Asian Journal of Economics, Business and Accounting
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Brand Storytelling and Content Marketing on Social Media
No full textInfluencer marketing has become a central component of brand communication on social media, yet the mechanisms through which influencer credibility translates into consumer behavioral intentions remain insufficiently specified. While prior research has established credibility as a key driver of persuasion, less attention has been paid to the psychological processes that explain how credibility is converted into intention formation in narrative-driven digital environments. Drawing on source credibility theory and narrative persuasion perspectives, this study examines whether brand storytelling engagement functions as a mediating mechanism linking influencer credibility to behavioral intentions in a naturalistic social media context. A quantitative, cross-sectional survey design was employed, targeting active social media users who follow influencers. The proposed hypotheses were tested using regression-based mediation analysis. The findings indicate that influencer credibility is positively associated with behavioral intentions and that this relationship is partially mediated by brand storytelling engagement. Specifically, credible influencers appear to enhance followers’ willingness to engage cognitively and emotionally with brand narratives, which in turn strengthens intention formation, while credibility also retains a direct influence on intentions beyond narrative engagement.
This study contributes to influencer marketing and brand storytelling research by offering a process-oriented explanation of how influencer credibility operates in social media persuasion. By identifying brand storytelling engagement as a key mediating mechanism, the findings highlight the importance of pairing credible influencers with narrative-driven content to effectively shape consumer intentions in digital environments
Deregulation and Oil Industry in Zimbabwe: Challenges, Opportunities and Policy Implications
No full textZimbabwe’s oil industry continues to face long-standing, deep rooted and multifaceted challenges despite the adoption of a deregulation policy in 2003. Persistent foreign currency shortages, regulatory volatility, weak infrastructure, high supply chain costs, and inadequate investment have collectively undermined the efficiency and reliability of the petroleum sector. To interrogate these issues, this study employed a mixed-methods research design that integrated quantitative data from official reports, published statistics, and supply chain performance indices with qualitative insights from semi-structured interviews with policymakers, regulators, distributors, retailers, and consumers (n = 50). Purposive sampling ensured representation across key stakeholder groups, while NVivo 12 Plus facilitated systematic coding and thematic analysis. Document analysis, including statutory instruments and regulatory reports, provided additional contextual depth and triangulation. Findings indicate that foreign currency shortages account for approximately 60–70% of procurement delays, while transport and compliance costs have risen by an estimated 25% over the past five years. Whilst, supply chain performance indices further show an average distribution efficiency of only 52%, well below regional benchmarks. In short, foreign currency constraints remain the primary bottleneck to fuel procurement, while policy inconsistencies, rising compliance costs, infrastructural deficits, and logistical inefficiencies continue to elevate operational costs. Nevertheless, emerging initiatives in regulatory reform, infrastructure development, and alternative energy integration show positive potential. The study concludes that Zimbabwe’s petroleum sector challenges are predominantly structural and policy-driven rather than technical. Recommendations include stabilising currency policy, strengthening regulatory coherence, investing in supply chain modernisation, expanding storage and distribution infrastructure, and promoting local content and import substitution through alternatives such as biofuels, solar, wind, and hydrogen. Collectively, these measures can improve resilience, enhance competitiveness, and ensure long-term sustainability of Zimbabwe’s oil industry
Fundamentals of Leadership: A Report on Power, Influence and Best Practices for Effective Leadership
No full textEffective Leadership is an important factor in organizational productivity, performance and requires both strategic decision-making, influence, and interpersonal skills. This is a report on the basics of leadership that discusses dynamic power, leadership styles, communication, motivation and emotional intelligence. This is an evaluation of the utilisation of power and influence as a leader in the evaluation of their efficiency in working with teams. Most significantly, situational leadership model has been reviewed, and its flexibility in various organizational settings has been brought to the fore. I have discussed the best practices of leadership communication, and the emphasis has been put on how the challenges of leading virtual teams can be overcome. Also, the Hierarchy of needs by Maslow as a motivational model was examined and the importance of emotional intelligence in leadership is mentioned in connection to decision-making, conflict management, and involvement of the team. The report finds that adaptability, emotional intelligence and communication should be balanced in leadership and that one leadership style cannot be applied in all circumstances. The best leaders instead are those who are able to modify their strategies to align with the changing needs of their organizations and teams
Building Competitive Creative Villages in Malang City, Indonesia: A Behavioral Economic Approach
No full textAims: This study aims to identify a modelling framework for productive creative villages in Malang City, analyse the economic behavioural factors influencing community participation decisions, and formulate strategic recommendations based on Behavioural Economics to enhance local competitiveness.
Study Design: A qualitative descriptive approach using a case study design.
Place and Duration of Study: Creative villages in Malang City, East Java, between 2024 and 2025.
Methodology: Using purposive sampling, data were gathered through semi-structured interviews, participant observation, and document analysis, validated via triangulation.
Results: Findings Findings reveal that participation is significantly shaped by cognitive biases (status quo) and social norms. The resulting seven-dimensional model integrates potential identification, behavioural mapping, empowerment, and circular economy.
