Postgraduate Journal of Management Research
type: channel
description: This is a LJMU faculty-refereed journal, which provides a formal space to showcase the diverse research conducted by our postgraduate management students. This journal offers postgraduate students the opportunity to disseminate their research findings both within the university and also the wider community.
publisher: MSc Management Hub, Liverpool Busines School, Liverpool John Moores University
language: en
publication name: Postgraduate Journal of Management Research
copyright: This journal provides immediate open access to its content with no submission or publications fees. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to read, download, copy, distribute, print, search, or link to the full text of works in this journal. It also allows others to remix, adapt and build upon the work, as long as credit is given to the author(s).
items: Editorial
items: Job Seekers’ Experiences of Artificial Intelligence in Recruitment
items: Understanding Barriers to Sustainable Housekeeping Practices
items: Emotional Intelligence in Leadership
items: Sustainable Fashion in Nigeria
items: Bridging the Gap
items: The Impact of Job Satisfaction on Employee Turnover among Selected Commercial Bank Employees
items: Artificial Intelligence in Decision-Making
items: The Effect of Digital Payment Methods on Consumer Spending Behaviour
items: An Exploration of the Influence of Loss Aversion and Risk-Taking on Decision-Making among Onsite Gamblers in Northwest England
items: Integration of Artificial Intelligence into Customer Relationship Management Systems
items: Evaluating the Impact of AI-Driven Personalisation on Consumer Behaviour in E-Commerce
items: Navigating the New Frontier
items: Internationalisation of Small and Medium Enterprises (SMEs) in Kano, Nigeria
items: Investigating the Factors of Students’ Purchasing Intention Towards Refurbished Technology Compared to New Technology
items: Examining the Effects of Ethical Marketing on the Brand Loyalty and Purchasing Behaviour of International Students
items: From Pitches to Posts: investigating the impact of social media marketing on brand loyalty and community culture in grassroots sports
items: Exploring Project Management Maturity Levels in Developing Countries
items: Consumer Perspectives of Foreign Direct Investment (FDI) in the Nigerian Technology Sector
items: Challenges of International Students in Navigating Digital Platforms and Online Learning at LJMU
items: Exploring the Internationalization Barriers and Opportunities for Iranian Fintech Companies
items: Flexing the Market: an exploration of the impact of gym influencers upon consumer behaviours within the UK’s health and fitness industry.
items: Exploring Gender Stereotypes and Perceptions of Knowledge Hiding
items: Remote Working and Employee Productivity
items: Investigating Corporate Social Responsibility in the UK Retail Sector
items: Editorial for Volume 2, Issue 2
items: Exploring the Role of AI in Higher Education
items: Investigating Employee Preferences for Working from Home
items: Assessing the Impact of Remote Work on Employee Performance in Telecommunication Companies
items: The Impact of HRM Practices on Normative Commitment

Editorial
type: item
description: Welcome to the fifth edition of the Postgraduate Journal of Management Research, which celebrates the research capability, critical inquiry, and creativity demonstrated by our MSc students. As the journal editors, Amanda and Victoria are pleased to be able to showcase another cohort of student work in this journal, which publishes dissertation abstracts produced by students on a suite of MSc Management programmes here in Liverpool Business School. This latest issue reflects the breadth, ambition and relevance of our students’ research interests. The abstracts span a wide range of contemporary management topics, including consumer decision-making, leadership, employee wellbeing, sustainability, digital business, and the growing influence of artificial intelligence across organisational contexts. Furthermore, the diversity of our student community is reflected in the global perspectives that shape this issue, with students’ research drawing on data and contexts from the UK, Sri Lanka, Spain, and Nigeria. Collectively, the abstracts in this publication demonstrate both global and local awareness, and sensitivity to diverse organisational and cultural contexts. We hope you enjoy reading this latest issue and find inspiration in the diversity and quality of the authors’ work.
subject: Abstracts
  topic: section
creator: Victoria Jackson
creator: Amanda Mason
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-01-06
publication date: 2026-01-06

Job Seekers’ Experiences of Artificial Intelligence in Recruitment
type: item
description: Artificial intelligence is becoming increasingly utilized in hiring procedures, changing how businesses find, evaluate, and filter job applicants while raising concerns about trust, fairness, and transparency. This dissertation examines the role of artificial intelligence in hiring in Liverpool, with a focus on how job seekers interact with AI-enabled tools during the sourcing, screening, and interview processes, addressing regional gaps in employer-centric literature. The study adopts an interpretive qualitative design using semi-structured interviews with 8 Liverpool-based job seekers who had actively applied for jobs within the previous 12 months and encountered at least one AI-enabled recruitment tool. Participants were applying for roles in retail, healthcare and education. Data was analysed thematically to explore perceptions of fairness, transparency, and trust, alongside emotions such as confidence and anxiety. Findings highlight how AI recruitment tools used by businesses operating in Liverpool shape candidates’ procedural-justice judgements and emotional reactions. The research contributes to mapping local use of AI in recruitment and offers evidence-based ethical recommendations for Liverpool’s SME-dominated labour market. It demonstrates how transparent, human-centred implementation help organizations avoid risks, protect employer reputation, improve candidate engagement, and sustain trust, supporting efficient and fair hiring outcomes.
subject: Abstracts
  topic: section
creator: Youssef Sharaby
creator: Kehinde Abolarin
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-01-06
publication date: 2026-01-06

