Postgraduate Journal of Management Research
type: channel
description: This is a LJMU faculty-refereed journal, which provides a formal space to showcase the diverse research conducted by our postgraduate management students. This journal offers postgraduate students the opportunity to disseminate their research findings both within the university and also the wider community.
publisher: MSc Management Hub, Liverpool Busines School, Liverpool John Moores University
language: en
publication name: Postgraduate Journal of Management Research
copyright: This journal provides immediate open access to its content with no submission or publications fees. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to read, download, copy, distribute, print, search, or link to the full text of works in this journal. It also allows others to remix, adapt and build upon the work, as long as credit is given to the author(s).
items: Integration of Artificial Intelligence into Customer Relationship Management Systems
items: Evaluating the Impact of AI-Driven Personalisation on Consumer Behaviour in E-Commerce
items: Navigating the New Frontier
items: Internationalisation of Small and Medium Enterprises (SMEs) in Kano, Nigeria
items: Investigating the Factors of Students’ Purchasing Intention Towards Refurbished Technology Compared to New Technology
items: Examining the Effects of Ethical Marketing on the Brand Loyalty and Purchasing Behaviour of International Students
items: From Pitches to Posts: investigating the impact of social media marketing on brand loyalty and community culture in grassroots sports
items: Exploring Project Management Maturity Levels in Developing Countries
items: Consumer Perspectives of Foreign Direct Investment (FDI) in the Nigerian Technology Sector
items: Challenges of International Students in Navigating Digital Platforms and Online Learning at LJMU
items: Exploring the Internationalization Barriers and Opportunities for Iranian Fintech Companies
items: Flexing the Market: an exploration of the impact of gym influencers upon consumer behaviours within the UK’s health and fitness industry.
items: Exploring Gender Stereotypes and Perceptions of Knowledge Hiding
items: Remote Working and Employee Productivity
items: Investigating Corporate Social Responsibility in the UK Retail Sector
items: Editorial for Volume 2, Issue 2
items: Exploring the Role of AI in Higher Education
items: Investigating Employee Preferences for Working from Home
items: Assessing the Impact of Remote Work on Employee Performance in Telecommunication Companies
items: The Impact of HRM Practices on Normative Commitment
items: The New Working Normal Beyond the COVID-19 Pandemic
items: Understanding the Experience of Digital Learning
items: The Impact of Employee Cultural Diversity on Organisational Performance
items: The Impact of Work Environment on Career Choices among Nigerian Generation Z
items: Consumer Attitudes towards Sustainability Practices of Fast Fashion Brands in the Northwest of England
items: The Impact of Social Media Marketing on Sales Performance
items: Leadership Styles of Women Managers in Higher Education
items: The Impact of CSR on Customer Loyalty in the FMCG Industry
items: Editorial
items: Gender Equality in the Workforce in Bangladesh

Integration of Artificial Intelligence into Customer Relationship Management Systems
type: item
description: This study investigates the major variables influencing the effective implementation of Artificial Intelligence (AI) into Customer Relationship Management (CRM) systems, with an emphasis on technology improvements, financial constraints, workforce capabilities, and vendor choice and their relationship to customer retention. It also examines the challenges faced by businesses, including financial constraints and resistance to change, in adopting AI-driven CRM strategies. By analysing both academic and practical perspectives, the study aims to provide insights into effective methods for overcoming these barriers and optimizing CRM practices for improved outcomes. A quantitative study was employed, with a survey of 103 participants conducted with Indian Start Up entrepreneurs, Customer Relations Managers and Systems Managers. The data was analysed using multiple linear regression analysis in SPSS. The research evaluates how these factors contribute to improved CRM outcomes and customer retention. The results emphasize the importance of customization, financial planning, workforce AI readiness, and strategic vendor partnerships in optimizing CRM systems. AI's ability to automate processes and provide personalized customer experiences is a crucial factor in reducing churn and fostering loyalty. The study concludes that Indian small-scale startups should invest in AI-driven CRM strategies to enhance competitiveness, while overcoming financial and workforce-related challenges.
subject: Abstracts
  topic: section
creator: Ameer Suhail
creator: Bukola Fatokun
rights: Copyright (c) 2025 https://creativecommons.org/licenses/by/4.0
date: 2025-11-20
publication date: 2025-11-20

Evaluating the Impact of AI-Driven Personalisation on Consumer Behaviour in E-Commerce
type: item
description: This study investigated how AI-driven personalization in e-commerce impacts consumer behaviour , focusing on enhancing user experience and data privacy implications. The research aimed to understand the balance between tailored shopping experiences and personal information protection in the age of AI. A qualitative approach was adopted, including nine semi-structured interviews with e-commerce platform users. The research shows that AI personalization creates a better shopping experience through suggestions, increasing user interaction and potentially leading to more sales. Consumers value personalization as it helps them in decision making as well as in discovering products which they might need. But the research also reveals that the consumers have several concerns over the safety and privacy of them personal information. The findings of the research point to the fact that there is a critical need for e-commerce sites to provide personalization with strong emphasis on data protection to keep and build customer trust. These results underscore the dual imperatives for e-commerce businesses: to expand the use of AI for personalization, yet also increase the data protection measures to meet the consumers’ concerns. This research is useful in understanding how e-commerce businesses can effectively implement AI in personalization while avoiding ethical issues.
subject: Abstracts
  topic: section
creator: Taskia Islam
creator: Michael Aiello
rights: Copyright (c) 2025 https://creativecommons.org/licenses/by/4.0
date: 2025-11-20
publication date: 2025-11-20

