MMU International Journal of Management, Finance and Accounting - Ijomfa

05/12/2025

01/12/2025

📢 Now published in IJOMFA, Volume 6, Issue 1 (2025)!

🔍 What drives impulsive purchasing among young Vietnamese in live-streaming commerce?

This newly published IJOMFA article examines the key factors influencing impulsive purchasing intention among Vietnamese Millennials and Gen Z consumers in live-streaming commerce. Using the S-O-R research model, the study investigates how streamer attractiveness, trustworthiness, expertise, perceived price, product usefulness, and facility conditions shape impulsive buying, with perceived enjoyment and perceived usefulness as mediators.

Based on 291 survey responses analyzed via SPSS 22 and SmartPLS 4, the study reveals that perceived enjoyment and perceived usefulness positively influence impulsive purchasing. Streamer attractiveness, trustworthiness, product usefulness, and facility conditions indirectly affect impulsive buying, while streamer expertise and perceived price show no significant impact. The findings highlight that emotional arousal drives impulsive buying, yet consumers still prioritize product quality and usefulness. These insights provide practical guidance for marketers and companies seeking to optimize live-streaming commerce strategies in Vietnam.

📄 Read the full article: https://journals.mmupress.com/index.php/ijomfa/article/view/1451

📘 DOI: https://doi.org/10.33093/ijomfa.2025.6.1.11

Factors Affecting Vietnamese Young People’s Impulsive Purchasing Intention on Live-Streaming Commerce DOI: https://doi.org/10.33093/ijomfa.2025.6.1.11 Article Sidebar Fulltext Published: Feb 28, 2025 DOI: https://doi.org/10.33093/ijomfa.2025.6.1.11 Keywords: Live-streaming, impulse purchasing inte...

01/12/2025

📢 Now published in IJOMFA, Volume 6, Issue 1 (2025)!

🔍 How does the service marketing mix influence customer loyalty towards travel agents post-COVID-19?

This newly published IJOMFA article investigates the impact of the service marketing mix on customer loyalty in Oman’s travel sector following the COVID-19 pandemic. Focusing on the 7Ps of marketing—Product, Price, Place, Promotion, People, Process, and Physical Evidence—the study uses a self-administered survey and analyzes the data through Partial Least Squares Structural Equation Modelling (PLS-SEM).

The findings provide valuable insights into how various components of the service marketing mix affect client loyalty, offering practical guidance for travel agencies to strengthen service quality and implement effective customer retention strategies. This study contributes to a deeper understanding of consumer loyalty dynamics in the post-pandemic travel industry.

📄 Read the full article:
https://journals.mmupress.com/index.php/ijomfa/article/view/1271
📘 DOI: https://doi.org/10.33093/ijomfa.2025.6.1.9

The Influence of Service Marketing Mix on Customer Loyalty Towards Travel Agents Post Covid-19 Pandemic DOI: https://doi.org/10.33093/ijomfa.2025.6.1.9 Article Sidebar Fulltext Published: Feb 28, 2025 DOI: https://doi.org/10.33093/ijomfa.2025.6.1.9 Keywords: Service Marketing Mix, Customer Loyalty,....

01/12/2025

📢 Now published in IJOMFA, Volume 6, Issue 1 (2025)!

🔍 How can AI transform the design of cultural and creative products?

This newly published IJOMFA article introduces an AI-assisted design framework for developing cultural and creative products, illustrated through a case study using the Ya Chou Yue artifact from the Shandong Museum. The framework guides designers through key stages—defining objectives, planning the design, generating AI-driven visuals, and refining the design—to create innovative cultural products such as a cultural creative doll.

The study demonstrates the practical value of AI technologies in enhancing cultural product design while also acknowledging their limitations. By offering fresh methodologies and insights, this work contributes to the advancement of cultural heritage promotion and innovation within the cultural and creative industries.

📄 Read the full article: https://journals.mmupress.com/index.php/ijomfa/article/view/1302

📘 DOI: https://doi.org/10.33093/ijomfa.2025.6.1.8

AI-Assisted Cultural and Creative Product Design Framework and Case Study DOI: https://doi.org/10.33093/ijomfa.2025.6.1.8 Article Sidebar Fulltext Published: Feb 28, 2025 DOI: https://doi.org/10.33093/ijomfa.2025.6.1.8 Keywords: AI-assisted design, cultural and creative products, Ya Chou Yue, design...

