Abu Bakar Sade

An increased use of social media by non-profit organizations (NPOs) has changed the way people learn about and support charitable causes. Little empirical research has been done to comprehend how various social media content types affect donation intention through psychological pathways in NPO context. Drawing on Theory of Planned Behavior (TPB), this study sought to test a model which explains whether and how FCC & UGC through empathy affect donation intention. An online self-reported questionnaire was distributed to the followers of chosen NPOs’ social media pages as part of a quantitative research design. Results of a sample of 307 analysed through structural equation modelling (SEM) revealed significant positive effect of FCC and UGC on donation intention. Furthermore, results showed empathy to be a significant psychological pathway explaining the effect of both FCC and UGC on donation intention. The study contributes to the body of knowledge and practices in relation to social media driven donation intention and empathy’s important explanatory role. The results provide useful insights to NPO managers and social media strategists in understanding how specific social media contents are capable to influence internal psychological and behavioral states of potential donors.

Battery electric vehicles offer zero-emission solutions to achieve zero CO2 emission by 2050. Despite environmental benefits and diverse models available globally, BEV adoption remains critically low, especially in developing countries most vulnerable to climate impacts. Existing research presents inconsistent and contradictory findings regarding factors influencing BEV purchase intention, creating significant knowledge gaps. This conceptual paper addresses these gaps through extensive literature review, identifying key psychological, technological, and economic determinants affecting consumer decision-making. The study proposes an integrated conceptual framework combining Theory of Planned Behavior (TPB), Norm Activation Model (NAM), and Unified Theory of Acceptance and Use of Technology (UTAUT), enhanced with electronic word-of-mouth, purchasing price, and perceived economic benefits. The software SPSS and Smart-PLS are suggested for descriptive and inferential statistics. The structural equation modeling is proposed to test the relationships among variables. This integrated framework provides strategic insights for governments, manufacturers, and policymakers to enhance consumer purchase intentions, categorize influential factors by impact magnitude, and accelerate sustainable transportation adoption essential for achieving global climate commitments.

With the rising trend toward sustainable consumption and the pivotal role of social media in the buying behavior, brands are keen to promote sustainable products through these platforms. Virtual influencers (VIs) have emerged as lower-cost and scandal-resistant alternatives to human influencers (HIs). However, their artificial nature may evoke credibility concerns, potentially undermining marketing effectiveness. Currently, it is unclear whether humans or virtual influencers achieve better endorsement outcomes for sustainable products. This study explores the effectiveness of VIs and HIs in endorsing sustainable products and the conditions under which VIs may outperform HIs. Through two studies (N = 1097), we investigate the impact of influencer type, advertising appeals, and product involvement on consumer purchase intentions and brand attitudes. Our findings reveal that, in low-involvement product scenarios with emotional appeals, HIs are more effective, while in high-involvement product scenarios featuring rational appeals, VIs exhibit superior effectiveness. These results suggest that the choice of influencer type should be tailored to the product involvement level and the nature of the advertising appeal, providing guidance for brands to enhance the impact of their green marketing strategies.

Augmented Reality is a type of immersive technology that provides the user with a high level of sensory input, whether in terms of quality or quantity. The study will observe and identify research concerns about the impact of optimism, innovativeness, discomfort, and insecurity on purchase intention, as well as the mediating role of personal opinions towards Augmented Reality (AR) user experience. This study seeks to evaluate the impact of consumer personality traits on purchasing behavior in the context of electronic equipment in Lahore, Pakistan, with a focus on generation Y. This study will use a deductive approach and will be based on the positivist research philosophy. Based on the Technology Readiness Model and the Theory of Planned Behavior. This research will use a quantitative survey method and cross-sectional research to collect data from a specific point in time. The study will collect data using convenience sampling, which is a non-probability sampling technique. The study will take an experience-based method, followed by a survey, in which participants will be exposed to AR environments and a structured questionnaire will be used to gage their responses. The data will be gathered from 370 respondents and analysis will be done using IBM SPSS Statistics 29 for descriptive statistics and SmartPLS 4.0 for route analysis to investigate indirect correlations.

Artificial Intelligence (AI) has grown extensively in recent times and is becoming integrated into human lives. This progression opens diverse opportunities in e-health, facilitating healthcare accessibility globally. Voice assistants are AI-driven technologies, which are becoming increasingly important with the growing prominence of e-health services. This study offers an integrated model that assimilates AI attributes with relevant constructs from various theories such as Technology Acceptance Model (TAM) and Health Belief Model (HBM). Key variables under scrutiny include perceived anthropomorphism, perceived intelligence, perceived ease of use, perceived usefulness, perceived enjoyment, attitude, perceived severity, and perceived susceptibility. The article adds to the current research by reviewing the literature about AI in healthcare, and proposing a conceptual framework that binds technological, AI-specific, and health factors, offering implications for policymakers, healthcare administrators, and marketers seeking effective utilization of voice assistant technology.

HRMARS is well established journal publisher based in Pakistan. It is publishing prominent journals in social sciences since 2011.

HRMARS is well established journal publisher based in Pakistan. It is publishing prominent journals in social sciences since 2011.

Sustainable consumption is essential for humanity, achieved through the practice of sustainable lifestyles. Hence, the world must emphasise renewable resources utilisation derived from ethical consumerism. The adoption of green transportation is a catalyst for sustainable consumption. A green car in Malaysia refers to either a hybrid vehicle (HV), plug-in hybrid electric vehicle (PHEV) or electric vehicle (EV). With 90 per cent of its vehicles being fossil-fueled, Malaysia is far behind from its aspiration to adopt green transportation. Hence, proactive actions must be taken to accelerate the adoption of green cars in Malaysia. As challenges faced by Malaysia are different from other developed countries, this paper looks into the moderating effect of tax exemption on the relationship between social influence and purchase intention of green cars in Malaysia. Specifically, this paper adopted marketing as the chosen domain of study, with purchase intention as the central idea of research. It is a quantitative study based on the deductive research approach. It will be grounded within the Theory of Planned Behaviour. The sampling technique adopted would be stratified random sampling. This paper will adopt a self-constructed questionnaire as the data collection instrument. It will collect data from 400 respondents using a questionnaire and analyse it statistically, using the SPSS and SmartPLS statistical tools.