Navigating the New Frontier
type: item
description: This study explores the evolving role of Generative Artificial Intelligence (GenAI) tools—such as ChatGPT—on the development of research competencies among postgraduate business students at Liverpool John Moores University (LJMU). As GenAI becomes increasingly integrated into academic practices, the research investigates its influence on four core areas: literature analysis, academic writing, critical thinking, and ethical considerations. Using a qualitative methodology aligned with interpretivist principles, semi-structured interviews were conducted with ten LJMU postgraduate students to capture their experiences and perceptions. Thematic analysis revealed that while GenAI enhances efficiency in summarization, literature synthesis, and writing structure, and language refinement in research tasks, it also introduces risks such as overreliance, potentially weakening critical thinking and originality, diminished critical thinking, and ethical ambiguities around authorship and plagiarism. The findings suggest that although GenAI tools support cognitive augmentation, their use must be balanced with human oversight to preserve academic integrity and independent analytical skills. This research contributes to the discourse on responsible AI integration in higher education and proposes institutional strategies for fostering AI literacy, ethical awareness, and curriculum exam assessment reform. It offers actionable insights for educators, policymakers, and students navigating the complexities of AI-assisted research in an academic setting.
subject: Abstracts
  topic: section
creator: Muhammad Asad Nawaz
creator: Chin Eang Ong
rights: Copyright (c) 2025 https://creativecommons.org/licenses/by/4.0
date: 2025-11-20
publication date: 2025-11-20

Internationalisation of Small and Medium Enterprises (SMEs) in Kano, Nigeria
type: item
description: Nigeria's foam small and medium enterprises (SMEs) are at the core of economic diversification but face extreme internationalisation challenges. This study investigates export readiness, challenges, and policy support programmes in the Kano State foam industry SMEs with three objectives: assessing the export readiness, exploring the challenges and barriers, and evaluating the effectiveness of government policies and support programmes. Semi-structured interviews were conducted with eight SME owners and CEOs. The findings of the research illustrate a basic paradox: while Kano's foam industry SMEs engage in international trade via foreign intermediaries, systemic inefficiencies discourage direct export capability development. These include (1) indirect exporting due to corruption (bribery at customs); (2) financing constraints (low access to credit); and (3) infrastructural deficiencies (unreliable electricity, poor logistics) compounded by misaligned government policies that are intensely politicised. The study challenges traditional internationalisation theories by demonstrating how institutional voids in emerging markets skew firm-level strategies. It also demonstrates that sector-specific interventions are required such as the streamlining of export procedures, an anti-corruption focus on trade logistics, and inclusive policy design incorporating SMEs. These findings chart a course for Nigeria to harness non-oil exports and have broader implications for African manufacturing SMEs facing analogous structural constraints.
subject: Abstracts
  topic: section
creator: Muslimu Khamis
creator: Mathew Analogbei
rights: Copyright (c) 2025 https://creativecommons.org/licenses/by/4.0
date: 2025-11-20
publication date: 2025-11-20

Investigating the Factors of Students’ Purchasing Intention Towards Refurbished Technology Compared to New Technology
type: item
description: With the proliferation of digital technology, understanding student attitudes towards sustainable business practices, such as technology refurbishment, is essential. The practice of technology refurbishment addresses societal challenges, including electronic waste, the cost-of-living crisis for students, and their access to digital technology. Sellers of refurbished technology have developed marketing strategies that aim to provide them with a competitive advantage. Through an empirical examination of students’ purchasing behaviours, this study analyses the factors affecting their purchasing intention towards refurbished technology. The findings reveal that students significantly value the lower price of refurbished technology as opposed to new technology. Other factors influencing students’ intention to purchase refurbished technology include brand loyalty, seller reputation, and product quality. Contrary to previous findings, sustainability was the least influential factor influencing students’ purchasing intention. Notably, brand-certified sellers command greater trust, implying that new sellers should focus on building their company’s reputation. This study’s findings therefore suggest that sellers of refurbished technology should focus their marketing strategies on price competitiveness, quality assurance, and reputation, rather than emphasising sustainability. Future research could provide new insight by examining how demographics and product categories influence students’ purchasing intentions. It should also investigate how seller reputation and product authenticity influence purchasing intentions.
subject: Abstracts
  topic: section
creator: Campbell Arnall
creator: Oliver Kayas
rights: Copyright (c) 2025 https://creativecommons.org/licenses/by/4.0
date: 2025-11-20
publication date: 2025-11-20

Examining the Effects of Ethical Marketing on the Brand Loyalty and Purchasing Behaviour of International Students
type: item
description: This study investigates the influence of ethical and green marketing on brand loyalty and purchasing behaviour among African and Asian postgraduate international students at Liverpool John Moores University. With the growing importance of ethical and green marketing in today's business environment, understanding its impact on consumer behaviour within diverse cultural contexts is critical. This research employs a qualitative approach, utilising semi-structured interviews with a purposive sample of eight students. The findings reveal varying levels of awareness and perception of ethical and green marketing, significantly influencing brand loyalty and purchasing decisions, particularly when aligned with cultural values and personal beliefs. However, the study also highlights that while these practices enhance brand image, they are not the sole determinants of loyalty, with factors such as product quality, price, and convenience playing crucial roles. The research contributes to the literature by providing insights into the complex interplay between ethical marketing and consumer behaviour in a multicultural academic setting. The implications suggest businesses targeting this demographic should integrate ethical and green practices with a strong value proposition to foster brand loyalty.
subject: Abstracts
  topic: section
creator: Austin Igbokwe
creator: Katherine Geer
rights: Copyright (c) 2024 https://creativecommons.org/licenses/by/4.0
date: 2024-12-11
publication date: 2024-12-11

