International Journal of Accounting, Finance, Auditing, Management and Economics <p>IJAFAME is a bi-monthly (one issue every two months) peer-reviewed scientific journal (Blind peer review), dedicated to research in finance, accounting, auditing, management and economics. Its objective is to promote research in economics and management while publishing original articles or articles adapted to a given context. It also provides a space for exchange between professionals and academics in order to find new research ideas and encourages theoretical and practical reflections developed according to different paradigms (positivist, constructivist, interpretativist, etc.).</p> <p>Paper's are published in english or frensh</p> en-US <div align="justify"> <p>&nbsp;</p> </div> (Prof. Dr Zakaria EZ-ZARZARI) (Secretary of Journal) Fri, 10 May 2024 21:47:10 +0000 OJS 60 Analysis of the effectiveness of banks' control mechanisms in Benin <p>This article deals with banking governance and aims to analyze the effectiveness of the control mechanisms of banks in Benin, with regard to theories of corporate governance which offer a framework for analyzing the control mechanisms of managers. To this end, we have mobilized, on the one hand, the theories of agency and transaction costs which propose mechanisms to discipline the behavior of managers and, on the other hand, the theory of entrenchments which makes it possible to analyze the effectiveness of these mechanisms. To achieve our objective, we adopted the following methodological choices: our work undertakes verification and explanation process. We therefore find it relevant to adopt a hypothetico-deductive approach. To implement this approach, we chose a quantitative approach. The analysis of the literature allowed us to define and propose an appropriate measurement of the different variables retained as part of this research. We then developed a simultaneous equation model based on the Shrieves and Dahl (1992) model which constitutes the anchor point of numerous empirical works. We chose to use simultaneous equations in order to highlight the simultaneity of effects between the endogenous variables of our model. At the end of our analyzes which made it possible to understand the behavior of banks in Benin, we find that the banking control mechanisms are effective and contribute in a complementary manner to disciplining the behavior of banks in Benin, which results in an improvement in the level of capital and the performance of banks then the reduction of their level of risk. However, our results argue in favor of actions to improve internal governance within Beninese banks in accordance with international prudential recommendations. Furthermore, the chosen analytical framework is based solely on the explanatory power of the shareholder-disciplinary approach to governance, this can be seen as a limitation of this research.</p> <p>&nbsp;<strong>Keywords</strong><strong>&nbsp;: </strong>Banking governance, prudential regulation, banking supervision</p> <p><strong>Classification JEL</strong>&nbsp;: G28, G38</p> <p><strong>Paper type</strong>&nbsp;: Empirical Research</p> Hervé Serge ADJIBADE Copyright (c) 2024 Hervé Serge ADJIBADE Fri, 10 May 2024 00:00:00 +0000 Social media and consumer impulse buying: A Systematic Review of Literature <p>With the growth of Web 2.0 and the use of Internet communications, social media has become a major influencer of consumer behavior. These platforms have changed significantly how consumers make purchase decisions.</p> <p>Social media and Web 2.0 technologies have gained immense popularity worldwide, attracting users of all ages. Companies are now exploring these technologies as useful tools for enhancing customer interaction. To achieve this, businesses have been utilizing social media in various scenarios to connect with customers in ways including easing information search, promoting engagement, and optimizing customer purchasing behavior.</p> <p>Unsurprisingly, the related challenges of social media marketing have drawn the attention of academics and researchers to further the understanding of these phenomena.</p> <p>The purpose of this article is to investigate the relationship between social media usage and consumer impulse buying. Through a systematic review, we aim to present the current state of literature in this field and analyze the extent to which social media platforms can stimulate unplanned purchases.