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Do internet marketing capabilities interact with the effect of procedural capabilities for public procurement participation on SMEs’ sales performance?
(Emerald, 2023) Changalima, Ismail Abdi; Israel, Baraka; Amani, David; Panga, Faustine Peter; Mwaiseje, Shadrack Samwel; Mchopa, Alban Dismas; Kazungu, Isaac; Ismail, Ismail Juma
Purpose – This study aims to examine the influence of procedural capabilities for public procurement participation on small and medium enterprises’ (SMEs) sales performance in Tanzania. Also, the study establishes the interaction effect of internet marketing capabilities on the relationship between procedural capabilities and sales performance. Design/methodology/approach – The authors conducted confirmatory factor analysis and PROCESS macro for simple interaction analysis to analyse cross-sectional data that were obtained through questionnaire from surveyed SMEs’ managers. The included SMEs are those that are involved in supplying goods, services and works to public entities in Dodoma, Tanzania. Findings – The findings reveal that procedural capabilities for participation in public procurement enhance SMEs to improve sales performance. Also, there is a significant and positive relationship between internet marketing capabilities and sales performance. Lastly, internet marketing capabilities strengthen the relationship between procedural capabilities and sales performance. Social implications – This study is a wake-up call to SMEs to better comprehend public procurement procedures and e-business practices to use the available public procurement opportunities. It is argued that SMEs should invest in technology to market their businesses through social media and online platforms. According to the study, SMEs may benefit from improving their sales performance by fully utilizing their internet marketing capabilities and participating in public procurement opportunities. Originality/value – This study adds to the two main streams of literature that emphasise harnessing public procurement opportunities for SMEs (through public procurement participation) and leveraging internet marketing capabilities for SMEs to improve their sales performance.
Extending the mediation role of entrepreneurial self-efficacy on enhancing students’ entrepreneurial intentions: A moderated mediation model
(Elsevier BV, 2024) Amani, David; Ismail, Juma Ismail; Makona, Athuman; Changalima, Ismail Abdi; Kazungu, Isaac
Entrepreneurship education provided by higher education institutions is essential in equipping students with the required abilities to initiate and develop successful businesses. However,existing literature on its contribution has yielded inconclusive results. This study explores the mediating role of entrepreneurial self-efficacy in enhancing the entrepreneurial intentions of business students, while adopting a moderated mediation analysis with entrepreneurship education as the predicting variable and the entrepreneurial environment as the moderating variable. Data was collected from 271 business undergraduates in Tanzania, and analyzed using PLS-SEM. The results revealed that entrepreneurial self-efficacy is a significant mediator in the influence of entrepreneurship education on entrepreneurial intentions. Furthermore, the study identified the moderation role of the entrepreneurial environment in the indirect effect of entrepreneurship education on enhancing entrepreneurial intentions with entrepreneurial self-efficacy as a mediator. Therefore, the study recommends that higher education institutions empower students with entrepreneurial self-efficacy to promote entrepreneurial intentions, while also creating environments conducive to entrepreneurship that support these intentions. Finally, the study discussed limitations and suggested future research directions.
Extending the mediation role of entrepreneurial self-efficacy on enhancing students’ entrepreneurial intentions: A moderated mediation model
(Elsevier BV, 2024) Amani, David; Ismail, Ismail Juma; Makona, Athuman; Changalima, Ismail Abdi; Kazungu, Isaac
Entrepreneurship education provided by higher education institutions is essential in equipping students with the required abilities to initiate and develop successful businesses. However, existing literature on its contribution has yielded inconclusive results. This study explores the mediating role of entrepreneurial self-efficacy in enhancing the entrepreneurial intentions of business students, while adopting a moderated mediation analysis with entrepreneurship education as the predicting variable and the entrepreneurial environment as the moderating variable. Data was collected from 271 business undergraduates in Tanzania, and analyzed using PLS-SEM. The results revealed that entrepreneurial self-efficacy is a significant mediator in the influence of entrepreneurship education on entrepreneurial intentions. Furthermore, the study identified the moderation role of the entrepreneurial environment in the indirect effect of entrepreneurship education on enhancing entrepreneurial intentions with entrepreneurial self-efficacy as a mediator. Therefore, the study recommends that higher education institutions empower students with entrepreneurial self-efficacy to promote entrepreneurial intentions, while also creating environments conducive to entrepreneurship that support these intentions. Finally, the study discussed limitations and suggested future research directions.
