Rania Mostafa

With the rising popularity and use of social media, universities attempts to benefit from the promising beneficial role of social media in teaching and learning in the higher education sector. This chapter presents the case of Egypt and the challenges facing adoption of social media in higher education and provides recommendations to educators, decision makers and tertiary institutions to enhance the use of social media in higher education in Egypt.

Purpose Artificial intelligence chatbots are shifting the nature of online services by revolutionizing the interactions of service providers with consumers. Thus, this study aims to explore the antecedents (e.g. compatibility, perceived ease of use, performance expectancy and social influence) and consequences (e.g. chatbot usage intention and customer engagement) of chatbot initial trust. Design/methodology/approach A sample of 184 responses was collected in Lebanon using a questionnaire and analyzed using structural equation modeling (SEM) by AMOS 24. Findings The results revealed that except for performance expectancy, all the other three factors (compatibility, perceived ease of use and social influence) significantly boost customers’ initial trust toward chatbots. Further, initial trust in chatbots enhances the intention to use chatbots and encourages customer engagement. Research limitations/implications The study provides insights into some variables influencing initial chatb...

The aim of this paper is to examine the impact of perceived justice on satisfaction with service recovery and how this satisfaction with service recovery can increase both Lebanese banks’ brand credibility and customer-based brand equity. The questionnaire was completed by a total of 403 bank customers. The findings of this paper indicate that perceived justice strongly influences satisfaction with service recovery. Similarly, satisfaction with service recovery affects both Lebanese banks’ brand credibility and customer-based brand equity. Moreover, the regression analysis demonstrates that satisfaction with service recovery partially mediates the relationship between perceived justice and brand credibility and customer-based brand equity.

This study investigates factors (perceived usefulness, perceived ease of use, privacy concerns, trust, innovativeness, and perceived benefits) affecting Lebanese consumers’ attitude toward online purchasing and their intention to purchase online. Data collected from 416 online shoppers were analyzed using regression analysis. All the factors affect attitude towards online purchasing except trust and privacy concerns which were not supported. In addition, results show that attitude toward online purchasing affect online purchase intention. This study is the first to empirically examine factors influencing online purchase intention towards apparel products in Lebanon. The study provides insight from an overlooked emerging country, Lebanon.

This exploratory research examines the effect of motivational factors on the firm performance of women entrepreneurs in Lebanon. An interview questionnaire was used to collect data from 110 women entrepreneurs. Findings of the multiple regression model indicated three women entrepreneurial motivations (internal locus of control, self-efficacy, and financial success) were positively related to firm performance. Other entrepreneurial motivations that were explored (need for achievement, desire for independence, and passion) appeared to have no significant positive relation with firm performance. Generally, this exploratory research suggests that theories regarding women entrepreneurship derived from developed countries should be examined carefully before being used in developing country settings like Lebanon.

Purpose This paper fulfills a prominent need to examine some overlooked predictors of consumer engagement in an online setting. This study aims to explore whether and how consumer e-empowerment mediates the influence of social capital (bonding and bridging) on consumer engagement with the Facebook brand page. Design/methodology/approach Based on an online questionnaire survey, data obtained from 369 Facebook users were analyzed by using structural equation modeling to empirically examine the proposed framework. Findings Results support an influential mediating effect of consumer e-empowerment to the social capital -consumer engagement link. Specifically, the effect of both bridging and bonding social capitals on consumer engagement is partially mediated by consumer e-empowerment. Research limitations/implications The social capital notion is powerful for managers, as it indicates significant results for the firm due to investments in social media brand pages. Such social capital tra...

PurposeBased on the stimulus–organism–response (SOR) model, the aim of this study is to explore the impact of brand experience (BE) on brand loyalty, with the mediation effect of emotional brand attachment (EBA) dimensions, specifically brand passion, self-brand connection and brand affection.Design/methodology/approachThe study utilized a sample of 278 smartphone users in Lebanon. A questionnaire was used for data collection and a mediation analysis was employed to test the hypothesized relationships.FindingsThe findings revealed that experiential brands promote long-lasting brand loyalty through building brand passion, self-brand connection and brand affection.Practical implicationsTo achieve a long-standing brand–consumer relationship, marketing managers should enhance and augment experiential marketing practices as this triggers deep emotional links and builds strong emotional ties with customers.Originality/valueIn contrast to previous studies on BE and loyalty, this research c...