From Pitches to Posts: investigating the impact of social media marketing on brand loyalty and community culture in grassroots sports
type: item
description: Social media has evolved from a simple communication tool to an essential platform for connecting brands with consumers, especially in sports marketing. This research investigates the impact of social media on member engagement, community culture, and loyalty within grassroots sports, focusing on varying age demographics. The study addresses a significant gap in academic literature concerning digital marketing in grassroots sports clubs. It centres on Petersfield Rugby Club, a southern English club that implemented a professional-standard social media strategy across five platforms during the 2023/24 season. Employing a mixed-methods approach, the research gathered data through a questionnaire completed by 136 members and semi-structured interviews with seven participants from different age groups. Findings underscore the crucial role of social media in improving engagement, loyalty, and community culture at Petersfield RFC. Participants highlighted content quality and relevance as key factors influencing their connection to the club. Age-specific preferences emerged, with younger members gravitating towards dynamic, visual content, while older members preferred information-rich posts. Additionally, social media was shown to boost real-world event participation and enhance community bonds. These findings illustrate how strategic digital marketing can deepen member relationships and enrich grassroots sports club culture both online and offline.
subject: Abstracts
  topic: section
creator: James Barden
creator: Christina J Phillips
rights: Copyright (c) 2024 https://creativecommons.org/licenses/by/4.0
date: 2024-12-11
publication date: 2024-12-11

Exploring Project Management Maturity Levels in Developing Countries
type: item
description: This research project explores the project management maturity levels in Moroccan large enterprises, focusing on understanding how these organisations adopt formal project management methodologies and the extent to which project management tools are utilised. The research is significant as it addresses the gap in literature concerning large enterprises in developing countries, particularly Morocco, where project management is essential for economic growth and organisational efficiency. The study employed a qualitative approach, using open-ended questionnaires distributed to professionals in various sectors. The thematic analysis of responses revealed five key themes: the use of traditional versus agile methodologies, the integration of project management tools and technologies, adherence to project management standards, the influence of Moroccan cultural contexts, and the overall maturity levels of project management practices in Morocco. Findings indicate that while some large enterprises in Morocco are aligning their project management practices with global standards, challenges related to cultural barriers, resource management, and training persist. The study concludes that a more structured approach to project management maturity, incorporating both local and international best practices, is crucial for enhancing project outcomes and aligning Moroccan enterprises with global standards​.
subject: Abstracts
  topic: section
creator: Zineb Britel
creator: Alison Lawman
rights: Copyright (c) 2024 https://creativecommons.org/licenses/by/4.0
date: 2024-12-11
publication date: 2024-12-11

Consumer Perspectives of Foreign Direct Investment (FDI) in the Nigerian Technology Sector
type: item
description: This study looks at consumer perceptions of foreign direct investment (FDI) in Nigeria's telecom sector, with a focus on MTN Telecommunication Group. This study area is important because it has been recognized that FDI serves as a catalyst for economic growth, particularly in developing economies, as it necessitates substantial capital investment and rapid innovation leading to economic expansion boost, improved service quality, and advanced technology. The main objective of the study is to evaluate the impact of MTN’s FDI on consumer access to telecommunication services, identify the key factors influencing consumer satisfaction with MTN's services, and analyse the overall contribution of MTN's FDI in the technology sector's development from the consumers’ viewpoint. Data was gathered via a validated survey with 116 participants who are MTN’s customers from various demographic backgrounds. The results show positive customer perception of MTN’s network quality and service provisions. MTN’s FDI input has provided easy access to innovation and an economic boost to the Nigerian telecommunications sector. The results show that those respondents with a higher educational level have a better understanding of the effects of MTN’s FDI contributions. These results imply that customers of MTN believe FDI within this sector helps improve access economic outcomes, and customer satisfaction.
subject: Abstracts
  topic: section
creator: Blessing Ogochukwu Ani
creator: Mathew Analogbei
rights: Copyright (c) 2024 Blessing Ogochukwu Ani; Mathew Analogbei (Supervisor) https://creativecommons.org/licenses/by/4.0
date: 2024-12-11
publication date: 2024-12-11

Challenges of International Students in Navigating Digital Platforms and Online Learning at LJMU
type: item
description: This research explores the challenges encountered by international students at Liverpool John Moores University (LJMU) in adapting to digital platforms and online learning environments. The shift to digital education, significantly accelerated by the COVID-19 pandemic, has illuminated several barriers faced by these students, including limited familiarity with advanced digital tools, cultural disparities, diverse levels of digital literacy, and language impediments. Utilising a qualitative approach, this study conducted in-depth semi-structured interviews with postgraduate students to gain insights into these issues. The analysis reveals that these obstacles not only hinder academic performance but also exacerbate feelings of isolation among students. The study highlights the critical need for the development of tailored, culturally sensitive support systems to better assist international students in navigating digital learning environments. Recommendations include enhancing digital infrastructure and creating targeted resources that address the unique challenges faced by this student demographic. These measures are essential for fostering equitable access to education and supporting academic success in an increasingly digitalised academic landscape.
subject: Abstracts
  topic: section
creator: Sonia Abbaci
creator: Emanuela Girei
rights: Copyright (c) 2024 https://creativecommons.org/licenses/by/4.0
date: 2024-12-11
publication date: 2024-12-11

