Consumer Adoption of Marketing Content and Its Impact on Behavioral Intentions

Afaf Al-Mathani*, Omar Abreen PDF

Objective: This study measures how consumer evaluations of marketing content (quality and credibility), information needs, and attitudes influence perceived usefulness. It evaluates the subsequent impact of perceived usefulness on content adoption and behavioral intentions. The theoretical framework extends the Information Acceptance Model (IACM) within highly uncertain, emerging market environments. Methodology/Tools: The study employs a descriptive-analytical approach. Primary data were gathered via an online survey targeting a purposive sample of 256 consumers who follow the official Facebook pages of Yemeni companies. Sample size adequacy was validated using statistical power analysis (G*Power). Methodological controls, including Harman’s single-factor test, were implemented to assess common method bias (CMB). Statistical Analyses: Data analysis and hypothesis testing utilized Partial Least Squares Structural Equation Modeling (PLS-SEM). The measurement model assessment included outer loadings, composite reliability (CR), average variance extracted (AVE), and discriminant validity via Fornell-Larcker and Heterotrait-Monotrait (HTMT) criteria. The structural model was evaluated using a bootstrapping procedure with 5,000 resamples to extract path coefficients, direct and indirect effects, and confidence intervals, aligning with the sequential mediation structure of the model. Main Findings: The results reveal a significant positive impact of marketing content quality, credibility, information needs, and attitude toward content on perceived usefulness. Perceived usefulness, in turn, is a critical driver of content adoption. Content adoption exerts a strong positive effect on behavioral intentions. In contrast, attitude toward content has no significant direct effect on behavioral intentions once adoption is included in the model; its influence operates indirectly through perceived usefulness and content adoption. These findings largely support the sequential structure of the IACM and confirm its applicability in a crisis-affected emerging market. Key Implications: Theoretically, this study enriches existing literature by demonstrating that information adoption in volatile settings serves as a strategic risk-reduction mechanism. Practically, it recommends that marketing managers in Yemeni firms design needs-driven, highly credible marketing content. This approach stimulates consumer adoption and fosters electronic Word-of-Mouth (eWOM) engagement.  

Strategic Management and HRM Development in Fragile Contexts: Evidence from Yemeni Pharmaceutical Manufacturing Companies

Abubakr Mohammed Hazam Al-Qutaibi*, Fadl Mohammed Al-Mahmoudi, Fuad Mansoor Ahmed Al-Ward PDF

Purpose: This study examines the impact of strategic management on human resource management (HRM) development in a fragile state context, where evidence remains scarce. Design/methodology/approach: Drawing on the resource-based view (Barney, 1991), dynamic capabilities theory (Teece et al., 1997), and strategic HRM theory (Wright & McMahan, 2011), a quantitative descriptive-analytical approach was employed. Data were collected via a 7-point Likert questionnaire (51 items) from 222 usable responses (92.5% response rate) of administrative leaders in nine Yemeni pharmaceutical manufacturing companies. Analysis was performed using IBM SPSS Statistics 27. Findings: Strategic management is high (M = 5.31, SD = 1.02), while HRM development is moderately high (M = 4.76, SD = 1.35). The model is significant, R = .788, R² = .621, F (5, 216) = 70.84, p < .001. Environmental analysis (β = .37, p < .001) and strategy monitoring and evaluation (β = .40, p < .001) significantly predict HRM development. Originality/value: Extends SHRM theory to conflict-affected pharmaceutical firms, revealing a capability-outcome gap.  