PurposeThis paper attempts to investigate the potential effect of mobile banking (m-banking) service quality dimensions (ease of use, usefulness, security/privacy and enjoyment) on customers’ value co-creation intention (CVCCI) in the banking sector.Design/methodology/approachA questionnaire was administered with a sample of 301 respondents from Egypt. Mediation and moderation analyses were performed to explore the role of m-banking service quality, attitude toward using m-banking (ATT-m-banking) and bank trust in shaping CVCCI.FindingsThe empirical evidence confirms the potential role of m-banking service quality dimensions, the ATT-m-banking, and customer trust in developing CVCCI. In addition, the mediation effect of ATT-m-banking in the m-banking service quality dimensions and CVCCI link was demonstrated. Interestingly, trust was not found to have a moderating effect between the ATT-m-banking and CVCCI.Practical implicationsOutcomes of the study will benefit bank managers to all...

The current study examines a mediated model to understand the link between corporate social responsibility (CSR) and firm performance (FP). Based on the research findings from a sample of 110 respondents from Lebanese firms, the results suggest that the CSR and FP association is an entirely mediated relationship. In particular, CSR is positively linked to firm financial performance indirectly through the enhancement of reputation, customer satisfaction, and competitive advantage. Hence, the findings reduce ambiguity around CSR's direct role, and reveal that CSR promotes firm performance indirectly through building intangible assets (reputation, customer satisfaction, and competitive advantage) that are essential to the survival of a firm.

Based on the Stimulus-Organism-Response framework, this study aims to examine how the characteristics of social media website influence student retention intention with a focus on the moderating role of self-efficacy. Results indicate that while information quality, privacy/security, and virtual interactivity influence perceived value; self-efficacy moderates the effect of information quality and privacy/security on perceived value. However, the moderating effect of self-efficacy to the virtual interactivity-perceived value link was insignificant. This study bridges research on social media engagement and retention intention and extends the S-O-R framework to the higher education context.

Purpose Drawing on social identity theory, the purpose of this paper is to propose and test a conceptual framework of the mechanism of customer response toward corporate social responsibility (CSR) initiatives of Islamic banks. Design/methodology/approach A survey was completed by 203 customers of Islamic banks in Bahrain. Structural equation modeling, was used to test the hypotheses. Findings Islamic ethics fit partially mediates the relationship between CSR initiatives and consumer-bank identification (CBI) which in turn contributes positively to customer advocacy. These findings emphasize the importance of CSR practices compliance with Islamic ethics principles for customers to identify with and advocate Islamic bank. Research limitations/implications Understanding the mechanism of customers’ responses toward CSR initiatives of Islamic banks provides insights into the complexities of Islamic bank customers’ perceptions of CSR initiatives. The successful introduction of a mediatin...

The purpose of this study is to examine the moderating role of corporate image to the relationship between service recovery strategies and post-recovery satisfaction. Data were collected, using a questionnaire from 182 complaining customers in the mobile service sector. Hierarchical regression analyses demonstrated the moderating role of corporate image between service recovery strategies and post recovery satisfaction. Findings based on disconfirmation paradigm theory revealed that corporate image moderates the effect of apology, problem solving, and speed response on service recovery satisfaction. However, corporate image was not found to have a moderating effect on the courtesy - recovery satisfaction link. Academic and managerial implications, as well as, future research directions are provided.

