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This study aims to explore the application of the theory of planned behavior (TPB) in understanding Muslim consumers’ visitation motives to halal hotels. The model tests the impact of additional factors to the TPB such as religious commitment, religious-identification and information seeking behavior on consumers’ attitudes and intentions to visit Halal hotels.

Survey data was collected from 183 respondents to examine the relationships between these factors and customers’ intention to visit halal hotels. The survey participants were selected from diverse backgrounds to ensure a representative sample. Structural equation modeling was used to assess the conceptual model.

This study highlights the significance of attitudes shaped by subjective norms and information seeking behavior, emphasizing their influence on consumers’ inclination to visit halal hotels. In addition, the role of religious commitment is examined, shedding light on the impact of individuals’ strong faith in shaping their attitudes and behaviors toward halal hotels.

These results contribute to the existing literature on Halal consumer behavior and provide practical implications for professionals and policymakers in the hospitality industry. Understanding the factors that influence customers’ intentions to visit halal hotels can assist in developing tailored marketing strategies and creating an inclusive environment.

This paper aims to identify the antecedents of giving charitable donations (Sadaqah) during the pandemic in a majority-Muslim country. This paper proposes and tests a theoretical framework in which attitude toward giving donations mediates the effects of perceived behavioral control, subjective norms and past behavior on giving charitable donations (Sadaqah). The authors also investigate the mediating effect of attitude toward giving donations and the moderating effect of Islamic religiosity in an emerging nation characterized by the dominance of the Islamic doctrine. Gender, age and income have been examined as control variables.

Survey data from a sample of 377 respondents from Morocco were analyzed to test the hypotheses using structural equation modeling.

The results indicate that past behavior, subjective norms, attitude toward giving donations and intention to donate are key predictors of giving charitable donation during the COVID-19 pandemic. This paper also confirms the mediating effect of attitude toward giving donations, e.g. subjective norms trigger positive attitude toward giving donations, which increases respondents’ donation frequency. The results also suggest a significant moderating effect of Islamic religiosity, e.g. individuals who feel themselves as highly religious are more likely to develop a favorable attitude toward giving donations and are therefore more likely to donate during the pandemic.

The findings suggest practical and social implications for both academics and practitioners. As attitude, subjective norm, past behavior and intention are found to significantly influence giving charitable donations (Sadaqah), fundraising organizations should give serious attention on these factors to improve individuals’ charitable giving (Sadaqah). Such organizations should also consider the use of faith-based messages and religious morals when planning their advertising campaigns in majority-Muslim markets.

Although preliminary studies have already attempted to provide knowledge about the factors influencing giving donations among both Muslims and nonMuslims, potential antecedents of giving donations (Sadaqah) during the COVID-19 pandemic have not been considered and are yet to be empirically investigated. This paper provides new perceptions on factors influencing giving donations on a majority-Muslim majority country where no zakat institution operates. Such findings can be useful for both academicians, fundraising organizations and policymakers in Morocco to promote charitable actions and boost its socio-economic affects.

This paper aims to provide a model that expands the technology acceptance model (TAM) by identifying aspects that influence consumers’ attitude and behavioral intention toward chatbots in the beauty care industry.

This study is based on an online questionnaire responded by 211 Generation Z individuals from Morocco. Data was collected based on a convenience nonprobability sampling technique, and a partial least squares-structural equation modeling was used to validate the model and test the hypotheses.

Perceived ease of use, perceived usefulness and subjective norms are significant influencers of the attitude toward chatbot. Perceived risk was not found to be influencing behavioral intention to use chatbot, and personality does not moderate the relationship between perceived ease of use and attitude.

This paper provides insights into the motives behind customers’ attitude and behavior toward chatbots in the beauty care industry and can be relied on as a guideline for implementations technology to boost sales and build strong relationship with customers.

This research provides new insight for retailers on the implementation of chatbots at the point of sale. Marketers and business owners should be aware of the usefulness and ease of use of technology for Generation Z and be able to interact with them on this basis in order to generate increased economic performance and better brand image.

The model extends the original TAM and introduces two new constructs, subjective norms and perceived risk, in addition to including personality as a moderating factor. The data was gathered from the under-studied region of North Africa.

This paper aims to examine the specific role that partnerships play in the relationship between adaptation strategy, international experience, and export performance of handicraft firms in an emerging country setting. The authors' purpose is to identify the key factors that may contribute to the success of export activities of small handicraft companies in international markets.

Drawing on a non-probability sampling technique, the authors collected survey data from 410 handicraft companies located in Morocco. The authors' conceptual model, which draws on the network theory, was tested using covariance-based Structural Equation Modeling by means of AMOS 24 Software.

The results indicate that adaptation marketing strategy and partnerships impact positively the export performance of handicraft firms. Partnerships also play an intermediary role by partially (fully) mediating the relationship between adaptation strategy (international experience) and export performance.

This study may assist marketers and entrepreneurs in handicraft companies to better understand the causal relationship between adaptation strategy, marketing experience and export performance of entrepreneurs' firms. Managers in these companies should be aware of the importance that partnerships play in boosting the export performance through marketing practices and experience.

The authors' paper contributes to the scant literature on the adaptation marketing strategy and export performance and the intermediary role of partnerships in the specific context of handicraft businesses operating in North African emerging markets, namely Morocco.