The use of agile mindset has increased in recent years, not only to manage the software development field but also to build up a solid base of sustainable and success digital business. It is very important to innovate new ways of thinking to improve management success in journalism field. This paper objective is to present the possibilities of adopting an agile model for “journalism unique production” such as investigative reports using the SCRUM framework to produce the minimum viable product (MVP) instead of the traditional way of production. This target will be achieved by reviewing comprehensive literature and analyzing a case study based on interviews. Using self-managed SCRUM framework at least partially, may enhance managing projects in journalism institutions under the umbrella of SCRUM theme of requirements, maintenance, improvements, to simulate the principles of who does what, when and how.
Social Media Marketing and Customer Acquisition: Evidence from Professional Services SMEs in Windhoek, Namibia Original Research Article Country Namibia
Pages 20-27
Fillipus Valombweleni Taneni || Dr Moses Waiganjo || Michael Neema
In today’s digital economy, marketing through social media platforms has become essential for business visibility, client engagement, and growth. This study examined the effect of social media marketing on customer acquisition among professional services SMEs in Windhoek, Namibia. A qualitative research design was adopted to gain in-depth insights into SME experiences and perceptions. Data was collected through semi-structured interviews with 15 key informants, including business owners, managers, and marketing officers representing various professional services such as accounting, consultancy, and legal firms. Thematic analysis was used to identify patterns and themes emerging from the responses. The findings revealed that social media marketing has fundamentally transformed how SMEs attract and engage clients, enhancing visibility, credibility, and client interaction. Facebook, Instagram, and LinkedIn were the most used platforms, while limited budgets, insufficient digital skills, and inconsistent internet connectivity were major barriers to effective implementation. Nonetheless, these challenges encouraged innovation, with SMEs adopting low-cost strategies and learning to use analytics for improved marketing decisions. The study recommends that SMEs integrate digital marketing into their core business strategies, invest in capacity-building for staff, and adopt a balanced approach between organic and paid advertising. Policymakers should also facilitate affordable internet access and provide targeted digital literacy programmes to strengthen SME competitiveness in Namibia’s growing digital marketplace.
Antecedents of Social Media Addiction and Their Links to Excessive Online Buying Tendency Original Research Article Country Vietnam
Pages 28-37
Le My Hanh NGHIEM || Hue Chi TRAN || Thuy Duong NGUYEN || Hai Duong NGUYEN
The rapid integration of social media and commerce has raised concerns about maladaptive consumption outcomes, particularly excessive online buying tendency (EOBT). This study examines how sense of belonging, life stress, conscientiousness and openness to experience shape social media addiction (SMA) and how these factors subsequently relate to EOBT among Vietnamese social media users. Using a cross-sectional survey, collecting the data from 247 respondents and analyzing the proposed framework with PLS-SEM in SmartPLS, the study evaluates both the measurement model and the structural model to test the hypothesized relationships. The findings indicate that SMA is positively associated with EOBT. Life stress increases both SMA and EOBT, while conscientiousness reduces both SMA and EOBT. Sense of belonging and openness to experience are positively associated with SMA, whereas their direct relationships with EOBT are weaker and not consistently supported, suggesting that their influence on EOBT is primarily transmitted through SMA. Overall, the results highlight SMA as an important behavioral mechanism linking psychological needs, stress, and personality traits to excessive online buying, offering implications for digital well-being initiatives and responsible social commerce practices.
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