International Journal of Business and Systems Research (6 papers in press)

Regular Issues

• Effectiveness of experiential business models marketing in building customer engagement  
  by M.Sivakoti Reddy , Ashutosh Singh, M. Jagadish Kumar, Rameshwaran Byloppilly, Krishna B. Koppa 
  Abstract: This study discusses how experiential marketing enables brands to develop an engagement strategy that can deepen emotional connections, increase loyalty, and lead to advocacy instead of mere advertising through transactive experience. This article reviews a literature study and case studies to establish whether experiential marketing elevates customer engagement industry-wide. Using 470 data points, engagement, metrics-emotional connection, purchase intent, and brand loyalty-are considered for a closer view. The research approach involves qualitative interviews and quantitative business surveys using experiential strategies. The analytical tools used for the research outcome are Python, which is used for data visualisation; SPSS, which is used for survey analysis; ANOVA, which is used for comparing metrics; and Mathematica, which is used for calculations. This paper shows that experiential marketing significantly influences brand loyalty, purchase intent, and emotional connection. Additionally, sensory marketing, brand activities, and product testing positively enhance the value of brands. It can be concluded that experiential marketing is beneficial in competitive markets; however, this has to be adapted according to customers’ changing needs, with practical implications for long-term customer engagement.
  Keywords: experiential marketing; customer engagement; sensory marketing; brand loyalty; interactive content; emotional connection; customer participation; marketing strategies.
  DOI: 10.1504/IJBSR.2025.10070734
   
  
• Harnessing big data and artificial intelligence for sustainability: insights into social, environmental, and economic development using UTAUT model  
  by Xiaoyu Wu, Ayesha Zaheer Abbasi, Wasim Ahmad 
  Abstract: Big data and artificial intelligence are both vital for sustainable development (SD) that enables smarter resource management, optimising energy use, and improving the decision-making process of the organisations. Drawing on UTAUT model, the study attempts to explore the connections between big data (BD), artificial intelligence (AI), and three aspects of SD, i.e., social development (SoD), economic development (EcD), as well as environmental development (EnD). The findings confirmed a positive connection between BD and SD in terms of SoD, EcD, and EnD perspectives of sustainable development. Second, a positive tie among AI and SD in terms of SoD, EcD, and EnD perspective was also found, respectively. The study augments the importance of AI and big data showing insights into both capabilities with respect to the sustainability of the business. Besides, the study reports many applications which could be considered by concerned management.
  Keywords: big data analytics; artificial intelligence; sustainable development; UTAUT model; social development; environmental development; economic development.
  DOI: 10.1504/IJBSR.2026.10071939
   
  
• Does ESG performance influence the financial outcomes of fortune 500 companies in India? Empirical evidence  
  by Stuti Gautam, Hari Prapan Sharma 
  Abstract: This study examines the influence of Environmental, Social, and Governance (ESG) performance on financial metrics, specifically Return on Investment (ROI) and Return on Equity (ROE), with internal control systems (ICS) serving as a mediating variable. The descriptive and cross-sectional investigation concentrates on Fortune 500 corporations in India. Data were acquired through a survey comprising 23 adapted and modified scale items that evaluate six pivotal variables linked to ESG performance and financial metrics. The sample comprised 566 professionals, including chartered accountants, finance managers, and accountants, who were selected via purposive sampling. The results indicate that Environmental, Social, and Governance Scores positively and statistically significantly affect ESG performance. Furthermore, ESG performance significantly impacts ICS, ROI, and ROE. This research emphasises the essential function of effective internal control systems in augmenting the financial outcomes associated with robust ESG performance within Indian Fortune 500 firms.
  Keywords: ESG performance; financial outcomes; internal control system; return on investment; ROI: return on equity; ROE.
  DOI: 10.1504/IJBSR.2026.10072271
   
  
• Digital transformation that impacts work-life balance and job, life and career satisfaction in female faculties from the digital era  
  by Emily Maria K. Jose, Bijay Prasad Kushwaha, Bhagwati Prasad Chaudhary, Ambu Sharma 
  Abstract: This study explores the nuanced effects of digital transformation on female faculty in HEIs, emphasising its implications for their professional and personal well-being. Drawing on the job demand-resource (JD-R) theory, the research investigates how digital transformation influences WLB, job satisfaction, life satisfaction, and career satisfaction among female faculty members. It highlights female academics’ complexities, balancing teaching, research, administrative duties, and personal responsibilities amidst technological advancements. The female faculty of HEIs includes teaching staff, lecturers, research associates, junior faculty, assistant professors, associate professors, and professors. The study adopted simple random sampling methods and instruments from various authors. The study recommends that HEIs prioritise supportive policies, technical training, and a conducive work environment to mitigate the negative impacts of digital transformation on female faculty. Insights from this research contribute to enhancing understanding of gender equity among faculties and inform practical strategies for optimising the integration of digital technologies in educational settings.
  Keywords: career satisfaction; digital transformation; DT; female academic; higher educational institution; work-life balance; WLB.
  DOI: 10.1504/IJBSR.2026.10072606
   
  
• Unravelling the impact of project team members self-efficacy and job autonomy on project success: serial mediation of job crafting and engagement  
  by Eram Shahid, Jin Xu, Sameen Khalid, Irshad Hussain Sarki, Malik Ikram Ullah 
  Abstract: This study examines the impact project team members' self-efficacy and job autonomy on project success, as well as the sequential mediation effects of job crafting and job engagement in these relationships. These relationships are explored through the lens of job crafting theory. Data were collected from project professionals using a close ended questionnaire, with a sample of 368 participants working in the construction sector in China. Research model was tested through structural equation modeling (SEM). The results show that self-efficacy and job autonomy are positively related to project success. Meanwhile, relationship between self-efficacy and project success was serially mediated by job crafting and engagement. Moreover, the relationship between job autonomy and project success was mediated by job crafting and engagement (sequential mediation). This study extends job crafting theory by integrating personal and job resources of project team members and their impact on project success, highlighting that enhanced engagement through crafting drives project outcomes.
  Keywords: self-efficacy; job autonomy; job crafting; job engagement; project success; China construction sector.
  DOI: 10.1504/IJBSR.2026.10073151
   
  
• The role of presence and immersion in the impact of augmented reality on behavioural intention  
  by Le Quynh Lam Vo, Chien Van Nguyen 
  Abstract: This study investigates the impact of presence and immersion on the effects of augmented reality (AR) on behavioural intention, utilising the Stimulus-Organism-Response (SOR) framework and social presence theory. The research highlights that AR enhances perceived social presence by allowing users to visualise digital products in their own environments, fostering emotional connections with these items. Additionally, aesthetics, novelty, and personalisation contribute to an enriched emotional experience, in line with social presence theory’s emphasis on emotional dynamics in mediated settings. Based on these insights, the study offers strategic recommendations for managers to leverage AR technologies, emphasising the creation of immersive experiences that prioritise aesthetics, novelty, and personalisation to enhance user engagement and drive purchase intentions.
  Keywords: augmented reality; AR; behavioural intention; SOR framework; social presence theory.
  DOI: 10.1504/IJBSR.2026.10074076