Conclusion: Integrating behaviour-based interventions, particularly through the provision of social proof and incentives aligned with local norms, is a primary key to overcoming community participation barriers in creative economy development.
Policy Implications: Policymakers should implement ‘social proof’ and local-norm-aligned incentives to overcome psychological barriers in community-led economic development
Digital Transformation and Resilience in MSMEs: A Systematic Literature Review of Barriers, Capabilities, and Policy Supports (2015–2025)
No full textDigital transformation has become a critical pathway for enhancing the resilience of micro, small, and medium enterprises (MSMEs), particularly in contexts marked by technological disruption and systemic shocks. This systematic literature review examines how digital transformation has shaped MSME resilience between 2015 and 2025, with specific attention to the roles of barriers, organisational capabilities, and policy supports. Guided by the PRISMA 2020 framework, the study synthesises evidence from 58 peer-reviewed journal articles and authoritative policy reports drawn from India and comparable emerging and advanced economies.
The review traces a clear evolution in the literature from early emphasis on structural constraints such as finance, infrastructure, and digital skills, to subsequent focus on Industry 4.0 readiness, fintech adoption, and organisational capability development, and more recently to resilience-oriented perspectives encompassing artificial intelligence, digital platforms, and sustainability. To integrate these shifts, the study introduces a Thematic–Chronological Fusion Matrix, which maps changing research priorities across three distinct phases (2015–2018, 2019–2021, and 2022–2025), and proposes the MSME Resilience Cube, a conceptual framework positioning resilience as an outcome of the interaction between barriers, capabilities, and policy supports.
The findings highlight that digital technologies alone are insufficient to strengthen MSME resilience; rather, resilience emerges through the alignment of internal capabilities with enabling institutional and policy environments. At the same time, the review identifies persistent gaps in measurement, causal identification, and policy implementation, particularly in relation to smaller firms and resource-constrained contexts. By reframing MSME digital transformation as a cumulative, capability-driven process rather than a crisis-induced response, this study offers a structured synthesis and sets out a focused agenda for future research and policy design
ESG Disclosure and Value of Listed Industrial Goods Firms in Nigeria: The Moderating Effect of Board Gender Diversity
No full textIn recent times, rising pressure from stakeholders, greater regulatory oversight, and increased investor interest in sustainable business practices have amplified the significance of Environmental, Social, and Governance (ESG) disclosure as a means to boost firm value. Despite the increasing focus, empirical findings on the impact of ESG disclosure on enhancing firm value are inconsistent, especially in emerging markets like Nigeria, where corporate governance frameworks and sustainability reporting practices are still developing. Moreover, limited attention has been paid to the role of board attributes, especially board gender diversity in strengthening the value relevance of ESG disclosures. Against this backdrop, this study examined the moderating effect of board gender diversity on the relationship between ESG disclosure and the value of listed industrial goods firms in Nigeria. The population of the study consists of thirteen (13) listed industrial goods firms on the Nigerian Exchange (NGX) group as at 31st December, 2024. The study employed a non-survey research design, using a sample size of eleven (11) firms from a total population of thirteen (13) listed industrial goods firms on the NGX group, with data extracted from the annual reports and accounts of the sampled companies for a period of twelve years (2013–2024). Data was analysed using descriptive statistics to provide a summary for the variables, and correlation analysis was carried out using the Pearson correlation technique. The study found that environmental and social disclosure influence value positively, while and governance disclosure has insignificant effect on the value of sampled firms. Also, BGD has a positive and significant impact on firm value. Furthermore, BGD moderates the relationship between ESG disclosure and the value of the sampled firm. On the moderating effect of board gender diversity on the relationship between ESG and firm value, it was found that R² increased from 29% to 41%. This suggests that the model now explains 14% more of the variability in the data due to the introduction of a moderator, which is the board gender diversity. Hence, board gender diversity moderates the relationship between ESG disclosure and firm value positively; it changed the direction of the relationship from negative to positive in the case of social disclosure. Consequently, the study recommends that the management of the sampled listed industrial goods firms in Nigeria should promote and sustain greater board gender diversity by ensuring adequate representation of women on corporate boards, as this enhances transparency, accountability, and overall firm value. Female directors often bring unique perspectives, ethical sensitivity, and stakeholder-oriented approaches that strengthen the quality of ESG disclosures and improve corporate reputation
The Effect of Individual Characteristics through Individual Ambidexterity on Lecturer Performance
No full textAims: This study examines the effect of individual characteristics on lecturer performance through individual ambidexterity, with a focus on lecturers at Private Higher Education Institutions under LLDIKTI Region II, Indonesia.
Study Design: Quantitative explanatory research with a cross-sectional survey approach.
Place and Duration of Study: The study was conducted at Private Higher Education Institutions (universities) under LLDIKTI Region II, covering South Sumatra, Lampung, Bengkulu, and Bangka Belitung, with data collected in 2025.
Methodology: Data were collected from 500 non-civil servant lecturers selected using proportionate stratified random sampling. Structural Equation Modeling (SEM) with AMOS was employed to analyze direct and mediating effects among variables.
