AMF Journal 2025_page-0083

Born Digital, Built Different: Understanding and Building for Generation Alpha

by The Fifth Journal

 Generation Alpha — born from 2010 onwards — is the first generation to grow up entirely in a digital-first world, shaping family purchase decisions and redefining brand engagement from an early age. Drawing on a recent Bangladesh Brand Forum survey, this article explores how children in Bangladesh are influencing choices in food, gadgets, toys, and entertainment while seeking belonging, participation, and recognition beyond conventional marketing approaches. It highlights the need for brands to move from selling to involving, tailoring strategies by age group, earning parents’ trust through safety and education, and blending digital experiences with offline rewards. Case examples from Bangladesh and global brands illustrate how participation creates ownership and loyalty. The article concludes by proposing new measures of impact that go beyond clicks and views, urging Bangladeshi brands to treat children as co-creators and trusted stakeholders in a rapidly evolving consumer landscape. 

AMF Journal 2025_page-0075

Investigating Consumer Barriers Toward Intention to Adopt Mobile Payment Solutions: An Innovation Resistance Theory Perspective

by The Fifth Journal

While the world has moved towards a digital era, mobile devices have revolutionised financial transactions by serving as multifunctional tools. However, despite their numerous benefits, the adoption of mobile payment solutions among Sri Lankan consumers remains relatively low. This study examines the barriers that hinder consumers’ intention to adopt mobile payment solutions in Sri Lanka, applying the theory of innovation resistance. Using the deductive research approach with self-administered questionnaires, data were collected from 350 Sri Lankan consumers living in the Colombo district who are aware of mobile payment solutions. The collected data were statistically analysed using multiple regression analysis with the support of SPSS software. It has been identified that usage, risk, tradition, and image barriers significantly influence consumers’ intention to adopt mobile payment solutions in the Colombo district, Sri Lanka. This study offers practical recommendations for service providers to address these barriers, thereby reducing customer resistance and facilitating the successful adoption of mobile payment solutions. From an academic perspective, the study contributes to a limited body of empirical studies in this area by applying Innovation Resistance Theory. Furthermore, this study provides valuable insights for service providers to design more effective marketing strategies that cater to customer needs.

AMF Journal 2025_page-0064

The Influence of Integrated Marketing Communication Elements on Customer Loyalty in Pln Mobile Applications: The Mediating Role of Customer Engagement And Customer Trust

by The Fifth Journal

The digital transformation in the public service sector has prompted government institutions to manage communication strategically to build strong relationships with service users. This study aims to analyze the influence of integrated marketing communication (IMC) elements on customer loyalty toward the PLN Mobile application by examining the mediating roles of customer engagement and customer trust. The research employed a quantitative approach using a survey method involving active users of the PLN Mobile application. Data was collected from 400 respondents through convenience sampling and analyzed using structural equation modeling (SEM) with SmartPLS software. The findings indicate that all proposed hypotheses are supported, demonstrating that IMC elements have a positive and significant effect on both customer engagement and customer trust. Furthermore, customer engagement and customer trust are confirmed as significant mediating variables in the relationship between IMC and customer loyalty.

AMF Journal 2025_page-0052

Does the Perceived Ease of Use Moderate the Influence of Perceived Security, Perceived Trust, and Enjoyment on Adoption of Cash-on-delivery (Cod) of E-commerce Platform?

by The Fifth Journal

The use of e-commerce platforms and cash-on-delivery (COD) payment methods has become an integral part of daily life. This study aims to determine the effects of perceived security, perceived trust, and enjoyment on the adoption of COD, with perceived ease of use as a moderating factor. Primary data were collected from 240 respondents using a purposive sampling method. Six hypotheses were tested in this study: three were accepted, while the remaining three were rejected. The results of the data analysis revealed that perceived security, perceived trust, and enjoyment have a significant impact on the adoption of COD. However, perceived ease of use did not moderate the relationships between perceived security, perceived trust, enjoyment, and the adoption of COD.

