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    Et-moone and marketing relationship governance: The effect of digital transformation and ICT during the COVID-19 pandemic

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    Publication date
    2021-10
    End of Embargo
    2023-09-09
    Author
    Alalwan, A.A.
    Baabdullah, A.M.
    Dwivedi, Y.K.
    Rana, Nripendra P.
    Lal, Banita
    Raman, R.
    Keyword
    Et-Moone
    Governance
    COVID-19
    Trust
    Commitment
    Rights
    © 2021 Elsevier. Reproduced in accordance with the publisher's self-archiving policy. This manuscript version is made available under the CC-BY-NC-ND 4.0 license.
    Peer-Reviewed
    Yes
    Open Access status
    Green
    
    Metadata
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    Abstract
    This study aims to examine the drivers and impact of et-moone on relational governance within B2B relationships in the Arab Asian region. Building on commitment and trust theory, this study proposes how et-moone could be driven by IT-enabled interactions during the COVID-19 pandemic. Data were collected using an online questionnaire survey from the food, pharmaceutical, detergent and sterilizer industries in Jordan and Saudi Arabia. A two-stage structural equation modelling approach was used to test the model. The results largely support the significant impact of et-moone predictors. A strong and significant relationship was also found between et-moone and relational governance. This study expands the theoretical horizon of et-moone by considering a new driver (i.e., IT-enabled interactions) and its consequences in terms of relational governance. The outcomes of the current study also make contributions for both practitioners and researchers who are interested in socio-cultural values (i.e., et-Moone) in Arabic countries. An in-depth discussion on the above is presented in the subsections on theoretical and practical implications.
    URI
    http://hdl.handle.net/10454/18639
    Version
    Accepted manuscript
    Citation
    Alalwan AA, Baabdullah AM, Dwivedi YK et al (2021) Et-moone and marketing relationship governance: The effect of digital transformation and ICT during the COVID-19 pandemic. Industrial Marketing Management. 98: 241-254.
    Link to publisher’s version
    https://doi.org/10.1016/j.indmarman.2021.09.001
    Type
    Article
    Notes
    The full-text of this article will be released for public view at the end of the publisher embargo on 9th September 2023.
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    Management and Law Publications

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