Purpose of this study to examine the effect of interactivity on musers’ engagement towards mobile bookkeeping application using stimulus-organism-response (S-O-R) theory and technology acceptance... Show More

Purpose of this study to examine the effect of interactivity on musers’ engagement towards mobile bookkeeping application using stimulus-organism-response (S-O-R) theory and technology acceptance model (TAM). Further, moderation effect of users’ innovativeness was also examined. A total of 376 responses were analyzed for examining the proposed hypotheses. The results exhibited that, application interactivity enhances perceived usefulness (PU) and perceived ease of use (PEOU), in turn users’ engagement. Moreover, users’ innovativeness positively moderates the association between PU, PEOU and user engagement. The study suggests marketers how to enhance application interactivity to enhance users’ engagement.

The growth in popularity of social media and its perfunctory use by individuals throughout the day has sprouted the need to study Customer Engagement (CE) on Social Networking Sites (SNSs) from the... Show More

The growth in popularity of social media and its perfunctory use by individuals throughout the day has sprouted the need to study Customer Engagement (CE) on Social Networking Sites (SNSs) from the consumer’s lens. To understand user behaviour, it is thus imperative to explore CE from their perspective. This study examines customer engagement and its antecedents and consequences on Social Networking Sites (SNSs) in an emerging economy. Data from 21 semi-structured focus group discussions (FGDs) and 42 in-depth interviews (IDIs) were analysed through a grounded theory approach using Nvivo coding. The results highlight the usage patterns and conditions faced by users on SNSs and establish the presence of information overload faced by users. The study also shows various parameters related to post and individual that lead to passive and active engagement on these platforms. Our study has direct implications for marketing managers across industries as it unravels various levers necessary to succeed on SNSs.

Several electronic-engagement-related questions arise at work due to the beginning of a new era of social distancing, lockdowns, quarantining, and sanitization. These terms were not so common... Show More

Several electronic-engagement-related questions arise at work due to the beginning of a new era of social distancing, lockdowns, quarantining, and sanitization. These terms were not so common before. What challenges do employees face while working from home? Why do they face those challenges? How are they overcoming these challenges? In summary, in a work-from-home setting, what are the issues and solutions in engaging remote workers electronically? To answer these questions, 23 Information Technology (IT) employees in India and four in the United Kingdom were interviewed, and data were analyzed using interpretive phenomenological analysis (IPA). Few Information Technology employees from the United Kingdom were also interviewed to ensure the transferability of the results. Along with a few suggestions, six challenges emerged. These may help employers formulate their electronic engagement strategies for employees in a better manner.

This paper investigates consumers' response to conditional promotions (CP) offered in an offline retail store. Using qualitative research inquiry, we decipher the consumer decision-making process by... Show More

This paper investigates consumers' response to conditional promotions (CP) offered in an offline retail store. Using qualitative research inquiry, we decipher the consumer decision-making process by finding the linkages between 'pre-cart' and the 'post-cart' add-on purchases. Thematic analysis of qualitative data (focus groups and personal interviews) resulted in four themes, i.e. 'Criticality of Product Utility,' 'Mode of Payments,' 'Loss Aversion by Consumers,' and 'Inability to Think Out-of-Box by the Consumers.' We add value to the existing marketing literature by finding the relationship between products purchased in 'pre-cart', i.e., without the knowledge of CP and 'post-cart', defined as add-on products added to the cart to avail the CP offer while purchasing in an offline retail store. Further, we find that consumers' willingness to avail CP varies with different relative distances from the target purchase cart value (high vs. low) and mode of payments (cash vs. digital). We discuss the theoretical and managerial implications of the research.

Consumer-deviant behavior costs global utility firms USD 96 billion yearly, attributable to Non-Technical Losses (NTLs). NTLs affect the operations of power systems by overloading lines and... Show More

Consumer-deviant behavior costs global utility firms USD 96 billion yearly, attributable to Non-Technical Losses (NTLs). NTLs affect the operations of power systems by overloading lines and transformers, resulting in voltage imbalances and, thereby, impacting services. They also impact the electricity price paid by the honest customers. Traditional meters constitute 98 % of the total electricity meters in India. This paper argues that while traditional meters have their limitation in checking consumer-deviant behavior, this issue can be resolved with ML-based algorithms. These algorithms can predict suspected cases of theft with reasonable certainty, thereby enabling distribution companies to save money and provide consistent and dependable services to honest customers at reasonable costs. The key learning from this paper is that even if data is noisy, it is possible to create a Machine Learning Model to detect NTL with 80 percentage plus accuracy.