</p> <p>Using systematic searches of articles published in Scopus, Web of Science, and Springer Link, 64 journal articles were selected for the review. Our findings indicate six research themes: (1) antecedents of impulsive buying on social media, (2) the role of personality traits in impulsive Buying on social media (3) the impact of COVID-19 on impulsive buying and social media use, (4) role of Social Media Influencers, (5) impulsive buying on social commerce platforms and (6) consumer cultural and generational differences. Different research gaps have been identified and future research directions are provided in terms of theory, context, and methodology.</p> <p><strong>&nbsp;</strong></p> <p><strong>Keywords: </strong>Impulsive buying, social media, systematic literature review, consumer behavior.</p> <p><strong>JEL Classification: </strong>M31</p> <p><strong>Paper type: </strong>Theoretical Research</p> Najlae BENMILOUD, Khadija NATEK, Youssef KHATORI, Taoufik ZINAOUI Copyright (c) 2024 Najlae BENMILOUD, Khadija NATEK, Youssef KHATORI, Taoufik ZINAOUI Fri, 10 May 2024 00:00:00 +0000 Personal traits of managers and accounting information in decision-making in small and medium-sized enterprises in the city of Goma in the Democratic Republic of Congo <p>The aim of accounting is truly achieved when it provides information capable of satisfying the needs of decision-makers and other partners of the company. The ability to satisfy accounting information in decision-making depends on the profile of the business manager. Therefore, this study aimed to analyze the relationship between the personal traits of managers and accounting information in decision-making within small and medium-sized enterprises (SMEs) in the city of Goma, capital of the province of North Kivu located in the east of the Democratic Republic of Congo. Based on the review of the theoretical and empirical literature on the profile of the SME manager and accounting information, the stated hypothesis concerns the link between the personal traits of managers and accounting information in decision-making which would be positive and significant. After processing the data (factorial analysis) on SPSS.23 and STATA.14, interpretation and discussion of the results obtained based on data provided by 400 SME managers via questionnaire survey, the formulated hypothesis was confirmed.</p> <p>&nbsp;</p> <p><strong>Keywords: </strong>Personal traits of leaders; accounting information; decisions; SMEs</p> <p><strong>JEL Classification: </strong>M00, M01, M41, M42</p> <p><strong>Paper type: </strong>Empirical research</p> Jacques KAMBALE KAVUTIRWA Copyright (c) 2024 Jacques KAMBALE KAVUTIRWA Fri, 10 May 2024 00:00:00 +0000 Tax aggressiveness in Moroccan family SMES : A moral and ethical approach <p>In recent years, the techniques used by certain companies to reduce their tax burden have been the subject of numerous studies. Although discussions about aggressive tax planning activities and their regulatory responses are often conducted in reference to moral concepts such as "fairness," the philosophical analysis of the ethics of corporate tax aggressiveness remains limited. In particular, the virtue ethics approach that focuses on the agent (and their character) and the execution of specific roles has not been examined in detail. This article examines how moral theories associated with Alasdair MacIntyre's contemporary virtue ethics can be applied to the issue of tax aggressiveness in family businesses and explores the role played by accountants in these activities. It argues, firstly, that MacIntyre's approach provides a more useful philosophical analysis of the issue (compared to utilitarian and deontological approaches, for example), and secondly, that the main stakeholders (accountants) are likely to agree with the key principles of this approach. The article also contributes by reconceptualizing, using MacIntyre's framework, the issue of tax aggressiveness in relation to Donald Cressey's "fraud triangle." In this article, the study of tax aggressiveness was conducted in a family context because family businesses have unique characteristics that distinguish them from other enterprises, and specifically focused on small and medium-sized Moroccan enterprises. Although these businesses are often overlooked in management literature, they play a crucial role in the national economic landscape.</p> <p>&nbsp;</p> <p><strong>Keywords</strong><strong>: </strong>Tax aggressiveness<strong>, </strong>family business, MacIntyre's virtue, fraud triangle, SMEs.