The purpose of this paper is to investigate the mediating and moderating role of innovative services marketing strategy and safety and security measures in the tourism industry. Data were collected from 104 managers of travel agencies operating in Egypt. Mediation and moderation analysis were carried out to test the research hypotheses using Hieratical Regression method. Findings reveal that a travel agency's ability to transform its customer orientation and/or innovation orientation into enhanced business performance depends on its ability to offer innovative service marketing strategy. Moreover, this study supported the importance of safety and security measures in improving the firm performance because they strengthen the positive effect of the tourism strategy, namely innovative services marketing strategy on the marketing performance. The research highlights the importance of innovative services marketing strategy and safety and security measures for academics, travel agenc...

The role of social media in the empowerment of women entrepreneurs in emerging economies is a nascent area of research, despite the large numbers of women entrepreneurs around the world. Through semistructured interviews, we explored the role social media plays in the businesses of 30 women entrepreneurs in Egypt. Egypt was an interesting context of study given limited previous research on it and the high adoption rates of social media platforms. Using a grounded theory approach to data analysis, the findings show that social media has an overall positive impact on the lives of women entrepreneurs, both professionally and personally.

Women account for just under 50 % of the world’s population (UN 2010) at approximately 3.55 billion women. Though women represent almost half of the world, they do not comprise half of the world’s workforce. Worldwide, the percentage of women in the labor force varies widely, from a low of 12 % in Qatar to a high of 53 % in Mozambique (UN 2011). Women also ‘bear a disproportionate burden of the world’s poverty,’ as they are more likely to be poor, suffer from hunger, deprived of healthcare, and denied basic rights in the workplace (UN Women 2013; OCED 2008). Not only are women more vulnerable, they are also less likely to have access to property and land (OECD 2008). Worldwide trends indicate that, in almost all cases, women are paid less than men, with the 2008 wage gap average holding at approximately 17 % (UN Women 2013). For example, the United Nations reports that, across 68 studied countries (with the exception of Qatar, the Isle of Man, and Paraguay), women in the manufacturing sector earn less than average when compared to men (UN 2011). Additionally, women are relatively overrepresented in lower-paying and more intensive jobs, such as domestic service, agricultural production and manufacturing of clothing and household goods, and are more likely to work part-time in comparison with men (OECD 2008). Further, wage gaps are most disparate for management positions (OECD 2008). Finally, women spend more hours working per day and carry the bulk of the workload in family life worldwide (UN 2010). Nonetheless, there are indications that greater access to economic opportunities, such as increasing workforce participation, can have a positive impact on poverty reduction in low-income economies. One way to improve access to economic opportunities for women is to increase their entrepreneurial activities. With an estimated 224 million women globally starting or running their own businesses (Kelley et al. 2012), there is tremendous opportunity to improve worldwide economic conditions through a better understanding of the tools that empower these women entrepreneurs. One of these tools is social media. This paper develops a conceptual model of the role social media can play in increasing empowerment of female entrepreneurs.

This study proposed and tested comprehensive value co-creation activities and assessed its impact on creating value and building competitive advantages with the aim of developing a comprehensive framework for value co-creation process. Specifically, the study developed, and empirically tested, Prahalad’s and Gebauer’s et al. five activities of co-creation and explored the relationship between the new comprehensive value co-creation activities, co-creation value and competitive advantages in industrial cities. A structural equation modelling is employed to test the hypothesised relations. The data used were collected from 221 Egyptian manufacturing firms across different industries. Findings suggested the presence of a positive relationship between the activities of value co-creation (namely: partner engagement, co-reflection and co-recovery) and co-creation of value. Interesting findings revealed that self-service and co-design were not found to have an impact on co-creation of value. In addition, co-creation value positively impacts competitive advantages. This study provides guidelines for management practices within firms seeking to develop their capabilities and deliver superior value.

This study employed Technology Acceptance Model (TAM) and Theory of Reasoned Action (TRA) to examine consumers’ acceptance of mobile banking. By using structural equation modeling to investigate a sample of 264 postgraduate students in Egypt, this study confirmed that intention to use mobile banking is based on technology and trust attitudes which are derived by their counterpart beliefs. Contrary to expectation, attitude toward technology was found to exert higher contribution to intention to use mobile banking than trust attitude. According to the results of this study, valuable implications were provided for researchers and practitioners.