The focus of most of the existing studies on technostress is with regard to working professionals. In spite of the explosion of digital device use in education, not many studies have identified its... Show More

The focus of most of the existing studies on technostress is with regard to working professionals. In spite of the explosion of digital device use in education, not many studies have identified its effects on students. This study examines the presence of technostress among management students aged 22-29 years. Using a sample of 300+ students of a management college of India, this study validates the technostress instrument. With the pandemic, education has seen a paradigm shift. Sessions including classes, interactions, discussions, team projects, assignments, examinations, have gone online and this has ushered the compulsion of spending more time with technology and digital devices (laptops, mobile phones, desktop etc). It examines the effect of technostress on academic productivity of students. The study further explores the students’ expectations from the college to control their technostress, thereby indicating the need of enhancing e-engagement through persuasive communication.

The study aims to identify social, intellectual and conceptual structures along with key areas, contributors, current dynamics and suggest future research directions in the field of engagement with... Show More

The study aims to identify social, intellectual and conceptual structures along with key areas, contributors, current dynamics and suggest future research directions in the field of engagement with e-learning systems. An objective analysis of a sample of 358 articles taken from the Web of Science database, supported by subjective assessments based on the research focused on the integration of management into e-learning domain. Citations and PageRank metrics were used to identify the most influential papers along with most influential authors. To understand the intellectual structure of the research area, a co-citation network was developed. The study may help to explore effective ways of delivering education during a crisis, while also taking a sustainable approach to the promotion of education through online methods. By understanding the behavior of learners towards various forms of content delivery, policy makers at national level can develop a framework to implement it nationwide.

This study examines the relationship between cognitive awareness and perceived knowledge of sports fans’ social media engagement behaviors. Data were collected through an online survey of 236 adults... Show More

This study examines the relationship between cognitive awareness and perceived knowledge of sports fans’ social media engagement behaviors. Data were collected through an online survey of 236 adults from India who identified as Indian Premier League (IPL) fans. The findings of the study suggest that perceived knowledge and cognitive awareness of sports are precursors to social media engagement behaviors of sports fans. Further, sports fandom mediates links between perceived knowledge and cognitive awareness with social media engagement. The findings hold special significance for contemporary COVID scenarios because physical engagement is being substituted by digital engagement.

The study aims to examine the impact of mobile banking (m-banking) application interactivity on consumer engagement. The study also analyses the moderation effects of perceived security concerns... Show More

The study aims to examine the impact of mobile banking (m-banking) application interactivity on consumer engagement. The study also analyses the moderation effects of perceived security concerns, consumer innovativeness, and consumer involvement. The study employed a 2 (interactivity: high versus low) × 2 (perceived security concern: high versus low) × 2 (consumer innovativeness: high versus low) x 2 (consumer involvement: high versus low) between-subjects experimental design among 376 Indian mobile banking users. The results indicate that interactivity positively impacts consumer engagement in m-banking applications. The results also show the significant moderating effects of perceived security concerns, consumer innovativeness, and consumer involvement. The findings of the study enrich the online engagement literature by examining the impact of interactivity on consumer engagement in the m-banking context. The results of the study will help banks in enhancing their m-banking application interactivity to enhance consumer engagement.

This study develops an integrated model to investigate how value co-creation, driven by positively-valanced e-engagement, enhances repurchase intention among e-commence consumers. Applying the... Show More

This study develops an integrated model to investigate how value co-creation, driven by positively-valanced e-engagement, enhances repurchase intention among e-commence consumers. Applying the tenets of UTAUT, this study also examines the moderating role of technology adoption in the association between e-engagement and value co-creation in the e-commerce context. Data were collected via 411 surveys completed by e-commerce consumers in India. Data analysis was done using PLS structural equation modelling. Results show that value co-creation, driven by positively-valanced e-engagement, enhances repurchase intention among e-commerce consumers, while, technology adoption moderates the association between positively-valanced e-engagement and value co-creation. The findings also reveal that consumption values, such as utilitarian and hedonic values, mediate the effects of value co-creation on repurchase intention among e-commerce consumers.

Gamification has recently been discovered as an excellent user engagement strategy that has the potential to improve online education, online brand engagement, and information system engagement.... Show More

Gamification has recently been discovered as an excellent user engagement strategy that has the potential to improve online education, online brand engagement, and information system engagement. Even though the number of studies on gamification has expanded, there is currently no systematic literature review approach for categorizing its online engagement strategies. Therefore, the main purpose of this systematic literature review is to find effective online engagement strategies based on gamification. The literature, as published in top management, information systems, and education journals, was reviewed using preferred reporting items for systematic reviews and meta-analyses (PRISMA) guidelines and authors categorized the studies published during the period 2016 to 2021. This study can be considered as among the first to include a systematic literature review with a potential future research agenda on effective online engagement strategies through gamification. The findings indicate several effective online engagement strategies through gamification for three major aspects.