https://www.business-and-management.org The mission of the International Journal of Business Science and Applied Management is to disseminate academic knowledge across the business and management scientific realms and to provide applied research knowledge to the appropriate stakeholders. We are keen to receive original contributions from researchers representing any business and management field. en-us RSS Feed Generator In the contemporary landscape, consumers are increasingly concerned about the environmental impact of consumption habits, which has fostered a growing preference for sustainable products. This study seeks to deepen understanding of how green advertising shapes consumer behaviour amid growing concerns about greenwashing. Drawing upon the Hierarchy of Effects (HOE) theory, this study examines the impact of green advertising receptivity on consumers' green purchase intention, emphasizing the mediating roles of green brand image and brand trust, as well as the moderating role of perceived greenwashing. A survey of 282 Vietnamese green consumers was conducted using convenience sampling, and the data were analyzed using SmartPLS and partial least squares structural equation modelling (PLS-SEM). The results reveal that green advertising receptivity strengthens green brand image and brand trust, which subsequently elevates consumers' green purchase intention. These two constructs also function as mediators in the relationship between green advertising receptivity and green purchase intention. In addition, perceived greenwashing moderates the relationship between green brand trust and green purchase intention but does not significantly moderate the relationship between green brand image and green purchase intention. This study contributes to the green marketing literature by offering a detailed understanding of the moderating role of perceived greenwashing in shaping green purchase behaviour. These insights provide practical implications for businesses to develop effective green marketing strategies, mitigate greenwashing risks, and strengthen consumer trust and brand image. https://www.business-and-management.org/paper.php?id=202 Tue, 25 Aug 2026 00:00:00 +0100 https://www.business-and-management.org/paper.php?id=202 This study examines innovative work behaviour through the lens of ethical culture, conceptualized as an eight-dimensional construct based on the Corporate Ethical Virtues (CEV) model. Adopting a quantitative approach, data were collected with a questionnaire administered to a sample of 647 employees from 123 small and medium-sized enterprises (SMEs) in Cameroon. The results of multiple linear regression analyses indicate that several dimensions of ethical culture significantly promote innovative work behaviour. Specifically, six dimensions exhibit a positive and statistically significant effect: ethical clarity, supervisor ethical congruence, ethical feasibility, ethical support, ethical transparency, and ethical discussability. In contrast, two dimensions "management ethical congruence" and "ethical sanctionability" do not show a significant effect on innovative work behaviour. The study offers relevant managerial implications for SME leaders seeking to foster innovative behaviours among their employees. https://www.business-and-management.org/paper.php?id=201 Tue, 25 Aug 2026 00:00:00 +0100 https://www.business-and-management.org/paper.php?id=201 A digital twin is a virtual representation of physical objects that can provide real-time simulation of operating scenarios, aiming to provide insights that can facilitate decision-making. Although previous research has highlighted the potential of digital twins, organisations continue to face challenges in realising the benefits through effective implementation. Therefore, the main objective of this review was to identify and explore the factors that have been examined in the literature in relation to implementation and the realisation of benefits in various industries and application contexts. This systematic literature review used text mining analysis of 296 articles downloaded from the Scopus database as its starting point. The analysis identified fifteen literature clusters, which were organised into two groups, namely, the implementation and benefits, and the application of digital twins. The article provides a comprehensive review of each cluster, and, in turn, it puts forward a number of future research avenues. https://www.business-and-management.org/paper.php?id=200 Sat, 05 Sep 2026 00:00:00 +0100 https://www.business-and-management.org/paper.php?id=200 Utilizing information and communication technologies for work outside of regular working hours can lead to an adverse impact on employees. However, there is still a lack of comprehensive understanding regarding the roles of boundary communications and personal resources on work-life conflict and work engagement. Consequently, the authors employed boundary theory and work-family border theory and conducted a self-administered survey with 416 Vietnamese employees and they used Structural Equation Modelling to validate the research hypotheses. The findings indicated that using information and communication technologies for work outside of regular working hours is positively associated with work-family conflict. In terms of boundary communications, communication regarding family demands with supervisors has a negative effect on work-family conflict, whereas discussing work demands with family members does not significantly relate to work-family conflict. Regarding personal resources, both proactive personality and professional expertise serve as moderators between work-family conflict and work engagement. https://www.business-and-management.org/paper.php?id=199 Mon, 24 Aug 2026 00:00:00 +0100 https://www.business-and-management.org/paper.php?id=199 The Free-To-Play (F2P) model has evolved from simple microtransactions of a few digital items to complex monetisation strategies that combine multiple types of currencies, product strategies and bundles. Although designing paywalls is a core issue in F2P monetisation, little research has examined F2P paywall features on a large scale to identify common design patterns and their impact on retention and monetisation incentives. This paper aims to address this gap by conducting a thorough empirical study of paywall