The COVID-19 pandemic has remarkably affected the business processes and performance of micro-, small-, and medium-sized enterprises (MSMEs) across the world. MSMEs have had to adopt and implement numerous strategies to sustain their businesses, and their financial and sustainability performance has been impacted by their choice of e-commerce (EC) platforms and digital marketing (DM) strategies. The objective of this research was to explore the effects of EC and DM platforms and strategies on facilitating MSMEs’ financial and sustainability performance amid the devastating COVID-19 pandemic. This study gathered data from 212 MSMEs from three districts of Bangladesh. A partial least squares structural equation modeling (PLS-SEM) approach was undertaken, to test the hypothesized model. The findings revealed that e-commerce had a significant association with MSMEs’ financial performance and sustainability amid the pandemic. It was also observed that digital marketing strategies had a substantial impact on MSMEs’ financial performance. However, the linkage between DM strategies and MSMEs’ sustainability was found to be insignificant. Furthermore, it was found that the financial performance of MSMEs mediated the relationship between e-commerce adoption and their sustainability performance. These findings contribute to the extant technology adoption literature, by exploring the role of e-commerce and digital marketing on firms’ financial outcomes amid a global pandemic. Managers and policymakers of small businesses can learn several things from this study, and understand how crucial digital commerce and digital marketing are to their success and long-term survival.

Many countries worldwide have adopted a sustainable development model to strike a balance between economic progress, environmental preservation, and social protection, and one of the most effective solutions for promoting sustainable development has been the circular economy (CE). Given each country’s resource restrictions, businesses must implement green manufacturing practices to establish a circular economy. Therefore, this study intends to assess the role of green logistics (GL) and green human capital (GHC) in promoting a circular economy. Additionally, the mediating role of sustainable production (SP) in the interplays between the constructs was examined. Data for this research was collected from 211 garment manufacturing firms in Bangladesh, using a standardized questionnaire. The partial least square structural equation modeling (PLS-SEM) technique was employed for inferential statistical analysis. The findings revealed that GL and GHC are significant drivers of CE. Additionally, GL and GHC were observed to have a positive linkage with the SP of firms. The findings uncovered that SP positively impacts circular economy implementation. Furthermore, SP was found to significantly mediate the linkages between GL and CE, as well as between GHC and CE. Ours is one of a limited number of research projects that address the role of GL and GHC in implementing CE through SP. Hence, this study added critical insights to the extant theory and practice while reporting several theoretical and managerial implications.

This study examines the adoption and institutionalization of Green Human Resource Management (Green HRM) in Malaysian SMEs, focusing on the influence of Perceived Organizational Green Readiness (POG) and Perceived External Green Readiness (PEG) on the institutionalization of Green HRM (ING). Utilizing structural equation modeling from a sample of 425 respondents for Malaysian SMEs, the research reveals that POG and PEG significantly predict the Initial adoption of Green HRM (IAG), which mediates their impact on ING. This study also identifies a moderating role of corporate social responsibility (CSR) in the relationship between IAG and ING. Theoretical contributions extend stakeholder theory, the E-Commerce Adoption Model, the Organizational Readiness to Change (ORC) framework, and CSR theory to the Green HRM context. The findings provide practical insights for SMEs on aligning Green HRM with organizational strategies and external factors for effective institutionalization. This research contributes to the understanding of Green HRM processes, emphasizing the importance of initial adoption and the intricate role of CSR in sustainable business practices.

Smartphones have become increasingly essential in people’s daily lives. Studying the enablers that influence students’ smartphone buying intentions can inform technology-enhanced learning development, whereas research on brand loyalty and experience is important for marketing strategies. While prior research has acknowledged the importance of brand experience and customer loyalty, little literature has investigated the specific dimensions of brand loyalty and their connection to brand love and trust. This study investigates the effects of brand attributes on loyalty and word-of-mouth engagement in choosing smartphones in China, including the mediating role of brand trust and brand love between brand experience and loyalty. The study adopted a research framework based on the previous literature and tested it empirically. The study adopted a cross-sectional survey method, collecting 369 questionnaires from Chinese students in mainland China. The collected data were analyzed with the help of structural equation modelling by applying AMOS software version 26. The results showed that brand experience had a significant influence on brand trust, brand love, attitudinal loyalty, and word-of-mouth, except for behavioral loyalty. Likewise, the link between brand trust and attitudinal loyalty, behavioral loyalty, and brand love was found to be significant. The effect of brand love on attitudinal loyalty and behavioral loyalty became significant. Additionally, the study confirmed that behavioral trust and brand love significantly mediates the relationship between brand experience–attitudinal loyalty, and brand experience–behavioral loyalty, respectively. The study results provide numerous theoretical and managerial implications to help academicians and practitioners provide better customer and brand relationship management.

Purpose: This study evaluated the determinants of augmented reality (AR) adoption in Malaysia's travel and tour operator sectors through an integrated technology-organization-environmental (TOE) and diffusion of innovation (DOI) model.Design/methodology/approach: The TOE and DOI were considered the primary theoretical models but are combined and extended by including few additional variables. Data were collected from 220 respondents of travel and tour operating businesses in Malaysia and analyzed by applying PLS structural equation model technique.Findings: The empirical results established that perceived cost, relative advantages, complexity and compatibility, observability, competitor pressure, value alignment, customer pressure, and trialability are positively connected with the behavioral intention except for external support. The results reveal that value alignment partially mediates the association between relative advantages and behavioral intention, complexity and behavioral intention, compatibility and behavioral intention, perceived cost and behavioral intention except in between trialability and observability.Originality/value: This research is unique as the value alignment construct is included in the model, and thus it fulfills the literature gap by adding the mediation construct. This study contributes to enhancing AR's understanding of the Malaysian travel and tour operator industry through the lenses of owners or managers. It offers an integrated model that combines the TOE and DOI models, rare in this sector, and can be replicated or extended with validated scales.