</p> <p><strong>Classification JEL</strong>&nbsp;: H26</p> <p><strong>Paper type: </strong>Empirical Research&nbsp;</p> Nora ABOUMOUDRIK, Mostapha AFERIAT, Hakima FASLY Copyright (c) 2024 Nora ABOUMOUDRIK, Mostapha AFERIAT, Hakima FASLY Fri, 10 May 2024 00:00:00 +0000 Theoretical Reflection on Transfer Pricing Policy in Morocco and Its In-depth Comparison with OECD Guidelines <p>The expansion of multinational corporations is closely linked to the globalization of economies. This global dynamic encourages companies to explore new opportunities and expand their activities beyond national borders. With the increase in global interconnection of businesses, the importance of having comprehensive and strategic tax policies becomes evident. In this context, the tax policy on transfer pricing plays a crucial role. This policy is specially designed to discourage companies from engaging in the practice of artificially transferring profits from one subsidiary to another, aiming to minimize the company's total tax burden on an international scale. By ensuring that transactions between subsidiaries adhere to the arm's length principle, that is, are conducted under conditions similar to those between independent entities. This policy aims to preserve the integrity of tax systems and prevent tax evasion. Thus, it contributes to a fairer distribution of tax burdens among multinational entities. This article conducts a theoretical reflection on the transfer pricing policy in Morocco and its in-depth comparison with the guidelines of the Organization for Economic Co-operation and Development (OECD). It also examines the evolution of Moroccan legislation and the suggested reforms related to transfer pricing policy. The article discusses the traditional and transactional methods used to analyze commercial and financial links between affiliated entities. The article also highlights the challenges and constraints associated with advance transfer pricing agreements, offering a critical perspective on the attempts to align Moroccan regulations with OECD standards. The study reveals that the Moroccan framework for transfer pricing deviates from the OECD recommendations, particularly due to a lack of precise guidelines and the absence of rules for specific situations. However, this policy in Morocco also shows some alignment with the OECD guidelines, notably through the incorporation of the arm's length principle and the establishment of the advance pricing agreement procedure.</p> <p>&nbsp;</p> <p><strong>Keywords: </strong>Tax Policy, Arm's Length Principle, Multinationals, International Taxation, OECD, APA, Morocco.</p> <p><strong>JEL Classification: </strong>F23, H2, G28.</p> <p><strong>Paper type: </strong>Theoretical Research.</p> Saida CHAIHAB, Yousra ABKAR Copyright (c) 2024 Saida CHAIHAB, Yousra ABKAR Fri, 10 May 2024 22:08:54 +0000 Organizational Performance Management: Proposed Balanced Scorecard in the UIZ with Benchmarking Study at Sherbrooke University <p>The governance of Moroccan universities has undergone a series of transformations in recent years. Indeed, several developments aimed to establish real public performance have affected the entire public sector.However, the ambiguity of objectives and the multitude of stakeholders make it difficult to establish a management system to evaluate the overall performance of the university. The objective of this research is to study existing control systems and contribute to the implementation of techniques that couple the dimensions of performance measurement with the expectations of stakeholders.To achieve this, we conducted a case study research and employed a benchmarking approach between Ibn Zohr University in Agadir and the University of Sherbrooke in Quebec. This was done to finally propose a performance management system using a balanced scorecard (Strategic Dashboard).</p> <p>After our study, we have developed a Balanced Scorecard (BSC) incorporating performance axes: training, research, innovation and technological transfer, governance, and openness, along with key performance indicators. This is the outcome of our study.</p> <p>&nbsp;</p> <p><strong>Keywords:</strong> management control, University, Balanced scorecard, Governance.</p> <p>&nbsp;</p> <p><strong>JEL Classification: </strong>I31</p> <p><strong>Type of paper:</strong> Empirical research</p> Botaina MJIDILA Copyright (c) 2024 Botaina MJIDILA Fri, 10 May 2024 22:50:27 +0000 Sustainable Tourism and Destination Resilience: A Symbiotic Relationship Based on Dynamic Capabilities? <p>Although tourism undeniably provides benefits, it also presents potential drawbacks to the socio-cultural and ecological systems and, at times, creates economic vulnerabilities. The current scholarly conversation around sustainable tourism mostly revolves on the consequences of tourist activities and the strategies for extending their viability. The susceptibility of the sector to interruptions and crises over long periods of time highlights the need of resilience in the field of sustainable tourism. In accordance with this viewpoint, the current text aims to define "the durability of sustainable tourism."