Abdul Bashiru Jibril

Abdul Bashiru Jibril
Université Internationale de Rabat · Rabat Business School

Doctor of Philosophy (Marketing Management)

About

53
Publications
28,523
Reads
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302
Citations
Citations since 2017
53 Research Items
302 Citations
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2017201820192020202120222023050100150
Introduction
I'm currently as an Assistant Professor of Marketing at Rabat Business School - UIR, Morocco. My research scope covers Technology adoption, E- marketing, social media marketing, consumer behaviour and brand management. I have published several research works in reputable peer-reviewed journals and international scientific conference proceedings.

Publications

Publications (53)
Article
Digital technologies are essential tools that Service-based firms can integrate into their business to transform their operations. However, in the emerging countries’ perspective, research on the application of digital orientation among Service-based firms is less researched. This poses questions to scholars why the adoption of digital orientation...
Article
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This study assesses the important driving constructs influencing the tourists’ revisit decision of the famous Zlin-Zoo in the Moravian region of the Czech Republic. The relatively overlooked segment of the hospitality sector, particularly, the recreation segment has been addressed by taking the case of the aforementioned zoo to analyze the construc...
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The discussion on firms’ sustainability performance has resulted in business organizations becoming more conscious of sustainability issues and implementing strategies to ensure sustainable value propositions. The purpose of this study is to explore strategies that firms could use to develop sustainable value propositions. Through an extensive lite...
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2022). A strategic framework for developing sustainable value propositions. Abstract The discussion on firms' sustainability performance has resulted in business organizations becoming more conscious of sustainability issues and implementing strategies to ensure sustainable value propositions. The purpose of this study is to explore strategies that...
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To ensure effective and efficient relationship marketing, brand management has become an asset (pre-requisite) for quality service marketing to thrive. Brands have gone viral to develop communities to interact with existing and novice consumers. However, the relationships between these online communities and brand trust are less explored in the lit...
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Social media marketing has vastly benefitted businesses, including the development of brand identity via solid communication channels. Innovative marketing tools have proven effective among service and non-service-based businesses. This study examines the impact of social media on customer buying decisions via brand personality attributes among tel...
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With the advent of innovative marketing, the increasing use of brand personality concepts for the promotion of a brand or product has received scholarly work across the globe. Yet little is known in the literature about the dimensions of brand personality and its applicability in the telecommunication industry. Considering the known link between br...
Article
The purpose of the study is to examine the antecedents/predictors toward customers’ desire to choose a fast-food joint/base in a developing country (Ghana). The partial goal is to assess the moderating role of traditional media advertisement and electronic Word-of-Mouth (eWOM) in the fast-food business. Relying on the ‘Uses and Gratifications Theor...
Article
This paper assesses the antecedents (prospects) geared toward the implementation of e-learning strategy in the HLI’s of Ghana (a developing country) amidst the Covid-19 pandemic. The study again espouses the enabling factors that influence the e-learning system usage during the Covid-19 pandemic in a less digitalized economy. In doing so, the autho...
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The purpose of this paper is to offer a critical understanding of the motivations and benefits of social media usage by small and medium financial enterprises with an empirical study from an emerging economy such as Ghana. Based on previous studies, the current study hypothesizes that customer-firm relationship, financial expectation, firm’s visibi...
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The deployment of effective and efficient information and communication technologies (ICTs) remains a major priority for the smooth running of electoral management systems worldwide. To guarantee the integrity of the electoral voting process and ensure the reliability of the electoral results, selecting the correct vendor with the requisite experti...
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Undoubtedly, entrepreneurial knowledge is a prerequisite for the survival of every business organization. To this, the contribution of Small and Medium Enterprises (SMEs) in the socio-economic development in most developing economies cannot be underestimated. Both developed and developing countries are living testimonies of their contributions to t...
Conference Paper
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The purpose of this study is to elucidate the practices that have accounted for the survival of hotels in a developing nation. The study is a qualitative inquiry; the researchers saw the need to adopts document analysis as a methodology to achieve the study objective. The usage of document analysis was to have access to a voluminous scientific pape...
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The notable contribution of small and medium enterprises (SMEs) in the development of socio-economics has been very encouraging in terms of its GDP contribution and employment creation. Both developed and developing countries are living testimonies of the contributions by SMEs. The primary aim of this paper is to assess the use of social media as a...
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Innovative marketing has given rise to practitioners’ and scholars’ attention in the 21st-century market. Given this, social media marketing has become the order of the day when accessing modern tools for marketing communication. However, the adoption of this innovation comes with its associated challenges, particularly, from a developing country p...
