Fuelling Social Change: Unveiling the Sociocultural and Psychological Complexities in Shaping Social Entrepreneurial Intention Gohar Abbas Khan, Saloome Showkat Shah, Irfan Bashir Business and Society Review, 2026 This study examines the sociocultural and psychological factors influencing social entrepreneurship intention (SEI) within the Indian context. Drawing from the Theory of Planned Behavior (TPB), Mair and Noboa's (2006) model, and Social Cognitive Theory a conceptual model is developed and tested. A research instrument was developed and implemented on a sample of 149 social entrepreneurs who have been in this business for no more than a year in India. The study employed a cross‐sectional design recall bias survey technique to gather data. The collected data were subjected to descriptive statistics and structural equation modeling using SMART‐PLS (version 4). The results show that Social empathy, religiosity, and role models positively influence SEI, while moral obligation does not. Gender moderates the relationship between moral obligation and SEI, with a stronger effect in males, and between role models and SEI, with a stronger influence in females. Further, it is found that gender does not significantly moderate the relationships between social empathy or religiosity and SEI. These findings emphasize the importance of contextual sociocultural factors in shaping SEI in India. These results highlight the need for gender‐sensitive approaches in promoting SEI and provide opportunities for future research to understand empathic responses in diverse populations.
From Digital Strategies to Loyal Stays: Exploring the Impact of DMC, CRM, and Trust on Hotel Revisit Intentions Maraj Rahman Sofi, Irfan Bashir, Ahmed Abdulaziz Alshiha, Emad Mohammed Alnasser, Sultan Mohammed Alkhozaim, et al. International Journal of Tourism Research, 2026 This study investigates the dynamic interplay between Digital Marketing Capabilities (DMC), Customer Relationship Management (CRM), trust, Customer Engagement (CE), and Customer Revisit Intentions (CRI) within the hospitality industry in Kashmir, India. Using Partial Least Squares Structural Equation Modeling (PLS‐SEM), the research evaluates both direct and indirect effects among the constructs. The findings reveal that DMC and CRM significantly influence revisit intentions, both directly and indirectly, through the mediating role of trust—a critical psychological mechanism that fosters customer loyalty. Moreover, CE moderates these relationships, amplifying the positive effects of DMC and CRM on revisit intentions. This suggests that engaged customers respond more favorably to digital initiatives and relationship‐building efforts. The study offers practical insights for hospitality managers by emphasizing the strategic importance of integrating digital technologies and CRM systems to build trust and enhance engagement. It advocates for a trust‐centric, inclusive approach to digital transformation within the regional hospitality sector.
From virtual to reality: the role of cognitive processing in fostering destination evangelism and revisit intentions Sultan Alkhozaim, Mohsin Gull, Irfan Bashir, Ahmed Alshiha, Emad Alnasser Journal of Hospitality and Tourism Insights, 2025 PurposeThis study aims to investigate the role of cognitive processing – driven by hedonism, emotional experiences and nostalgia – in enhancing destination evangelism and revisit intentions among virtual reality (VR) tourists. By addressing gaps in existing literature on VR tourism, it aims to provide insights into how cognitive engagement influences visitation and advocacy for destinations.Design/methodology/approachThe research comprises two studies. Study 1 employs a within-subjects pre-post quasi-experimental design with 197 participants who completed the same survey measure before and after viewing a VR video of the Taj Mahal. Study 2 utilizes a mixed-methods approach, which included surveying 377 participants at popular hotels in Kashmir followed by conducting unstructured interviews with 24 respondents to gather qualitative insights. Data analysis includes paired-sample t-tests, structural equation modelling (SEM) and narrative content analysis.FindingsResults of Study 1 reveal a significant change in both destination evangelism and revisit intentions following VR exposure, indicating VR exposure has a significant impact on creating destination evangelism and revisit intentions. Results of Study 2 indicate that nostalgia, hedonism and emotional experience influence cognitive processing, which in turn leads to destination evangelism and revisit intention. Further, results indicate that tourist engagement moderates the effect of cognitive processing on destination evangelism and revisit intention in a way that the positive effect of cognitive processing on both destination evangelism and revisit intention intensifies at higher levels of tourist engagement. Qualitative insights derived from interviews validate that VR experiences evoke strong emotional connections that foster advocacy and loyalty towards destinations.Practical implicationsThese findings suggest that destination marketers should leverage VR technology to enhance tourists’ emotional engagement and evoke nostalgia, thereby cultivating stronger relationships with tourists. The study highlights the importance of cognitive processing in developing effective marketing strategies that encourage destination evangelism and repeat visitation.Originality/valueThis research fills a critical gap in the literature by examining the cognitive and emotional factors that drive tourist behaviour in VR contexts, specifically focusing on how these factors influence loyalty and advocacy. It contributes to the emerging discourse on metaverse tourism management, offering actionable insights for optimizing virtual destination experiences.
