Postgraduate Journal of Management Research

Editorial for Volume 2, Issue 2

2024-11-12T10:58:58+00:00

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, global strategies that account for cultural, economic, and regulatory nuances in international expansion.

A prominent theme that runs through many articles in this volume is digital transformation. This reflects the reality of a business landscape that is rapidly embracing digital innovation as a core strategy. Articles examining the roles of artificial intelligence, digital platforms, and the FinTech industry provide cutting-edge insights into how digital technologies are reshaping business models, customer experiences, and operational efficiencies. These papers highlight both the opportunities and challenges of digital transformation.

Collectively, the research featured in this volume offers valuable contributions to contemporary management literature. Each abstracts reflects research projects that not only address pressing questions in management and business, but also exemplifies the potential of research to inform and drive positive change in practice.

We extend our heartfelt congratulations to the authors for their dedication and scholarly achievements and express our gratitude to the supervisors supporting students on the research journeys. We hope that readers find the insights within these pages both intellectually stimulating and practically relevant, inspiring further inquiry and innovation in the field of management.

Flexing the Market: an exploration of the impact of gym influencers upon consumer behaviours within the UK’s health and fitness industry.

2024-11-21T13:47:21+00:00

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.

Investigating Employee Preferences for Working from Home

2024-11-12T10:35:23+00:00

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.

Remote Working and Employee Productivity

2024-11-21T13:32:59+00:00

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.

Exploring the Role of AI in Higher Education

2024-11-12T10:44:00+00:00

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.

Investigating Corporate Social Responsibility in the UK Retail Sector

2024-11-19T14:50:00+00:00

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.

Exploring Gender Stereotypes and Perceptions of Knowledge Hiding

2024-11-21T13:42:35+00:00

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.

Exploring the Internationalization Barriers and Opportunities for Iranian Fintech Companies

2024-11-21T13:52:35+00:00

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.

Challenges of International Students in Navigating Digital Platforms and Online Learning at LJMU

2024-11-21T13:56:58+00:00

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.

Exploring Project Management Maturity Levels in Developing Countries

2024-11-21T14:06:32+00:00

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.

Consumer Perspectives of Foreign Direct Investment (FDI) in the Nigerian Technology Sector

2024-11-21T14:01:08+00:00

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.

From Pitches to Posts: investigating the impact of social media marketing on brand loyalty and community culture in grassroots sports

2024-11-22T11:40:56+00:00

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.

Examining the Effects of Ethical Marketing on the Brand Loyalty and Purchasing Behaviour of International Students

2024-11-22T11:45:06+00:00

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.