Sharizal Hashim

• Doctor of Philosophy
• Senior Lecturer at National University of Malaysia

Customer Εngagement (CE) in social commerce (s-commerce) has become a focal point for businesses seeking to build long-term consumer relationships in digitally mediated environments. This literature review synthesizes existing research on CE within s-commerce, examining theoretical foundations, key antecedents, mediating and moderating factors, and...

Purpose Based on privacy calculus theory (PCT), this paper aims to investigate personalization-privacy paradox (PPP) in the context of intelligent voice assistant (IVA). Besides, the moderating role of emotional attachment on privacy calculus is also considered. Design/methodology/approach A total of 247 valid online questionnaires were gathered i...

The purpose of this study is to provide an overview of the concept of entrepreneurial learning from failure (ELF), highlighting the different perspectives and factors associated with ELF and how entrepreneurs can learn from those experiences. This study uses a systematic literature review and bibliometric analysis to analyze research on ELF. Using...

This study investigates the impact of various factors in influencer marketing on brand performance when influencers endorse or collaborate with brands. Specifically, it examines the influence of quasi-social relationships, influencer attractiveness, influencer credibility, and endorsement content quality on brand trust, as well as the role of brand...

In the last decade, the intersection of Environmental, Social, and Governance (ESG) principles with digital innovation has become a crucial area of research, highlighted by the United Nations’ Sustainable Development Goals and the emerging focus on Digital ESG (DESG). Despite rapid advancements, a unified theoretical framework for DESG remains unde...

This paper conducted a critical analysis and review of literature, spanning from 2019 to 2023, on how recommendation algorithms affected consumer behavior in e-commerce. The study explored the role of AI-driven recommendation algorithms in influencing consumer behavior and examined the impacts of various recommendations on e-commerce dynamics. By s...

In recent decades, the Korean Wave has surged as a global cultural force, captivating audiences across diverse geographical, cultural and linguistic landscapes, particularly in Asia—including Malaysia. To contribute to knowledge on this dynamic cultural phenomenon, this paper introduces a new analytical approach known as necessary condition analysi...

This article explores the determinants of the consumption of geographical indication agricultural products through a ten-year systematic review. In recent years, the demand for healthier and safer products from consumers has been continuously increasing owing to the influence of the geographical indication of agricultural products. Geographical ind...

Social Media (SM) have become an essential tool for the marketing of products and services, affecting customer Purchase Intention (PI). However, experts have no agreement over the factors or predictors as well as the theories that can explain the variation in PI. This review study attempts to discover the predictors (factors, mediator, moderator) o...

In the past few years, there has been a significant focus on investigating the impact of social media engagement. Although previous studies recognize the importance of social media engagement, there is still a lack of in-depth analysis regarding the specific influences of likes, comments, and shares on consumer behaviour, especially concerning how...

In recent years, considerable attention has been devoted to studying how social media engagement, encompassing actions such as likes, comments, and shares, shapes consumer purchasing decisions. While previous research acknowledges the significance of social media engagement, there remains a dearth of thorough analysis regarding the explicit effects...

Authenticity, which historically has an exclusive and rare value at this time is starting to be influenced by modernization. This is mainly driven by changes in market demand on tourism and hospitality industry. Many studies have emerged to analyze the effect of authenticity on tourist satisfaction due to this change. However, there has been no com...

Purpose The unsustainable practices of hotels have greatly contributed to ecological imbalances, encompassing excessive energy and water consumption, improper waste disposal and inadequate resource management. Information publicity (IP) plays an effective role in influencing tourists' intentions to visit green hotels. Therefore, the current study h...

This study employs the fundamental concept of the American Customer Satisfaction Index (ACSI) model to explore the factors influencing passengers’ satisfaction with monorail service in Kuala Lumpur, Malaysia and their reuse intention. The study tests the hypotheses on 417 monorail passengers using a hybrid structural equation modelling based on par...

Organic food has gained much importance due to consumers’ rising environmental and health concerns. Purchase intention of organic food has been explored widely, but the repurchase intention of organic food has gained little attention among researchers. So, it has become important to explore repurchase intention among generation Z; a generation cons...

The current discussion about the brand is how to sustain it, and previous sustainable brand management studies consisting of an outside-in approach have been carried out. However, an inside-out approach that may help sustain the brand internally also plays a significant role towards brand sustainability, but limited studies explore it. Hence, under...

Islamic marketing is an emerging field. It has a lot of potential to grow and to become a source of attention of companies. But there is a lack of attention of criteria of evaluation of Halal brands and factors which are significant in Halal brand resonance. So, it is worthwhile to investigate factors affecting Halal brand resonance with the mediat...

Purpose Islamic marketing is an emerging field with a lot of potentials, so it is worthwhile to explore it. This paper aims to conduct research on the unexplored relationship of antecedents of the equity, image and consumers’ trust and satisfaction of halal brands. Design/methodology/approach A structured questionnaire was designed to conduct rese...

Purpose: Brand relationship is anemerging phenomenon and companies are giving it a lot of importance. Islamic marketing is gaining grounds everywhere in the world and capturing a lot ofattention in the countries where Muslims are in majority and even in minority. Present research aimsto evaluate factors like brand experience, religiosity, price and...

Recent Entrepreneurship orientation autonomous dimension discussion revealed the important and the positive influence of autonomous orientation as one of the Entrepreneurial orientations (EO) towards organizational performance and profitability. However, discussion of autonomous orientation in the context of individual such as entrepreneurs behavio...

The concept of customer-brand relationship (CBR) is becoming increasingly important. However, the description of what constitutes student–university brand relationship is relatively limited. Underpinned by social exchange theory, this study proposes student–university brand relationship formation that comprises of utility (UV), hedonic (HV) and rel...

Purpose The purpose of this paper is to explore the concept of brand hate in detail which is the extreme negative emotion toward brands, by giving a comprehensive explanation concerning how brand hate evolves in consumers. More specifically, antecedents of brand hate are empirically assessed in this study. Design/methodology/approach This study us...

This paper discuss the strategies that can control the extreme negative phenomenon called brand hate. Our purpose is to introduce a new concept called brand recovery which helps in managing band hate among consumers after having poor experiences. A model in this regards is assessed empirically. Experiments were conducted on five groups of fast food...

This study attempts to investigate the effects of customer value specifically the relational value towards customer brand relationship stickiness in Malaysian public higher education service. Investigating relational value is crucial because it has transpired as one of the basic operant resources of customer value in the service co-creation and con...

Transportation is an important element in enriching tourism industry. Therefore, this paper examines the factors that contribute to tourist satisfaction based on transportation performance towards their travel experience. The study was conducted in Kuching, Malaysia with a total of 264 volunteered respondents involved. The findings show that touris...

This study attempts to explore the mediating role of brand relationship quality in predicting the effects of service brand equity towards brand resonance in Malaysia's mobile communication service. The reliability test on all these constructs produce satisfactory reliability coefficients. Correlation analysis is conducted and the results indicate t...