BALANCING WORK AND ENTERPRISE: INVESTIGATING HYBRID ENTREPRENEURSHIP INTENTION GOHAR ABBAS KHAN, IRFAN BASHIR, SULTAN MOHAMMED ALKHOZAIM, FATIMAH ABDULAZIZ ALSHIHA Journal of Developmental Entrepreneurship, 2025 This study integrates the Theory of Planned Behavior (TPB) with the push-pull framework to examine the motivational dynamics underlying hybrid entrepreneurship intention, where individuals engage in entrepreneurship ventures alongside traditional wage employment. Using a structured questionnaire, data was collected from 293 hybrid entrepreneurs in Riyadh, Saudi Arabia, and subjected to structural equation modeling-partial least squares (SEM-PLS). The findings highlight job dissatisfaction as a significant push factor, while the desire for autonomy emerges as a key pull factor, particularly among women. Interestingly, a high need for achievement is negatively associated with hybrid entrepreneurship intentions, suggesting a nuanced role for intrinsic motivation in this context. Additionally, the study finds that men are more likely to pursue hybrid entrepreneurship out of necessity, particularly in response to economic pressures. Work-life conflict further amplifies the effects of both job dissatisfaction and autonomy on entrepreneurship intentions, although it does not significantly moderate the relationship between need for achievement and hybrid entrepreneurship intention. By integrating TPB with the push-pull framework, this research offers a comprehensive perspective on the gendered and contextual motivations driving hybrid entrepreneurship. The results challenge conventional assumptions about entrepreneurship drivers and provide actionable insights for policymakers and practitioners seeking to foster inclusive and flexible pathways to entrepreneurship in developing economies.
Creating exceptional guest experiences: the role of engagement and relationship building in hospitality Maraj Rahman Sofi, Irfan Bashir, Ahmed Alshiha, Emad Alnasser, Sultan Alkhozaim Journal of Hospitality and Tourism Insights, 2025 PurposeThe study seeks to explore the intricate dynamics among customer relationship management (CRM) practices, guest satisfaction and loyalty in the hospitality context. Additionally, it aims to examine the moderating influence of guest engagement on the relationships between CRM practices and guest satisfaction and loyalty.Design/methodology/approachAn integrated theoretical framework is developed by incorporating CRM practices and guest engagement into the satisfaction-loyalty framework. Two research instruments were adapted from the literature to assess the perspectives of customers and employees in the hotel industry in Kashmir. The customer survey measured guest satisfaction, loyalty, and engagement, while the employee survey focused on CRM practices, including key customer focus and CRM organization. Data was collected using a pen-and-paper survey with convenience sampling across 10 qualifying hotels, each classified as 3-star or above. A total of 270 matched responses from guests and employees were obtained and analyzed using descriptive analysis, structural equation modeling (SEM), and moderation analysis with SPSS and AMOS software. The study utilized a rigorous data matching process to ensure reliability, with guest-employee pairs verified and cross-checked with hotel records.FindingsThe results indicate CRM practices play a pivotal role in shaping guest satisfaction and loyalty. Notably, personalization and a targeted customer approach emerged as the most influential factors in enhancing tourist satisfaction. Similarly, prospecting, personalization, and effective knowledge management significantly contributed to visitor loyalty. The establishment of robust relationships is underscored through collaborative active guest engagement. Furthermore, the study highlights the nuanced relationship between satisfaction and loyalty moderated by guest engagement. High levels of guest engagement amplify the positive impact of satisfaction on loyalty, while lower engagement levels attenuate this effect. Moreover, the moderating influence of guest engagement on the relationships between CRM practices and guest satisfaction and CRM practices and guest loyalty was notably strong at elevated guest engagement levels and relatively weaker at lower engagement levels.Research limitations/implicationsWhile the study findings encourage organizations to prioritize customer relationship development, hospitality entities must emphasize the adoption of CRM philosophy and robust guest engagement measures. Actively involving guests in co-creating services can yield incremental benefits in terms of attracting, retaining, and effectively serving guests.Originality/valueThis study introduces novel dimensions to the existing CRM framework within the hospitality context, specifically exploring the impact of hotel-specific elements (personalization and prospecting) on customer satisfaction and loyalty. Furthermore, it innovatively investigates the moderating role of guest engagement in the satisfaction-loyalty relationship, expanding its scope to include the relationships between CRM practices and guest satisfaction and guest loyalty.