Understanding Barriers to Sustainable Housekeeping Practices
type: item
description: This research investigated the barriers to sustainable housekeeping practices at a city hotel in Liverpool, with a focus on the perspectives of housekeeping staff and management. Sustainability has become a critical concern in the hospitality industry, where hotels play a significant role in resource consumption and environmental impact. Despite corporate commitments to green initiatives, translating policies into daily operations often proves challenging. The study explored how housekeeping staff perceive sustainability within their roles, identify barriers to implementation, compare managerial and non-managerial perspectives, and gathered suggestions to improve the sustainable practices. A qualitative approach was used as the research method by employing semi-structured interviews with managerial and operational level staff, 7 in total. Data were manually analysed using thematic analysis. Findings revealed key barriers including time and workload pressures, insufficient training, inconsistent resources, guest non-compliance, and limited management oversight. However, staff expressed willingness to adopt sustainable practices if provided with greater support, clearer communication, and realistic working conditions. The research highlights the importance of bridging the gap between sustainability policies and operational realities. Practical recommendations include refresher training, improved resource provision, guest engagement strategies, and enhanced supervisory monitoring. These insights contribute to advancing sustainable housekeeping practices in the hospitality sector.
subject: Abstracts
  topic: section
creator: Sasith C G Indrasinghe
creator: Christina Phillips
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-01-06
publication date: 2026-01-06

Emotional Intelligence in Leadership
type: item
description: This study explores how leaders of small and medium-sized enterprises (SMEs) in Spain understand, apply, and develop emotional intelligence (EI) in their daily leadership practice. Emotional intelligence has been widely linked to effective leadership, but there is limited research on its role in SMEs, where informal structures and close interpersonal dynamics shape management practices. The aim of the study was to examine how SME leaders perceive EI, identify key emotional competences, and understand how these are applied in areas such as team management, conflict resolution, and decision-making. A qualitative, interpretative approach was adopted, using semi-structured interviews with eight SME leaders from diverse sectors. Data were analysed thematically. Findings indicate that competences such as empathy, self-regulation, and communication are perceived as essential for maintaining team cohesion and navigating high-pressure situations. However, EI is largely developed intuitively and experientially rather than through formal training. The study also highlights tensions in emotional leadership, such as balancing closeness with authority. These findings suggest a need for accessible, practice-oriented training tailored to SMEs and contribute contextualised evidence to the literature on emotional intelligence and leadership in small business environments.
subject: Abstracts
  topic: section
creator: Roxana Munoz
creator: Alison Lawman
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-01-06
publication date: 2026-01-06

Sustainable Fashion in Nigeria
type: item
description: The contemporary digital landscape has transformed fashion consumption patterns among Generation Z, who exhibit paradoxical behaviour where environmental consciousness coexists with ultra-fast fashion consumption. This research addresses the critical attitude-behaviour gap in sustainable consumption within Nigeria, where limited research exists on how social media influencers can promote environmental consciousness among young consumers. The study is grounded in Social Learning Theory and the Theory of Planned Behaviour. This study explores the impacts of social media influencers on Gen Z's sustainable fashion decision-making in Nigeria. A qualitative research approach, using semi-structured interviews, was employed. Eight Nigerian Gen Z consumers aged 18-28 were purposively sampled and interviewed via Microsoft Teams. Data was analysed using thematic analysis following Braun and Clarke's framework. Key findings reveal a significant attitude-behaviour gap where participants demonstrate environmental consciousness yet face substantial barriers, including price sensitivity, limited availability, and peer pressure. Current influencer content focuses on style rather than sustainability education. However, participants recognized untapped potential for culturally relevant sustainability messaging, particularly through traditional Nigerian textiles such as Adire and Ankara. The study provides empirical evidence and actionable recommendations for influencers, brands, and policymakers to promote sustainable fashion.
subject: Abstracts
  topic: section
creator: Rasheedat Ayomide Raheem
creator: Kehinde Abolarin
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-01-06
publication date: 2026-01-06

Bridging the Gap
type: item
description: As organisations increasingly rely on data-driven decision making, understanding the skill requirements and practical challenges of business analytics has become essential. This research offers evidence-based solutions for updating analytical education so that graduates are more equipped for entry-level positions. It highlights tools, knowledge areas, and skills that employers demand and find missing, providing practical data for academics and industry stakeholders. The study used secondary survey data (N = 260) from enterprises of various sizes according to (EU categories: large 62.3%, medium 16.9%, small 14.6%, micro 5.8%). The survey captured Likert-type assessments on agreement/effectiveness, significance ratings for 15 analytical skills (−2 to +2), and open-ended assessments of limitations and capability needs. Descriptive and non-parametric analysis (Kruskal-Wallis, Friedman) discovered that businesses mostly disagreed that analytics interrupted workflows or increased workload, while strongly supporting automation. The findings revealed significant differences in skill priorities based on company size: larger organisations prioritised technical and governance skills which included programming, data engineering, and data governance, while smaller enterprises relied primarily on spreadsheets and communication skills. Business understanding, presentation, and visualisation were valued highly across all groups, however design skills were less valued. The findings highlight both ongoing skill gaps and employers' practical focus towards applied skills.
subject: Abstracts
  topic: section
creator: Lozan Najat Bibani
creator: Christina Phillips
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-01-06
publication date: 2026-01-06