</p> <p>The purpose of this study is to explore the interconnections among tourism, sustainability, and resilience. It aims to identify the necessary conditions for sustainable tourism to stimulate economic growth, aligning with the environmental and socio-cultural values of the countries hosting the tourism industry. Additionally, it seeks to develop strategies to address potential crises and disruptions that may pose risks to the sustainability of tourism. This paper provides a critical evaluation of the alignment between these two paradigms and emphasizes the need of implementing a sustainable tourism strategy in tourist destinations. Our inquiry aims to expand the existing body of knowledge and provide new ideas on tourist resilience. We propose a conceptual framework that combines several models based on dynamic capacities.</p> <p><strong>&nbsp;</strong></p> <p><strong>Keywords:&nbsp; </strong>sustainable tourism, Destination Resilience, Dynamic Capabilities</p> <p><strong>JEL Classification: R11, L83, Q56, O44</strong></p> <p><strong>Paper type: </strong>Theoretical Research</p> Mustapha AHACHMI, Reda TAMANINE, Abdelhaq LAHFIDI, Xavier BREDART, MBAREK HOUSSASS Copyright (c) 2024 Mustapha AHACHMI, Reda TAMANINE, Abdelhaq LAHFIDI, Xavier BREDART, MBAREK HOUSSASS Fri, 10 May 2024 23:12:26 +0000 Influence of the personality traits of the political leader's personal brand on voters' voting intentions <p>This research focuses on the personal brand of Niger's political leaders and voters' voting intentions. The main objective is to identify the dimensions linked to this brand in order to explain their influence on voters' voting intention. An interview guide for 55 voters and a questionnaire for 489 people were developed to achieve this objective. The results of a multivariate analysis using linear regression showed that the variables in the literature, namely the competence, credibility, sincerity, morality and robustness of the political leader, exist at contextual level and are known by voters. These variables have a positive and significant influence on voters' voting intention. This research merits further investigation with a larger sample spread over a longer period that could take into account other towns in the country and, above all, other variables to provide a better understanding of the problem.</p> <p>&nbsp;</p> <p><strong><em>Key words :</em></strong> Personal brand ; voting intention ; personality traits</p> <p><strong>JEL Classification : </strong>M30</p> <p><strong>Paper type: </strong>Empirical research</p> Abdoul Aziz BOUBACAR SEYNI, Laminou MAYAKI YARIMA, Hassane ABDOULAYE GAMBO Copyright (c) 2024 Abdoul Aziz BOUBACAR SEYNI, Laminou MAYAKI YARIM, Hassane ABDOULAYE GAMBO Wed, 15 May 2024 22:08:10 +0000 Assessing the impact of customer relationship management on customer loyalty: The case of the Moroccan banking sector <p>Building customer loyalty is a major challenge for companies in the 21st century. In a saturated market or one that is struggling to attract new customers, such as the banking sector, customer loyalty is a must for companies to survive in business. This work is a continuation of the research carried out to date on customer relationship management and customer loyalty, with a transposition to the Moroccan banking sector. It attempts to broaden current knowledge by empirically testing the role of customer relationship management of customer loyalty dimension through a survey of 314 Moroccan bank customers. Descriptive statistical analysis carried out through the study of statistical parameters mean and standard deviation in SPSS has enabled us to build up an overview of the general trend of the responses collected for each of the variables in our research model. The results of the study of customer relationship management dimensions in Moroccan banking establishments from a customer’s perspective confirmed the relationships assumed to exist between human resources, customer knowledge management and technology, as well as customer orientation on relationship quality and customer loyalty. The results we have obtained are in line with those of several authors working in different contexts in the field of customer relationship management. However, future studies could use larger samples to further confirm the results obtained in the present study.</p> <p>&nbsp;</p> <p><strong>Keywords : </strong>Customer relationship management, Customer loyalty, Customer orientation, Relationship quality, Morocco.