The Mediating Role of Work-Home Interaction in the Relationship Between Self-Control and Job Satisfaction: Evidence from Romanian Employees

Elisabeta Butoi, Oana-Carina Jecan, Paul Sorin Lazar PDF

This study examines how self-control relates to job satisfaction and whether the four dimensions of work-home interaction mediate this relationship among Romanian employees. Grounded in the strength model of self-regulation and Conservation of Resources (COR) theory, this study claims that self-control functions as a personal resource that both directly sustains positive job attitudes and shapes cross-domain spillover between work and home. Despite growing interest in self-control at work, few studies have modelled work-home interaction as the mechanism linking self-control to job satisfaction, and evidence from Central and Eastern European labour markets remains scarce. Self-reported data were collected from 751 Romanian employees using three validated instruments: the Survey Work-Home Interaction-Nijmegen (SWING), which distinguishes negative and positive work-to-home and home-to-work influence; the IPIP-VIA self-regulation scale; and the job-satisfaction subscale of the Michigan Organizational Assessment Questionnaire. Data were analysed in JASP through descriptive statistics, reliability estimates, correlations, a series of one-way ANOVAs on ten demographic and work-related characteristics, and a covariate-adjusted parallel multiple-mediation model estimated with bias-corrected bootstrapping (5,000 resamples), controlling for age, work seniority and weekly overtime. The model explained 26.2% of the variance in job satisfaction. Self-control exerted a strong positive direct effect on job satisfaction and shaped every work-home dimension in the adaptive direction, reducing both conflict scales and raising both enrichment scales. Three of the four SWING dimensions - negative work-to-home interference, positive work-to-home interaction and positive home-to-work interaction - transmitted significant indirect effects, whereas negative home-to-work interference did not, indicating partial mediation. Notably, the combined positive-impact pathways slightly exceeded the conflict-reduction pathway, underscoring the role of resource gain alongside resource loss. The ANOVA results reinforced these patterns: overtime showed the strongest association with job satisfaction, while older age and longer tenure were correlated with higher self-control and satisfaction and lower work-home conflict. The findings suggest that self-regulation is a meaningful antecedent of job satisfaction, operating through both the reduction of negative impact and the promotion of positive cross-domain resource transfer. In practice, they point to the value of curbing mandatory overtime, offering self-regulation and recovery interventions, and adopting family-friendly policies. Key limitations are the study's cross-sectional design, its dependence on self-reported measures, and a sample composed largely of young female employees.  

Responses of Selected Lowland Rice (Oryza Sativa Linnaeus.) Genotypes to Environmental Stress in Badeggi, Niger State, Nigeria

Barde, A.M. , Gana, A.S., Daniya, E., Daudu, O.A.Y., Nwosu, D.J., 3 & Omonomo P. PDF

Rice (Oryza sativa Linnaeus.) production in Nigeria is constrained by abiotic stresses including drought, salinity, and iron toxicity. This study evaluated 30 lowland rice genotypes for tolerance to these stresses using phenotypic, physiological, and agronomic parameters. Drought screening was conducted under field conditions with irrigation withdrawal, while salinity (0, 8, 16 dSm?¹) and iron toxicity (0, 150, 300 ppm Fe²?) were evaluated in screen house experiments. Results revealed significant genotypic variability (p<0.05) for all traits assessed. Under drought stress, FARO 68 exhibited the highest grain yield (1,227.26 kg/ha) and stress tolerance index (STI=2.10), while FARO 34 was most susceptible. Salinity screening identified FARO 44 and FARO 68 as highly tolerant with lowest salt injury scores (1.00-2.33) and maintained grain yields of 25.03-31.17g at 16 dSm?¹. For iron toxicity, Alh Baba, FARO 33, and FARO 44 showed strong tolerance with injury scores ≤1.67 at 300ppm. Correlation analysis identified panicle length and 1000-grain weight as key yield determinants under stress. High heritability (0.77-0.98) and genetic advance estimates for yield traits suggested additive gene action. FARO 16 demonstrated combined tolerance to all three stresses, showing low yield reduction (0.40%) under drought, salinity tolerance at 8 and 16 dSm?¹, and iron toxicity score of 1.00 at 150ppm. These tolerant genotypes represent valuable genetic resources for breeding programs targeting stress-prone environments in Nigeria.  