Exploring the Internationalization Barriers and Opportunities for Iranian Fintech Companies
type: item
description: This study explores the barriers and opportunities faced by Iranian fintech companies in their efforts to internationalize, within the unique context of Iran's political, economic, and regulatory environment. The growing global significance of the fintech sector and the specific challenges Iranian companies face due to international sanctions and domestic regulatory constraints motivate the research. Through qualitative interviews with ten senior managers from leading Iranian fintech firms, the study identifies key barriers, including sanctions, regulatory differences, and talent shortages. Conversely, it highlights opportunities in technological innovation, strategic alliances, and the demand for Sharia-compliant financial products in culturally aligned markets. The findings suggest that while the barriers are significant, leveraging advanced technologies like blockchain and forming strategic partnerships can effectively mitigate these challenges. The findings suggest that Iranian fintech firms can mitigate these challenges by strategically investing in technology and building global partnerships. This study provides valuable insights for policymakers and industry stakeholders to enhance the global competitiveness of Iran's fintech sector. Future research should consider expanding the sample size and exploring the evolving dynamics of the fintech industry in different geopolitical contexts.
subject: Abstracts
  topic: section
creator: Mahdi Amaniazar
creator: Emanuela Girei
rights: Copyright (c) 2024 https://creativecommons.org/licenses/by/4.0
date: 2024-12-11
publication date: 2024-12-11

Flexing the Market: an exploration of the impact of gym influencers upon consumer behaviours within the UK’s health and fitness industry.
type: item
description: This research explores the impact of gym influencer marketing on consumer perceptions of the UK’s health and fitness industry. Influencer marketing has become a significant catalyst in shaping consumer behaviours, particularly in the health and fitness sector, yet little research exists on its specific effects within this industry. The study aims to investigate how influencer content affects consumer purchasing decisions, diets, exercise trends, and overall perceptions of the industry. Using qualitative semi-structured interviews, the study uncovers key themes such as the need for authenticity, the role of relatability, and scepticism toward over-commercialised content. Findings suggest that while gym influencers can motivate and inspire, overt commercialisation and unrealistic fitness standards often lead to distrust and negative perceptions. However, consumers hold influencers who maintain transparency and promote attainable fitness goals in high regard. The research highlights the importance of authenticity and expertise in building long-term trust between influencers, brands, and consumers. These findings offer practical implications for brands and influencers, emphasising the need for authentic, long-term partnerships that go beyond sponsorships or commercialisation. Future research could explore cross-cultural differences in perceptions of gym influencers and investigate the evolving role of influencers as consumers become more experienced in their fitness journeys.
subject: Abstracts
  topic: section
creator: Jami Chowdhury
creator: Naser Valaei
rights: Copyright (c) 2024 https://creativecommons.org/licenses/by/4.0
date: 2024-12-11
publication date: 2024-12-11

Exploring Gender Stereotypes and Perceptions of Knowledge Hiding
type: item
description: Knowledge hiding is a major reason for less productivity and creativity especially in organisational settings. However, the complexity of knowledge is particularly high in the higher education sector. The gender dynamics that exist as part of the structural inequalities can contribute to understanding female hiding or sharing their knowledge. Focusing on social role theory, this research explores the overlap of gender stereotypes and knowledge hiding, focusing on female employees within the culture of higher education. A qualitative method was employed, and semi-structured interviews were conducted with seven female employees in Liverpool John Moores University (LJMU) in different job roles. Reflexive thematic analysis was used to analyse the data, revealing that gender can have significant impact on either hiding or sharing knowledge. The research deduced that societal expectations of women, where women are perceived to be more helpful, caring, and supportive, impact how women view the concept of knowledge hiding, i.e. to hide knowledge goes against societies expectations of women being helpful. Organisational factors, such as high competition and male-dominated leadership, further impact the gendered reality which encourages knowledge hiding for individual success. This study explored the impact of gender on knowledge hiding attitudes and behaviours and provides insights into the wider implications for workplace cultures that might propagate knowledge hiding.
subject: Abstracts
  topic: section
creator: Fares Abidin
creator: Victoria Jackson
rights: Copyright (c) 2024 https://creativecommons.org/licenses/by/4.0
date: 2024-12-11
publication date: 2024-12-11

