Research Output
Exploring the determinants of purchase intention on social media: A study among university students
Exploring the scientific evolution of collective leadership: a bibliometric analysis from Scopus database
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Publication
The rapid expansion of Social Media (SM) has revolutionised consumer interactions with digital content, creating both opportunities and challenges for businesses aiming to influence purchase intention. This study investigates how perceived value, informativeness, and personalisation shape purchase intention on SM platforms among university students at Universiti Malaysia Perlis (UniMAP), Malaysia. Addressing the need to understand the drivers of effective digital marketing, the research employs a cross-sectional design with data collected via a random survey of 375 students. Multiple regression analyses reveal that while perceived value and informativeness positively influence purchase intention, personalisation unexpectedly demonstrates a negative relationship. These findings underscore the nuanced role of personalised advertising and the potential privacy concerns associated with it. The results highlight informativeness as the most significant predictor of purchase intention, emphasising the importance of delivering relevant and valuable content. In contrast, personalisation’s negative impact suggests a need for cautious implementation to avoid alienating consumers. This study enriches existing literature by bridging theoretical insights with practical applications, offering actionable strategies for optimising consumer engagement in digital marketing. Practical implications emphasise balancing value delivery and addressing consumer apprehensions in personalised marketing to enhance consumer trust and drive purchase behaviour effectively. This research offers a foundation for future exploration of consumer behaviour in SM contexts.
Publication
Purpose: This study aims to review the last 50 years of academic research on collective leadership (CL) and how far it has progressed by using the Scopus database and the science mapping technique of bibliometric analysis. Design/methodology/approach: This study has analysed 417 publications from the Scopus database on collective leadership from 1967 to 2023. Data were analysed using MS Excel and VOSviewer. Findings: There has been research from different parts of the world on the various aspects of collective leadership. In recent years, collective leadership research has gained momentum. However, collective leadership is still at a nascent level when it comes to the applicability of the concepts. So far, the research on collective leadership has relied on themes such as shared leadership and distributed leadership, how collective leadership differs from other similar-looking leadership styles such as transformational leadership, and how this influences followers’ outcomes such as team effectiveness, achievements, relations, commitment, etc. Most of the research so far has been done in the United States of America, the UK and the Australian context. There exists a huge gap for studying collective leadership in African, Middle Eastern and Asian contexts. Research limitations/implications: Collective leadership research trends may be addressed to enable academics and practitioners to better understand current and future trends and research directions. Future studies in this field might use the findings as a starting point to highlight the nature of the topic. Originality/value: Bibliometric techniques provide a far more comprehensive and reliable picture of the field. This article has the potential to serve as a one-stop resource for researchers and practitioners seeking information that can aid in transdisciplinary endeavours by leading them to recognized, peer-reviewed papers, journals and networks.