Results: Individual characteristics have a positive and significant effect on lecturer performance and individual ambidexterity. Individual ambidexterity also positively affects lecturer performance and partially mediates the relationship between individual characteristics and performance.
Conclusion: Strengthening individual characteristics and ambidexterity capabilities is essential to improving lecturer performance and sustaining competitiveness in higher education institutions. Universities need to strengthen the personal aspects of lecturers through self-development programs and encourage ambidexterity by providing facilities such as research centers, learning laboratories, publication funding support, and innovation forums, so that superior individual character can be manifested through effective exploration-exploitation
Investigating the Principal-agent Problem among Market Women and Smallholder Farmers in Ghana
No full textThe Principal-Agent Problem elaborates on how one party of contract possesses more of the relevant information with respect to contract arrangement than the other party, which often leads to the issue of Moral Hazard and Adverse Selection. Farmers and agribusiness owners sometimes enter into such an agreement, where the agribusiness (Principal) supplies or pre-finances the farming activities of the farmer in a crop season, and the farmer (Agent), in turn, sells the farm produce to the agribusiness owner after harvest, with a pre-arranged price, irrespective of the ruling or current market price levels.
Objective: The main objective of the study is to investigate whether the Principal–Agent Problem exists within small and medium scale agribusiness in Ghana; specifically, to estimate the effect of previous year’s phenomena such as market prices, rainfall pattern and output levels on optimal franchise fees agreed on by both the Principal and the Agent, determine how asymmetric information influences the Principal-Agent Problem in an empirical studies, and examine whether moral hazard and adverse selection affect the Principals decision to award the contract to the agent to work for him/her (the principal).
Methodology: Descriptive statistics and the logit regression estimation techniques were used to investigate variables involved in the study. Using purposive sampling, a total of 20 Microfinance Institutions, 100 market women and 100 Smallholder farmers were interviewed in local communities of Asante and Bono Regions. STATA 11.0 version was used to estimate the Logit regression results for the specified model. The model was evaluated or analyzed with both p-values and the coefficients for the purpose of statistical inferences and determination of the significance of the explanatory variables in the model for the study.
Findings: The study finds a positive and significant relationship between previous year’s market prices, output level and rainfall pattern and the optimal franchise fee decision in the contract. Asymmetric information was also found to be a significant determinant of the contract agreement
A Contemporary Analytical Study of CAMELS Indicators and Financial Performance Variations among Indian Public Sector Banks
No full textThis research presents a comprehensive comparative analysis of five leading Indian Public Sector Banks: SBI, PNB, BOB, IOB, and UB, covering the period from 2019 to 2024. It utilizes the CAMELS framework and employs statistical tools such as ANOVA and Bonferroni post-hoc tests to examine year-wise variations and the significance of various parameters. The findings reveal that Bank of Baroda outperformed its peers, achieving the lowest average CAMELS rank of 2.00, which reflects a strong capital position and effective management. Union Bank followed with a rank of 2.50, driven by the highest Liquidity Ratio of 64.14% and a superior Gap Ratio of 97.76% in terms of sensitivity. SBI was ranked third with an average score of 2.67, while PNB had the lowest average rank of 4.17, indicating concerns regarding asset quality and earnings. Despite the visible performance variations among the banks, ANOVA results indicate no statistically significant differences (p > 0.05) across the years and parameters, suggesting relative stability in the performance of public sector banks. The study concludes that while certain banks have demonstrated financial strength, others need to focus on improving risk sensitivity, asset quality, and earnings. The CAMELS-based evaluation provides critical insights for policymakers, regulators, and stakeholders aiming to enhance the resilience and governance of India’s public banking system
The Influence Mechanism of Global E-commerce on India’s Electronic Product Export Trade: Strategy, Policy and Competitive Advantage
No full textAims: To evaluate the influence mechanism of Global E-commerce (GEC) on India’s electronic product export trade and identify strategic policy recommendations to achieve the national target of USD 1 trillion in merchandise exports by 2030.
Study Design: This study employs a qualitative policy analysis and a foundational review of national trade and manufacturing performance.
Methodology: Grounded in a digital trade policy framework, the paper utilizes a foundational review of manufacturing metrics and export statistics from the Directorate General of Foreign Trade (DGFT). It analyzes the influence mechanism of government initiatives like the Production Linked Incentive (PLI) and India Semiconductor Mission (ISM) while comparing the efficiency of traditional trade channels against GEC frameworks.
Results: Total electronics production in India surged from ₹1.9 lakh crore in 2014–15 to ₹11.3 lakh crore in 2024–25. In the first quarter of FY 2025–26, India\u27s export performance took a massive leap, growing by 47% to reach USD 12.41 billion. This surge was primarily driven by a 55% year-on-year explosion in smartphone shipments. On the domestic front, the transformation has been equally dramatic: we’ve moved from having just two mobile manufacturing units in 2014 to over 300 units by 2025.
Conclusion: Global E-commerce (GEC) acts as a powerful engine for India\u27s export trade. Ultimately, this study contributes to digital trade theory and global value chain analysis by providing a scalable export policy model for emerging economies striving for high-tech industrial upgrading