International Journal of Research in Business and Social Science

The aim of the study is to explore the impact of brand awareness, brand loyalty and brand attitude on purchase intention in online shopping. The study was quantitative in nature adopting the survey method. Due to the absence of a sampling frame, convenience sampling, a form of non-probability sampling was utilised a total of 253 responses well collected from Braamfontein, a busy business district in Johannesburg, South Africa. In order to test the proposed hypotheses, a unique conceptual model was developed in which brand awareness, brand loyalty, and brand attitude acted as predictors while purchase intention served as the outcome. Data analysis was conducted in SPSS 27 where descriptive statistics were produced as well as regression analysis to test the proposed hypothesis. Findings suggested that customers perceived brand attitude to have the strongest impact on purchase intention while the weakest predictor of purchase intention was brand awareness as far as online purchasing was concerned. Managerial implications emerged from the study and suggestions for further research were proposed.

Trade facilitation is widely touted in the literature as a means to increase trade, capital inflows, and economic growth as a result of lower transaction costs; however, its implementation and efficacy pose challenges, especially for developing nations. Despite controversies and differing perspectives on these challenges, some of which were published prior to February 22, 2017, when the Trade Facilitation Agreement went into effect, there is no meta-analysis that evaluates the validity of these challenges. This qualitative meta-analysis is a systematic review of qualitative research examining the difficulties and obstacles developing countries face in instituting trade facilitation reforms. This document lays the groundwork for resolving general trade facilitation implementation challenges in Southern Africa, and in particular Zimbabwe. Significant obstacles to the successful implementation of trade facilitation initiatives include limited financial resources, infrastructural inadequacy, and inadequate institutional architecture. Requisite human capital inadequacy is one of the primary impediments to the successful implementation of the trade facilitation reform process. The elimination of these obstacles would unquestionably boost innovation in trade and commerce, as well as the region's trade legitimacy. Trade liberalization, improvement of legal inter-regional trade, and active participation by merchants in global value chains could be advantageous to governments in developing countries through trade facilitation.

The study examined the role of leadership in the performance of the National Social Security Authority (NSSA) in Zimbabwe. The study employed mixed methods research, which triangulated qualitative and quantitative techniques. Respondents for the questionnaires were selected using simple random sampling. Participants for interviews were purposively selected. Written records were also used to collect data. Data from questionnaires were analyzed using Statistical Package for Social Scientists (SPSS), and qualitative data were analyzed using thematic and content analysis. The study established leadership as a crucial component for NSSA’s satisfactory performance, with investment activities, service delivery, and corporate social responsibility used to gauge NSSA’s performance. The study recommended the intricate interaction of the leadership and the employees and the creation of a robust corporate governance framework to do away with political prying and enhance efficiency and effectiveness in the running of NSSA.

This study investigates the contribution of the Southern African Development Community's (SADC) Rules of Origin (RoO) to the growth and survival of manufacturing industries in Zimbabwe. The study adopted a qualitative approach and used purposive sampling to select the interviewees. Data obtained from interviews and through documentary review was thematically analysed. The study found that several critical challenges are hindering the effective utilisation of RoO. Foremost among these is a pervasive lack of knowledge and understanding of RoO requirements across all sectors of the Zimbabwean economy. This knowledge gap is compounded by cumbersome administrative and accounting requirements necessary to meet origin criteria, creating significant compliance burdens for manufacturers. Additionally, the poor economic performance of Zimbabwe has negatively impacted the ability of industries to leverage the benefits of SADC RoO, further impeding their competitiveness within the SADC Free Trade Area (FTA). The study recommended comprehensive awareness and training programmes to educate stakeholders on RoO, simplification of administrative processes to reduce compliance costs, and broader economic reforms to improve the overall business environment. Furthermore, it advocates for the establishment of support services to assist industries in navigating RoO requirements, and the enhancement of regional cooperation to facilitate smoother trade flows. .

Modern relief organisations are overwhelmed with complex emergency response operations. Man-made and natural disasters are affecting millions of people, infrastructure and land. In developing countries, many emergency relief programs fail due to ineffective outsourcing management of emergency response services. This has been worsened by failure to understand the concept of outsourcing and measures to improve it. Little is known about the key strategies of outsourcing and their impact on emergency relief performance. Thus, the study sought to establish key strategies of outsourcing and their impact on performance of emergency relief programme. The study employed a descriptive research design tapping into quantitative research approach. To collect data from respondents, the closed-ended questionnaires were used. Descriptive and inferential statistics were used in analysing the quantitative data. The study found that adopting strategies to enhance outsourcing improved the organisation’s efficiency and effectiveness in performing emergency relief services. The study revealed that investing in information technology and software systems; and adopting supply chain modelling, algorithms and programming are impetus strategies that can be implemented by a leading non-governmental organisation to enhance outsourcing. Thus, there is significant relationship between exercise of sustainable strategies that enhances outsourcing and performance improvement of emergency relief services. The management of the organisation should adopt information technology, artificial intelligence and data analytics when outsourcing services within the organisation. The study focused on a leading non-governmental organisation in Zimbabwe neglecting other emergency relief organizations and thus making it difficult to make inferences to other players. Therefore, th? researcher recommends that further studies should consider taking all humanitarian organisations to have a comprehensive understanding on the issue under study.  

