Determinants of perceived e-learning usefulness in higher education: A case of Thailand

Academic resilience and emotional intelligence are considered important personal resources for furthering students’ academic performance. However, many educational organizations seem to trivialize the performance implications of these constructs in teachings and curriculum. Consequently, it can decrease not just their academic performance but also their employability, as they lack the generic competencies to adapt and survive in a stressful context. Even so, empirical evidence on integrating academic resilience, emotional intelligence, and academic performance remains unexplored in the Nigerian university context. Therefore, the study aimed to investigate the linkages between academic resilience, emotional intelligence, and academic performance in Nigeria. The partial least square (PLS) modeling method was utilized for testing the stated hypotheses with data collected from 179 final year undergraduate students in the regular B.Sc. Business Administration and B.Sc. Marketing program at Delta State University, Nigeria. From the PLS results, the study reported that academic resilience was positively related to emotional intelligence (β = 0.125, p = 0.007), academic resilience (β = 0.231, p = 0.000) and emotional intelligence (β = 0.260, p = 0.000) were positively related to academic performance, and emotional resilience mediated the positive relationship between academic resilience and academic performance (β = 0.057, p = 0.005). While academic resilience predicted academic performance, it also predicted emotional intelligence, which affected academic performance significantly and positively.

In the digital age and technological advancements, short video platforms have become essential tools for online sales and marketing. In addition, shopping through short video marketing has gained significant attention, especially among Generation Z, as it brings unique and novel shopping experiences. The primary goal of this study is to explore the factors of short video marketing that influence the purchase intentions of Generation Z consumers in Vietnam. To conduct this study, a quantitative approach was employed, utilizing a 5-point Likert scale questionnaire administered online through a non-probability sampling method. The sample comprised 350 respondents aged between 16 and 26 from Vietnam, representing Generation Z, who made purchases through short video marketing. The relationships among various variables were analyzed using Structural Equation Modeling (SEM). The study’s results demonstrated a positive, significant, and direct relationship between all factors of short video marketing, including interesting content, perceived usefulness, scenario-based experience, user interaction, perceived enjoyment, and involvement of celebrities and consumer brand attitude. Among these factors, perceived usefulness is the most influential factor on customer brand attitude. In addition, the study revealed that consumer brand attitude, acting as a mediating variable, had a positive and significant impact on consumers’ purchase intentions. Based on the findings, the study suggested strategies for businesses to enhance the quality and content on short video platforms, thereby improving the effectiveness of their marketing strategies.

Acknowledgment
The authors express a sincere gratitude to all the participants who generously took part in this research study.

Innovative marketing has given rise to practitioners’ and scholars’ attention in the 21st-century market. Given this, social media marketing has become the order of the day when accessing modern tools for marketing communication. However, the adoption of this innovation comes with its associated challenges, particularly, from a developing country perspective. Against this background, this study sought to examine the inhibitors characterized in the application of social media channels as an innovative tool for advertising and communication among SMEs (small and medium enterprises) in Ghana. For study results to be achieved, a quantitative research approach with a questionnaire of 650 was distributed among managerial staff of the fashion industry in the central part of Ghana of which 512 respondents were duly received and correctly filled for data processing and analysis. Results from the partial least square structural equation method (PLS-SEM), showed that despite the importance of innovation, lack of managerial skills/marketing expertise, perceived cost, regular systems/links upgrade, and financial constraints are significant inhibiting factors affecting the application of social media as advertising and communication tools among SMEs in developing economy. Interestingly, the findings further showed that ’company’s size’ as well as ’availability of social media channel/tool’ significantly control for the outcome variable (internet/social media) as a marketing communication tool.

Acknowledgment
This work is supported by Tomas Bata University in Zlin through; IGA/FaME/2019/002: The role of the institutional environment in fostering entrepreneurship, and further supported by IGA/FaME/2020/002 and IGA/FaME/2019/008. The authors are thankful to Prof. Jaroslav Belás, Prof. Boris Popesko, and Prof. Miloslava Chovancová for their guidance towards developing this manuscript.