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Abstract This study examined the influence of work-life balance, work stress, employee engagement, and working environment on employee wellbeing in the banking sector of Pakistan. Due to complex human resource policies in Pakistan, employee wellbeing is neglected in several banking institutions; this study addresses a research gap in this way. Draw...
Chapter
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Financial institutions remain one of the key industries making use of information and communication technologies to transform their products and services and their business in general. As the Internet becomes pervasive, most banks, in addition to their traditional mobile banking, have introduced mobile banking apps, which ride on smart devices and...
Conference Paper
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The swift growth of second-hand market is one of the key indicators for the 21st Century Markets. The consumption or usage of used-goods (i.e. second-hand products) is on the rise among e-commerce and traditional goods markets. The purpose of this study is to ascertain the impact of brand popularity on customer buying decision regarding second-hand...
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Researchers have long pondered on the online banking transaction adoption. Some of these studies focus primarily on the motivating factors that affect customers’ intention to adopt/accept these services (technologies). However, research into the constraining factors, in particular socio-economic factors, barely exist in the literature, especially i...
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The competitiveness and sustainability of employees in service and non-service-based organizations continue to trigger scholars' interest to investigate the related factors. As per the review of literature, there are only a few studies have been conducted on abusive supervision and intrinsic motivation about employee psychological wellbeing and tur...
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Due to the emergence of Web 2.0 and consequently the increased use of social media, this study aims to explore the role of social media in changing the behavior of tourists and the choice of a destination. Despite the massive popularity of social media, the studies with a comprehensive set of driving constructs along with indicators of social media...
Article
Drawing upon theories governing micro-institutions and strategic actions on resources, this study proposes a model suitable for assessing the antecedents and consequences of “Internet-Based Channel Orientation” (IBCO) on the operations of domestic companies of moderate or lesser size. Investigation focused primarily on the entrepreneurial capabilit...
Conference Paper
This paper aims to review the relationships and assessment of some important precursors (drivers) and consequences related to tourist satisfaction. Tourist satisfaction is important and is considered at the forefront of the success of the tourism business. A document analysis approach has been used to track the precursors (drivers) and the conseque...
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Film, although one of the youngest art forms, influences societies due to its unique way of interacting with the viewer. Film directors employ different tropes in conveying messages to audiences. One of such tropes is costume. “Sex sells” is a popular expression in advertising and marketing communications. The purpose of this study is to offer a ne...
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This paper aims to assess the mediating role of tourist satisfaction based on certain antecedents and consequences for the famous zoo of the Moravian region in the Czech Republic. Relatively, the overlooked segment of the hospitality sector, particularly, the recreation segment is addressed by taking the case of the aforementioned zoo to analyze th...
Article
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This study contributes to the literature by offering insights over the relationship between job satisfaction and work stress with employees' motivation among travel agencies in India. The paper aims to determine the impact of job satisfaction and work stress on employees' motivation level with a specific focus on the moderating impact of employees'...
Conference Paper
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The outbreak of corona virus (covid-19) pandemic has brought changes in the way a lot of things are done. All campus-based (traditional) learning in almost all affected countries came to a halt. Most schools have switched to online modes of teaching and learning. Even though infrastructure that propels e-learning is lacking in most developing count...
Conference Paper
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Internet technology keeps transforming the nature and processes of organizational goals because of its capacity to assist and enhance operational and managerial performance in both the business and non-business industries. However, the presence of cybersecurity threat and privacy issues have become rampant nowadays, considering the magnitude of dig...
Article
The abrupt rise in the fast food business the world over calls for research attention to the phenomenon, especially, in underdeveloped and developing economies. Research is scanty regarding the phenomenon; especially what motivates patrons to select fast food joints in under developed economies such as Ghana. The study sought to ascertain the motiv...
Chapter
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This study measures the influence of fear of financial loss (FOFL), fear of reputational damage (FORD), with the mediating effect of online security and privacy concern (OSPCON) towards online purchase intentions in an emerging economy’s context. Data was conveniently collected from University students of four of the public higher institutions in G...
Chapter
While online price comparison websites have burgeoned, there is scant understanding of how they influence online consumer behavior. This study addresses this gap in the literature by investigating the influence of price comparison websites on online switching behavior, and also suggests some additional factors that may be considered when looking at...
Conference Paper
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Among several factors that influence users' decision to adopt technology, studies have shown that the perception users attach to "security" and "trust" have a significant influence on their willingness to adopt such technology. Also, "social influence" plays an important role, the conceptual framework adopted for this study shows the relationship a...
Conference Paper