Extending the mediation role of entrepreneurial self-efficacy on enhancing students’ entrepreneurial intentions: A moderated mediation model
(Elsevier BV, 2024) Amani, David; Ismail, Ismail Juma; Makona, Athuman; Changalima, Ismail Abdi; Kazungu, Isaac
Entrepreneurship education provided by higher education institutions is essential in equipping students with the required abilities to initiate and develop successful businesses. However, existing literature on its contribution has yielded inconclusive results. This study explores the mediating role of entrepreneurial self-efficacy in enhancing the entrepreneurial intentions of business students, while adopting a moderated mediation analysis with entrepreneurship education as the predicting variable and the entrepreneurial environment as the moderating variable. Data was collected from 271 business undergraduates in Tanzania, and analyzed using PLS-SEM. The results revealed that entrepreneurial self-efficacy is a significant mediator in the influence of entrepreneurship education on entrepreneurial intentions. Furthermore, the study identified the moderation role of the entrepreneurial environment in the indirect effect of entrepreneurship education on enhancing entrepreneurial intentions with entrepreneurial self-efficacy as a mediator. Therefore, the study recommends that higher education institutions empower students with entrepreneurial self-efficacy to promote entrepreneurial intentions, while also creating environments conducive to entrepreneurship that support these intentions. Finally, the study discussed limitations and suggested future research directions.
Hail to thee, my sports team brand: investigating the drivers of eFANgelism among fans of selected sports teams in the English Premier League (EPL)
(Springer Science and Business Media LLC, 2023) Amani, David
Sports fans participate in supporting sports teams by demonstrating various attitudinal behaviors such as loyalty, purchase intention, and stadium attendance. However, although the literature indicates that sports fans who are fanatics can demonstrate advanced attitudinal behavior such as eFANgelism, very little has been done on the drivers of this advanced attitudinal behavior. This study utilized social identity theory to create a conceptual model which looked at how fan identification and fan community identification can be used to promote eFANgelism via perceived brand sacredness among sports fans in Tanzania. The purpose of the study was to provide insights into factors that can improve positive brand promotion among sports fans in Tanzania. Partial least square-structural equation modeling was used to analyze data collected from 322 sports fans of selected sports teams in the English Premier League. The findings indicate that fan identification and fan community identification are important drivers of eFANgelism via perceived brand sacredness. The study recommends that sports team managers should view sports fans as valuable assets that can help create and maintain a competitive advantage for their teams. In addition, sports managers can consider sports fans as an engine toward building the corporate reputation of sports organizations.
How do COVID-19 preventive measures build corporate reputation: focus on the hospitality industry in Tanzania
(Emerald Publishing Limited, 2023) Amani, David
Purpose: The study investigated the strategic contribution of COVID-19 preventive measures in building corporate reputation in the hospitality industry when mediated with ethical branding. Design/methodology/approach: The hypothesized model was developed and tested using a cross-sectional research design among 404 customers of hospitality organizations (i.e. hotels and restaurants). The collected data were analyzed quantitatively using structural equation modeling. Findings: The results showed that COVID-19 preventive measures are important drivers in building or rebuilding corporate reputation during and after the COVID-19 pandemic. The study also showed that ethical branding acts as a mediator between COVID-19 preventive measures and corporate reputation. Research limitations/implications: The study used a nonprobability sampling technique, i.e. convenience sampling and a cross-sectional survey research design. It is therefore necessary to be careful when generalizing the findings. Practical implications: The study recommends that managers in hospitality organizations should ensure proper and effective compliance with COVID-19 preventive measures during service delivery. Among others, the study highlighted areas for further study to include an investigation using a longitudinal approach to observe behavioral changes toward COVID-19 preventive measures and their consequences on the overall corporate reputation of the hospitality industry. This recommendation is based on the fact that, currently, new cases and mortality rates have decreased considerably. As a result, customers in the hospitality industry have started to have different opinions about complying with COVID-19 preventive measures. Originality/value: The study is among new endeavors to investigate drivers that can rebuild and sustain the corporate reputation of hospitality organizations during a pandemic like COVID-19.
I share because I care! Smallholder farmers’ perceptions of the usefulness of word of mouth for their market participation decisions
(Emerald, 2023) Ismail, Ismail Juma; Amani, David; Changalima, Ismail Abdi; Kazungu, Isaac
Purpose The approach to integrate concepts from different disciplines so as to solve the problems facing smallholder farmers has gained momentum in recent years. However, very little is known about how word-of-mouth (WOM) dimensions can be used in agricultural marketing to explain market participation among smallholder farmers. Therefore, this study investigates the perceived usefulness of WOM in explaining smallholder farmers’ market participation. Design/methodology/approach The cross-sectional design was carried out to survey a sample of 467 smallholder farmers. This study used partial least squares structural equation modelling (PLS-SEM) in SmartPLS 4 to test hypotheses. Findings The results revealed that WOM dimensions such as expertise differential, strong tie and trustworthiness among smallholder farmers significantly influence the WOM message delivery. Likewise, the findings suggest that WOM message delivery significantly influences market participation among smallholder farmers. Finally, it was revealed that WOM message delivery significantly mediates the relationship between WOM dimensions and market participation. Practical implications This study provides useful insights to smallholder farmers on how to use WOM dimensions to enhance more market participation in formal markets, especially through proper WOM message delivery. Originality/value The current study solves the problem of information asymmetry among smallholder farmers through WOM. It is perhaps the first study to establish the link between WOM dimensions and market participation among smallholder farmers in the context of developing countries.