The Impact of Job Satisfaction on Employee Turnover among Selected Commercial Bank Employees
type: item
description: This study explores the effects of job satisfaction on employee turnover in selected commercial banks in Kandy District, Sri Lanka, where employee turnover exceeds urban banking rates. The study aims to establish factors impacting job satisfaction, their relationship to turnover intention, and strategies banks could implement to increase retention. Using a qualitative case study design guided by Herzberg's Two-Factor Theory, Hackman and Oldham's Job Characteristics Model, and Mobley's Turnover Model, data was collected through semi-structured interviews with twelve participants across hierarchical levels in three commercial banks. Interviews were thematically analysed following Braun and Clarke's (2006) six-phase process. Results show intrinsic factors (recognition, interesting work, teamwork) enhanced job satisfaction, while extrinsic factors (workload pressure, limited promotion, lack of autonomy, customer stress) increased dissatisfaction and turnover intention. Work-life balance and organizational culture mediated these effects. Career development opportunities proved most impactful for retention. External shocks, particularly COVID-19, exacerbated turnover through workplace instability. The study demonstrates how performance recognition, structured career progression, and supportive culture reduce turnover in regional banks, providing recommendations for human resource managers and policymakers to enhance employee satisfaction and retention in Sri Lanka's banking sector.
subject: Abstracts
  topic: section
creator: Kavindu Gayashan Subasinghe
creator: Christina Phillips
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-01-06
publication date: 2026-01-06

Artificial Intelligence in Decision-Making
type: item
description: This study explores how artificial intelligence (AI) is adopted by small and medium-sized enterprises (SMEs) in the UK security services sector to support and improve decision-making. AI offers potential benefits, but security SMEs operate with limited resources, regulatory pressures, and reputational risks. The research aimed to examine current AI applications, evaluate their impact on decision quality, identify adoption barriers and enablers, and provide practical recommendations. A qualitative approach was used, based on ten semi-structured interviews with senior managers. Thematic analysis identified five themes: uneven awareness, drivers such as efficiency and compliance, barriers including cost, skills and data issues, impacts on speed, accuracy and transparency, and ethical concerns around oversight and job security. The study contributes to academic understanding by showing that AI adoption is a socio-technical process shaped by organisational readiness, ethics, and external demands. Practically, it offers a checklist for security SME managers, including modular adoption, workforce training, governance alignment, and leadership engagement. These findings are useful for senior managers in the security industry and regulatory bodies such as the Security Industry Authority (SIA). In summary, AI can improve decision-making in security SMEs when adoption is gradual, supported by training, and guided by clear governance.
subject: Abstracts
  topic: section
creator: Haseeb Ullah Khan
creator: Sameer Qaiyum
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-01-06
publication date: 2026-01-06

The Effect of Digital Payment Methods on Consumer Spending Behaviour
type: item
description: As the UK economy increasingly shifts towards cashless transactions, empirical evidence on how digital payment methods influence young adults’ spending behaviour remains limited, particularly from behavioural and technology acceptance perspectives. This study examines the impact of digital payment methods on consumer spending behaviour among UK young adults aged 18–35, addressing a gap in existing literature regarding the roles of payment convenience and usage frequency. Grounded in the Technology Acceptance Model and the Theory of Planned Behaviour, the research investigated the relationship between digital payment usage frequency and spending behaviour, assessing whether digital payments are associated with higher spending than cash transactions, and examined the influence of perceived usefulness (convenience) on payment preferences. A quantitative survey design was employed, yielding 142 valid online responses. Data was analysed using descriptive statistics, multiple regression analysis, cross-tabulation, and one-way ANOVA in SPSS. The findings indicate that frequent use of digital payment methods is significantly associated with increased consumer spending, with perceived usefulness emerging as a key predictor of payment behaviour. Conversely, demographic variables such as age and income showed minimal influence. Despite limitations related to self-reported data and a specific age group, the study offers evidence-based implications for fintech firms, retailers, and policymakers.
subject: Abstracts
  topic: section
creator: Dawid Adamczyk
creator: Bukola Fatokun
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-01-06
publication date: 2026-01-06

An Exploration of the Influence of Loss Aversion and Risk-Taking on Decision-Making among Onsite Gamblers in Northwest England
type: item
description: This qualitative study explored the effects of loss aversion and risk-taking on decision-making processes among onsite gamblers in Northwest England. Using semi-structured interviews with eight regular gamblers, thematic analysis revealed losses are experienced as highly emotional events, frequently leading to loss-chasing behaviour that intensifies subsequent risk-taking. Risk tolerance was found to be dynamic, shaped not only by individual predispositions but also by situational factors such as winning or losing streaks, social presence, and environmental cues within gambling venues. The findings indicate that loss aversion and risk-taking operate through paradoxical feedback loops mediated by cognitive biases, emotional regulation, and immersive gambling settings. From managerial and organisational perspectives, these findings highlight the significant role of venue design, social atmosphere, and sensory signals in reinforcing harmful gambling behaviours. The study suggests gambling operators and policymakers should integrate environment-based harm-reduction strategies, including responsible venue design, staff training to identify loss-chasing behaviours, and interventions that disrupt cognitive biases at critical decision points. These insights contribute to the behavioural gambling literature by providing location-specific evidence and practical implications for gambling management, regulation, and public health–oriented harm reduction initiatives. Despite limitations related to sample size and geographic scope, the study provides a foundation for future research.
subject: Abstracts
  topic: section
creator: Aymane Ait Lhyane
creator: Bukola Fatokun
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-01-06
publication date: 2026-01-06

