Journal of Innovative Business Management Research

ENTREPRENEURIAL MANAGEMENT PRACTICES AND THE PERFORMANCE OF START-UP FIRMS IN ABEOKUTA, OGUN STATE, NIGERIA

Dauda Oladejo — Wed, 08 Apr 2026 00:00:00 +0700

Start-up firms in developing economies face significant challenges in achieving sustainable performance due to resource constraints, market uncertainties, and management capability gaps. In Nigeria's entrepreneurial ecosystem, the failure rate of startups remains high, with inadequate management practices identified as a critical contributing factor. The study investigated the nexus between entrepreneurial management practices (talent management, creativity and innovation management, and risk management) and startup performance; and examined the influence of the entrepreneurial management practices on the performance of start-up firms in the South-west Geo-Political Zone of Nigeria, specifically on entrepreneurial enterprises in Abeokuta, Ogun State. The population of the study was 250, derived from different startup ventures in the study area. The sample size for the study was 153 respondents, determined using Yaro Yamane's (1967) sampling technique. A structured questionnaire was designed for data collection based on validated scales from previous entrepreneurial management studies. The collected data were analyzed using descriptive and inferential statistics, with industry sector and years of business operation incorporated as control variables to isolate the unique effects of management practices. The descriptive statistics employed included mean, standard deviation, and percentages. The inferential statistics used were correlation and hierarchical multiple regression, facilitated by the Statistical Package for Social Sciences (SPSS version 27). The results indicate that entrepreneurial management practices, including talent management (B = 0.536, β = 0.252, t = 4.971, p < 0.001), creativity and innovation management (B = 0.628, β = 0.321, t = 6.093, p < 0.001), and risk management (B = 1.300, β = 0.592, t = 11.242, p < 0.001), as an overarching concept, substantially influence startup performance in Nigeria's entrepreneurial ecosystem. After controlling for industry sector and years of business operation, the full hierarchical model explained 64.3% of variance in startup performance (Adjusted R² = .614), confirming the robustness of these effects. Risk management emerged as the strongest single predictor, explaining 46.6% of variance in startup performance. Years of business operation was a significant control (β = .142, p = .024), while ICT/Technology sector startups demonstrated superior performance relative to other sectors. The study offers insights for entrepreneurs, policymakers, and stakeholders regarding the significance of management practices in fostering startup success within Nigeria's entrepreneurial ecosystem.

Gen Z Consumers’ Attitudes Toward AI Influencers vs. Human Influencers: Exploring Authenticity, Trustworthiness, and Parasocial Interaction

Tassawut Aungsajjapong, Supriya Thukral — Wed, 08 Apr 2026 00:00:00 +0700

This study examines how Generation Z (Gen Z) evaluates AI-generated (“virtual”) influencers relative to human influencers across three established constructs: perceived authenticity, trustworthiness, and parasocial interaction (PSI). Using a cross-sectional, within-subject survey of Gen Z social media users (N = 100; ages 18–27) recruited via purposive sampling, respondents viewed examples of profiles and posts made by human and AI influencers and completed validated multi-item scales (α ≈ 0.90–0.96).

Paired-samples t-tests revealed significantly higher observed ratings for human influencers than AI influencers on authenticity, trustworthiness, and PSI (all ps < .001). ANCOVA analyses confirmed these differences remained significant after controlling for prior familiarity with each influencer type (all ps < .001, η² = 0.13–0.15), indicating the human-AI gap reflects genuine perceptual differences rather than exposure effects. Within the AI subset, Pearson correlations indicated strong positive associations between authenticity and trust (r = 0.741) and between PSI and trust (r = 0.669), with authenticity and PSI also moderately correlated (r = 0.595). Multiple regression identified authenticity (β = 0.531, p < .001) and PSI (β = 0.353, p < .001) as concurrent predictors of trust in AI influencers (R² = 0.63), suggesting complementary credibility and relational pathways.

