Research Articles

• Beyond Citations: Developing an Integrated Framework to Measure the Long-Term Academic, Pedagogical, Societal, and Policy Impact of Business School Research

  DOI: https://doi.org/10.62241/ijemd.37.115.2396

  Nacef Mnouri

  1-15

  Sep 02, 2025

  Business school research is assessed predominantly through citation metrics, which insufficiently capture its educational, societal, and policy contributions. This study develops and validates an...

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• Emoji Marketing and the Evolution of Brand Paralinguistics: Toward an Integrated Theory of Symbolic Digital Communication and Consumer Response

  DOI: https://doi.org/10.62241/ijemd.37.1626.2397

  Fedwa Ait Talleb

  16-26

  Sep 07, 2025

  Digital communication increasingly relies on visual and emotionally expressive symbols, positioning emojis as influential resources in brand communication. However, emoji marketing research remain...

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• Marketing in the Metaverse: An Integrated Theory of Immersive Consumer Experience, Virtual Identity, Digital Ownership, and Decentralized Brand Interaction

  Abderrahman Hassou

  27-45

  Sep 15, 2025

  The metaverse is reshaping marketing through immersive experiences, avatar interactions, digital ownership, and virtual commerce. However, existing research remains fragmented across technology ad...

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• Reconceptualizing Digital Transformation and Firm Performance: An Integrated Framework of Digitalization Paradox, and Strategic Value Creation

  DOI: https://doi.org/10.62241/ijemd.37.4669.2399

  Houssien Moumni

  46-69

  Sep 08, 2025

  Digital transformation offers opportunities to improve innovation, efficiency, and competitiveness, yet its performance outcomes remain inconsistent. This digitalization paradox raises questions a...

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• Digital Finance and Enterprise Financing Constraints: The Mediating Role of Information Asymmetry and the Moderating Effects of Institutional Quality and Digital Capability

  DOI: https://doi.org/10.62241/ijemd.37.7089.2400

  Ikram Moukaddem

  70-89

  Sep 12, 2025

  Digital finance can expand enterprise access to funding, yet evidence of its effectiveness in alleviating financing constraints remains inconsistent. Existing research inadequately explains how in...

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