01/12/2025

📢 Now published in IJOMFA, Volume 6, Issue 1 (2025)!

🔍 How do work-life balance practices influence job satisfaction and performance among female employees in Malaysia’s banking sector?

This newly published IJOMFA article presents a conceptual study exploring how work-life balance practices shape job satisfaction and job performance among female employees in the Malaysian banking industry. With increasing numbers of women participating in the workforce, many continue to navigate challenges in balancing professional and family responsibilities.

Drawing upon existing literature, the study proposes a conceptual framework that examines flexible work arrangements, wellness initiatives, and other work-life balance practices, with job satisfaction acting as a key mediator between these practices and job performance. Targeting female employees in Kuala Lumpur and Selangor, the study will utilise survey-based questionnaires, judgemental sampling, and PLS-SEM for analysis. By developing a new model that supports female employee performance, this work contributes meaningfully to the Sustainable Development Goal on good health and well-being.

📄 Read the full article: https://journals.mmupress.com/index.php/ijomfa/article/view/1299

📘 DOI: https://doi.org/10.33093/ijomfa.2025.6.1.6

The Practices of Work-life Balance, Job Satisfaction, and Job Performance Among Female Employees in Banking Industry: A Conceptual Study DOI: https://doi.org/10.33093/ijomfa.2025.6.1.6 Article Sidebar Fulltext Published: Feb 28, 2025 DOI: https://doi.org/10.33093/ijomfa.2025.6.1.6 Keywords: Work-lif...

01/12/2025

📢 Now published in IJOMFA, Volume 6, Issue 1 (2025)!

🔍 How do political connections shape earnings management practices in Nigerian firms?

This newly published IJOMFA article investigates the impact of political connections on earnings management and examines whether the efficacy of the board of directors influences this relationship. Using panel data of 365 observations from 73 listed firms on the Nigerian Exchange Group (2018–2022), the study employs Driscoll and Kraay standard error fixed effects to test its hypotheses.

The findings reveal that politically connected boards are positively associated with accrual earnings management but negatively associated with real earnings management practices. Importantly, the study also shows that board efficacy is negatively related to both forms of earnings management, acting as a significant mechanism in curbing manipulative practices among politically connected firms. As one of the earliest studies to address this topic following the Nigerian Code of Corporate Governance 2018, the results offer meaningful implications for policymakers, regulators, and investors.

📄 Read the full article: https://journals.mmupress.com/index.php/ijomfa/article/view/1160

📘 DOI: https://doi.org/10.33093/ijomfa.2025.6.1.5

Effects of Political Connections on Earnings Management Practices in Nigeria: Does the Board of Directors’ Efficacy Matter? DOI: https://doi.org/10.33093/ijomfa.2025.6.1.5 Article Sidebar Fulltext Published: Feb 28, 2025 DOI: https://doi.org/10.33093/ijomfa.2025.6.1.5 Keywords: Political connectio...

01/12/2025

📢 Now published in IJOMFA, Volume 6, Issue 1 (2025)!

🔍 How does organisational ethical culture drive social sustainability in Malaysian companies?

This newly published IJOMFA article examines the critical role of ethical leadership and organisational ethical culture in fostering social sustainability within Malaysian organisations. Grounded in Social Exchange Theory, the study analyses data from 202 employees using SPSS and SmartPLS 4 to uncover how ethical practices shape well-being and workplace outcomes.

The findings highlight that ethical leadership is essential for developing a strong organisational ethical culture, which in turn promotes employees’ well-being. Notably, job satisfaction was found to effectively mediate the relationship between ethical leadership and employees’ well-being. These insights offer valuable implications for organisational leaders, HR practitioners, and policymakers working to strengthen sustainability commitments in line with Malaysia’s SDG agenda.

📄 Read the full article: https://journals.mmupress.com/index.php/ijomfa/article/view/1137

📘 DOI: https://doi.org/10.33093/ijomfa.2025.6.1.4

Antecedents of Organisational Ethical Culture towards Social Sustainability for Companies in Malaysia DOI: https://doi.org/10.33093/ijomfa.2025.6.1.4 Article Sidebar Fulltext Published: Feb 28, 2025 DOI: https://doi.org/10.33093/ijomfa.2025.6.1.4 Keywords: Social Sustainability, Ethical Leadership,....

01/12/2025

📢 Now published in IJOMFA, Volume 6, Issue 1 (2025)!

