Gadjah Mada International Journal of Business

Emotions and Values in Live Shopping: Uncovering the Role of PAD Model and Flow Experience

Alivia Meyrizka Utami, Bunga Alfausta Amallia — Thu, 30 Apr 2026 00:00:00 +0700

Marketing via social media has fast communication and diverse consumers. The research applies the Pleasure-Arousal Dominance (PAD) Model to show the influence of pleasure to explain the influence of stimulation on a person's behavioral intentions. Research aimed at determining the influence of digital marketing using social media has been widely carried out, but few have researched the emotional factors and values that influence purchase intentions using live broadcasts such as TikTok Shop and Shopee. This research uses quantitative research and is analyzed using SmartPLS 3. The findings of the study indicate that while hedonic value has no bearing on purchase intention, utilitarian value does. Emotional pleasure has a role in mediating the relationship between hedonic value and utilitarian value on purchase intention. Flow experience is also proven to be a moderating variable in increasing the impact of utilitarian and hedonistic values on buying intention. Nevertheless, the link between hedonic and utilitarian values on purchase intention is not moderated by flow experience.

Building Customer Brand Loyalty through Retail Brand Experience and Brand Love: The Case of Hijab Fashion

Farrah Nadia Baharuddin, Safiek Mokhlis, Noor Fadhiha Mokhtar — Thu, 30 Apr 2026 09:14:47 +0700

In the fast-growing niche market of hijab fashion, understanding and enhancing the customer experience is essential for the long-term success of any retail business. The purpose of this study was to examine the relationship between retail brand experience (RBE) and brand loyalty, with brand love serving as a mediating factor in the context of hijab fashion. Data were collected using a mall intercept survey, yielding 500 valid responses from Muslim women aged 18 and older who have shopped at local hijab retail stores in the Klang Valley, Malaysia. To test the hypotheses, partial least squares structural equation modeling was utilized. The results revealed a positive and statistically significant relationship between RBE and brand loyalty, with brand love acting as a mediator in this relationship. The results highlight that the identified factors promoting brand loyalty are essential for driving long-term impact on company success and developing strategic marketing initiatives.

Glocalizing the Beat: A Systematic Literature Review on the Global Marketing of Javanese Pop Music

I Wayan Dhamma Narayanasandhya, Murpin Josua Sembiring , David Sukardi Kodrat — Thu, 30 Apr 2026 09:33:47 +0700

Javanese pop music holds significant potential to enter the global market; however, comprehensive marketing strategies for this genre remain underexplored in academic literature. The main issue addressed in this study is how Javanese pop music can preserve its local authenticity while adapting to the dynamics of the international music market. This research aims to examine and synthesize effective marketing strategies through a systematic literature review. The method employed is the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) approach, analyzing 60 literature sources, of which 29 articles met the inclusion criteria after a rigorous selection process. The findings reveal that cultural adaptation through the concept of glocalization, the utilization of digital platforms, cross-national musical collaborations, and the development of global fan communities are key strategies for expanding the reach of Javanese pop music on the world stage. The implications highlight the need for synergy among music industry stakeholders, policymakers, and cultural communities in designing long-term marketing strategies that uphold local identity while responding to global market demands.

Blinking Back at Big Brother: Examining Threat Avoidance in the Face of Panoptic Surveillance

Naufal Afif, Syaiful Ali, Harminder Singh — Mon, 04 May 2026 08:05:50 +0700

This study applies Technology Threat Avoidance Theory (TTAT) to examine how panoptic surveillance in organizations induces avoidance intentions among professionals, with responses varying by occupational background. By employing an online 2x2 between-subjects factorial design, this study manipulated two conditions: the nature of the surveillance technology threat (panoptic vs. non-panoptic) and the efficacy of threat protection (high vs. low). This approach facilitated robust data collection on avoidance intention, the dependent variable, from 173 information technology professionals and 65 finance professionals, who were randomly allocated to distinct experimental conditions. This study found a strong primary effect (H1), showing that professionals across occupational backgrounds exhibit significantly higher avoidance intentions when faced with complex panopticon surveillance than with simpler surveillance methods. However, findings regarding the role of perceived protection effectiveness remain mixed, suggesting limitations in complex work environments. The originality of this study lies in its exploration of how technology design configurations in management control affect employees' perceptions, particularly on privacy, and its expansion of technology threat avoidance theory into the field of business. These findings provide preliminary evidence regarding the impact of surveillance on perceptions, while the mixed moderation results open up opportunities for further exploration in tailoring electronic surveillance.

Woman at Work: Can Self-Efficacy Enhance Perceived Career Advancement Opportunity? The Boundary Role of Work Volition

Maumita Bhattacharjee, Vivek Tiwari — Mon, 04 May 2026 08:24:43 +0700

Despite increased participation in the workforce, women continue to report constrained access to career advancement opportunities. This study examines how self-efficacy (SE) beliefs in women influence their perceived career advancement opportunity (PCAO) and the underlying role of career aspiration (CAS), as well as the boundary condition of Work Volition (WV) on the SE-PCAO relationship. The study gathered responses from 392 women employees in the Information Technology Enabled Services (ITeS) sector in the country’s northern region (Delhi and NCR + Chandigarh). The study tested the measurement model (validity and reliability) and the structural model (path coefficients) using Smart-PLS Version 3.0. Results showed that women with higher scores on SE reported stronger perceptions of career advancement opportunity and that CAS partially mediates this relationship. Furthermore, WV emerged as a significant boundary condition. The paper examined socio-psychological variables relevant for understanding women’s perceptions of career advancement opportunity in the ITeS sector, adding to the limited literature on socio-psychological antecedents of women’s perceived career advancement opportunity in emerging economy contexts. The findings of the current research bear strong theoretical and practical implications for behavioural studies and for career management practices addressing gender inequality, respectively. As the study centres on perceptual appraisals, further studies could explore how these perceptions eventually translate into actual outcomes.