Laith Tashtoush

@neu.edu.tr

Business Administration/ Faculty of Economics and Administrative Sciences
near east university

Laith Tashtoush


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https://researchid.co/laithmt

RESEARCH, TEACHING, or OTHER INTERESTS

Business, Management and Accounting, Business and International Management, Organizational Behavior and Human Resource Management, Marketing
9

Scopus Publications

Scopus Publications

  • Gender-sensitive legal reforms and socio-cultural interventions as a pathway to rural women's entrepreneurial empowerment in Pakistan
    Zubaria Parvez, Ahmet Ertugan, Laith Tashtoush
    Women S Studies International Forum, 2026
  • The Impact of Artificial Intelligence on Marketing Strategies and Business Sustainability
    Omaya Toffaha, Laith Tashtoush
    Sustainability Switzerland, 2026
    Artificial intelligence has become one of the major driving forces for business change in the modern business world. This study focuses on the link between marketing strategies, such as social media marketing and content marketing, and business sustainability, and on the role of artificial intelligence as a mediator for SMEs in Nablus. This research used a survey design based on 373 employees working for SMEs mainly based in Nablus. This research used exploratory and confirmatory factor analyses to validate the measurement model, and structural equation modeling and SPSS v.25 PROCESS macro analysis to verify the proposed relationships. This research found that marketing strategies positively link to business sustainability; the strongest direct link was found for content marketing. Artificial intelligence also significantly mediated the relationships between social media marketing and content marketing and business sustainability. This research highlights the importance of incorporating artificial intelligence into marketing strategies to improve the effectiveness of marketing strategies and support decisions for enhancing business sustainability for SMEs in emerging economies.
  • Enhancing high school teacher performance: Psychological readiness to change, organisational culture, and transformational leadership
    Stewart Musarapasi, Serife Zihni Eyupoglu, Laith Tashtoush
    South African Journal of Education, 2026
    In the study reported on here we explored the relationship between South African school teachers’ effectiveness and adaptability to change. Through an examination of this relationship and the impact of transformational leadership, we sought to identify strategies for enhancing teacher performance. A convenience sample of 350 high school teachers from a population of 31,117 was used. No specific groups of teachers were excluded from the study as all high school teachers were eligible to participate. Data were gathered over a 4 month period and analysis was conducted using SPSS version 4.2 and AMOS version 24. Confirmatory factory analysis (CFA) and structural equation modelling (SEM) were used in the regression study. The results demonstrate the importance of adaptive and accumulative organisational culture and the psychological readiness to change in an organisation. The outcome proved the critical catalytic factor of transformational leadership as facilitation for improved outcomes in high schools. Insightful and improved teacher effectiveness and efficiency formed the educational pillars of the study results through the use of transformational leadership. The study should contribute to the dynamics of the South African education system and add to the current limited literature on the topic.
  • Unveiling the Impact of Servant Leadership on Employee Performance: The Role of Organizational Trust in Mobile Telecom Providers in Iraq
    Tara Kader, Serife Zihni Eyupoglu, Laith Tashtoush
    Sustainability Switzerland, 2025
    This study investigates the impact of servant leadership on employee performance in mobile telecommunications providers, emphasizing the mediating role of organizational trust and its implications for organizational sustainability. Leadership effectiveness is particularly critical in environments where trust is limited, as it shapes both immediate performance and long-term organizational resilience. Using survey data from 375 employees across three telecom companies in Iraq, the results indicate that servant leadership is positively related to employee performance. Mediation analysis further demonstrates that organizational trust significantly transmits the effect of servant leadership on performance. These results extend current knowledge of leadership dynamics in the telecom sector and underscore the role of trust-based leadership in fostering sustainable organizational outcomes. Based on these insights, a practical framework was developed to integrate servant leadership principles into team-building initiatives, leadership development programs, and organizational systems. This framework not only supports the training of future leaders but also strengthens employee well-being, ethical culture, and long-term sustainability in the telecommunications industry.
  • The Relationship Between Human Resource Management Practices and Organizational Innovation: The Mediated Role of Human Capital Within the Banking Sector in North Iraq
    Haval Nazhad A. Agha, Serife Zihni Eyupoglu, Laith Tashtoush
    Sustainability Switzerland, 2025
    In the world of globalization and increasing business competition, innovation has become a significant component of the sustainability of an organization. One of the important components affecting an organization’s ability to innovate is human resource management (HRM). This study analyzes how HRM practices relate to banking sector sustainability, testing theoretical pathways through organizational innovation and human capital as potential mediators. SPSS v25 was used to analyze data collected from 207 banking sector employees. The results demonstrate that the human capital of an organization can be increased by the practices of human resource management, which stimulates organizational innovation in the same fashion. This study also shows that human capital is a partial mediator of the relationship between human resource management practices and organizational innovation, highlighting its importance for converting human resource management activities into innovative results. Considering these results, banks are advised to implement complete human resource management strategies that combine operational efficiency with workforce capacity development to create a dynamic banking environment allowing for continued innovation. The proposed mediation model based on empirical data contributes to the literature and provides insights for banking institutions, which can use human capital to drive innovation in difficult situations.