Bridging the Digital Divide: Accessibility and Inclusivity Strategies in 5G/6G Technology Fatima Farooq, Irfan Bashir 5g 6g Advancements in Communication Technologies for Agile Management, 2025 The chapter discusses methods to improve the accessibility and inclusivity of 5G and 6G technologies to reduce the digital gap. It underscores the importance of developing affordable infrastructure, cost-effective devices, and comprehensive digital literacy programs while considering ethical implications. Collaboration among governments, network providers, and technology developers is crucial to implementing inclusive policies ensuring widespread access to transformative technologies. Examining the transition from 4G to 5G and the vision for 6G addresses the socioeconomic factors influencing ICT adoption and emphasizes the role of SDN in network efficiency. By proposing solutions to overcome existing barriers and supporting strategic initiatives, this chapter aims to promote diversity in technology design and enhance accessibility. Ultimately, fostering an equitable digital landscape will allow societies to harness the full potential of information and communication technology, reshaping consumer behavior and elevating global standards in both industrialized and emerging nations.
Role of health consciousness and self-image congruence in shaping user perceptions toward the adoption of mobile health applications Fatima Farooq, Irfan Bashir International Journal of Pharmaceutical and Healthcare Marketing, 2025 Purpose This study aims to investigate the factors influencing the adoption of mobile health applications (mHA), with a particular focus on psychological, health-related and utilitarian drivers of users’ intention to adopt mHA. Design/methodology/approach This study used a single cross-sectional design with a purposive sample of 390 participants, including both users and nonusers of mHA across India. Building on an extended technology acceptance model (TAM), the research used pre-established, validated scales to measure key constructs. Data were collected through an online survey administered via Google Forms and analyzed using structural equation modeling with SmartPLS 4.0 to test the hypothesized relationships within the proposed framework. Findings The results demonstrate that perceived usefulness (PU), perceived ease of use (PEOU), self-image congruence (SIC) and attitude significantly influence the intention to use mHA. Additionally, attitude and perceived usefulness mediate the relationships between key predictors and intention to use, while health consciousness moderates the effects of perceived ease of use and self-image congruence on adoption intention. Practical implications The findings offer valuable guidance for developers and marketers to use segmentation, targeting and positioning strategies aimed at boosting the adoption of mHA. By providing a comprehensive perspective, this study supports the development of sustainable and user-centered solutions that empower individuals in achieving their health goals. Originality/value While prior research on mHA has predominantly focused on utilitarian and health-related factors, this study makes a novel contribution by incorporating the psychological dimension of consumer behavior. By integrating the TAM and congruity theory, this research offers a more holistic understanding of the factors driving mHA adoption. The findings can inform the design of more engaging and effective health applications that promote better self-care and health outcomes.
GENERATIONAL IDENTITY AND CONSUMPTION Sameeullah Khan, Asif Iqbal Fazili, Irfan Bashir, Mohd Ashraf Parry Routledge Handbook of Identity and Consumption Second Edition, 2025
Exploring the Influence of Entrepreneurship Programs in fostering a Culture of Entrepreneurship among University Students Scms Journal of Indian Management, 2024