design principles in the F2P model. We conducted an exploratory study of 45 successful F2P games from different periods and genres over the last 10 years. Compared to the standard freemium model, the F2P model reveals a new paywall design combining pay- and play-based components, which we call hybrid freemium pricing. We provide a conceptual framework to categorise the various hybrid paywalls encountered and understand their inherent mechanics and features, including gacha and battle pass, among others. Our study provides empirical evidence that these monetisation innovations have expanded the role of playtime value in player segmentation, shifting the focus away from pure financial cost. While hybrid freemium pricing is not free from the ethical risks identified in the monetisation literature, we demonstrate that it can also be considered an innovative monetisation funnel that sustains the long-term retention and monetisation of both free and paying players. These findings provide valuable insights for designing paywalls in F2P online shopping research and practice. https://www.business-and-management.org/paper.php?id=198 Mon, 24 Aug 2026 00:00:00 +0100 https://www.business-and-management.org/paper.php?id=198 This editorial paper reflects on the research published in the International Journal of Business Science and Applied Management to celebrate its 20th anniversary and a new phase for the journal. We discuss the theoretical, methodological, and thematic approaches that depict the journal's contributions. Through this analysis, we identify six key research streams that have been most prominent in the journal's discourse: organisational behaviour and leadership, information systems management and adoption, customer service satisfaction, consumer behaviour, strategy, and supply chain and operations. As we reflect on these research themes, we emphasise how they will need to evolve in order to strengthen the impact of future research. In addition, we highlight the importance of ongoing transformations in the broader business environment, technological, economic, socio-cultural, and ecological shifts, and their relevance for setting the agenda for future submissions. https://www.business-and-management.org/paper.php?id=197 Wed, 21 Jan 2026 00:00:00 +0000 https://www.business-and-management.org/paper.php?id=197 This paper follows the Design Science Research (DSR) approach to address the integration of sustainability into Project Portfolio Management (PPM). The current research identifies the key challenges in sustainable project management and how DSR methodology guides the iterative design, development, and evaluation of an artefact that integrates sustainability within the PPM context. The proposed Sustainable Project Portfolio Management (SPPM) framework builds on the Triple Bottom Line (TBL) sustainability principles, incorporating Project Materiality Assessments and data-driven decision-making tools to ensure that the three sustainability dimensions (economic, social, and environmental) are fully embedded in project selection and management processes. The research paper presents the design and development of the artefact, followed by its rigorous evaluation to assess effectiveness in achieving sustainability-driven project outcomes. The findings show that integrating sustainability within PPM through the SPPM framework provides a strategic alignment, better decision-making, and greater adherence to sustainability goals. The knowledge derived from this research, along with the identified limitations, is discussed, laying the groundwork for further refinement of the SPPM artefact. The paper outlines the contributions of the SPPM artefact to sustainable project management practices. https://www.business-and-management.org/paper.php?id=196 Thu, 04 Dec 2025 00:00:00 +0000 https://www.business-and-management.org/paper.php?id=196 A great deal of research on consumer ethnocentrism has been undertaken in both developed and developing countries. However, there has been a paucity of research in India into the effect of consumer ethnocentrism on buying behaviour in relation to domestic items when domestic alternatives are available. As a result, this study was carried out to fill this information gap as well as to investigate the moderating influence of brand image and domestic product attributes to contribute to the existing literature. For this purpose, data was collected from 252 consumers and Smart PLS 4 was utilized to evaluate the hypothesis. The findings suggest that consumer ethnocentrism influences buying behaviour positively, and product attributes significantly moderate the relationship between consumer ethnocentrism and buying behaviour in relation to domestic products, while brand image does not affect this relationship. This study will provide useful insights for marketers as well as enhance scholarly understanding of Indian consumers' decision-making processes. https://www.business-and-management.org/paper.php?id=195 Fri, 21 Nov 2025 00:00:00 +0000 https://www.business-and-management.org/paper.php?id=195 Gamification has emerged as a potent strategy for boosting consumer engagement in marketing over recent years. This research synthesizes existing literature to pinpoint gaps and propose a future research agenda. A systematic literature review and bibliometric analysis of 43 Scopus-indexed articles from 2014 to 2024 revealed the evolution of gamification research, key theoretical frameworks, influential authors, highly cited works, and leading countries in the field. The findings highlight gamification's ability to transcend traditional marketing, fostering dynamic consumer interactions in digital environments. The study organizes the literature by theory, context, characteristics, and methodology, identifying underexplored areas such as cross-cultural applications and advanced analytics. This work provides business and management scholars with a comprehensive overview of gamification's role, offering actionable insights for marketers to enhance engagement strategies. It also sets a clear research agenda to guide future studies in addressing untapped areas and refining existing models, advancing the field of gamification in marketing. https://www.business-and-management.org/paper.php?id=194 Tue, 14 Oct 2025 00:00:00 +0100 https://www.business-and-management.org/paper.php?id=194