumer brand loyalty toward halal cosmetics using the theory of planned behavior through repurchase intention, which is primarily relying on the…

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Abstract

Purpose

This study aims to investigate consumer brand loyalty toward halal cosmetics using the theory of planned behavior through repurchase intention, which is primarily relying on the consumer’s attitude toward halal cosmetics. Important predictors such as trust on halal cosmetics, quality of halal cosmetics and religious beliefs of millennial Muslim female consumers shape consumer attitude.

Design/methodology/approach

The present study used the quantitative research design and deductive approach to collect the data from 275 halal cosmetics users in Pakistan by using a judgmental sampling approach.

Findings

Findings of the study provide useful insights for both theory and practice. The results support product quality, religious belief and trust on halal cosmetics as predictors of consumer’s attitude toward halal cosmetics that further develop consumers’ repurchase intention, which in turn enhances their overall brand loyalty. Besides, the findings also show that consumer repurchase intention has a mediating effect between consumer attitude toward halal cosmetics and consumer brand loyalty.

Practical implications

The current study helps in advancing practitioners’ understanding of female consumers’ brand loyalty in the halal cosmetics context. This study is considered to be greatly helpful for managers to gain knowledge about how repurchase intention and brand loyalty of millennial Muslim female consumers can be developed in the halal cosmetics segment, especially in the case of Pakistan.

Originality/value

Brand loyalty has been investigated by previous studies through different predictors and antecedents. This study contributes to the literature of brand loyalty by empirically examining and validating the different antecedents of consumer attitude that are accountable for creating consumer brand loyalty in the domain of halal cosmetics within the Pakistani cultural context. The current study also enhances the previous scholarly understanding on halal cosmetics by investigating the mediating role of consumer repurchase intention of halal cosmetics that further extends the discussion for both theory and practice.

Details

Journal of Islamic Marketing, vol. 15 no. 2
Type: Research Article
ISSN: 1759-0833

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Article
Publication date: 10 January 2025

Muhammad Shahzeb Fayyaz, Amir Zaib Abbasi, Rehan Ahmad, Muhammad Hamza Qummar, Rodoula H. Tsiotsou and Saqib Mahmood

This study aims to investigate the relationship between different hedonic (e.g. enjoyment and escapism) and utilitarian (e.g. achievement and challenge) gratifications and…

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Abstract

Purpose

This study aims to investigate the relationship between different hedonic (e.g. enjoyment and escapism) and utilitarian (e.g. achievement and challenge) gratifications and continuous intention to play eSports, considering the mediating role of gamer’s satisfaction. Uses and Gratification theory (U&G) has been employed as the study’s theoretical framework.

Design/methodology/approach

The present study used a survey research method and a self-administered questionnaire to collect the data. The data was gathered on-site from students of three universities in Pakistan’s Islamabad and Rawalpindi regions. Study respondents involved people from Gen Z and Gen Y aged between 18 to 25 and 26 to 40. A total of 401 responses were evaluated using the partial least squares structural equation modeling (PLS-SEM) and necessary condition analysis (NCA).

Findings

The PLS-SEM findings evidence that eSports players’ hedonic (e.g. enjoyment and escapism) and utilitarian (e.g. challenge) gratification positively impact gamers’ satisfaction, which subsequently drives eSports gamers’ continuance intention behavior. Furthermore, gamers’ satisfaction positively mediated the relationship between gratifications (e.g. enjoyment and escapism refer to hedonic, whereas achievement and challenge represent utilitarian) and continuance intentions. NCA on eSports gamers’ satisfaction and continuance intention identified critical predictive factors. The analysis revealed that only enjoyment is necessary for predicting satisfaction. Interestingly, NCA results also indicated that enjoyment, achievement, escapism, challenge and satisfaction are all necessary for predicting eSports gamers’ continuance intention.

Originality/value

This study investigates the mediating role of eSports gamers’ satisfaction between gamers’ perceived gratifications (i.e. enjoyment, escapism, achievement, challenge) and their continuous intention to play in the Pakistani context. More importantly, we employ a multi-method approach (e.g. a combined approach of PLS-SEM with NCA) to determine the sufficient and necessary conditions of the outcome variable comprising satisfaction and continuous intention.

Details

International Journal of Sports Marketing and Sponsorship, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1464-6668

Keywords

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Article
Publication date: 7 December 2020

Amir Zaib Abbasi, Muhammad Asif, Linda D. Hollebeek, Jamid Ul Islam, Ding Hooi Ting and Umair Rehman

This study aims to propose a model for predicting consumers’ esports videogame engagement on their ensuing consumption behaviors, which remains nebulous to date.