Remote Working and Employee Productivity
type: item
description: This study investigates the impacts of flexible working practices on performance and job satisfaction among banking employees in Bangladesh. Originally implemented to address disruptions caused by the COVID-19 pandemic, flexible and remote work arrangements have demonstrated potential for enhancing employee performance. Adopting a positivist approach, the research utilized a structured questionnaire to gather demographic information, remote working experiences, and levels of job satisfaction from banking employees. The analysis incorporated correlational, regression, and factor analyses to mitigate biases and ensure the reliability of the results. Findings indicate that flexible work arrangements have enhanced work-life balance for certain employees. However, challenges such as unreliable internet connectivity and insufficient remote workstations have limited their appeal for others. Among various workplace factors, managerial support emerged as the most significant influence on productivity and satisfaction. This aligns with Social Exchange Theory and Herzberg’s Two-Factor Theory, which establish a connection between effective management practices and positive employee outcomes.
subject: Abstracts
  topic: section
creator: Arafatur Rahman
creator: Naser Valaei
rights: Copyright (c) 2024 https://creativecommons.org/licenses/by/4.0
date: 2024-12-11
publication date: 2024-12-11

Investigating Corporate Social Responsibility in the UK Retail Sector
type: item
description: This study examines how Corporate Social Responsibility (CSR) impacts the purchasing behaviour and perceptions of international students in the UK retail sector, emphasising the influence of their cultural backgrounds on attitudes toward CSR initiatives. Utilising a quantitative methodology, the study gathered survey data from a convenience sample of 61 international business students from LJMU, representing 22 nationalities. The results, collected through a Likert scale survey and analysed using T-tests, correlation, and one-way ANOVA, indicate that among Hofstede's dimensions, Individualism/Collectivism and Masculinity/Femininity have a significant relationship with how students perceive and respond to CSR, while the Power Distance dimension shows no significant connection. Students from collectivist and masculine cultures exhibited more positive attitudes toward companies engaged in CSR initiatives, making them more likely to purchase from such companies. However, economic considerations remained influential across all groups. The research underscores the importance for UK retailers to align their CSR strategies with the cultural values of diverse consumers, offering practical insights for improving CSR communication in the retail industry.
subject: Abstracts
  topic: section
creator: Sami Larbi-Cherif
creator: Ioanna Yfantidou
rights: Copyright (c) 2024 https://creativecommons.org/licenses/by/4.0
date: 2024-12-11
publication date: 2024-12-11

Editorial for Volume 2, Issue 2
type: item
description: It is with great enthusiasm that we present Volume 2, Issue 2 of the Journal of Postgraduate Management Research, showcasing the latest research conducted by Master’s students across diverse themes and sectors. This collection of student abstracts represents the remarkable academic rigour, innovative thinking, and global perspective our students bring to their fields of study. As the journal grows with each edition, so does the scope and depth of topics explored by our postgraduate scholars. In this volume, we see a rich selection of contemporary themes addressing organisations, employees, and customers across a range of industries. Notably, many of our contributors have taken a particular interest in the profound changes in workplace practices brought about by the global shift to remote work. The articles examining working-from-home models highlight the adaptive strategies organisations are employing and how employees are managing productivity, engagement, and well-being in these new settings. Such research is not only timely but vital, as organisations around the world continue to recalibrate in response to evolving workplace norms. Several articles also delve into brand communication and customer loyalty, emphasising the need for organisations to connect authentically with consumers in an increasingly digital and competitive market. Through innovative methodologies and data-driven insights, these studies underscore how effective brand engagement and loyalty-building strategies are pivotal in maintaining competitive advantage. Adding to the rich fabric of this volume, several papers provide insightful international perspectives, examining themes like internationalisation strategies and the role of foreign direct investment (FDI). These articles offer valuable analysis on how companies navigate the complex dynamics of entering and sustaining presence in foreign markets. In an increasingly interconnected world, these studies emphasise the significance of adaptive, g…
subject: Abstracts
  topic: section
creator: Amanda Mason
creator: Victoria Jackson
rights: Copyright (c) 2024 https://creativecommons.org/licenses/by/4.0
date: 2024-12-11
publication date: 2024-12-11

Exploring the Role of AI in Higher Education
type: item
description: This study explores the role of artificial intelligence in supporting international postgraduate students facing educational challenges at Liverpool John Moores University and the University of Liverpool. These students, enrolled in courses such as business, management and IT, often encounter difficulties including language barriers, adapting to new academic environments, and understanding complex course materials. AI tools, especially ChatGPT, offer potential solutions by enhancing academic writing, improving comprehension, and providing personalized learning support. A qualitative approach was used, with thematic analysis of semi-structured interviews conducted with nine male and female students from diverse academic backgrounds. Findings reveal that AI tools significantly aid in academic adjustment and performance, particularly in preparing assignments and interpreting feedback. However, participants raised concerns about over-reliance on AI, data accuracy, and maintaining academic integrity. The study concludes that while AI holds considerable promise for assisting international students, ethical use and responsible implementation are essential for sustainable support.
subject: Abstracts
  topic: section
creator: Negar Javanbakht
creator: Chin Ong
rights: Copyright (c) 2024 https://creativecommons.org/licenses/by/4.0
date: 2024-12-11
publication date: 2024-12-11