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Customer's product identification with respect to country-of-design (COD), country-of-manufacturer (COM), and country-of-assembly (COA) has become a driver or a communication tool regarding customers' purchase intention and use of a product. This article, (1) reviews the literature in relation to the effect of country-of-origin (COO) on buyer's eva...
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Online shopping has become increasingly popular in the past two decades. Yet, despite its popularity, the use of online stores on the African continent pales in comparison to other parts of the world. Moreover, in many economic contexts in Africa and including Ghana, there has been very limited research on the subject of online adoption and in part...
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The internet and its accompanying technologies regarding the e-bank industry’s products and services have been diversified in relations to customers’ needs and desires. In spite of improved quality of service delivery on banker-customer transactions facilitated by the increasing levels of adoption and use of new technologies, important variables th...
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The upsurge in social media websites has in no doubt triggered a huge source of data for mining interesting expressions on a variety of subjects. These expressions on social media websites empower firms and individuals to discover varied interpretations regarding the opinions expressed. In Sub-Saharan Africa, financial institutions are making the n...
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Until recently, studies regarding e-banking transactions have focused more on motivational factors that trigger the intention to accept and use the e-banking transaction, rather than the de-motivational factors that propel the action. However, in the developing countries like Sub-Sahara economies, the factors associated with the former have not bee...
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Competitiveness associated with the herbal industry in both developed and developing countries is quickly gaining momentum, mainly because of the medicinal benefits incurred to customers. Alternatively, prior studies have shown that herbal product consumption in a developing country is largely centered on the tendency to substitute herbal products...
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Research background: A considerable amount of research has been conducted on the riskiness associated with online transactions in general. However, few studies have paid particular attention to the risk of online second-hand goods transactions. We, therefore, argue in this paper that, while online transactions pose several risks to consumers, the a...
Conference Paper
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The use of online social media platforms, such as Facebook, Twitter, LinkedIn, Instagram, continues to attract considerable traction in both academia and industry. One obvious use of the social media is felt in the way it assists in e-government operations; via municipalities and metropolises to increase citizens’ awareness, participation, and inte...
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This paper aims at examining the mediating role of online based-brand community (OBBC) through social media platforms (SMP) given the interplay of consumers’ purchasing attitude in a virtual space. To do this, an online survey was used to gauge the views of online consumers so as to establish the relationship between social media usage and consumer...
Conference Paper
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In recent times, the increasing popularity of social media websites has provided a major source of data for mining public opinion on a variety of subjects. The opinions expressed on social media enables firms to discover individual perceived strengths and weaknesses regarding their operations as well as the products/services they offer. Twitter is...
Conference Paper
Recent years have witnessed a marked increase in research focusing on risk in online transactions. Partly, these research efforts have been situated within the context of risk in online transactions in general with scant evidence considering the risk in the online used goods market in the Czech Republic. Less is also known about the level of risk a...
Conference Paper
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Research background: Practice of training and development in an organization constitute one of the most vital ways of improving on the skills of an employee. To observe requisite global and professional standards in an organization, proactive and regular training and development programs will facilitate the sharpness of employees’ abilities. Althou...
Conference Paper
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Purpose-the aim of this research is to understand and present the outcomes of the strength of association between consumers and the use of the green (herbal) product from a demographic viewpoint. By extension, it measures the magnitude of dependents among demographic factors influencing the use of the green product in a developing country. Research...
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Undeniably, several studies have reported on both antecedents and the consequents of infusing internet-based channel orientation into the operations of small or micro domesticated firms. However, in the developing and to be precise the African context, such studies are somewhat scant. To address this yearlong theoretical and practical gap, this stu...
Book
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Indisputably, modern medicine is a well-developed phenomenon in the world. In view of this, extant literature indicated that large sections of the world's population, especially in developing countries still rely on the traditional practitioners and medicinal plants for their primary healthcare service. However, in Africa, precisely Ghana, where th...

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Project (1)
Project
The main objective of this project is to analyse the country-of-origin (COO) effect on domestic product consumption and the sustainability of SME’s from developing country perspective. The project aims at achieving these partial goals (objectives): * Exploring the factors that influence consumer purchase intention on domestic product. * Assessing the COO effect on purchasing domestic product (brand). * Examining the COO effects on domestic small and medium-sized enterprises * Identifying and evaluating key factors on development of small and medium-sized enterprises in developing countries * Analysing the impact of COO on cross-cultural perspective.