International Journal of Management and Marketing Intelligence

From Cooling Load to Carbon Ledger: A Cloud-Native Building Operating System Evaluated Across 68 Buildings in a Hot-Arid Climate

2026-09-28T20:46:51+00:00

Commercial building portfolios in hot-arid economies face an unusual combination of pressures. Cooling can account for as much as seventy to eighty percent of a building's electricity demand, energy and carbon disclosure obligations are tightening, and the building automation estate that should provide the evidence base remains fragmented across proprietary, single-vendor controllers that do not interoperate. Conventional building management systems were engineered for supervisory control of heating, ventilation, and air conditioning, not for portfolio-scale measurement, analytics, and environmental, social, and governance (ESG) reporting. This paper addresses that gap through a design-science study. The contribution is BuildOT One, a cloud-native Building Operating System (BOS) reference architecture that organises device, edge, connectivity, time-series persistence, digital-twin, intelligence, and application concerns into independently deployable layers governed by a multi-tenant security model. The architecture is instantiated as a production platform and evaluated against six months of operational telemetry from a live deployment across a large managed real-estate portfolio in Dubai, comprising sixty-eight monitored buildings on twenty-five sites and four hundred and twenty-nine connected meters and sensors spanning electrical, thermal (cooling), water, on-site solar, and indoor-air-quality streams. Approximately seven million raw readings were ingested and reduced to verified monthly consumption using a reset-filtered register-difference method. The evaluation quantifies the platform's ingestion reliability, recovers a clear cooling-driven seasonal load signature (portfolio electrical demand rising from 3.41 GWh in February to 5.25 GWh in May), characterises on-site solar generation, and reports reading-weighted indoor-environmental-quality compliance, including 99.2 percent of carbon-dioxide readings below 1000 ppm. We further show that robust ingestion against real-world data pathologies, meter resets, register overflow, and export truncation, is a first-class operational capability rather than a preprocessing afterthought. The results demonstrate that a layered, cloud-native BOS can serve as a single measurement and intelligence substrate for energy, cooling, and ESG functions across a heterogeneous portfolio, and they surface the floor-area and baseline data that future savings-attribution studies require.

The Role of Green and Ethical Procurement in Driving Organizational, Market and Operational Performance

2026-09-30T05:51:22+00:00

In today's competitive and sustainability-focused landscape, procurement decisions extend beyond cost considerations to include ethical and environmental obligations. Green and ethical procurement are increasingly recognized for their impact on how organizations operate and how they perform externally and achieve long-term sustainable outcomes. This paper examines the effect of green procurement and ethical procurement on organizational, market, and operational performance in the UAE. A quantitative approach focused on data from 408 executive-level employees in semi-government organizations in the UAE. In the analysis of the data, Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to assess the hypotheses and to validate the conceptual model. The studies revealed that green and ethical procurement have positive and significant impacts on organizational, market, and operational performance. The research offered empirical evidence to show that sustainability-focused procurement can be socially and environmentally impactful and can be used to enhance competitiveness and long-term performance outcomes.

The Impact of Social Media Marketing Strategies on Consumer Brand Loyalty

2026-08-24T19:45:04+00:00

This paper is a systematic literature review (SLR) on the impact of social media marketing (SMM) strategies on consumer brand loyalty and closely related constructs, such as brand equity, brand trust and repurchase intention. The review is performed according to the PRISMA 2020 protocol. A search in Scopus, Web of Science and Google Scholar resulted in 687 records. The author has no institutional access to Web of Science and Google Scholar does not have a bulk citation-export function; full title-and-abstract data suitable for record-level screening were available only for the Scopus export. The 589 records from those two sources could therefore not be screened and the review is in effect a single-database review of Scopus-indexed gold open-access literature.

Of 98 records screened (exclusion: off topic or non-qualifying, n=13), 85 reports were to be retrieved. 2 records had no full text available. 83 reports were assessed for eligibility. At this stage, another 34 were excluded, mainly because one of the four focal constructs was not the ultimate tested outcome but merely a mediator toward another dependent variable, because the predictor was not a social-media-marketing or influencer-marketing construct, or because the sample was not consumers. This resulted in 49 included studies published from 2020 to 2026. One reviewer did the screening, eligibility assessment, quality appraisal and data extraction without independent-rater cross-validation.

The most tested terminal outcome among the 49 included studies is brand loyalty (27 studies) followed by brand equity and repurchase intention (12 each). Brand trust is a terminal outcome in only 4 studies but is a mechanism mediating in a further 8 studies, suggesting that it is more often a mechanism than an endpoint in this literature. The two main predictor flows are social media marketing activities (SMMA) - entertainment, interaction, trendiness, customization and electronic word-of-mouth (eWOM) – and influencer marketing. The influence of influencer marketing on loyalty and equity is through both direct and indirect channels. The main mediating factors in the SMM-loyalty and the SMM–equity relationships are consumer brand engagement and brand trust. The paper concludes with theoretical and managerial implications, a synthesized research model and an agenda for future research emphasizing multi-database, multi-coder and longitudinal designs.