Integration of Artificial Intelligence into Customer Relationship Management Systems
type: item
description: This study investigates the major variables influencing the effective implementation of Artificial Intelligence (AI) into Customer Relationship Management (CRM) systems, with an emphasis on technology improvements, financial constraints, workforce capabilities, and vendor choice and their relationship to customer retention. It also examines the challenges faced by businesses, including financial constraints and resistance to change, in adopting AI-driven CRM strategies. By analysing both academic and practical perspectives, the study aims to provide insights into effective methods for overcoming these barriers and optimizing CRM practices for improved outcomes. A quantitative study was employed, with a survey of 103 participants conducted with Indian Start Up entrepreneurs, Customer Relations Managers and Systems Managers. The data was analysed using multiple linear regression analysis in SPSS. The research evaluates how these factors contribute to improved CRM outcomes and customer retention. The results emphasize the importance of customization, financial planning, workforce AI readiness, and strategic vendor partnerships in optimizing CRM systems. AI's ability to automate processes and provide personalized customer experiences is a crucial factor in reducing churn and fostering loyalty. The study concludes that Indian small-scale startups should invest in AI-driven CRM strategies to enhance competitiveness, while overcoming financial and workforce-related challenges.
subject: Abstracts
  topic: section
creator: Ameer Suhail
creator: Bukola Fatokun
rights: Copyright (c) 2025 https://creativecommons.org/licenses/by/4.0
date: 2025-11-20
publication date: 2025-11-20

Evaluating the Impact of AI-Driven Personalisation on Consumer Behaviour in E-Commerce
type: item
description: This study investigated how AI-driven personalization in e-commerce impacts consumer behaviour , focusing on enhancing user experience and data privacy implications. The research aimed to understand the balance between tailored shopping experiences and personal information protection in the age of AI. A qualitative approach was adopted, including nine semi-structured interviews with e-commerce platform users. The research shows that AI personalization creates a better shopping experience through suggestions, increasing user interaction and potentially leading to more sales. Consumers value personalization as it helps them in decision making as well as in discovering products which they might need. But the research also reveals that the consumers have several concerns over the safety and privacy of them personal information. The findings of the research point to the fact that there is a critical need for e-commerce sites to provide personalization with strong emphasis on data protection to keep and build customer trust. These results underscore the dual imperatives for e-commerce businesses: to expand the use of AI for personalization, yet also increase the data protection measures to meet the consumers’ concerns. This research is useful in understanding how e-commerce businesses can effectively implement AI in personalization while avoiding ethical issues.
subject: Abstracts
  topic: section
creator: Taskia Islam
creator: Michael Aiello
rights: Copyright (c) 2025 https://creativecommons.org/licenses/by/4.0
date: 2025-11-20
publication date: 2025-11-20

Navigating the New Frontier
type: item
description: This study explores the evolving role of Generative Artificial Intelligence (GenAI) tools—such as ChatGPT—on the development of research competencies among postgraduate business students at Liverpool John Moores University (LJMU). As GenAI becomes increasingly integrated into academic practices, the research investigates its influence on four core areas: literature analysis, academic writing, critical thinking, and ethical considerations. Using a qualitative methodology aligned with interpretivist principles, semi-structured interviews were conducted with ten LJMU postgraduate students to capture their experiences and perceptions. Thematic analysis revealed that while GenAI enhances efficiency in summarization, literature synthesis, and writing structure, and language refinement in research tasks, it also introduces risks such as overreliance, potentially weakening critical thinking and originality, diminished critical thinking, and ethical ambiguities around authorship and plagiarism. The findings suggest that although GenAI tools support cognitive augmentation, their use must be balanced with human oversight to preserve academic integrity and independent analytical skills. This research contributes to the discourse on responsible AI integration in higher education and proposes institutional strategies for fostering AI literacy, ethical awareness, and curriculum exam assessment reform. It offers actionable insights for educators, policymakers, and students navigating the complexities of AI-assisted research in an academic setting.
subject: Abstracts
  topic: section
creator: Muhammad Asad Nawaz
creator: Chin Eang Ong
rights: Copyright (c) 2025 https://creativecommons.org/licenses/by/4.0
date: 2025-11-20
publication date: 2025-11-20

Internationalisation of Small and Medium Enterprises (SMEs) in Kano, Nigeria
type: item
description: Nigeria's foam small and medium enterprises (SMEs) are at the core of economic diversification but face extreme internationalisation challenges. This study investigates export readiness, challenges, and policy support programmes in the Kano State foam industry SMEs with three objectives: assessing the export readiness, exploring the challenges and barriers, and evaluating the effectiveness of government policies and support programmes. Semi-structured interviews were conducted with eight SME owners and CEOs. The findings of the research illustrate a basic paradox: while Kano's foam industry SMEs engage in international trade via foreign intermediaries, systemic inefficiencies discourage direct export capability development. These include (1) indirect exporting due to corruption (bribery at customs); (2) financing constraints (low access to credit); and (3) infrastructural deficiencies (unreliable electricity, poor logistics) compounded by misaligned government policies that are intensely politicised. The study challenges traditional internationalisation theories by demonstrating how institutional voids in emerging markets skew firm-level strategies. It also demonstrates that sector-specific interventions are required such as the streamlining of export procedures, an anti-corruption focus on trade logistics, and inclusive policy design incorporating SMEs. These findings chart a course for Nigeria to harness non-oil exports and have broader implications for African manufacturing SMEs facing analogous structural constraints.
subject: Abstracts
  topic: section
creator: Muslimu Khamis
creator: Mathew Analogbei
rights: Copyright (c) 2025 https://creativecommons.org/licenses/by/4.0
date: 2025-11-20
publication date: 2025-11-20