Investigating Employee Preferences for Working from Home
type: item
description: In recent years, the shift to remote work has gained significant attention for its impact on employee wellbeing and productivity. Indian wedding event management companies have adopted working from home (WFH) policies, but the effectiveness and alignment with employee preferences remain unclear. This study examines the influence of WFH on employee satisfaction and loyalty within India's wedding event management sector, focusing on employees' perspectives. An online survey was completed by 100 respondents, and data was analysed using statistical software. Separate regression analysis and analysis of variance revealed positive and significant correlations between WFH initiatives (work-life balance, reduced commuting time, and increased productivity) and employee satisfaction. Notably, work-life balance emerged as the most significant factor, indicating a strong association between flexible work arrangements and employee loyalty. Specifically, for every 10% increase in work-life balance satisfaction, employee loyalty is projected to rise by 12.5%, highlighting the paramount importance of flexibility in fostering employee loyalty. The findings provide valuable insights for event management companies seeking to implement effective WFH policies.
subject: Abstracts
  topic: section
creator: Nikita Shrimali
creator: Bukola Fatokun
rights: Copyright (c) 2024 Nikita Shrimali; Bukola Fatokun (Supervisor) https://creativecommons.org/licenses/by/4.0
date: 2024-12-11
publication date: 2024-12-11

Assessing the Impact of Remote Work on Employee Performance in Telecommunication Companies
type: item
description: Since the onset of COVID-19, remote work has significantly altered employee performance in the telecommunications sector. This study aims to evaluate the effects of remote work on employee satisfaction, productivity, and overall efficiency at Intelcia Egypt. It also examines the methods used by the company to monitor and assess remote employee performance and investigates the role of technological advancements in managing remote work. Employing a qualitative approach, the research involved eight interviews with middle-line managers experienced in remote operations. The findings reveal three main themes: the influence of remote work on operational efficiency, encompassing aspects like cost reduction, work-life balance, and employee engagement; the evaluation of performance assessment methods in terms of fairness and effectiveness; and the pivotal role of technology in facilitating the adoption of remote work practices. Results indicate that remote work settings, when equipped with appropriate tools and technology, are advantageous for both employers and employees.
subject: Abstracts
  topic: section
creator: Abdelmeguid Ayman Elshazly
creator: Chin Ong
rights: Copyright (c) 2024 https://creativecommons.org/licenses/by/4.0
date: 2024-07-05
publication date: 2024-07-05

The Impact of HRM Practices on Normative Commitment
type: item
description: Although the banking sector contributes approximately 23% of Nigeria’s GDP and provides essential financial services, it is currently experiencing a series of crises. To understand how the sector can enhance its stability, productivity, and competitive advantage, this study examines the impact training and development, compensation, and performance appraisal have on employees’ normative commitment at the Union Bank in Nigeria. Through a quantitative approach, data were collected through questionnaires from 80 employees in the bank’s western and southern branches. The findings reveal that training and development programs, compensation strategies, and performance appraisal systems significantly and positively impact employees’ normative commitment. The results show that female employees exhibit higher normative commitment than their male counterparts, while age appears to have no significant effect. Consequently, these insights suggest that Union Bank should continue to refine its HRM strategies to boost commitment levels across all demographics, specifically addressing gender disparities to ensure equitable enhancement of commitment.
subject: Abstracts
  topic: section
creator: Osarobo Michael Okungbowa
creator: Oliver Kayas
rights: Copyright (c) 2024 https://creativecommons.org/licenses/by/4.0
date: 2024-07-02
publication date: 2024-07-02

The New Working Normal Beyond the COVID-19 Pandemic
type: item
description: The COVID-19 pandemic has accelerated the adoption of hybrid working arrangements, combining remote work and in-person work, across various industries. Hybrid working significantly impacts employees’ work-life balance. Therefore, this study aimed to gain insights into how employees perceive and navigate hybrid working, and its impact on their work-life balance, focussing specifically on customer service employees in the North-East of England. Eight customer service employees were interviewed to explore their perspectives of hybrid working. Four key findings emerged from the thematic analysis. Firstly, the flexibility that was afforded by hybrid working enabled employees to choose their work locations and manage their time more effectively. Second, ‘’Communication and collaboration’’ emphasizes the critical role of digital tools and the importance of building relationship. Third, ‘’Work life balance’’ highlights the need for boundary setting and promoting employees’ wellness. Fourth, ‘’Managerial challenges’’ uncovers the complexities in managing hybrid teams, including technical issues and the importance of remote team management. These findings confirm existing literature on hybrid work and provide valuable insights for organisations on the positive aspects of hybrid work and how to manage remote teams.
subject: Abstracts
  topic: section
creator: Lagisha Azhikkodan
creator: Bukola Fatokun
rights: Copyright (c) 2024 https://creativecommons.org/licenses/by/4.0
date: 2024-07-02
publication date: 2024-07-02

Understanding the Experience of Digital Learning
type: item
description: The transition to digital learning has created global disruption, enhancing learning flexibility, and accessibility. Despite its benefits, challenges persist, particularly regarding its impact on students' mental health in universities. This study investigates the digital learning experience and its effects on the mental well-being of international tertiary students in the UK, focusing on identifying challenges and coping strategies associated with digital learning platforms. Specifically, it examines MSc students at Liverpool John Moores University (LJMU), utilizing qualitative interviews with eight participants enrolled in one-year and two-year management programmes. Thematic analysis of the data provided several key findings which have implications for how higher education instutions foster academic inclusivity, equality and diversity, particularly, but not exclusively with respect to international students. Firstly, the challenges students experienced had an impact on their academic performance. Secondly, these experiences had cognitive and physical manifestations that affected students’ overall well-being. Thirdly, students adopted a range of coping strategies to mitigate the impact of the challenges. The results provide practical suggestions for interventions that might improve the digital learning experience for international students.
subject: Abstracts
  topic: section
creator: Vivian Anuli Adegor
creator: Amanda Mason
rights: Copyright (c) 2024 https://creativecommons.org/licenses/by/4.0
date: 2024-07-02
publication date: 2024-07-02