Is ethical packaging the right way to go? The impact of green packaging on consumer legitimacy in cosmetics industry
(Informa UK Limited, 2024) Amani, David
The purpose of this study is to examine and understand the impact of green packaging on consumer legitimacy through green perceived value. Data were collected from 331 customers of cosmetic products in Tanzania. The study used partial least squares structural equation modeling (PLS-SEM) to test the hypothesized relationships between the variables. The proposed research model was largely supported, and the mediating role of green perceived value in this model was confirmed. Green packaging was found to be more determinative of consumer legitimacy. Additionally, novelty-perceived green value was found to mediate the association between green packaging and consumer legitimacy. Based on the study’s findings, this study provides specific theoretical and practical implications
Love thinketh no evil: mediation role of brand love on consumer religiosity and consumer forgiveness in Tanzanian Islamic banking
(Emerald, 2023) Amani, David
Purpose – This study aims to develop and test a research model that explores the empirical relationship between consumer religiosity, brand love and consumer forgiveness. Its objective was to enhance our understanding of the mechanisms that can influence consumers to extend forgiveness to brands in the context of Islamic banking in Tanzania. Design/methodology/approach – The study used a quantitative cross-sectional survey design to gather data from 399 respondents in the Dodoma and Dar-es-salaam regions of Tanzania. A structured questionnaire was used to collect the data, which were subsequently analyzed using structural equation modeling (SEM) with AMOS 21. Findings – The study’s findings revealed that consumer forgiveness is influenced by the level of brand love at an individual level. Additionally, the findings indicate that in the context of Islamic banking, brand love is an emotional behavior that is influenced by the strength of religious beliefs, that is, consumer religiosity. Consequently, the findings highlighted the mediating role of brand love in the proposed relationship between consumer religiosity and consumer forgiveness. Practical implications – The fact that Islamic banking is guided by Islamic laws (Sharia) and Islamic values means that competitiveness in this sector can be established by serving consumers who are well- versed in Islamic teachings and doctrines. Furthermore, customers who possess a strong understanding of Islamic teachings and doctrines can be an asset to Islamic banks, as they are less likely to switch banks due to service delivery issues. Originality/value – This empirical study is one of the few attempts to explore the relationship between consumer religiosity, consumer forgiveness and brand love. It expands our understanding of consumer forgiveness by examining the influence of deontological norms (applying norms to assess Islamic banking practices) and teleological evaluation (evaluating Islamic banking practices based on the overall balance of right and wrong expected to occur).
The role of destination brand-oriented leadership in shaping tourism destination brand ambassadorship behavior among local residents in Tanzania
(Taylor & Francis, 2023) Amani, David
The Chengdu Declaration on Tourism and the Sustainable Development Goals emphasizes the importance of promoting local residents’ involvement in building inclusive tourism development across all aspects, including business strategies. However, there has been little focus on promoting inclusivity of local residents in destination branding as a business strategy. This study aims to investigate the role of political leaders in shaping local residents to behave as destination brand ambassadors, responding to calls from scholars and practitioners to explore the position of local residents in achieving inclusive destination branding. The study adopts corporate branding theory to explore the role of leaders in motivating local residents to demonstrate positive brand-building behavior, specifically brand ambassadorship behavior. To test the proposed structural model, the study uses cross-sectional survey data from 313 local residents in Dodoma, the capital city of Tanzania. The results indicate that brand-oriented leadership has a significant influence on local residents’ intentions to demonstrate brand ambassadorship behavior through public trust. This proposed and tested model can be used as a valuable guideline for tourism destination administrators and marketers to develop effective strategies. Finally, the study concludes with implications and future research directions.
When customers strike back: examining the impact of psychological contract violation on customers' switching behaviour
(The University of Dodoma, 2023) Amani, David
Although the psychological contract has garnered attention from scholars in the social sciences, little is known about its implications from a marketing perspective. This study aims to investigate the mediating role of customer-brand disidentification between psychological contract violation and customers' switching behaviour. It represents an initial attempt to explore psychological contract violation from the perspective of the service domain in emerging economies, contributing to theoretical and practical discussions on the factors influencing customers' switching behaviour. The study utilised a quantitative-based cross-sectional design involving 399 customers from three selected pay television companies in Tanzania's media industry. Data were collected using a structured questionnaire and analysed using structural equation modelling. The findings reveal that psychological contract violation influences customers' switching behaviour when mediated by customer-brand disidentification. Consequently, if disidentification is not managed effectively, customers disengage from their relationship with the service providers and opt for alternative providers. The study suggests that service providers should proactively identify signs of psychological contract violation and implement necessary measures to address them, thereby mitigating the likelihood of customers resorting to switching behaviour.

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