The Effect of Organizational Capabilities on Competitive Advantage: An Empirical Study of Yemeni Private Hospitals

Hilal Mohammed Mohammed Al-Bahri; Dr. Mohammed Abdullah AL-Ashwal PDF

Drawing on the resource-based view and the resource-based theory of the firm, this study investigates the effect of organizational capabilities, together with their dimensions (human, physical, and marketing capabilities), on competitive advantage and its dimensions (quality, cost efficiency, and customer responsiveness) in private hospitals. The study adopts a quantitative, descriptive-analytical approach and employs partial least squares structural equation modeling (PLS-SEM) using SmartPLS 4.0 and SPSS 28. The population consists of 75 private hospitals located in Sana'a, the capital of Yemen, of which 15 hospitals (20 percent) were surveyed. A census sample of 376 managers, deputy managers, and heads of technical and administrative departments was approached, yielding 354 valid responses after outlier screening. The results reveal that organizational capabilities exert a strong and significant effect on competitive advantage (β = 0.463, t = 9.112, p < 0.001). At the dimensional level, human capabilities demonstrate the strongest effect (β = 0.333, t = 6.645, p<0.001), followed by physical capabilities (β = 0.322, t = 7.415, p < 0.001) and marketing capabilities (β = 0.303, t = 6.315, p < 0.001). The measurement model satisfies all reliability and validity criteria (composite reliability = 0.785–0.922; AVE = 0.530–0.755; HTMT < 0.90), and the model exhibits substantial explanatory and predictive power (R² for competitive advantage = 0.746; Q² = 0.591). The study contributes to the literature by providing empirical evidence from a developing-country healthcare context and offers practical implications for hospital managers seeking to configure organizational capabilities as a source of competitive advantage.  

Management Information Systems and Organizational Excellence: Evidence from the Social Fund for Development in Yemen

Sadiq Ahmad Zaid Al-Hussam, Ahmed Mohammed Abdullah Nasser, Ali Abdullah Hassan Al-Awadhi & Fuad Mansoor Ahmed Al-Ward PDF

This study examined the relationship between management information systems (MIS) and organizational excellence at the Social Fund for Development (SFD) in Yemen. MIS was assessed through four dimensions: hardware and communication networks, software, databases, and MIS-related human resources. The study also evaluated the levels of MIS use and organizational excellence within the institution. A cross-sectional descriptive-analytical design was employed. Data were collected through a questionnaire administered to a disproportionate stratified sample of 232 employees drawn from a population of 580. All distributed questionnaires were returned and retained for analysis, yielding a valid response rate of 100%. Sampling weights were applied to adjust for the disproportionate allocation across occupational strata, and the data were analyzed using IBM SPSS Statistics, version 27. The findings indicated a positive and statistically significant association between MIS and organizational excellence (R = .570, R² = .325, p < .001). MIS use was rated high, whereas organizational excellence was rated moderate. These findings indicate that stronger MIS capabilities are associated with higher levels of organizational excellence, although the cross-sectional design does not establish causality. The study recommends regularly evaluating and updating information systems, strengthening employee capabilities, supporting research and development initiatives, and involving innovative and high-performing employees in decision-making.  

Effect of an Educational Program of Negotiation Skills among Nurses on Conflict Resolution in Intensive Care Units: A Quasi Experimental Study

