Browsing by Author "Ismail, Ismail J"

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    A perceived usefulness of entrepreneurship education as a marketing model for students’ choice of universities: Does the electronic word of mouth matter?
    (Emerald, 2024) Ismail, Ismail J
    The current research aims at investigating the mediating effect of electronic word of mouth (eWOM) on the link between entrepreneurial education and choice of the university among students. The main focus of this paper is that when entrepreneurial education is properly-implemented at universities, it leads to several positive outcomes such as positive eWOM. Therefore, if the entrepreneurial education is used as a marketing model, it can be considered as the innovative model for attracting more students. By implementing this model, the university can enhance its approach to cultivating a positive image, potentially leading to increased student enrollments.
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    Seeing through digitalization! The influence of entrepreneurial networks on market participation among smallholder farmers in Tanzania. The mediating role of digital technology
    (Taylor & Francis Online, 2023) Ismail, Ismail J
    Smallholder farmers have for a long time preferred to sell at the farm gate, where the prices have been very low compared to market places. This has been fuelled by several challenges related to market participation. The purpose of this study is therefore aiming at developing an empirical understanding that uncovers whether digital technology can mediate the relationship between entrepreneurial networks and market participation. Entrepreneurship and digital technology are novel concepts in agriculture, especially for smallholder farmers. Therefore, this study presents new insights on how the challenges of market participation can be solved through entrepreneurial networks and digital technology. The study used validated items adopted from previous studies, from which the structured questionnaires were distributed to 298 smallholder farmers. In addition, structural equation modelling (SEM) was used to analyse relationships in which digital technology was found to be a mediator of the relationship between entrepreneurial networks and market participation among smallholder farmers. Further, the study suggests that smallholder farmers can overcome challenges and increase market participation if they change their attitudes through training conducted by rural extension officers and embrace digital technologies by designing new or joining existing entrepreneurial networks