International Journal of Management and Marketing Intelligence

Investigating the Determinants of Attitude, Use and Happiness of UAE Government Mobile Apps (GMA) Users : A Quantitative Approach in the UAE

Saeed Alhammadi, Muhammad Alshurideh — Sun, 30 Mar 2025 00:00:00 +0000

The primary objective of this paper is to examine how attitude to use may influence the use of mobile applications which in turn influence mobile users’ happiness in the context of the UAE government service sector. The paper tries to use an extension of the Technology Acceptance Model (TAM) to investigate the effect of different variables on mobile users’ attitudes towards the utilization of government mobile applications (GMAs). The significance of this thesis is based on the fact that it attempts to fill the gap regarding factors that affect the adoption and user happiness with the government mobile apps especially in the UAE where the utilization of the mobile apps is strategic for the delivery of efficient public services. By employing a quantitative approach, this paper obtained statistical data from a sample of 477 participants, which include UAE citizens and residents using one of GMAs provided by the Ministry of Interior (MOI). This paper is used mainly seven variables that predict degree of users’ happiness, including perceived trustworthiness, perceived effort expectancy, perceived app quality, perceived ease of use, perceived skills readiness, perceived security, and perceived usefulness. The findings highlight that higher perceptions towards mobile apps are significant predictors of user attitude and usage patterns. Additionally, the paper identifies that higher levels of each perceptions contribute to greater user of mobile apps use and happiness. Evidences from this paper may enrich the understanding of how governments can improve the adoption of modern technologies such as mobile apps and drive happiness among users.

Digitization and IoT-Driven Transformation of Smart Buildings

Alaa Ahmad, Muhammad Alshurideh — Sun, 30 Mar 2025 00:00:00 +0000

The digitization of building management systems (BMS) via the Internet of Things (IoT) is transforming urban infrastructure by improving energy efficiency, sustainability, and operational resilience. In response to increasing energy demands and the necessity for carbon emission reduction, IoT-enabled smart buildings to have emerged as a pivotal technological advancement, incorporating real-time monitoring, automated control, and data-driven decision-making to enhance building performance. This study analyzes the transformation of traditional building control systems into intelligent infrastructures, highlighting the Internet of Things' contribution to optimizing facilities management, predictive maintenance, and efficient energy use. A thorough literature review and case study analysis indicate that IoT-driven automation markedly enhances energy saving, occupant comfort, and cost efficiency, hence advancing sustainable urbanization objectives.
Notwithstanding these advantages, the implementation of IoT in smart buildings encounters obstacles, such as interoperability hurdles, cybersecurity risks, and data privacy issues, requiring comprehensive legislative frameworks and secure design. The successful execution of IoT ecosystems in building automation necessitates compliance with open communication standards, incorporation of AI-driven analytics, and investment in secure cloud-edge computing infrastructures. Moreover, regulatory measures including government incentives, revised building rules, and smart grid integration might expedite IoT-driven modernization of current infrastructures. This study concludes by offering strategic recommendations for policymakers, engineers, and business leaders to facilitate scalable IoT adoption, strengthen cybersecurity resilience, and foster interoperability in smart building environments, thereby ensuring a sustainable, efficient, and intelligent future for the built environment.

How Digital Marketing Shapes Consumer Decision-Making Employing (AIDA) Model with Respect to Consumer Knowledge and Consumer Experience

Muddassar Sarfraz, Barween Al Kurdi, Muhammad Rafiq — Sun, 30 Mar 2025 00:00:00 +0000

This study aims to investigate the impact of digital marketing on consumer experience and knowledge in our current landscape. As we increasingly rely on online platforms, digital marketing has become an essential tool for businesses aiming to connect with and inform their customers. This research studies how a number of digital strategies, like social media marketing, content marketing, email campaigns, and search engine optimisation, affect how consumers perceive brands and make decisions. To achieve this, a qualitative research approach was taken, using thematic analysis to review existing academic literature, industry case studies, and secondary sources. The analysis is organised using the AIDA model (Awareness, Interest, Desire, Action) to help interpret results at various stages of consumer journey. Findings show that digital marketing boosts consumer awareness by enhancing visibility on digital platforms, sparks interest and desire through targeted and personalised content, and encourages action with user-friendly interfaces and engagement tools. This study offers marketers valuable insights into how digital strategies influence consumer learning and improve the overall experience.

The Role of Job Empowerment in Preparing the Second Line of Security Leadership: A Practical Study on Security Institutions in the United Arab Emirates

Mohammed AlOthmani — Sun, 30 Mar 2025 00:00:00 +0000

This study aims to analyze the role of job empowerment in preparing the second line of security leadership within security institutions in the United Arab Emirates. It examines the impact of administrative, organizational, and behavioral empowerment on developing emerging security leaders. The study adopts a descriptive analytical methodology, utilizing a survey distributed to a sample of 400 security leaders. Data analysis was conducted using SPSS, applying advanced statistical tests such as ANOVA and linear regression. The findings revealed that 91.1% of respondents confirmed the effectiveness of job empowerment in preparing security leaders. Additionally, the analysis indicated a statistically significant impact of administrative empowerment (80.3%), organizational culture (61.2%), and managerial leadership (73.9%). The study also demonstrated that training needs planning contributes 82.2% to leader readiness, while career development influences 66.9%. Furthermore, incentives and continuous learning were found to have a significant impact, at 77.7% and 92.3%, respectively. The study recommends enhancing job empowerment programs in security institutions, developing organizational and administrative strategies that support motivational leadership, and increasing investment in continuous training to ensure the preparation of competent security leaders capable of addressing future security challenges.

Effects of Smart City on Utilizing Customer Data to Enhancing Customer Delight: A Practical Study

Ilknur Ozturk, Barween Al Kurdi — Sun, 30 Mar 2025 00:00:00 +0000

One of the main interests for institutions these days is how to use information technologies and communication systems to find and share data to enhance both corporate business and governmental services’ efficiency and effectiveness. This study analyzed the impact of smart cities as an independent latent factor on several factors related to customer data, namely Customer Data Collection, Customer Data Analysis, Customer Data Mining, Customer Data Warehousing, and Customer Digital Solutions, which served as dependent latent factors. It also examined the impact of each of these factors as independent variables on the Customer Delight factor. The study is based on a sample of 413 customers residing in smart cities to derive its results and concluded that all relationships were statistically significant. Specifically, Customer Data Mining, Customer Data Warehousing, and Customer Data Collection positively impacted Customer Delight, with path values of 0.334, 0.229, and 0.139, respectively. In contrast, Customer Data Analysis and Customer Digital Solutions had a negative impact on Customer Delight, with impact coefficients of -0.191 and -0.049, respectively. The study also concluded that the smart cities factor positively influenced all latent factors, except for Customer Data Mining, which was inversely related to the smart cities factor, with an impact coefficient of -0.066.