</p> <p><strong>JEL Classification : </strong>M29, M31</p> <p><strong>Paper type</strong><strong>: </strong>Empirical Research</p> Chama JARIDE, Yassin ALLAMMARI, Ahmed TAQI, El Hassania RAHOU Copyright (c) 2024 Chama JARIDE, Yassin ALLAMMARI, Ahmed TAQI, El Hassania RAHOU Wed, 15 May 2024 22:35:35 +0000 Free Trade Versus Open Access: A Focus on Moroccan Exports <p>The debate between free trade and open access in the context of Moroccan exports raises crucial questions. While free trade promotes economic growth by eliminating trade barriers, open access emphasizes the overall availability of resources. In the case of Morocco, this dichotomy takes on a particular dimension due to the significance of its diverse sectors. Advocates for free trade highlight increased competitiveness in international markets, while proponents of open access emphasize the importance of ensuring access to local products for everyone. Examining these two approaches closely, it becomes essential to find a balance that promotes both economic development and national self-sufficiency. Morocco has established strategic free trade agreements (FTAs) with several global partners, including the European Union, the United States, Turkey, and countries in the MENA region. These agreements aim to promote the free movement of goods and services, fostering economic growth by opening new trade opportunities. Through these partnerships, Morocco has diversified its export markets, strengthening its position in the global economy and boosting key sectors such as agriculture, industry, and services.</p> <p>To analyze the impact of these FTAs on the open access of Moroccan exports, we will conduct an empirical verification using a gravity model to understand the influence of these agreements on Morocco's exportable supply.</p> <p>&nbsp;</p> <p><strong>Keywords : </strong>Free Trade, Open access, Exports, Free trade agreement, Gravity model.</p> <p><strong>JEL Classification : </strong>F10, F13, F14, F50, O13, O24.</p> <p><strong>Paper type : </strong>Empirical Research</p> Hajar GHAFIR, Abdelkader ELKHIDER Copyright (c) 2024 Hajar GHAFIR, Abdelkader ELKHIDER Wed, 15 May 2024 23:40:00 +0000 THE Quality of the management system of higher public institutions of learning with a special status in Cameroon <p>&nbsp;</p> <p>What assessments do students have about the management system of their educational/ training institution? Based on the procedure of the norms of ISO 21001, an investigation was carried with the help of a questionnaire administered to one hundred and thirty two (132) students of a higher public institution of learning with a special status.</p> <p>Following the principes of the descriptive statistic method and the likert scale, results obtained came from the three (03) domains below : 1) Based on the training offer, 97 % declared that the training disciplines (courses) met up wilth their expectation&nbsp;; 2) On the technical domain, 27.3 % revealead that the amphitheatres context is good, 32.6% were of the opinion that the pratical work context is average&nbsp;; 3) As for teachers 75 % opined that the teachers are up to the lasks or expectation.</p> <p>It is however left for this institution to maintain concertations with stakeholders and to ameliorate the above-mentioned points in view of co-construction its services for a better integration of its products in the professionnal world.</p> <p>&nbsp;</p> <p><strong>Key-words</strong> : ISO 21001, Education/training, Higher public Instution of learning with a special status, Cameroon.</p> <p><strong>Classification JEL&nbsp;:</strong> M 1</p> <p><strong>Paper type&nbsp;:</strong> Empirical Research</p> Chamberlain WADOUM FOFOU Copyright (c) 2024 Chamberlain WADOUM FOFOU Fri, 17 May 2024 22:31:20 +0000 Quality of Life at Work as a Pillar of Organizational Resilience: A Strategic Investment in Times of Crisis <p>In a global context where organizations are confronted with a dynamic and complex environment, crisis management has become a crucial priority. Indeed, organizations are increasingly faced with unpredictable factors such as economic and health crises, natural disasters, rapid technological change and other disruptions. From this perspective, quality of working life (QWL) is emerging as a key factor influencing an organization's ability to build resilience in the face of crisis.</p> <p>The aim of this article is to demonstrate, through a narrative literature review analysis, the role of QWL in promoting organizational resilience. Our present work will enable us to find out how favorable working conditions combined with employee well-being can contribute significantly to mitigating the negative impacts of crises, thereby strengthening organizational resilience.