Salman Sultan Alosaimi, Wafaa Fathi Sleem, Maysa Fekry Ahmed PDF

Background: Conflict is the main cause of poor collaboration between nurses and physicians, and negotiation is the best way to resolve conflicts between health care professionals. Negotiation is the best effective approach to conflict control. It is significant to nurses in health care settings to recognize different negotiation styles; therefore, they can interact properly through diverse conditions of conflict in the organization. Aim: To evaluate the effect of an educational program of negotiation skills among nurses on conflict resolution in intensive care units at King Fahd Medical City, Riyadh, Saudi Arabia Method: Quasi experimental research design, in all intensive care units at King Fahd Medical City, Riyadh, on 114 nurses using three tool for data collection namely Negotiation Skills Knowledge Questionnaire, Negotiation Process-Style Scale, and Rahim Conflict Inventory–II (ROCI-II). Results: A statistically significant positive correlation was found at pretest (r=0.357, P=0.0001), indicating a weak-to-moderate relationship between knowledge and practice at baseline. This correlation strengthened at the immediate posttest (r=0.455, P=0.0001) and substantially increased at the 3-month follow-up (r=0.699, P=0.0001). Conclusion: The findings of the study concluded that the educational training program was effective in significantly improving staff nurses’ negotiation skills knowledge, negotiation practice, and conflict resolution abilities. Most nurses demonstrated substantial improvements immediately after the intervention, with these gains largely maintained at follow-up. Additionally, significant positive correlations were found between negotiation knowledge, negotiation practice, and conflict resolution, indicating that increased knowledge enhanced the application of negotiation skills, which subsequently improved nurses’ ability to resolve conflicts effectively. Recommendations: Incorporate negotiation and conflict resolution content into undergraduate and postgraduate nursing curricula. Emphasize the relationship between communication, negotiation, and patient care outcomes throughout nursing education programs.  

The Role of E-Governance in Achieving Digital Transformation in Yemeni Universities: A Field Study

Hesham Ali M. Al-Sanabani,* Abdulkhaleq H. Tawwaf, Fuad Mansoor Ahmed Al-Ward PDF

This study examined the role of e-governance in achieving digital transformation in education at Yemeni universities. E-governance was measured through seven dimensions: strategic planning, e-participation, e-transparency and disclosure, e-accountability, autonomy, rule of law, and technical standards and requirements. Digital transformation in education comprised three dimensions: digital administration, digital education, and digital infrastructure. This study adopted a quantitative, descriptive-analytical approach. A questionnaire served as the primary instrument for data collection. Secondary field and documentary sources were used as a reference base. Data triangulation was applied to enhance the respondents' assessments and ensure their consistency with the realities of the 33 public and private universities in Sana'a, the capital of Yemen. These universities constituted the study population, which comprised all academic and administrative leaders. A stratified random sample of 1,065 leaders (approximately 75% of the population) was selected. Data were analyzed using SPSS and AMOS. Structural equation modeling (SEM) was employed to test the study hypotheses and validate the proposed model. The findings revealed that e-governance has a statistically significant role in driving digital transformation in education, with a high path coefficient (β = 0.92). The study recommends that Yemeni universities adopt e-governance as an administrative framework to regulate the digital transformation process and ensure its effectiveness in higher education institutions.  

The Effect of a Soft Skills Training Program on Head Nurses' Job Performance and Self-Efficacy at Fakous Central Hospital

Hanan Ibrahim Abd Elfatah Abo Elfetoh, Hala Gabr Mahmoud, Nehad Saad El-Wkeel* PDF

Background: Soft skills for head nurses are the most important demands and requirements for their role to enable them to make their daily basis, to deal with the majority of health-care personnel. Soft skills for head nurses include the skills and characteristics that help them succeed in their roles such as communication, teamwork, and leadership. So, using those skills will reflect on job performance of head nurses and their self-efficacy. Aim: to investigate the effect of a soft skills training program on head nurses' job performance and self-efficacy at Fakous Central Hospital. Methods: A quasi-experimental pretest-posttest design and utilizing a convenience sample of 70 hesd nurses at Fakous Central Hospital. Five tools of data collection were used namely, Soft Skills Knowledge Questionnaire, Head Nurses' Soft Skills Questionnaire, Head Nurses' Soft Skills Observation Sheet, Head Nurses' job Performance Observation Form and General Self-Efficacy Scale. Results: Finding of the present study revealed a significant difference of head nurses' knowledge, perception and practice regarding soft skills as indicated by significant  improvement in the mean scores of head nurses’ knowledge, perception and practice regarding soft skills(p< 0.001) that confirmed that there were highly positive statistically significant correlations among studied head nurses' total knowledge, perception ,practice regarding soft skills and their job performance and self -efficacy. Conclusion: It was concluded that there was significant positive correlation was found between head nurses’ total knowledge scores about soft skills and their total scores for perception, practice, job performance, and self-efficacy across all phases of the training program. Recommendation: Applying soft skills as curriculum for the fourth year to prepare the students in the professional work in the future, further research needs to apply another soft skill such as problem solving and emotional intelligence.  