Interpretation is bounded by non-probability sampling, cross-sectional self-report data, potential common-method bias, exposure asymmetries favoring human influencers, and the absence of factor-invariance tests or experimental manipulations (e.g., disclosure frames, degree of human-likeness, product category).

The findings contribute a comparative, construct-valid portrait of Gen Z responses to synthetic sources and clarify conditions under which AI influencers may earn trust. Managerially, results imply that virtual influencers are best positioned as complements to, rather than substitutes for, human creators when trust and relational depth are central objectives.

Entrepreneurs' Perception and Behavior towards Environmental Management in Phuket's Tourist Areas

Patcharin Chuchai — Wed, 08 Apr 2026 00:00:00 +0700

This research aimed to 1) study entrepreneurs' perception of environmental problems, 2) examine their environmental management behavior, 3) analyze factors influencing their perception and behavior, and 4) propose guidelines to promote sustainable environmental management in Phuket's tourist areas. This study employed a survey research design, collecting data from a sample of 385 entrepreneurs, calculated using Cochran's formula. Data were analyzed using descriptive statistics and multiple regression analysis The findings revealed that entrepreneurs had a high level of overall perception of environmental problems (Mean = 3.90), but their overall environmental management behavior was at a moderate level (Mean = 3.25). Environmental perception was found to have a significant positive correlation with management behavior (p < 0.01). The most influential factor affecting environmental management behavior was the perception of environmental problems (Beta = 0.342), followed by education level and business type, respectively. Recommendations focus on developing infrastructure, enforcing regulations, creating incentives, and fostering multi-sectoral collaboration to drive Phuket towards becoming a sustainable tourism destination.

The Influence of Bodh Gaya Tourism Destination Image and Authenticity Attitude on Media Exposure Behavior and Perceived Value in Buddhist Tourism

Ntapat Worapongpat — Wed, 08 Apr 2026 00:00:00 +0700

This study aims to investigate the relationships and influence of the Bodh Gaya pilgrimage destination image and authenticity attitude on media exposure behavior, social media sharing behavior, and the perceived value of Buddhist tourism. Gender and age were examined as moderating variables. The sample consisted of 397 Thai tourists aged 20 or older who had traveled to Bodh Gaya and shared their experiences on social media. The sample size was calculated using Cochran's with a 95% confidence level and a margin of error of 0.05. A convenience sampling method was employed. The research instrument was a questionnaire developed from a review of relevant literature and research. The Cronbach's alpha coefficients ranged from 0.72 to 0.89, indicating good reliability. Data analysis included descriptive statistics, multiple regression analysis, and hierarchical multiple regression analysis. The findings revealed that the environmental and facility aspects of the destination image, along with experiential authenticity attitude, had a significant positive influence on social media sharing behavior and contributed to the perception of spiritual and social value at a statistical significance level of 0.05 .The moderating analysis found that females placed greater importance on the destination image than males, while males placed greater importance on authenticity attitude. Among age groups, the 30-39 age group attached the most importance to destination image, while the 20-29 age group valued authenticity attitude most highly.

Driving Business Innovation through Digital Transformation: A Case Study of Technology Adoption by SMEs in Nakhon Si Thammarat Province

Yuppamart Suksai — Wed, 08 Apr 2026 00:00:00 +0700

Driving Business Innovation through Digital Transformation: A Case Study of Technology Adoption by SMEs in Nakhon Si Thammarat Province. This research aims to explore the dimensions and characteristics of digital technology adoption, analyze the qualitative factors that determine adoption, investigate the in-depth impact on competitive advantage, and propose policy recommendations to enhance the potential of Small and Medium-sized Enterprises (SMEs) in Nakhon Si Thammarat province. The study employs a Qualitative Case Study approach, collecting data through In-depth Interviews with 8 SME entrepreneurs. Data analysis was performed using Thematic Analysis. The findings reveal that the technology adoption journey of SMEs can be synthesized into the "GIO Model," comprising three stages: 1) Gateway (G), the initial adoption of accessible social media, creating both opportunities and challenges; 2) Innovation Wall (I), the confrontation with structural barriers related to funding and skilled personnel; and 3) Outcome (O), where the resulting innovation is predominantly Incremental Innovation. A key finding indicates that the success of digital transformation depends not solely on the tools, but on the robustness of the surrounding business ecosystem.