Investigating the Factors of Students’ Purchasing Intention Towards Refurbished Technology Compared to New Technology
type: item
description: With the proliferation of digital technology, understanding student attitudes towards sustainable business practices, such as technology refurbishment, is essential. The practice of technology refurbishment addresses societal challenges, including electronic waste, the cost-of-living crisis for students, and their access to digital technology. Sellers of refurbished technology have developed marketing strategies that aim to provide them with a competitive advantage. Through an empirical examination of students’ purchasing behaviours, this study analyses the factors affecting their purchasing intention towards refurbished technology. The findings reveal that students significantly value the lower price of refurbished technology as opposed to new technology. Other factors influencing students’ intention to purchase refurbished technology include brand loyalty, seller reputation, and product quality. Contrary to previous findings, sustainability was the least influential factor influencing students’ purchasing intention. Notably, brand-certified sellers command greater trust, implying that new sellers should focus on building their company’s reputation. This study’s findings therefore suggest that sellers of refurbished technology should focus their marketing strategies on price competitiveness, quality assurance, and reputation, rather than emphasising sustainability. Future research could provide new insight by examining how demographics and product categories influence students’ purchasing intentions. It should also investigate how seller reputation and product authenticity influence purchasing intentions.
subject: Abstracts
  topic: section
creator: Campbell Arnall
creator: Oliver Kayas
rights: Copyright (c) 2025 https://creativecommons.org/licenses/by/4.0
date: 2025-11-20
publication date: 2025-11-20

Examining the Effects of Ethical Marketing on the Brand Loyalty and Purchasing Behaviour of International Students
type: item
description: This study investigates the influence of ethical and green marketing on brand loyalty and purchasing behaviour among African and Asian postgraduate international students at Liverpool John Moores University. With the growing importance of ethical and green marketing in today's business environment, understanding its impact on consumer behaviour within diverse cultural contexts is critical. This research employs a qualitative approach, utilising semi-structured interviews with a purposive sample of eight students. The findings reveal varying levels of awareness and perception of ethical and green marketing, significantly influencing brand loyalty and purchasing decisions, particularly when aligned with cultural values and personal beliefs. However, the study also highlights that while these practices enhance brand image, they are not the sole determinants of loyalty, with factors such as product quality, price, and convenience playing crucial roles. The research contributes to the literature by providing insights into the complex interplay between ethical marketing and consumer behaviour in a multicultural academic setting. The implications suggest businesses targeting this demographic should integrate ethical and green practices with a strong value proposition to foster brand loyalty.
subject: Abstracts
  topic: section
creator: Austin Igbokwe
creator: Katherine Geer
rights: Copyright (c) 2024 https://creativecommons.org/licenses/by/4.0
date: 2024-12-11
publication date: 2024-12-11

From Pitches to Posts: investigating the impact of social media marketing on brand loyalty and community culture in grassroots sports
type: item
description: Social media has evolved from a simple communication tool to an essential platform for connecting brands with consumers, especially in sports marketing. This research investigates the impact of social media on member engagement, community culture, and loyalty within grassroots sports, focusing on varying age demographics. The study addresses a significant gap in academic literature concerning digital marketing in grassroots sports clubs. It centres on Petersfield Rugby Club, a southern English club that implemented a professional-standard social media strategy across five platforms during the 2023/24 season. Employing a mixed-methods approach, the research gathered data through a questionnaire completed by 136 members and semi-structured interviews with seven participants from different age groups. Findings underscore the crucial role of social media in improving engagement, loyalty, and community culture at Petersfield RFC. Participants highlighted content quality and relevance as key factors influencing their connection to the club. Age-specific preferences emerged, with younger members gravitating towards dynamic, visual content, while older members preferred information-rich posts. Additionally, social media was shown to boost real-world event participation and enhance community bonds. These findings illustrate how strategic digital marketing can deepen member relationships and enrich grassroots sports club culture both online and offline.
subject: Abstracts
  topic: section
creator: James Barden
creator: Christina J Phillips
rights: Copyright (c) 2024 https://creativecommons.org/licenses/by/4.0
date: 2024-12-11
publication date: 2024-12-11

Exploring Project Management Maturity Levels in Developing Countries
type: item
description: This research project explores the project management maturity levels in Moroccan large enterprises, focusing on understanding how these organisations adopt formal project management methodologies and the extent to which project management tools are utilised. The research is significant as it addresses the gap in literature concerning large enterprises in developing countries, particularly Morocco, where project management is essential for economic growth and organisational efficiency. The study employed a qualitative approach, using open-ended questionnaires distributed to professionals in various sectors. The thematic analysis of responses revealed five key themes: the use of traditional versus agile methodologies, the integration of project management tools and technologies, adherence to project management standards, the influence of Moroccan cultural contexts, and the overall maturity levels of project management practices in Morocco. Findings indicate that while some large enterprises in Morocco are aligning their project management practices with global standards, challenges related to cultural barriers, resource management, and training persist. The study concludes that a more structured approach to project management maturity, incorporating both local and international best practices, is crucial for enhancing project outcomes and aligning Moroccan enterprises with global standards​.
subject: Abstracts
  topic: section
creator: Zineb Britel
creator: Alison Lawman
rights: Copyright (c) 2024 https://creativecommons.org/licenses/by/4.0
date: 2024-12-11
publication date: 2024-12-11