Sustainable Reporting as a Catalyst for Economic Growth in Nigeria

Nwachukwu Basilia Chiamaka (Ph.D); Eke Celestine Chinwe; Ugwu Osmund Chinweoda (Ph.D) PDF

The study examined the effect of Sustainable Reporting as a Catalyst for Economic Growth in Nigeria. The specific objectives were to examine the effect of Market Presence and Investments on Economic Growth in Nigeria. Evaluate the effect of Economic Value Generated on Economic Growth in Nigeria. A descriptive cross-sectional research design was used for this investigation. The survey findings were evaluated using SPSS 28.0's simple linear regression analysis. The result revealed that, Market Presence and Investments has a significant effect on Economic Growth with a P-value of (0.001<0.05). Economic Value Generated have a significant effect on Economic Growth with a P-value of (0.019<0.05) of Nigeria. The study concluded that sustainable reporting serves as a powerful catalyst for economic growth in Nigeria. The study recommended among others that the Nigerian policymakers to reinforce regulatory frameworks and for businesses to integrate sustainability into their core strategies. By doing so, Nigeria can convert the intangible benefits of ethical reporting into concrete, widespread economic prosperity.  

The Role of Strategic Planning as a Mediator in the Relationship Between Organizational Factors and the Sustainability of Institutional Excellence: An Empirical Study in Yemeni Private Universities

Marwan Taher Abdo Saif Al-mekhlafi & Abdulaziz Mohammed Ahmed Al-mekhlafi PDF

This study aimed to investigate the impact of strategic planning as a mediating variable in the relationship between organizational factors and the achievement of sustainable institutional excellence in Yemeni private universities. A quantitative approach, specifically a descriptive-analytical method, was employed, and a questionnaire was used as the data collection instrument. The study population comprised ten Yemeni private universities, established more than ten years prior, with their main branches located in the capital, Sana'a. These universities represent more than half of the total study population of eighteen universities. These universities were selected using simple random sampling. The study targeted 321 employees from these universities, randomly selected from a total study population of 660 employees. Main Findings: The study demonstrated a high level of effectiveness of organizational factors and strategic planning practices, as well as a distinguished level of achievement in sustainable institutional excellence within Yemeni private universities. Furthermore, the results revealed that organizational factors directly and indirectly influence sustainable institutional excellence, with strategic planning acting as a key mediating variable that strengthens this relationship. Recommendations: To enhance the sustainability of the effectiveness of organizational factors (administrative leadership, organizational culture, and human resources) and to research other factors that lead to the enhancement of strategic planning practices with its components (environmental analysis, strategy formulation, implementation, monitoring and evaluation) in order to achieve sustainable institutional excellence in Yemeni private universities, given its great importance in providing added value in its main functions: education, scientific research, community service and ensuring long-term continuity.