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Abstract

Purpose

This study aims to propose a model for predicting consumers’ esports videogame engagement on their ensuing consumption behaviors, which remains nebulous to date.

Design/methodology/approach

After approaching esports consumers in different gaming zones in Pakistan, this paper collected data from 364 videogame-based esports consumers. This paper deployed SmartPLS 3.2.8 software to perform the partial least squares-structural equation modeling-based analyzes.

Findings

The structural model results show that consumers’ affective and behavioral esports videogame engagement positively affects their consumption behavior, including heightened community engagement, purchase intent, coproduction, word-of-mouth and new player recruitment. However, while consumers’ cognitive esports engagement was found to positively impact community engagement, new player recruitment and coproduction, it failed to predict consumers’ esports-related purchase intent or word-of-mouth behaviors.

Practical implications

The findings reveal that a strategic focus on consumers’ esports game engagement will enable practitioners to nurture desirable consumer behaviors, including enhanced purchase intent, coproduction, word-of-mouth and new player recruitment behaviors, thus warranting consumer engagement’s strategic value as a key esports gaming metric.

Originality/value

Empirical research into the role of consumers’ esports videogame engagement on their ensuing consumption behaviors remains scant to date. Based on this gap, this study offers a timely contribution by exploring and validating a model that gauges the effect of consumers’ cognitive, emotional and behavioral esports videogame engagement on their community engagement, purchase intention, coproduction, word-of-mouth and new player recruitment. It, thus, offers important insight into the rapidly advancing field of digital esports games.

Details

Journal of Product & Brand Management, vol. 30 no. 8
Type: Research Article
ISSN: 1061-0421

Keywords

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Article
Publication date: 22 December 2021

Amir Zaib Abbasi, Umair Rehman, Ding Hooi Ting and Muhammad Ali Quraishi

Advertising through the videogame has become one of the most effective and prevalent channels of advertisement, especially via pop-up ads – appearing on the screen that interrupts…

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Abstract

Purpose

Advertising through the videogame has become one of the most effective and prevalent channels of advertisement, especially via pop-up ads – appearing on the screen that interrupts children’s gaming activity. Despite its importance, the effectiveness of pop-up ads and its advertising value in online videogames (O-VGs) to predict children’s inspired-to behavior remains scant. This study aims to investigate the underlying factors that explain the relationship between the four dimensions of pop-up ads and perceived advertising value, which further predicts children’s inspired-to behavior.

Design/methodology/approach

Data from 196 parents who observed their children while playing O-VGs, were analyzed using Smart-PLS. As the respondents are parents, the authors took extra precautions to ensure that the findings are valid.

Findings

Results showed that perceived irritation and incentives of pop-up ads do not affect children’s advertising value, whereas perceived informativeness and entertainment of pop-up ads positively impact perceived advertising value among children. Besides, children’s perceived advertising value of pop-up ads in O-VGs predict their inspired-to behavior.

Originality/value

This study contributes to children’s inspired-to behavior via empirically studying the perceived advertising value as a potential deriving source of inspiration. Finally, the study provides information for developers/advertisers about why and under what circumstances children perceived advertising value affect inspired-to behavior.

Available. Content available
Book part
Publication date: 6 December 2023

Abstract

Details

Financial Inclusion Across Asia: Bringing Opportunities for Businesses
Type: Book
ISBN: 978-1-83753-305-3

Available. Open Access. Open Access
Article
Publication date: 17 May 2023

Amir Zaib Abbasi, Muhammad Asif, Amjad Shamim, Ding Hooi Ting and Raouf Ahmad Rather

The purpose of this study is to present a conceptual model where consumer electronic sports (eSports) engagement (CeSE) acts a predictor for gamers’ online engagement in…

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Abstract

Purpose

The purpose of this study is to present a conceptual model where consumer electronic sports (eSports) engagement (CeSE) acts a predictor for gamers’ online engagement in eSports-related products/firm either through direct contribution (purchase intention) or indirect contribution (co-production, community engagement, word-of-mouth and recruitment).

Design/methodology/approach

Data from 262 eSports consumers aged 18–24 years were collected and analyzed through WarpPLS 8.0.

Findings

The findings of this study confirm that CeSE significantly influences all dimensions of the consumption behaviors (purchase intention, co-production, community engagement, word-of-mouth and recruitment).

Originality/value

This study provides empirical support for a conceptual framework developed through the social exchange theory and engagement theory. Besides, hierarchical component model approach is applied to estimate the composite model of CeSE.

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