Consumer Perspectives of Foreign Direct Investment (FDI) in the Nigerian Technology Sector
type: item
description: This study looks at consumer perceptions of foreign direct investment (FDI) in Nigeria's telecom sector, with a focus on MTN Telecommunication Group. This study area is important because it has been recognized that FDI serves as a catalyst for economic growth, particularly in developing economies, as it necessitates substantial capital investment and rapid innovation leading to economic expansion boost, improved service quality, and advanced technology. The main objective of the study is to evaluate the impact of MTN’s FDI on consumer access to telecommunication services, identify the key factors influencing consumer satisfaction with MTN's services, and analyse the overall contribution of MTN's FDI in the technology sector's development from the consumers’ viewpoint. Data was gathered via a validated survey with 116 participants who are MTN’s customers from various demographic backgrounds. The results show positive customer perception of MTN’s network quality and service provisions. MTN’s FDI input has provided easy access to innovation and an economic boost to the Nigerian telecommunications sector. The results show that those respondents with a higher educational level have a better understanding of the effects of MTN’s FDI contributions. These results imply that customers of MTN believe FDI within this sector helps improve access economic outcomes, and customer satisfaction.
subject: Abstracts
  topic: section
creator: Blessing Ogochukwu Ani
creator: Mathew Analogbei
rights: Copyright (c) 2024 Blessing Ogochukwu Ani; Mathew Analogbei (Supervisor) https://creativecommons.org/licenses/by/4.0
date: 2024-12-11
publication date: 2024-12-11

Challenges of International Students in Navigating Digital Platforms and Online Learning at LJMU
type: item
description: This research explores the challenges encountered by international students at Liverpool John Moores University (LJMU) in adapting to digital platforms and online learning environments. The shift to digital education, significantly accelerated by the COVID-19 pandemic, has illuminated several barriers faced by these students, including limited familiarity with advanced digital tools, cultural disparities, diverse levels of digital literacy, and language impediments. Utilising a qualitative approach, this study conducted in-depth semi-structured interviews with postgraduate students to gain insights into these issues. The analysis reveals that these obstacles not only hinder academic performance but also exacerbate feelings of isolation among students. The study highlights the critical need for the development of tailored, culturally sensitive support systems to better assist international students in navigating digital learning environments. Recommendations include enhancing digital infrastructure and creating targeted resources that address the unique challenges faced by this student demographic. These measures are essential for fostering equitable access to education and supporting academic success in an increasingly digitalised academic landscape.
subject: Abstracts
  topic: section
creator: Sonia Abbaci
creator: Emanuela Girei
rights: Copyright (c) 2024 https://creativecommons.org/licenses/by/4.0
date: 2024-12-11
publication date: 2024-12-11

Exploring the Internationalization Barriers and Opportunities for Iranian Fintech Companies
type: item
description: This study explores the barriers and opportunities faced by Iranian fintech companies in their efforts to internationalize, within the unique context of Iran's political, economic, and regulatory environment. The growing global significance of the fintech sector and the specific challenges Iranian companies face due to international sanctions and domestic regulatory constraints motivate the research. Through qualitative interviews with ten senior managers from leading Iranian fintech firms, the study identifies key barriers, including sanctions, regulatory differences, and talent shortages. Conversely, it highlights opportunities in technological innovation, strategic alliances, and the demand for Sharia-compliant financial products in culturally aligned markets. The findings suggest that while the barriers are significant, leveraging advanced technologies like blockchain and forming strategic partnerships can effectively mitigate these challenges. The findings suggest that Iranian fintech firms can mitigate these challenges by strategically investing in technology and building global partnerships. This study provides valuable insights for policymakers and industry stakeholders to enhance the global competitiveness of Iran's fintech sector. Future research should consider expanding the sample size and exploring the evolving dynamics of the fintech industry in different geopolitical contexts.
subject: Abstracts
  topic: section
creator: Mahdi Amaniazar
creator: Emanuela Girei
rights: Copyright (c) 2024 https://creativecommons.org/licenses/by/4.0
date: 2024-12-11
publication date: 2024-12-11

Flexing the Market: an exploration of the impact of gym influencers upon consumer behaviours within the UK’s health and fitness industry.
type: item
description: This research explores the impact of gym influencer marketing on consumer perceptions of the UK’s health and fitness industry. Influencer marketing has become a significant catalyst in shaping consumer behaviours, particularly in the health and fitness sector, yet little research exists on its specific effects within this industry. The study aims to investigate how influencer content affects consumer purchasing decisions, diets, exercise trends, and overall perceptions of the industry. Using qualitative semi-structured interviews, the study uncovers key themes such as the need for authenticity, the role of relatability, and scepticism toward over-commercialised content. Findings suggest that while gym influencers can motivate and inspire, overt commercialisation and unrealistic fitness standards often lead to distrust and negative perceptions. However, consumers hold influencers who maintain transparency and promote attainable fitness goals in high regard. The research highlights the importance of authenticity and expertise in building long-term trust between influencers, brands, and consumers. These findings offer practical implications for brands and influencers, emphasising the need for authentic, long-term partnerships that go beyond sponsorships or commercialisation. Future research could explore cross-cultural differences in perceptions of gym influencers and investigate the evolving role of influencers as consumers become more experienced in their fitness journeys.
subject: Abstracts
  topic: section
creator: Jami Chowdhury
creator: Naser Valaei
rights: Copyright (c) 2024 https://creativecommons.org/licenses/by/4.0
date: 2024-12-11
publication date: 2024-12-11