🔍 What drives university students to engage with ChatGPT?

This newly published IJOMFA article explores key factors shaping students’ intentions to use ChatGPT for educational purposes. As AI—especially tools like ChatGPT—continues to transform learning, this study investigates how academic content creation, information seeking, convenience, and perceived usefulness influence adoption among undergraduate students at MMU Cyberjaya.

Using a quantitative approach with 109 respondents, the findings reveal that while academic content creation, information seeking, convenience, and perceived usefulness significantly motivate usage, novelty and perceived ease of use show no notable impact. These insights offer valuable guidance for academics, policymakers, and AI developers aiming to strengthen AI integration in higher education.

📄 Read the full article: https://journals.mmupress.com/index.php/ijomfa/article/view/1022

📘 DOI: https://doi.org/10.33093/ijomfa.2025.6.1.1

Unveiling the Pathways: Exploring Influential Factors Shaping the Intentions to Engage with ChatGPT DOI: https://doi.org/10.33093/ijomfa.2025.6.1.1 Article Sidebar Fulltext Published: Feb 28, 2025 DOI: https://doi.org/10.33093/ijomfa.2025.6.1.1 Keywords: Undergraduate Students, Intention to use Chat...

24/11/2025

🌟 4th International Article Writing Competition 2026 🌟
Get ready — we will soon be back for the fourth year to celebrate fresh ideas, bold insights, and impactful research!
https://www.mmupress.com/competition-2026/

PARTICIPATING JOURNALS:

🔬 Science & Technology Journals
• Journal of Engineering Technology and Applied Physics (JETAP)
• International Journal of Robotics, Automation and Sciences (IJORAS)
• Journal of Informatics and Web Engineering (JIWE)

🎨 Social Sciences Journals
• International Journal of Creative Multimedia (IJCM)
• International Journal of Management Finance & Accounting (IJOMFA)
• Issues and Perspectives in Business and Social Sciences (IPBSS)
• Journal of Communication, Language and Culture (JCLC)
📌 Theme for JCLC: AI and Technologies in Language and Communication

⚖️ Law Journal
• Asian Journal of Law and Policy (AJLP)

📩 For inquiries: [email protected]

Jiwe Mmu
Asian Journal of Law and Policy
Jetap Mmu
MMU International Journal of Management, Finance and Accounting - Ijomfa

Institute for Postgraduate Studies, Multimedia University, Malaysia
Research Management Centre Multimedia University
iNVENT𝙓 MMU

18/11/2025

🌟 Call for Thematic Editors — IJOMFA 2026 🌟

The International Journal of Management, Finance and Accounting (IJOMFA), published by MMU Press, is pleased to invite applications for Thematic Editor positions for the 2026 publication year.

This is a meaningful opportunity for academics and researchers to lead a thematic issue focusing on emerging topics in management, finance, or accounting. Successful applicants will work closely with MMU Press and the editorial team throughout the entire process of publishing the thematic issue.

🗓 Proposal Submission Deadline: 31 January 2026
📌 Submission Method: https://forms.gle/p2JHChN5Qv8pc3G88
🌿IJOMFA Website: https://journals.mmupress.com/index.php/ijomfa

For further enquiries, please contact: Assoc. Prof. Dr. Tan Booi Chen, Editor-in-Chief ([email protected]).

17/11/2025

📢 Now published in IJOMFA, Volume 6, Issue 2 (2025)!

🔍 How do leadership behaviours influence employees’ innovative actions?

This newly published article explores employees’ perspectives on leadership in the service sector, using qualitative interviews and thematic analysis. The study identifies 15 leadership behaviours that impact innovation—highlighting how role modelling, empowerment, recognition, consultation, development, and rewards encourage innovation, while constant monitoring and high workload pressure hinder it. The findings emphasize the importance of understanding employees’ views to foster a creative and innovative work environment.

📄 Read the full article:
https://doi.org/10.33093/ijomfa.2025.6.2.14

📘 DOI: https://doi.org/10.33093/ijomfa.2025.6.2.14

Exploring the Impact of Leadership on Encouraging Innovative Behaviours: An Employee’s Perspective DOI: https://doi.org/10.33093/ijomfa.2025.6.2.14 Article Sidebar Fulltext Published: Aug 30, 2025 DOI: https://doi.org/10.33093/ijomfa.2025.6.2.14 Keywords: Employees' Behaviour, Leadership, Innovati...