Explore the evidence.
Understand the reach.

Today is the era of digitalization. Nowadays, people prefer to attach their lives to social media presence on Facebook, Instagram, Twitter, YouTube, and LinkedIn. Hence, manufacturers and producers use social media tremendously in this digital era to reach customers with their products and services. Thus, social media marketing has become famous for businesses to promote their products or services, engage with their customers, and build brand awareness. The present study focuses on reviewing the mediating role played by several social media platforms to gain the interest of consumers. This paper also aims to analyze the necessity of social media marketing compared to other marketing communication and promotion forms. This paper helps the reader decide whether to depend on social media only for marketing purposes or whether there can be a choice of another means. Without analyzing the pros and cons, relying heavily on social media platforms for marketing is not always a good idea. The author employed a qualitative and descriptive method for constructing the paper. This paper will review the literature regarding social media marketing compared to other means, try to recommend, and shed light on selecting the right marketing platform by different marketers. The study's main findings demonstrate that measures should be taken to enhance responsible use and limit some of its harmful effects. Furthermore, in providing insights into whether social media marketing is a necessity or a choice, the author suggests that productive utilization should be the main priority for all, whether social media or other platforms.

This study aimed to explore how soft skills development is done in higher education institutions (HEIs) by considering the roles of HEIs and students. The study used a mixed research approach comprising qualitative and quantitative methods. Qualitative data was collected from 16 students using semi-structured interviews. In comparison, quantitative data was collected using a standard questionnaire from 342 students pursuing management and administrative undergraduate programmes in one of the universities in Tanzania. Through questionnaires, participants were asked to rank soft skills according to their relevance to their careers. The top five most relevant soft skills identified were communication, leadership, decision-making, teamwork/orientation and problem-solving. In addition, participants self-evaluated their levels of soft skills. Findings demonstrate that students perceived to have more customer orientation, communication, decision-making, problem-solving, and work-ethic skills. Through qualitative interviews, participants narrated the role of HEIs in developing soft skills and their personal initiatives to acquire the skills. It was found that joining clubs and associations, taking leadership roles, reading self-development books, watching videos and attending soft skills training are initiatives that students use for soft skills acquisition.

The purpose of the study was to investigate the roles of entrepreneurship and small and medium-sized businesses in fostering local economic development. Based on this assumption, this conceptual study attempts to investigate the function of small and medium-sized firms in LED. According to studies, the entrepreneurial spirit of the SME owner is a significant determinant of a SME's ability to surmount survival challenges and achieve sustainable growth. The article also attempts to locate and establish the purpose of the study by identifying the barriers that small and medium-sized businesses encounter in their efforts to contribute to economic growth and offering potential solutions to these barriers. Due to inadequate infrastructure development and a lack of the fundamental capabilities to control and influence local economic growth, the study concludes that exceptional measures are necessary to overcome obstacles such as finance and service. The purpose of this study is to answer the research question of whether the emphasis should be placed on creating competent entrepreneurs, particularly among previously disadvantaged individuals, if the government's goal to leverage the SMME sector is to have any significant success. It was noted that the LED is essential but has not been utilized frequently. Using a qualitative thematic analysis approach, the study accessed data on both private and public spaces primarily through secondary sources. The qualitative investigation accessed the foundational literature via a sophisticated search. According to the study, small and medium-sized enterprises play a crucial role in the promotion of LED. The study concluded, among other things, that the local level of governance in South African municipalities is incapable of providing basic services and the necessary infrastructure.

With the intensity of the Fourth Industrial Revolution, Artificial Intelligence (AI) is being widely adopted to perform key tasks in economic activities. The audit profession has also embraced AI in the performance of its function in carrying out activities like audits, oversight, and advisory functions. The application of AI has been met with acceptance, given its advantages in some quarters and with resistance/scepticism in some. Proponents table benefits such as improved sampling procedures, reduced labour, and time in performing audits, increased efficiency, and effectiveness (due to increased audit coverage) including improved audit quality. Opponents raise pragmatic concerns such as the violation of ethical principles governing the audit profession, potential biases (loss of employment) as well as the challenges of coordinating machine and human activities. The study has two objectives. Firstly, to explore the role of AI in the external audit function. Secondly, to evaluate the ongoing debates on artificial intelligence and external auditing and assess the implications of using AI in the external audit function. The study adopts a qualitative research approach, employing a critical literature review. The study will accentuate the controversies and convergences among researchers on the role and implications of applying AI in external auditing to bring to light possible research gaps that can be explored by future researchers on the subject area. Highlighting the potential externalities of using AI has both theoretical and practical implications.

The reality is that there is a relationship between language and race as advanced and qualified by ethnolinguistics. Such a relationship points to the subjugation of the isiXhosa language (habitually situated in South Africa), among other prescripts, which was fueled by racial hierarchization that ought to be debated within the paradigm of scholarly discourses. The subjugation, distortion and erosion of the isiXhosa language were led by the colonial, apartheid governance and administration that sought to impose censorship. Therefore, this article employs post-colonial theory to argue and scholarly prove that the language and many South African indigenous languages were oppressed based on racial notions that sought to accelerate neo-liberalist and imperialist perceptions. Hypothetically speaking, the isiXhosa language still suffers from the effects of (post)colonialism carried by colonial agents who continue to mock and humiliate the language. The debates and findings underline that such claims (racial hierarchization of the language) must be validated through theoretical and practical discourses. As a result, closing remarks infuse potential recommendations open to public scrutiny regarding the problematised phenomenon and/or conundrum.