Exploring Gender Stereotypes and Perceptions of Knowledge Hiding
type: item
description: Knowledge hiding is a major reason for less productivity and creativity especially in organisational settings. However, the complexity of knowledge is particularly high in the higher education sector. The gender dynamics that exist as part of the structural inequalities can contribute to understanding female hiding or sharing their knowledge. Focusing on social role theory, this research explores the overlap of gender stereotypes and knowledge hiding, focusing on female employees within the culture of higher education. A qualitative method was employed, and semi-structured interviews were conducted with seven female employees in Liverpool John Moores University (LJMU) in different job roles. Reflexive thematic analysis was used to analyse the data, revealing that gender can have significant impact on either hiding or sharing knowledge. The research deduced that societal expectations of women, where women are perceived to be more helpful, caring, and supportive, impact how women view the concept of knowledge hiding, i.e. to hide knowledge goes against societies expectations of women being helpful. Organisational factors, such as high competition and male-dominated leadership, further impact the gendered reality which encourages knowledge hiding for individual success. This study explored the impact of gender on knowledge hiding attitudes and behaviours and provides insights into the wider implications for workplace cultures that might propagate knowledge hiding.
subject: Abstracts
  topic: section
creator: Fares Abidin
creator: Victoria Jackson
rights: Copyright (c) 2024 https://creativecommons.org/licenses/by/4.0
date: 2024-12-11
publication date: 2024-12-11

Remote Working and Employee Productivity
type: item
description: This study investigates the impacts of flexible working practices on performance and job satisfaction among banking employees in Bangladesh. Originally implemented to address disruptions caused by the COVID-19 pandemic, flexible and remote work arrangements have demonstrated potential for enhancing employee performance. Adopting a positivist approach, the research utilized a structured questionnaire to gather demographic information, remote working experiences, and levels of job satisfaction from banking employees. The analysis incorporated correlational, regression, and factor analyses to mitigate biases and ensure the reliability of the results. Findings indicate that flexible work arrangements have enhanced work-life balance for certain employees. However, challenges such as unreliable internet connectivity and insufficient remote workstations have limited their appeal for others. Among various workplace factors, managerial support emerged as the most significant influence on productivity and satisfaction. This aligns with Social Exchange Theory and Herzberg’s Two-Factor Theory, which establish a connection between effective management practices and positive employee outcomes.
subject: Abstracts
  topic: section
creator: Arafatur Rahman
creator: Naser Valaei
rights: Copyright (c) 2024 https://creativecommons.org/licenses/by/4.0
date: 2024-12-11
publication date: 2024-12-11

Investigating Corporate Social Responsibility in the UK Retail Sector
type: item
description: This study examines how Corporate Social Responsibility (CSR) impacts the purchasing behaviour and perceptions of international students in the UK retail sector, emphasising the influence of their cultural backgrounds on attitudes toward CSR initiatives. Utilising a quantitative methodology, the study gathered survey data from a convenience sample of 61 international business students from LJMU, representing 22 nationalities. The results, collected through a Likert scale survey and analysed using T-tests, correlation, and one-way ANOVA, indicate that among Hofstede's dimensions, Individualism/Collectivism and Masculinity/Femininity have a significant relationship with how students perceive and respond to CSR, while the Power Distance dimension shows no significant connection. Students from collectivist and masculine cultures exhibited more positive attitudes toward companies engaged in CSR initiatives, making them more likely to purchase from such companies. However, economic considerations remained influential across all groups. The research underscores the importance for UK retailers to align their CSR strategies with the cultural values of diverse consumers, offering practical insights for improving CSR communication in the retail industry.
subject: Abstracts
  topic: section
creator: Sami Larbi-Cherif
creator: Ioanna Yfantidou
rights: Copyright (c) 2024 https://creativecommons.org/licenses/by/4.0
date: 2024-12-11
publication date: 2024-12-11

Editorial for Volume 2, Issue 2
type: item
description: It is with great enthusiasm that we present Volume 2, Issue 2 of the Journal of Postgraduate Management Research, showcasing the latest research conducted by Master’s students across diverse themes and sectors. This collection of student abstracts represents the remarkable academic rigour, innovative thinking, and global perspective our students bring to their fields of study. As the journal grows with each edition, so does the scope and depth of topics explored by our postgraduate scholars. In this volume, we see a rich selection of contemporary themes addressing organisations, employees, and customers across a range of industries. Notably, many of our contributors have taken a particular interest in the profound changes in workplace practices brought about by the global shift to remote work. The articles examining working-from-home models highlight the adaptive strategies organisations are employing and how employees are managing productivity, engagement, and well-being in these new settings. Such research is not only timely but vital, as organisations around the world continue to recalibrate in response to evolving workplace norms. Several articles also delve into brand communication and customer loyalty, emphasising the need for organisations to connect authentically with consumers in an increasingly digital and competitive market. Through innovative methodologies and data-driven insights, these studies underscore how effective brand engagement and loyalty-building strategies are pivotal in maintaining competitive advantage. Adding to the rich fabric of this volume, several papers provide insightful international perspectives, examining themes like internationalisation strategies and the role of foreign direct investment (FDI). These articles offer valuable analysis on how companies navigate the complex dynamics of entering and sustaining presence in foreign markets. In an increasingly interconnected world, these studies emphasise the significance of adaptive, g…
subject: Abstracts
  topic: section
creator: Amanda Mason
creator: Victoria Jackson
rights: Copyright (c) 2024 https://creativecommons.org/licenses/by/4.0
date: 2024-12-11
publication date: 2024-12-11