The Impact of Employee Cultural Diversity on Organisational Performance
type: item
description: In an increasingly globalised world, where interaction between people of diverse backgrounds and cultures is essential, understanding the impact of employee cultural diversity on organisational performance has become crucial for fostering innovation, creativity, and competitive advantage. Despite its importance, there is a dearth of research examining the extent to which organisational performance is impacted by employees’ ethnic and cultural differences. This research thus provides an in-depth empirical examination of the extent to which organisational performance is impacted by employees’ ethnic and cultural differences. A quantitative methodology was deployed, utilising a survey instrument to collect data from 70 employees at Liverpool John Moores University. The findings reveal that employee cultural differences pertaining to communication, collaboration, learning, fairness and inclusion, equal access, and integration have a significant positive impact on organisational performance. However, realising these benefits depends largely on management’s commitment to fostering a culturally diverse workplace. The findings also provide valuable insight into the reasons why contemporary organisations are embracing cultural diversity.
subject: Abstracts
  topic: section
creator: Simisola Afolabi
creator: Oliver Kayas
rights: Copyright (c) 2024 https://creativecommons.org/licenses/by/4.0
date: 2024-07-02
publication date: 2024-07-02

The Impact of Work Environment on Career Choices among Nigerian Generation Z
type: item
description: Understanding the career choices of Generation Z is crucial as this cohort enters the workforce, bringing unique perspectives and expectations. This research explores the impact of the work environment on career choices among Nigerian Generation Z, aiming to understand the socio-economic factors that influence their work environment, preferences, and aspirations. By examining these elements, the study seeks to provide insights that can help employers and policymakers create more effective strategies to attract and retain this emerging talent pool. Semi-structured interviews with ten Gen Z participants from Nigeria were conducted to gain deeper insights into their perspectives on the work environment and its influences on their career choices. The findings reveal that Nigerian Gen Zs share similar characteristics with other Gen Z individuals around the world prioritizing flexibility, career advancement opportunities, mental well-being, and adequate compensation in their work environment. However, socio-economic challenges in Nigeria such as infrastructure deficiencies, poor transportation, and a high cost of living hinder the realization of these preferences, creating an imbalance between work and personal life. These findings enrich our understanding of Gen Z dynamics in Nigeria and provide valuable insights for organizations seeking to enhance retention and satisfaction among this demographic. They also lay the groundwork for future research in this area.
subject: Abstracts
  topic: section
creator: Sharonrose Adeeko Akinshola
creator: Chin Ong
rights: Copyright (c) 2024 https://creativecommons.org/licenses/by/4.0
date: 2024-07-02
publication date: 2024-07-02

Consumer Attitudes towards Sustainability Practices of Fast Fashion Brands in the Northwest of England
type: item
description: Sustainability remains a significant concern in the fashion industry, and the operations of fast fashion brands are of particular concern. Consumer attitudes often influence purchasing decisions, highlighting the need for brands to align with sustainable practices. This research investigates consumer attitudes towards the sustainability practices of fast fashion brands in the Northwest of England. A survey was conducted to examine consumers’ awareness and knowledge of sustainability practices, their emotional responses to these issues, and the influence of demographic factors on sustainable purchasing decisions. The findings revealed a disparity between claimed knowledge and actual understanding of sustainability in fashion. High emotional reactions to sustainability issues lead to sustainable purchasing behaviour. However, consumers' willingness to pay more for sustainable products does not necessarily result in actual purchases. Additionally, the only demographic factor that influenced purchase decisions was the available budget for fast fashion; other demographic factors showed no significant impact. These insights deepen the understanding of consumer attitudes towards sustainability in fashion and suggest that fast fashion brands must develop effective strategies to encourage positive consumer attitudes, thereby aligning their sustainable business practices with consumer values.
subject: Abstracts
  topic: section
creator: Cynthia Onapina Ivhador
creator: Bukola Fatokun
rights: Copyright (c) 2024 https://creativecommons.org/licenses/by/4.0
date: 2024-07-02
publication date: 2024-07-02

The Impact of Social Media Marketing on Sales Performance
type: item
description: With the growing importance of social media in the retail landscape, local grocery stores in Liverpool are striving to understand and leverage these platforms to improve sales performance and strengthen customer relationships. This study investigates the impact of social media marketing on sales performance and customer engagement for local grocery stores in Liverpool, UK. Semi-structured interviews with eight store managers identified commonly used platforms and examined the influence of social media on sales and loyalty, while also exploring adoption challenges. The findings indicate that WhatsApp and Facebook are preferred due to their alignment with target audiences. Social media marketing efforts increased sales by as much as 20 %, enhanced customer loyalty, and amplified word-of-mouth referrals. However, stores face challenges in addressing negative customer feedback, investing time in content creation, and measuring return on investment. By effectively using platforms, engaging customers, and addressing resource constraints, local grocers can leverage social media to enhance competitiveness and foster lasting customer relationships in the digital marketplace. This research not only provides practical guidance for local businesses but also enriches the understanding of social media marketing's role in niche retail sectors.
subject: Abstracts
  topic: section
creator: Dunstanraj Jesurajah
creator: Chin Ong
rights: Copyright (c) 2024 https://creativecommons.org/licenses/by/4.0
date: 2024-07-02
publication date: 2024-07-02

