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Eurasian Journal of Social Sciences

Vol.10 No.2
June 2022

 Page Number

 Article Information


The Impact of Social Media Marketing on Purchase Intention of Skincare Products among Indonesian Young Adults

Ayu Chrisniyanti and Chung Tin Fah

DOI: 10.15604/ejss.2022.10.02.001


This study aims to investigate the impact of social media marketing activities (SMMAs) on purchase intention of skincare products among Indonesian young adults. The secondary objective of this study is to investigate the mediating effect of subjective norms, perceived behavioral control, brand awareness, and social brand engagement on the relationship between social media marketing activities on purchase intention of skincare products. Despite its popularity in the Indonesian market, the study on the impact of social media marketing activities on purchase intention of skincare products among Indonesian young adults has not been completely investigated and is still limited in Indonesia. This study adopts a quantitative cross-sectional method. A total of 271 responses were collected from the respondents aged 18 to 34 years old through non-probability sampling. It was found that social media marketing activities (SMMAs) have a positive significant impact on purchase intention of skincare products among Indonesian young adults. Additionally, the relationship between social media marketing activities and purchase intention was significantly mediated by subjective norms, perceived behavioral control, brand awareness, and social brand engagement. The findings of this study will assist skincare brands’ marketers and future researchers to have useful insight into the impact of social media marketing activities on purchase intention of skincare products.

Keywords: Social Media Marketing Activities, Purchase Intention, Subjective Norms, Perceived Behavioral Control, Brand Awareness, Social Brand Engagement


So Close but yet So Far: South African Women’s Challenges in a Post-Colonial Local Government 

Juliet Eileen Joseph

DOI: 10.15604/ejss.2022.10.02.002 


This study contributes to the current body of knowledge that suggests, there has been limited progress in decision-making between women and men, which hinders the use of women’s skills, suggesting that very little has changed for women. There is an overwhelming amount of literature on gender and decision making, which has led to an increase in sufficient conceptual and theoretical frameworks. However, this study contributes to the rather limited literature on progress in women’s decision-making in South Africa’s local government. This qualitative study presents the context of women in leadership positions in local government. Secondly, the study presents the barriers faced by women in leadership positions. Finally, the study critically analyzes and concludes on the challenges that hinder the empowerment of women in leadership positions in South Africa at the grassroots level. The findings of the study suggest that women are lagging in decision-making due to organizational structures attributable to the presence of dominant behaviors in the workplace that can be linked to patriarchy and male dominance which exclude and marginalize women. Furthermore, gender mainstreaming policies are weakly implemented in South Africa’s local government institutions.

Keywords: Gender Mainstreaming, Inclusive Leadership, Gender Equality, Local Government, South Africa


Green Human Resource Management – An Employee Perspective

Anastasia Pavlova, Hanna Salminen and Malla Mattila

DOI: 10.15604/ejss.2022.10.02.003 


In recent years, green human resource management (GHRM) has attracted increasing interest among scholars and practitioners. This study explores employees’ perceptions regarding GHRM and their voluntary pro-environmental behavior in promoting GHRM in their employer organizations. Theoretically, the study builds upon the GHRM perspective and employees’ pro-environmental behavior literature. Empirically, the study utilizes 11 semi-structured interviews that were generated among employees in three different companies located in the Moscow metropolitan area in 2019. The study identifies three different GHRM approaches: an unofficial, bottom-up GHRM approach, an official GHRM approach, and a strategic GHRM approach. The study contributes to the current GHRM literature by demonstrating that employees’ voluntary pro-environmental behavior and active involvement in the promotion of green practices contribute to the development of GHRM at an organizational level. Furthermore, the findings indicate that cultural context has an influence on employees’ voluntary pro-environmental behavior as well as the development of GHRM practices. From a managerial viewpoint, the study provides insights to supervisors and HR professionals how they can create GHRM practices that involve employees in the development process and promote sustainable development in an organizational context.

KeywordsGreen Human Resource Management, Employee Perspective, Pro-Environmental Behavior, Qualitative Case Study


The Effectiveness of Public Accountability Mechanisms in the South African Local Government Context: During and Post Covid-19 Pandemic

Khutso Piet Lebotsa

DOI: 10.15604/ejss.2022.10.02.004


This paper extensively investigates the effectiveness of public accountability mechanisms in the South African local government context during and post the Coronavirus Disease 2019 (Covid-19) pandemic. Therefore, this paper argues that the adopted public accountability mechanisms at the municipal level are rigid and not adaptive to the new normal ushered in by the Covid-19 pandemic. The Covid-19 pandemic forced many countries including South Africa, to adopt policies to control mass gatherings and community events, as they are believed to be super-spreader events. Local governments habitually used public meetings to inform communities about issues and consult them about development programs affecting them directly before the Covid-19 pandemic. This paper is purely conceptual, relied profoundly on literature to fortify the argument. This study utilizes a qualitative research technique to achieve the objectives of this study. The study reveals that the adopted and established public accountability mechanisms at the local government sphere are not adaptive and effective to the new normal. The conclusion that can be drawn from this paper is that there is an urgent need for the government to revisit and formulate more adaptive and effective public accountability mechanisms.

KeywordsPublic Accountability, Covid-19 Pandemic, Service Delivery, Local Government


Towards ‘Leaving No One Behind’: A Case Study of Climate Change Adaptation in Mutoko District, Zimbabwe

Shingirai Stanley Mugambiwa, Happy Mathew Tirivangasi,  and Makhura Benjamin Rapanyane

DOI: 10.15604/ejss.2022.10.02.005 


This study assesses climate change adaptation strategies employed by community members in Mutoko district of Zimbabwe. Adaptation strategies to climate change are responses to actual or expected climatic stimuli which are meant to moderate harm or exploit associated beneficial opportunities. Rural communities are prone to suffer more from the effects of climate change because they largely depend on natural resources and a subsistence economy for their survival. Hence, knowledge of climate change effects and adaptation strategies will ensure the realization of agenda 2063 and Sustainable Development Goals. Agenda 2063 focuses on, among other things, African development of modern agriculture for increased production and value addition to farmers and national prosperity as well as Africa’s collective food security. This case study explores climate change knowledge and adaptation practices by communities in the Mutoko district. A qualitative research methodology and an exploratory design are employed to gather data. The study discovers that there are numerous strategies employed by community members to adapt to the effects of climate change.

Keywords: Climate Change, Sustainable Development, Adaptation Strategies, Climate Hazards, Mutoko District

Eurasian Publications
(Esra Barakli)
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Erenoglu Is Merkezi
Fatih – Istanbul, TURKEY
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