In the pursuit of academic excellence, scholars are dependent on trustworthy journals to disseminate their research and contribute to the collective body of knowledge. However, the academic community is not immune to deceptive practices. This letter highlights the case of the "Global International Journal of Innovative Research," where my name, along with esteemed colleagues, was falsely associated with the editorial board without consent. Despite repeated efforts to address this issue, the journal remains unresponsive. This letter announces our intention to publish an exposé article, meticulously uncovering the fraudulent practices of the journal and its publisher. A subsequent public statement aims to warn the academic community about the deceptive nature of the "Global International Journal of Innovative Research" and emphasizes the collective responsibility of scholars to uphold ethical publishing standards. Through this exposé, we hope to safeguard the integrity of academic pursuit and raise awareness about the risks associated with engaging with predatory journals.

Zambia has not trailed behind other nations in promoting financial inclusion, one of its deliverables in its 2022-2026 Eighth National Development Plan. The analysis focused on the likelihood of reaching this goal and the implications for bank operating stability. A mixed research (quantitative and qualitative) approach was used and drew respondents from several remote areas in Zambia. A hypothesis test on the observed against the hypothesised mean (p-value = 1.93e-38 and <0.005) rejected the null to accept the alternative presupposition that banks have a relevant role in achieving financial inclusion, but they are not a necessary ingredient. The correlation test also aligned at both 95 and 99% confidence levels, that supported the null hypothesis to conclude that there is no correlation between the preferred channels of financial services and the adequacy of financial inclusion. Respondents felt that the financial inclusion services would still be offered at basic satisfactory levels regardless of the available form of financial service provider. The Kruskal-Wallis test supplemented the findings with p = 3.09667e-20(<0.05) that rejected null to conclude that any form of financial services is statistically significant in delivering basic financial inclusion in Zambia. The implications for banks are the risks for continuous survival because of the popular user-friendly alternative channels. It is recommended that the Bank of Zambia should sustain the relative relevance of formal banks by balancing their contributions with other innovative financial service channels. Banks should integrate with new market entrants, or the future will have a banking system without banks. Regulators must support banks’ survival traits such as the light set of criteria in their Know Your Customer (KYC) package.

As a means of seeking more effective ways to curb the unemployment levels in Sub-Saharan countries, governments are beginning to include the development of the manufacturing sector in their country's strategies, and Lesotho is not an exception. This paper aims to determine the role of various institutional and individual factors which when present and collaborating in an entrepreneurial ecosystem can contribute to the successful growth of MSMEs operating in the manufacturing sector. This paper is also aimed at developing a conceptual framework suitable for the growth of these MSMEs in Lesotho by linking concepts of industrial and entrepreneurial ecosystems. This study utilised a qualitative exploratory research approach and data were collected using semi-structured interviews. In total, 12 candidates from government, financial, and educational institutions as well as the media were interviewed. Data were analysed using thematic analysis. The main findings of the study demonstrate that a suitable ecosystem for MSMEs in the manufacturing sector in a country such as Lesotho should consist of policies and regulations that support and encourage financial institutions to assist MSMEs. Government regulated media institutions disseminate regular information relating to existing policies, regulations, and opportunities and educational institutions provide adequate skills and knowledge to enhance an individual’s entrepreneurial alertness, creativity, and innovativeness. An inclusive ecosystem for MSMEs in the manufacturing sector in Lesotho should also involve the collaboration of MSMEs with larger firms and the establishment of independent regulated quality assurance institutions to assure the quality of products and increase customer confidence.

In recent years, the aviation industry has transformed significantly, driven by the increasing importance of digital technologies and social media for communication and marketing. The COVID-19 pandemic accelerated this transformation, posing unprecedented challenges to airlines. The present study investigates how Turkish Airlines, Qatar Airways, and Emirates adapted their social media strategies before, during, and after the pandemic. The research has a threefold focus: (i) assessing pre-pandemic social media strategies, (ii) examining strategy evolution during the pandemic, and (iii) comparing the effectiveness of these strategies before and after COVID-19. By exploring how these airlines leveraged social media to navigate pandemic-related disruptions and maintain vital connections with passengers, this study provides valuable insights. These findings hold significant implications for aviation stakeholders, marketing professionals, and researchers, shedding light on the evolving role of social media in crisis communication and marketing. The study uncovered interesting changes in how airlines use Twitter. After the pandemic, they started using more emojis, and their messages shifted from promoting services to expressing hope during the pandemic and back to promotions afterward. They played with visuals and hashtags. Pricing-wise, they offered discounts for students, different ticket options, and bundled services. In promotions, they focused on being environmentally and socially responsible, user convenience, and specific events. They mainly shared updates on flights, achievements, and travel advice. To engage people, they used quizzes, replied directly to customers, and targeted specific groups. For marketing managers, the study suggests being more customer-focused, emphasizing environmental and social responsibility, offering diverse pricing, celebrating milestones, and creating engaging content. Overall, the findings provide practical insights for adjusting marketing strategies in the ever-changing world of airlines, especially considering the challenges brought by COVID-19.

Placement and work facilities are the two main pillars in determining employee performance, but research that discusses both is still rare. This research aims to explore the role of work facilities in moderating employee placement on employee performance. This research involved 83 respondents from various fields of work at PT X with the aim of understanding how work placement and facilities influence employee performance. Samples were selected proportionally from various company divisions using probability sampling techniques. The research results show that work placement has a positive and significant influence on employee performance. Work facilities were also proven to have a positive and significant effect on performance. However, the hypothesis regarding the role of work facilities as a moderator of the effect of placement on performance was not proven (P value: 0.200). This means that work facilities at PT X do not significantly strengthen or weaken the relationship between placement and employee performance. Practically, these findings can serve as a guide to better understand the factors that influence employee performance and design more effective human resource management strategies.