The research recommendations, therefore, focus on "dismantling the innovation wall" through policy suggestions, such as establishing a comprehensive support center, and practical measures, such as developing targeted digital skills curricula and fostering entrepreneurial alliances, to unlock the potential of local businesses for sustainable growth.

Consumer Behavior toward Ready-to-Eat Foods in Convenience Stores: Insights ‎into Modern Lifestyle Trends

Supakit Setraksa, Chanyaphat phansomrong — Wed, 08 Apr 2026 00:00:00 +0700

This study employed a cross-sectional survey design with the objectives of examining the level of consumption of ready-to-eat (RTE) foods in convenience stores, exploring consumer attitudes and influential factors in purchasing decisions, and providing descriptive insights to guide retailers and food producers in product and service development. The target group consisted of consumers in Bangkok and the metropolitan area who had purchased or consumed RTE foods from convenience stores in the recent period. Data were collected through a structured online questionnaire validated by experts, and analyzed using descriptive statistics.

The findings revealed that most respondents were young adults, predominantly female, and largely working in private companies or studying in higher education. RTE foods have become integrated into daily life, with convenience stores serving as the main purchasing channel due to their accessibility and round-the-clock service. Among RTE food types, rice boxes were the most preferred, reflecting both satiety and convenience. Convenience emerged as the most influential factor in purchase decisions, followed by food safety and taste, while price and promotions played a secondary role. Moreover, consumers increasingly recognized the importance of health, nutrition, and transparent labeling, although these factors were not yet the primary determinants. Overall, consumers expressed positive attitudes toward RTE foods, showing high satisfaction with quality and accessibility, while also expecting greater menu variety and better value for money.

Consumer Behavior and Marketing Mix Factors Affecting Housing Purchasing Demand in Mueang District, Chiang Mai Province Post-Earthquake

NUTTAYA NOIPEANG, KITSANA WONGCHAIPROM — Wed, 08 Apr 2026 00:00:00 +0700

The objectives of this research were to: 1) investigate the housing purchasing behavior of consumers in Mueang District, Chiang Mai Province, following earthquake events, including the comparison of behavior differences based on demographic characteristics 2) analyze the marketing mix factors affecting housing purchasing demand post-earthquake and 3) examine the importance of structural safety factors affecting the tendency to purchase. The sample group consisted of 400 consumers in Mueang District, Chiang Mai Province, who had an intention to purchase a house or condominium. The majority of the respondents were female (53%), aged between 25–34 years (56.75%), held a bachelor’s degree (69.5%), and worked as government/state enterprise officers or private company employees (totaling 70.00%). Most had an average monthly income between 15,001–30,000 THB (80.75%). Regarding purchasing plans, preferred single-detached houses (81.75%), had a budget of 1–2 million THB (75%), and relied on bank loans as their primary funding source (88.25%).

The results revealed that demographic factors, specifically age, education level, and average monthly income, significantly resulted in different housing purchasing behaviors at the 0.05 level. The marketing mix factors (4Ps) could collectively predict housing purchasing demand by 82.80% ( = 0.828). Specifically, Product had the highest positive influence ( = 0.541), followed by Place ( = 0.412) and Promotion ( = 0.289), respectively. Conversely, Price had a negative influence on purchasing demand ( = -0.302). Furthermore, the study found a very high correlation (r = 0.869) between confidence in structural safety and purchasing tendency. This indicates that structural safety is a critical component in housing selection, serving as a decisive factor that takes precedence over aesthetics.This research suggests that entrepreneurs should emphasize communicating structural safety standards alongside setting value-based pricing strategies to align with consumer purchasing power. This reflects that earthquake events have shifted priorities in housing selection, with safety stability becoming a crucial element in the decision-making process.