David Amani
7 Publications in AERD
Author Publications
Export PDFWinning the battle in the mind: modelling the nexus between university corporate social responsibility and university brand positioning in the higher education sector
By David Amani
The widespread popularity of corporate social responsibility (CSR) within universities has influenced various changes in the higher education sector, affecting the operations of higher education institutions in many developed and developing countries. Using institutional theory, this study explores the connection between university CSR and university brand positioning, specifically focusing on university brand legitimacy. The quantitative findings, gathered from 398 students in Tanzania, indicate that university CSR cultivates a distinct and exclusive perception in the minds of students, who are considered as customers of higher education institutions. The study suggests the implementation of deliberate measures and necessary reforms in the higher education sector by incorporating CSR as a strategic function of the university. © 2024 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.
Extending the mediation role of entrepreneurial self-efficacy on enhancing students’ entrepreneurial intentions: A moderated mediation model
By David Amani
Entrepreneurship education provided by higher education institutions is essential in equipping students with the required abilities to initiate and develop successful businesses. However, existing literature on its contribution has yielded inconclusive results. This study explores the mediating role of entrepreneurial self-efficacy in enhancing the entrepreneurial intentions of business students, while adopting a moderated mediation analysis with entrepreneurship education as the predicting variable and the entrepreneurial environment as the moderating variable. Data was collected from 271 business undergraduates in Tanzania, and analyzed using PLS-SEM. The results revealed that entrepreneurial self-efficacy is a significant mediator in the influence of entrepreneurship education on entrepreneurial intentions. Furthermore, the study identified the moderation role of the entrepreneurial environment in the indirect effect of entrepreneurship education on enhancing entrepreneurial intentions with entrepreneurial self-efficacy as a mediator. Therefore, the study recommends that higher education institutions empower students with entrepreneurial self-efficacy to promote entrepreneurial intentions, while also creating environments conducive to entrepreneurship that support these intentions. Finally, the study discussed limitations and suggested future research directions. © 2023 Elsevier Ltd
Social influence and information quality on Generative AI use among business students
By Ismail Abdi Changalima
Despite the increasing utilisation of generative artificial intelligence (AI) in educational settings, its influence on shaping students' behaviour remains relatively under-researched. This study employs PLS-SEM to explore the relationships between social influence, information quality, and behavioural intentions regarding ChatGPT usage among business students. Drawing from data collected from 477 business students, the study unveils that both social influence and information quality significantly impact behavioural intentions. Moreover, information quality strengthens the influence of social influence on behavioural intentions. The multigroup analysis reveals that the effects of social influence and information quality on behavioural intentions differ between females and males. However, the moderating effect of information quality does not differ significantly between them. Furthermore, the effects observed in all hypothesised relationships do not differ significantly between first-year and second-year students. By empirically validating the proposed model for behavioural intentions regarding ChatGPT usage and identifying statistical differences among males and females, as well as between first-year and second-year students, this study contributes to filling existing knowledge gaps. Furthermore, the study offers potential avenues for future research and serves as a valuable resource for academics, professionals, and policymakers interested in understanding students' engagement with generative AI.
Converting students into university brand evangelists: an empirical evidence from the higher education sector in Tanzania
By David Amani
Following major strategic policy reforms and transformations in the higher education sector, branding as a strategic resource has become an integral part of the strategic decisions of higher education institutions (HEIs). However, despite a plethora of studies about HEI branding, very little is known about university brand evangelists as an advanced level of brand supportive behavior. The study, therefore, investigates the influence of service encounter behavior on university brand evangelists when mediated with university brand love. The data were collected using structured questionnaires that were self-administered to 614 undergraduate students at two public universities in Tanzania. Structural equation modeling was used to analyze the data, and the findings indicate that the dimensions of service encounter behavior influence university brand evangelists via university brand love. Thus, university managers can turn students into university brand evangelists by putting an emphasis on service encounter behaviors that make students love the university brand.
Internal corporate social responsibility and university brand legitimacy: an employee perspective in the higher education sector in Tanzania
By David Amani
Purpose: The purpose of this study is to examine the influence of internal corporate social responsibility (CSR) towards university brand legitimacy (UBRL) with the mediation effect of university brand perceived ethicality in the higher education sector in Tanzania. Design/methodology/approach: The study collected data from 399 employees of two universities through a cross-sectional survey research design. The data were analyzed using structural equation modelling. Findings: The findings of this study suggest that internal CSR influences UBRL when mediated with university brand perceived ethicality. Research limitations/implications: A cross-sectional survey research involving self-administered questionnaire was used. Therefore, the generalization of the findings should be made with caution. Practical implications: Higher education institutions should invest in ethical management practices that consider internal CSR to ensure employees as legitimacy-granting constituents motivated to grant legitimacy to the university brand. Originality/value: This study is among initial endeavors to examine internal CSR as a driver of UBRL in the higher education domain context. © 2022, Emerald Publishing Limited.
Proselytizing your employees into university brand evangelists: an empirical test from the higher education sector in Tanzania
By David Amani
Although the majority of firms nowadays formulate their strategies based on corporate social responsibility, the current literature in higher learning institutions (HLIs) raises questions about the role of Corporate Social Responsibility (CSR). HLIs are now expected to shift their focus away from philanthropic endeavors and instead transform their strategies by adopting responsible approaches in management practices and service delivery. This study aims to develop and test a conceptual model to investigate whether HLIs adopt and implement a long-term perspective that involves internal stakeholders, specifically employees, in their branding strategies, with the goal of enhancing their positive impact on society. Drawing on existing literature, the study selects indicators of internal CSR and develops a structural model that predicts the causal relationship between internal CSR and university brand evangelism among employees. The statistical analysis technique employed is structural equation modeling, applied to a sample of 477 employees from public universities. The analysis confirms the proposed hypotheses in the conceptual model. Consequently, the results lead to the conclusion that internal CSR acts as a driver of university brand evangelism through the psychological contract fulfillment among employees in HLIs. Based on these findings, the study provides important recommendations and suggests future research areas in the field. © 2023 Informa UK Limited, trading as Taylor & Francis Group.
Demystifying factors fueling university brand evangelism in the higher education sector in Tanzania: A social identity perspective
By David Amani
Extant literature examines the role of alumni in supporting higher education institutions (HEIs) through donation behavior. However, scant empirical studies examine the influence of alumni in the context of extra-role brand building behaviour in HEIs. This study examines university identification and university social community identification in influencing university brand evangelism when mediated with a sense of belonging. The study collected data from 606 alumni of 15 HEIs in Tanzania and analyzed it using structural equation modelling. The findings reveal that most alumni engage in university brand evangelism when they are highly identified with their university and its entire social community. Furthermore, the findings confirm that a higher level of identification is inadequate to predict and explain university brand evangelism, unless a sense of belonging is included as a mediator. Therefore, HEIs' management should build social and personal identification to stimulate a sense of belonging, which fuels alumni intent to engage in university brand evangelism.
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