AI and Automation in Aviation Human Resource: Reskilling and Adaptation

Ayasal Anthony Auya (PhD), Ugonna Obi-Emeruwa (PhD), Ekaette, Glory Edem Ph. PDF

The rapid integration of Artificial Intelligence (AI) and automation in the aviation sector presents a critical challenge for Human Resource management: aligning workforce capabilities with technological demands while mitigating displacement anxiety. This study assessed reskilling needs and employee adaptation strategies within the Nigerian aviation industry, focusing on the interplay between technical competence, psychological acceptance, and organizational support. Employing a mixed-methods design, data were collected from 250 aviation professionals across three airlines and two international airports using stratified random sampling for quantitative surveys (n=250) and purposive sampling for semi-structured interviews (n=15). The theoretical framework integrated the Technology Acceptance Model (TAM) and Human Capital Theory to examine how reskilling quality, perceived usefulness, and organizational support influence multidimensional adaptation. Quantitative analysis revealed a significant hybrid skills deficit: while emotional intelligence scored high (M=3.9), AI tool proficiency remained critically low (M=2.1). Multiple regression analysis demonstrated that Reskilling Training Quality was the strongest predictor of employee adaptation (β=0.38, p<.001), followed by Perceived Usefulness (β=0.28) and Organizational Support (β=0.25), collectively explaining 62% of variance in adaptation outcomes. Qualitative thematic analysis identified fear of job displacement, inadequate practical training, and leadership communication gaps as primary barriers to successful transition. The study concludes that AI adoption in aviation is fundamentally a human systems challenge requiring role-specific reskilling, transparent co-design processes, and career-integrated learning pathways. Seven strategic recommendations are proposed, including establishing national upskilling funds, embedding AI competencies in promotion criteria, and deploying psychological safety metrics.  

Strategic Planning as a Mediating Mechanism Between Project Management Knowledge Areas and Construction Project Quality

Abdullah Abdulrab Ahmed Abdulkarem & Abdullah Ali Al-Qurashi PDF

This study aims to analyse the role of strategic planning, as a mediating mechanism in the relationship between project quality. The study proceeds from the assumption that the application of project management knowledge areas does not directly translate into project quality without the support of strategic planning to ensure alignment of projects with the organization’s long-term objectives. A descriptive-analytical approach was adopted, encompassing all members of the study population within the construction sector of the Yemen Economic Corporation (73 individuals). Data were collected using a validated questionnaire and analysed via SPSS (version 28) and Smart PLS (version 4) to assess reliability, validity, and the mediation model. The findings revealed that the construction sector applies project management knowledge areas to a relatively high degree, with variation across dimensions. Project quality was found to be high in dimensions related to efficiency, effectiveness, and impact, yet lower in sustainability. Mediation analysis confirmed that strategic planning plays a substantial mediating role, enhancing the effect of knowledge areas on construction project quality. The study recommends strengthening awareness and training in project management and strategic planning, employing modern technologies in project management, and adopting precise performance and quality indicators to ensure the delivery of high-quality, cost-effective, and sustainable projects. Such measures contribute to improved organizational performance and enhanced competitiveness.  

Indirect Tax and Economic Development in Nigeria

Okoi Etim Iwara; Dr. Ozoji Amara Priscilia; Onakpoma Onuh Johnson; Uduma Jane Uchechi PDF

This study examined the effect of indirect taxation on Nigeria’s economic development, specifically examining how value added tax (VAT) and customs and excise duties have affected real gross domestic product (RGDP), unemployment rate (UR), and human development index (HDI) in Nigeria. Using an ex-post facto research design, the study analyzed thirty years of secondary data (1994–2024) using the Autoregressive Distributed Lag (ARDL). The study found out that: there is a positive and significant effect of indirect tax (VAT, Custom and Excise duties) on real GDP in Nigeria, there is a positive (LVAT) / negative (LCED) and significant effect of indirect tax on unemployment rate in Nigeria; as well as a positive and significant effect of indirect tax (VAT, Custom and Excise duties) on human development index in Nigeria. The study concluded that indirect tax has significant effect on economic development in Nigeria as such effect extended across all the economic development indicators studied. Based on the results, the study recommended that government should strengthen the contribution of VAT and custom and excise duties to GDP growth through improvement of compliance, broadening of the tax base, reducing leakages, and enhancing the digitalize tax collection. Moreover, the study recommended that Nigerian government should introduce a policy that can enhance channeling of more VAT revenue towards employment generation. For more improved Nigeria’s human development, government are recommended to maintain effective management and utilization of revenue from indirect taxes in enhancing Nigeria’s healthcare facilities, education and quality standard of living in the country.