</p> <p><strong>Key words: </strong>Quality of working life, organizational resilience, working conditions, well-being at work, crises.</p> <p><strong>Classification JEL: </strong>J24, M12, G32</p> <p><strong>Paper type: </strong>Theoretical Research<strong>&nbsp;&nbsp; </strong></p> Hicham KETATNI, Fatima TOUHAMI Copyright (c) 2024 Hicham KETATNI, Fatima TOUHAMI Fri, 17 May 2024 22:37:59 +0000 Information Asymmetry and SME Credit Rationing: An Exploration from Theory to Practice <p>When a banking institution is approached for financing, it often finds itself unable to truly assess the quality of the credit applicant. It faces a problem of adverse selection upstream and moral hazard downstream. Even if it sets up an evaluation procedure aimed at reducing information asymmetry, it structurally has less complete information on the true quality of the company, particularly with regard to its level of risk, which can consequently lead to the emergence of the phenomenon of credit rationing.</p> <p>This scientific article presents a state of the art on credit rationing used by banks against SMEs. Indeed, we looked into the issue of credit rationing for SMEs by seeking on a theoretical and empirical level to identify the key elements that hinder the production of credit for these entities. It emerges from our literature review that the presence of information asymmetry in the credit market and credit rationing can be explained theoretically and empirically as much by micro-economic as macro-economic factors.</p> <p>&nbsp;</p> <p><strong>Keywords: </strong>SMEs, Credit rationing, Information asymmetries, Bank financing<strong>.</strong></p> <p><strong>Classification JEL: </strong>G2</p> <p><strong>Paper Type: </strong>Theoretical Research</p> Adil BOUTFSSI Copyright (c) 2024 Adil BOUTFSSI Fri, 17 May 2024 22:46:49 +0000 Motivational Theories of Content & Motivational Process Theories <p>This article indicates the existing literature treating questions related to human resources motivation side. Thus, motivation is considered as one of the biggest preoccupations in Human resources management field. Actually the companies become constantly innovative to concretise efficient systems to motivate their employees. Based on the direct impact of motivation on the quality of employee work, companies make great efforts to understand what drives employees to be more efficient, more productive and highly performing.</p> <p>Our article deals with two main motivational theories, namely motivational content theories (Maslow, Herzberg, McClelland, McGregor &amp; Alderfer) who are interested in understanding the needs of individuals and who have presented the psychological gaps that individuals seek to fill. As well as the motivational theories of the processes (Adams, Vroom, Locke &amp; Hackman) that seek to understand the mechanism of motivation and to identify what explains or triggers an individual’s behavior in a given environment.</p> <p>&nbsp;</p> <p><strong>Keywords: </strong>HR Motivation, Content theories, Process theories, performance, Satisfaction</p> <p><strong>Classification JEL: </strong>O15</p> <p><strong>Paper type: </strong>Theoretical research</p> Yahya ALLAM, Mohamed HABACHI, Youssef TABIT Copyright (c) 2024 Yahya ALLAM, Mohamed HABACHI, Youssef TABIT Fri, 17 May 2024 22:59:25 +0000 Rent and economic growth in Morocco: Descriptive study <p>The relationship between rent and economic growth in Morocco is an important subject that merits in-depth analysis. The concept of rent generally refers to income derived from natural resources or monopolies, while economic growth represents the positive evolution of a country’s production and economic activities over a given period. In Morocco, this relationship has been shaped by various historical, political, and economic factors, which have influenced how rent has been generated, distributed, and invested.</p> <p>The methodology adopted in this article is mainly descriptive, providing a detailed overview of the relationship between rents and economic growth in Morocco. This article begins by presenting the conceptual and theoretical framework of the rent - economic growth duo. It then examines how rent, particularly artificial rent (as opposed to natural rent, which resembles a Natural gifts), can influence the country's economic growth.</p> <p>This paper also discusses measures taken by the government to combat this phenomenon. By better understanding this complex relationship, we will be able to propose solutions to stimulate economic growth while reducing dependence on rent.