Transformational leadership has been touted by several scholars as the real deal in necessitating organisational change. The approach encourages, inspires and motivates followers to be innovative and create change that necessitates growth and shapes organisational success. While several studies have confirmed that leadership plays a crucial role in effective change management, very few have gone further to identify the specific leadership style(s) necessary for effective change management. As such, the study sought to assess the influence of transformational leadership on organisational change in the mining industry with specific reference to ABC Mine in Zimbabwe. Guided by the interpretivism research philosophy and the inductive approach, the study adopted a qualitative research design where primary data was collected through semi structured interviews from 26 participants chosen through purposive sampling. The study found that transformational leaders act as key influencers in driving organisational change by fostering trust, inclusivity, and collaboration. It was also found that transformational leaders effectively address and mitigate employee resistance to change by fostering open communication and psychological safety. The study concluded that transformational leadership is effective and necessary in managing organisational change. The study also concluded that employee engagement and involvement, personalised employee relations and continuous training are key practices necessary for facilitating organisational change implementation.

This study examines the impact of wage disparities on employee performance within Zimbabwe's telecommunication industry using advanced structural equation modelling techniques informed by recent post-pandemic organizational behaviour research. A quantitative research approach was employed, collecting data from 227 respondents across various job levels in Harare through structured questionnaires. Data analysis was conducted using structural equation modelling, incorporating recent methodological advances in measurement invariance testing and multi-group analysis. Results reveal significant wage differentials with employees perceiving substantial unfairness in wage distribution. The structural model demonstrates that wage disparities significantly impact employee performance, with regulatory frameworks and economic instability identified as primary contributing factors. Organizations should adopt AI-enhanced transparent compensation systems and implement performance-based wage structures informed by recent Environmental, Social, and Governance frameworks to enhance employee satisfaction and organizational performance. 

Climate change poses significant risks to rural livelihoods in semi-arid regions such as Bikita District, Zimbabwe, where recurrent droughts, erratic rainfall, rising temperatures, and water scarcity undermine food security and socio-economic stability. This study examines the climate-related risks faced by rural households, identifies the coping and adaptation strategies they employ, and assesses the effectiveness and sustainability of these responses. A qualitative case study design, guided by the Sustainable Livelihoods Framework, was adopted. Data were collected through in-depth interviews (n = 30), focus group discussions (two groups), and direct observations involving households, traditional leaders, and local stakeholders. Thematic analysis was used to identify patterns in risks, coping strategies, and institutional constraints. The findings show that households employ diverse strategies, including crop diversification, cultivation of drought-resistant small grains, water harvesting, livestock downsizing, livelihood diversification, horticulture, and reliance on social networks. However, many of these responses remain short-term coping mechanisms rather than sustainable adaptation strategies. Structural barriers, including limited access to credit, weak extension services, poor infrastructure, and inadequate market systems, constrain their effectiveness. In addition, some practices, including deforestation and over-reliance on food aid, are maladaptive, providing immediate relief while undermining long-term resilience. The study concludes that although rural households demonstrate significant adaptive capacity, their transition from short-term coping to sustainable adaptation is limited by systemic and institutional constraints. It highlights the need for integrated policy interventions that strengthen livelihood assets, enhance institutional support, improve access to finance and markets, and integrate indigenous knowledge with climate-smart practices. These findings contribute to climate adaptation scholarship and provide policy-relevant insights for building long-term resilience in rural Zimbabwe.

Rail is one of the most efficient forms of transport in the whole world for both passengers and freight. Although the sector is thriving in the developed world, the same cannot be said of the sector in less developed countries where it is burdened by the ageing infrastructure, financial constraints, operational inefficiencies and environmental concerns. However, the digital workplace can be a panacea to the above predicaments.  As such, the study sought to assess the influence of the digital workplace on organisational development in the railway industry, moderated by digital leadership and psychological safety. Guided by the positivism research philosophy and the deductive approach, the study adopted a quantitative research design where a survey was utilised to collect primary data from 194 participants working in the railway industry in Bulawayo, Matabeleland North and Matabeleland South provinces.The study found that digital workplace has a positive impact on organisational development. It was concluded that digital workplace, digital leadership and psychological safety are important in improving organisational development. There is need to invest in robust digital infrastructure which prioritises the rollout of secure and high speed digital communication platforms across all railway stations and operational points to ensure real-time information sharing. 

Maternal health outcomes in rural communities continue to be a significant global health challenge, particularly in Sub-Saharan Africa where maternal mortality rates remain markedly high. This study investigates childbirth practices and their influence on maternal health outcomes within the Gutu Rural District Council in Zimbabwe. Guided by the Social Determinants of Health framework and the Health Belief Model, a qualitative, phenomenological approach was employed to explore the lived experiences of 12 pregnant women and 5 village health workers. Data collection consisted of semi-structured interviews and focus group discussions, with analysis conducted through thematic methods. The findings indicate a predominant reliance on traditional childbirth practices, limited use of skilled healthcare services, and cultural preferences such as traditional methods of placenta disposal, all of which significantly impact maternal health outcomes. These practices are shaped by socio-economic factors, cultural beliefs, and limited health literacy, contributing to increased risks of preventable complications and maternal mortality. The study recommends improving maternal health outcomes in rural Zimbabwe through enhanced healthcare infrastructure, culturally sensitive health education, and increased community engagement. Specific suggestions include increased government investment in rural health facilities, awareness initiatives by non-governmental organizations, and the involvement of traditional leaders in promoting safe childbirth practices.