AMF Journal 2025_page-0040

More Than Exercise: Relational Meanings Of Mobile Fitness App Use Among Married Men In Ghana And Its Implications For Digital Lifestyle Innovations

by The Fifth Journal

This study investigates how married men in Ghana engage with mobile fitness applications and the relational meanings that emerge from their use. Drawing on qualitative data from focus group discussions and dyadic interviews, and guided by Self-Determination Theory, Social Exchange Theory, and the Theory of Planned Behaviour, the research reveals that fitness apps serve not merely as tools for self-discipline and health monitoring, but as relational artefacts embedded in the emotional fabric of marriage. The findings show that mobile-first fitness practices, though individually designed, often spill into conjugal life. They deepen intimacy, reinforce masculine identity, and mediate cultural expectations. Men described how app-driven fitness routines fostered emotional bonding with their spouses, while women played a central role in motivating, affirming, and negotiating the boundaries of appearance, care, and respectability. However, the relational utility of current app designs remains limited, with participants expressing a clear demand for culturally attuned and emotionally responsive features that support couple-based health journeys. By situating digital fitness use within the socio-cultural context of Ghanaian marriages, the study extends conversations on digital health beyond individual behaviour to relational wellbeing, offering critical insights for behavioural designers and app developers aiming to create more inclusive and socially intelligent technologies in emerging markets.

AMF Journal 2025_page-0026

Strategic Alignment Of Marketing Technology: A Conceptual Framework For Capability Building In Malaysian Firms

by The Fifth Journal

The rise of marketing technologies (MarTech) has significantly altered how organisations approach customer engagement, decision-making, and capability development. However, the effectiveness of MarTech adoption often hinges not on the technology itself but on how well it aligns with an organisation’s strategic objectives. This conceptual paper explores the pathway through which MarTech enhances marketing capability, with strategic decision-making positioned as a mediating mechanism. Drawing on the Dynamic Capabilities Theory, the proposed framework explains how firms can convert technological inputs into competitive marketing capabilities. Real-world cases from Malaysian service firms, SMEs, and manufacturing sectors illustrate how strategic alignment determines the impact of MarTech on decision speed, customer analytics, and campaign optimisation. The paper contributes to emerging MarTech literature by clarifying the conditions under which technology investment translates into tangible marketing outcomes. It also offers practical insights for firms aiming to align their digital transformation strategies with performance-oriented marketing capabilities.

AMF Journal 2025_page-0018

Reimagining The Role Of Marketers In The Age Of Ai: An Urgent Call To Reskill And Embrace Industry 5.0

by The Fifth Journal

This paper examines the transformative impact of Artificial Intelligence (AI) on the marketing profession, emphasizing the urgency for marketers to reskill and adapt in the era of Industry 5.0. Drawing on global investment trends, corporate case studies, and academic research, the study highlights how AI enhances marketing efficiency, personalization, and customer engagement through tools such as generative AI, chatbots, and recommendation engines. It also addresses critical issues related to data ethics, regulatory compliance, and the evolving workforce. As AI reshapes roles and redefines value creation, marketers must cultivate a digital mindset, embrace continuous learning, and lead responsibly. This paper serves as a wake-up call for professionals to strategically harness AI’s potential while mitigating its risks.

AMF Journal 2025_page-0008

Marketing 6.0 And Human-centric Leadership: Lessons From Global And Southeast Asian Organizations

by The Fifth Journal

This article explores the evolution of Marketing 6.0, emphasizing the integration of artificial intelligence with human-centric values, particularly empathy, as a strategic driver in marketing leadership and organizational growth. Through a comparative analysis of global and Southeast Asian organizations—including Microsoft, Patagonia, Ritz-Carlton, Singapore Airlines, Minor Food Group, Phyathai-Paolo Hospital Group, and Siam Cement Group—the study highlights how empathy informs marketing strategy, brand positioning, service innovation, and employee engagement. Drawing on Marketing 6.0 principles, the article demonstrates that AI-enabled precision and scalability can coexist with emotionally intelligent, socially responsible, and purpose- riven marketing practices.