</p> <p>&nbsp;</p> <p><strong>Keywords:&nbsp;</strong>Economic Growth; Rent; Economic Rent; Institutions.</p> <p><strong>JEL Classification</strong><strong>: </strong>F43, O11, O47</p> <p><strong>Paper type</strong><strong>: </strong>Theoretical Research</p> Driss SALEM, Brahim DINAR Copyright (c) 2024 Driss SALEM, Brahim DINAR Sat, 18 May 2024 00:00:00 +0000 The Impact of Credit Risk Management through Provisioning on the Financial Performance of Moroccan Conventional Banks <p>This study aims at analyzing the impact of credit risk management, specifically the coverage of expected loss, on the financial profitability measured by ROA (Return on Assets) and ROE (Return on Equity) of Moroccan conventional banks. To verify this, we applied an econometric approach based on a panel model based on 63 observations. The results obtained from the estimation of the selected models reveal that an increase in credit risk, measured by the non-performing loan ratio (TRPI), leads to a decline in asset profitability. Meanwhile, credit risk management, measured by the provision coverage ratio concerning non-performing loans (TC) and the share of non-performing loans in the credit portfolio (TS), contributes to an improvement in ROA. However, the model results show a non-significant relationship between credit risk management and ROA.</p> <p>&nbsp;</p> <p><strong>Key words:</strong> credit risk, provisions, financial profitability.</p> <p><strong>JEL Classification: </strong>G21; C53</p> <p><strong>Paper type:</strong> Empirical Research</p> Salim KHRIBECH, Mounir BENBOUBKER, Mourad ES-SALMANI Copyright (c) 2024 Salim KHRIBECH, Mounir BENBOUBKER, Mourad ES-SALMANI Sat, 18 May 2024 00:00:00 +0000 Understanding Influencer Marketing in the Gaming Industry: The role of social influence and engagement <p>The gaming industry is experiencing rapid growth, and influence marketing has become an essential tool for brands seeking to reach gamers. Based on a narrative literature review, this study aims to explore the role of social influence in the context of influence marketing in the gaming industry, with a focus on the impact of user engagement.</p> <p>Drawing upon social influence theory and the concept of social congruity, we propose a conceptual model that connects these key variables. The model suggests that social influence exerted by gaming influencers on social media can influence user engagement.</p> <p>The expected results of this study will contribute to a better understanding of the role of social influence in influencer marketing within the gaming industry. Furthermore, the proposed conceptual model will provide insights for marketing professionals to optimize their influence strategies and enhance user engagement among gamers.</p> <p>&nbsp;</p> <p><strong>Keywords:</strong> influence marketing, gaming, social influence, engagement, social congruity, conceptual model.</p> <p><strong>JEL Classification: </strong>M31</p> <p><strong>Paper type:</strong> &nbsp;theoretical research</p> Hiba BAKACH, Yasmine MOHCINE, Fouad ELAFI, Smail OUIDDAD Copyright (c) 2024 Hiba BAKACH, Yasmine MOHCINE, Fouad ELAFI, Smail OUIDDAD Sun, 19 May 2024 23:49:27 +0000 Scientific and technological research in Morocco: Literature review on constraints and challenges <p>Scientific research in Morocco has been one of the Kingdom's long-term projects in recent years. Alongside efforts to improve the performance of the education system, there are a number of strategic problems and challenges in the field of scientific and technological research. Recognizing and resolving these dysfunctions is vital to ensuring the quality of the scholarly community on the one hand, and safeguarding the field of research and innovation on the other. On this basis, the ultimate aim of this work is to highlight the various constraints facing scientific and technological research in Morocco, without excluding the role of information flow as a necessary element for investment in educational policies and social dynamics. To this end, we carried out a qualitative study and analysis of official documents, using a criterion-based evaluation grid. We were able to analyze the reliability, coherence and relevance of the documents studied. The result is that, despite the efforts made, it will be useful for the State to review the place of scientific and technological research in its overall strategy, as a lever for socio-economic development. This work is intended as a contribution to the knowledge base, which could shed light on these issues for the benefit of all stakeholders on the real problems and obstacles raised, as factors explaining why scientific and technological research in Morocco is tending towards regression.