  • Navigating Purchase Intentions: The Influence of Reviewers’ Comments Moderated by Risk and Trust
    Sabina Kwakye, Ahmet Ertugan, Laith Tashtoush
    Behavioral Sciences, 2024
    Despite previous research on the impact of social media reviews on purchase intention, it is still unclear how individual reviewers’ comments impact purchase intentions. To fill in the gap, this study examines the impact of product-related comments on purchase intentions. In terms of contributions, this study evaluates people’s dependence on social media for product information and purchase intention while considering risk and trust as moderating factors. The data were collected quantitatively using surveys. The sample consisted of 384 academically advanced adults with high social media engagement. The study hypotheses were tested using the PROCESS macro after exploratory and confirmatory factor analysis, and correlation analysis were conducted. Among those surveyed, it was confirmed that most people sought product-related comments on social media when seeking information about a product they might be interested in purchasing. It was also observed that the risk factor reduced the impact of other variables in the model presented in this study. In conclusion, this investigation is more reliable, and its outcomes benefit scholars, supervisors, merchants, and webmasters, for instance, in establishing a study for future research efforts and providing practical guidance that could boost promotional efforts and marketing activities, especially in this era of artificial intelligence.
  • The Relationship Between Administrative Empowerment and Organizational Commitment: The Mediating Role of Job Satisfaction Amongst Academic Staff in Higher Education
    Husameddin Khalil Harb, Serife Zihni Eyupoglu, Laith Tashtoush
    Sage Open, 2023
    The aim of the study is to examine whether job satisfaction mediates and strengthens the relationship between administrative empowerment and organizational commitment among academic staff in Higher Education - Palestinian universities. A questionnaire was implemented during the data collection process. The study sample consisted of academic staff in Higher Education. Two hundred eighty-seven academic staff from seven different universities participated in the study. Data analysis involved calculating descriptive statistics, t-test, (ANOVA) test, correlation, and regression analysis. The results of the study indicated that administrative empowerment, Organizational commitment, and job satisfaction were statistically significant; moreover, it was found that administrative empowerment through job satisfaction impacts Organizational commitment. Management of universities should appreciate these results as good empowerment practices can increase employee job satisfaction. The current study model that has been developed provides that administrative empowerment through job satisfaction helps universities positively influence the organizational commitment of academic staff in universities.
  • The Impact of Service Quality on Corporate Social Responsibility and Customer Citizenship Behavior in Telecommunication Companies
    Laith Tashtoush, Ala' Fathi Assi
    2022 International Conference on Data Analytics for Business and Industry Icdabi 2022, 2022
    Telecommunications companies should strive to portray themselves as socially responsible in a competitive global market. The organization will reap additional benefits from effective participation in society. This study aims to examine a conceptual model of the relationships between customer citizenship behavior and corporate social responsibility in Gambia’s telecommunications companies. The study goal is to add to the literature by demonstrating how service quality [reliability, responsiveness, and empathy] can mediate the correlation among telecommunications companies social responsibility and customer citizenship activity. To accomplish this, 400 questionnaires were distributed and subjected to SPSS version 25 analysis. According to the findings, corporate social responsibility has a favorable and considerable impact on customer citizenship behavior. Furthermore, the findings revealed that service quality [reliability, empathy, and responsiveness] derived from corporate social responsibility is a critical and fundamental variable that telecommunications corporations in the Gambia can use to facilitate positive customer behavior and enhance customer citizenship behavior towards their corporations, which will have a positive impact on customer citizenship behavior. There are also managerial and practical implications for Gambia’s telecommunications companies.
  • The relationship between human resource management practices and organisational citizenship behaviour
    Laith Tashtoush, Serife Z. Eyupoglu
    South African Journal of Business Management, 2020
    Purpose: This study aims at providing empirical evidence on the extent to which organisational commitment mediates and strengthens the relationship between human resource management practices and organisational citizenship behaviour amongst administrative staff working in Jordanian universities. Design/methodology/approach: Data were gathered using a questionnaire. The population of the study consisted of administrative staff working at 29 universities. A total of 350 employees participated in the study. Data analysis involved the computation of descriptive statistics, as well as structural equation modelling, factor analysis, regression and correlation analysis. Finding/results: The results of the study indicated that the human resource management practices, organisational commitment, and organisational citizenship behaviour were statistically significant. Moreover, it was found that human resource management practices through organisational commitment impact organisational citizenship behaviour. Practical implication: The literature supports that organisational citizenship behaviour promotes the effective functioning of any organisation as well as contributing to the overall success of the organisations. Therefore, there is a need to conduct studies that concentrate on how to improve organisational citizenship behaviour so that organisations can sustain performance. Originality/value: The conceptual model developed in this study provides relationships of human resource management practices through organisational commitment that can be used by the management of organisations as a guide to positively influence the organisational citizenship behaviour of the employees in their organisations.