01
Original Article
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Is AI-Powered Education Sustainable and Marketable in UK Higher Education? Exploring Opportunities and Challenges in Assessment Through the Lenses of Staff and Students
Andrina Halder, Saira Sultana, Rahaman Hasan, Sajeel Ahmed
· pp. 10–29
DOI: 10.17010/ijom/2025/v55/i10/175611
Purpose: This study explored the sustainability of AI-powered education in UK higher education, with a focus on its implications for assessment practices. It aimed to identify the benefits and challenges associated with integrating AI technology. Methodology: A qualitative research approach …
Keywords:
artificial intelligence (AI), sustainability, UK higher education, assessment design, teaching and learning
02
Original Article
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The Diffusion of Predictive Analytics for Innovative Interactive Marketing Strategy in International E-Fashion Commerce
Mostafa Mohamad, Dababrata Chowdhury, Ali Ahmad, Harish Jyawali, Asraful Khan
· pp. 30–52
DOI: 10.17010/ijom/2025/v55/i10/175612
Purpose: This research explored the factors prompting the diffusion of predictive analytics (PA) in international e-fashion companies. A typology of motives, advantages, and diffusion challenges was provided, and recommendations on overcoming them were suggested to PA executives. Methodology: Based on …
Keywords:
predictive analytics, e-fashion, e-commerce, DOI theory, TOE framework
03
Original Article
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Gender and Proximity Marketing : Concept, Antecedents, and Effects
Pinaki Nandan Pattnaik, Sweta Leena Hota, Mahendra Kumar Shukla, Afsha Matloob
· pp. 53–68
DOI: 10.17010/ijom/2025/v55/i10/175613
Purpose: This paper examined the concept of proximity marketing and its effectiveness by identifying its antecedents and evaluating the moderating role of gender. It specifically tried to explore how gender influenced the relationship between proximity marketing effectiveness and factors like …
Keywords:
proximity marketing, perceived managerial effectiveness, cognitive innovativeness, managerial performance, perceived usefulness, compatibility
04
Original Article
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Consumers’ Decision-Making and Role of Social Media Influencers in the UK Hotel Industry
Mohammad Mahbubul Haque, Rahaman Hasan, Anuj Kumar
· pp. 69–87
DOI: 10.17010/ijom/2025/v55/i10/175614
Purpose: The present study examined the role of social media influencers in shaping consumer decision-making within the UK hotel sector. It aimed to explore how influencer marketing interacted with consumer psychology and digital behavior, with particular emphasis on trust, authenticity, …
Keywords:
consumer decision-making, social media influencers, hotel industry, UK hospitality, source credibility, social proof, theory of planned behavior, Engel-Kollat-Blackwell model, mixed methods, digital marketing, FOMO