</p> <p>&nbsp;</p> <p><strong>Key </strong><strong>words: </strong>Scientific research, Challenges, Educational policies, Strategy.</p> <p><strong>Classification JEL</strong>: I29</p> <p><strong>Paper type</strong>:&nbsp;Empirical Research</p> <p>&nbsp;</p> Farah ZIADY, Abdelaziz BOUMAHDI, Nadia BEZAZZ Copyright (c) 2024 Farah ZIADY, Abdelaziz BOUMAHDI, Nadia BEZAZZ Mon, 20 May 2024 00:27:18 +0000 Conceptual approach for modeling the relationship between social audit and social performance <p>Nowadays and in a rapidly changing environment, human capital has become an essential pillar in the strategies and orientations of any company. As a result, it is necessary to measure social performance by taking into account its contribution to the brand image as well as competitive differentiation. For this reason, the social audit has come to be a tool to take stock of human resources management and an effective way to reduce the social risks faced at the company level. This article examines the relationship between social auditing and the social performance of organizations. It sheds light on the importance of measuring and evaluating how companies interact with their parts and society as a whole. Through the mobilization of theoretical and empirical frameworks, we highlight the positive impact of the implementation of the social audit on the company's image, organizational culture, the trust of consumers and business partners, as well as the company's reputation. This work aims to produce an explanation of the relationship between the two variables through a holistic approach to assess social performance beyond financial aspects and integrate other intermediate variables. With this in mind, we examine various theoretical models that address this complex relationship between social auditing and social performance. These models provide a conceptual framework for understanding how the practice of social auditing can influence and improve the social performance of organizations. By exposing these models, our research aims to make a significant contribution to the understanding of this dynamic and to enlighten practitioners and researchers interested in this field.</p> <p>&nbsp;</p> <p><strong>Keywords: </strong>Social Audit, Social Performance, CSR, Human Resources, Governance</p> <p><strong>JEL Classification: </strong>M4, M42</p> <p><strong>Paper type: </strong>Theoretical Research <strong>&nbsp;</strong></p> Kawtar ROCHDI, Khalid EL OUAFA Copyright (c) 2024 Kawtar ROCHDI, Khalid EL OUAFA Mon, 20 May 2024 00:49:24 +0000 Contribution to the measurement of the global performance of the large company in Morocco <p>The objective of this article is to propose a measure of global performance in the Moroccan context by integrating four dimensions: financial/economic performance, organizational performance, social performance, and societal/environmental performance. This construct has always attracted the interest of academics and practitioners because of its complexity and importance in management science and the world of business. Indeed, it is essential to assess the global performance in order to communicate it to all the firm's stakeholders and to be able to improve it over time.</p> <p>Previously, the assessment of performance was limited to the financial/economic dimension. A vision that has become very simplistic and insufficient in the current context where the interests of all those involved in the firm must be considered. Therefore, the objective of retaining relevant dimensions and indicators for the assessment of global performance is no longer easy to achieve.</p> <p>For this reason, our current article aims to try to propose a measure of global performance, through a quantitative empirical study carried out on a sample of 107 large companies in Morocco. To analyze our data, we used the factorial analysis method to condense the many performance measurement indicators into a few main dimensions, thereby simplifying the understanding and measurement of global performance. Our main research findings confirm that a firm's global performance is a multidimensional construct, and that the societal/environmental dimension needs to be integrated into its study.</p> <p>&nbsp;</p> <p><strong>Keywords</strong><strong>: </strong>Global performance, Societal/environmental performance, Organizational performance, Social performance, Financial/economic performance.</p> <p><strong>Classification JEL</strong>: L25, M10, M14</p> <p><strong>Paper type</strong>: Empirical Research</p> Sanaa KARIM Copyright (c) 2024 Sanaa KARIM Mon, 20 May 2024 01:08:34 +0000