Leadership Styles of Women Managers in Higher Education
type: item
description: In the UK's higher education sector, men dominate managerial, directorial, and senior official roles, highlighting the need to understand and address the obstacles hindering women's career and leadership progress. The aim of this study was to explore the various leadership styles exhibited by women managers and identify the challenges they had faced in their careers. To achieve these aims, semi-structured interviews were conducted with six women managers at Liverpool John Moores University. The women leaders in the study were found to adopt more than one leadership style depending on the environment and the individuals they managed. The participants predominantly exhibited transformational leadership, as evidenced by the characteristics and traits they described. The study revealed how societal stereotypes about gender roles can create barriers for women in leadership, affecting their confidence and leadership style choices. The study suggests that future research should focus on strategies to boost women's confidence, assess the effectiveness of gender equity policies, and investigate the long-term career trajectories of female leaders to enhance understanding of women's leadership experiences and promote more inclusive organizational environments.
subject: Abstracts
  topic: section
creator: Catalina Del Carpio
creator: Amanda Mason
rights: Copyright (c) 2024 https://creativecommons.org/licenses/by/4.0
date: 2024-07-02
publication date: 2024-07-02

The Impact of CSR on Customer Loyalty in the FMCG Industry
type: item
description: In recent years, corporate social responsibility (CSR) has gained significant attention for its role in promoting stakeholder and societal wellbeing through voluntary corporate practices and financial contributions, potentially influencing consumer attitudes. In Nigeria, multinational corporations have implemented various CSR programs aimed at addressing social, economic, and environmental issues. However, the effectiveness and alignment of these initiatives with societal needs remain unclear. The aim of the study is to examine the impact of CSR on customer loyalty within Nigeria's fast-moving consumer goods (FMCG) sector, focusing on Dangote Group customers. An online survey was completed by 104 respondents, and the data analysed using SPSS. The study, through separate regression analysis and analysis of covariance, found positive and significant correlations between CSR initiatives (Philanthropic, Green Environment, Ethical, and product standardization) and customer loyalty. Notably, product standardization CSR emerged as most significant, indicating a positive impact and strong association between quality standards and customer loyalty. Specifically, for every 100% increase in product standardization CSR by Dangote, customer loyalty is projected to rise by 88.6%, highlighting the paramount importance of quality and standards in fostering customer loyalty.
subject: Abstracts
  topic: section
creator: Adeola Adebesin
creator: Bukola Fatokun
rights: Copyright (c) 2024 https://creativecommons.org/licenses/by/4.0
date: 2024-07-02
publication date: 2024-07-02

Editorial
type: item
description: Welcome to the very first issue of the Postgraduate Journal of Management Research which celebrates the work of our MSc students. As the journal editors, Amanda and Victoria are excited to launch this journal which showcases a selection of dissertation abstracts produced by our 2022-23 cohort students on the MSc Management, MSc International Business and Management and MSc Management and Digital Business programmes. The research summarised within these abstracts provides an insight into the hard work and passion these students have shown in managing and conducting their own research project to create some meaningful and thought-provoking insights into current management issues. For example, this first issue provides abstracts on important and timely topics, including gender equality in the workplace, perceptions of corporate social responsibility and ethnic minority entrepreneurship to name just a few. Additionally, an international outlook is evident across the abstracts within this first issue, with students having focused their research on Bangladesh, the UK, Nigeria and Sri-Lanka. As such, not only are the research abstracts addressing key business issues, but perspectives from across the globe are also being represented. We hope you enjoy reading the abstracts contained within this first issue, whether this is to learn more about the research our MSc students are undertaking or to provide inspiration for your own research project. Dr Amanda Mason and Dr Victoria Jackson
subject: Abstracts
  topic: section
creator: Amanda Mason
creator: Victoria Jackson
rights: Copyright (c) 2023 Amanda Mason, Victoria Jackson https://creativecommons.org/licenses/by/4.0
date: 2023-10-23
publication date: 2023-10-23

Gender Equality in the Workforce in Bangladesh
type: item
description: This study explores the occupational experience of female professionals in Bangladesh and their perceptions of gender equality in the workforce. Bangladesh's gender roles and culture hinder female's professional advancement. The research aims to assess working conditions and identify causes of gender injustice for female professionals, while also examining the impact of gender equality on decision-making processes and institutions. Through a review of existing literature, this paper examines the structural and cultural factors that perpetuate gender inequality and the impact of these on women's professional development. This qualitative research used semi-structured interviews with eight female participants to acquire insights into gender equality challenges. It reveals that female professionals face pervasive discrimination and harassment in the workplace, low-skilled jobs with limited prospects for career advancement, including gender-based violence and unequal pay, and struggle to balance their professional and personal lives. Participants report feeling unsupported by their employers and experiencing significant stress and anxiety. The study contributes to the extant literature on the barriers encountered by women professionals in Bangladesh, by shedding light on the imperative for policy reform, educational and training initiatives, and socio-cultural transformations to advance gender equality in the workforce.
subject: Abstracts
  topic: section
creator: Mohua Saha
creator: Chin Ong
rights: Copyright (c) 2023 Mohua Saha; Chin Ong (Supervisor) https://creativecommons.org/licenses/by/4.0
date: 2023-10-23
publication date: 2023-10-23