Exploring the Role of AI in Higher Education
type: item
description: This study explores the role of artificial intelligence in supporting international postgraduate students facing educational challenges at Liverpool John Moores University and the University of Liverpool. These students, enrolled in courses such as business, management and IT, often encounter difficulties including language barriers, adapting to new academic environments, and understanding complex course materials. AI tools, especially ChatGPT, offer potential solutions by enhancing academic writing, improving comprehension, and providing personalized learning support. A qualitative approach was used, with thematic analysis of semi-structured interviews conducted with nine male and female students from diverse academic backgrounds. Findings reveal that AI tools significantly aid in academic adjustment and performance, particularly in preparing assignments and interpreting feedback. However, participants raised concerns about over-reliance on AI, data accuracy, and maintaining academic integrity. The study concludes that while AI holds considerable promise for assisting international students, ethical use and responsible implementation are essential for sustainable support.
subject: Abstracts
  topic: section
creator: Negar Javanbakht
creator: Chin Ong
rights: Copyright (c) 2024 https://creativecommons.org/licenses/by/4.0
date: 2024-12-11
publication date: 2024-12-11

Investigating Employee Preferences for Working from Home
type: item
description: In recent years, the shift to remote work has gained significant attention for its impact on employee wellbeing and productivity. Indian wedding event management companies have adopted working from home (WFH) policies, but the effectiveness and alignment with employee preferences remain unclear. This study examines the influence of WFH on employee satisfaction and loyalty within India's wedding event management sector, focusing on employees' perspectives. An online survey was completed by 100 respondents, and data was analysed using statistical software. Separate regression analysis and analysis of variance revealed positive and significant correlations between WFH initiatives (work-life balance, reduced commuting time, and increased productivity) and employee satisfaction. Notably, work-life balance emerged as the most significant factor, indicating a strong association between flexible work arrangements and employee loyalty. Specifically, for every 10% increase in work-life balance satisfaction, employee loyalty is projected to rise by 12.5%, highlighting the paramount importance of flexibility in fostering employee loyalty. The findings provide valuable insights for event management companies seeking to implement effective WFH policies.
subject: Abstracts
  topic: section
creator: Nikita Shrimali
creator: Bukola Fatokun
rights: Copyright (c) 2024 Nikita Shrimali; Bukola Fatokun (Supervisor) https://creativecommons.org/licenses/by/4.0
date: 2024-12-11
publication date: 2024-12-11

Assessing the Impact of Remote Work on Employee Performance in Telecommunication Companies
type: item
description: Since the onset of COVID-19, remote work has significantly altered employee performance in the telecommunications sector. This study aims to evaluate the effects of remote work on employee satisfaction, productivity, and overall efficiency at Intelcia Egypt. It also examines the methods used by the company to monitor and assess remote employee performance and investigates the role of technological advancements in managing remote work. Employing a qualitative approach, the research involved eight interviews with middle-line managers experienced in remote operations. The findings reveal three main themes: the influence of remote work on operational efficiency, encompassing aspects like cost reduction, work-life balance, and employee engagement; the evaluation of performance assessment methods in terms of fairness and effectiveness; and the pivotal role of technology in facilitating the adoption of remote work practices. Results indicate that remote work settings, when equipped with appropriate tools and technology, are advantageous for both employers and employees.
subject: Abstracts
  topic: section
creator: Abdelmeguid Ayman Elshazly
creator: Chin Ong
rights: Copyright (c) 2024 https://creativecommons.org/licenses/by/4.0
date: 2024-07-05
publication date: 2024-07-05

The Impact of HRM Practices on Normative Commitment
type: item
description: Although the banking sector contributes approximately 23% of Nigeria’s GDP and provides essential financial services, it is currently experiencing a series of crises. To understand how the sector can enhance its stability, productivity, and competitive advantage, this study examines the impact training and development, compensation, and performance appraisal have on employees’ normative commitment at the Union Bank in Nigeria. Through a quantitative approach, data were collected through questionnaires from 80 employees in the bank’s western and southern branches. The findings reveal that training and development programs, compensation strategies, and performance appraisal systems significantly and positively impact employees’ normative commitment. The results show that female employees exhibit higher normative commitment than their male counterparts, while age appears to have no significant effect. Consequently, these insights suggest that Union Bank should continue to refine its HRM strategies to boost commitment levels across all demographics, specifically addressing gender disparities to ensure equitable enhancement of commitment.
subject: Abstracts
  topic: section
creator: Osarobo Michael Okungbowa
creator: Oliver Kayas
rights: Copyright (c) 2024 https://creativecommons.org/licenses/by/4.0
date: 2024-07-02
publication date: 2024-07-02