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The rise of virtual streamers in live streaming commerce has gained momentum, driven by the increasing prevalence of human–computer interactivity and artificial intelligence. However, achieving its broader adoption necessitates a comprehensive understanding of consumers' intention to switch from conventional human streamers to virtual streamer services as alternatives. To bridge this knowledge gap, this study endeavours to introduce and substantiate an asymmetric model incorporating innovation barriers, shopping motivations and personalities, shedding light on consumers' intention to switch.

An online survey was conducted in the United Kingdom and analysed using a comprehensive approach that integrates Necessary Conditions Analysis (NCA), Artificial Neural Networks (ANNs) and fuzzy-set Qualitative Comparative Analysis (fsQCA).

The results unveiled six configurations of arrangements, each of them characterised by a unique combination of causation.

In knowledge, this study presents a significant contribution by revealing both the determinants that stimulate or hamper the desire to switch based on consumer-centric perspectives. In practice, this study is critical for helping practitioners overcome difficulties related to adoption and make educated judgements when promoting virtual streamers and developing marketing strategies in live streaming commerce.

This study investigates the antecedents that nudge followers of social media (SM) influencers into brand evangelism (BE). In doing so, we study how influencer-related attributes such as their homophily, trust, and popularity impact their followers’ BE. Additional interlinkages pertaining to popularity, content, warmth, and prestige are examined, impacting BE.

A cross-sectional survey obtained information about the focal constructs from 206 participants. Quantitative procedures using partial least square-based structural equation modeling were implemented to analyze the collected data and the proposed relationships.

The findings indicate homophily’s role in influencing trust, content, and prestige. BE is developed through warmth and content, whereas trust and prestige inspire warmth. Further, an influencer’s popularity impacts homophily and content. Lastly, the mediating role of warmth, homophile, trust, exciting content, and prestige advances the understanding of influencers and BE.

We converge literature from branding, influencer marketing, and social psychology to understand consumers' facets of promoting BE on SM. This work is a primary attempt to interlink and tie these crucial research streams together.

The study offers managers helpful guidance on strategically assessing influencers' traits to build BE. Additionally, recommendations for tactically assessing and engaging influencers for brands are offered.

This is the first study to identify influencer-related parameters contributing to BE. Secondly, we study unique drivers such as homophily, trust, and warmth, which are important yet remain unexplored as far as BE in influencer marketing is concerned. Furthermore, this study also highlights the mediating role of key constructs that possess a potential to strengthen consumer brand relationships.

The fertilizer industry (FI) is well known for its high energy needs, reliance on limited natural resources, and negative environmental impacts (EIs). The consumption of 14.2 billion tons (BT) of materials and the extraction of 1,580 tons of resources per acre are solely attributed to the FI. Because of FI's resource and energy-intensive nature, it becomes crucial for FI to adopt a Circular Economy (CE) to improve efficiency, energy, and resource reuse. However, FI needs to strengthen its progress toward CE adoption. The proposed study comprehends and examines the barriers that inhibit the adoption of CE in FI.

A total of 15 barriers obstructing the CE in FI are identified and categorized into seven different categories. The barriers were identified by performing a comprehensive literature review and expert input. The study employs the DEMATEL approach to analyze the barriers and establish a causal relationship between them.

The study reveals that the most significant challenge to implementing CE in FI is governmental restrictions, which are followed by a lack of awareness and understanding and a need for a steady supply of bulk materials. The results comprehensively comprehend the pivotal factors that jeopardize the CE in FI and furnish a robust foundation for the methodology and tactics to surmount the barriers to CE adoption.

The literature review encompasses the barriers to the transition to CE and offers management and policy perspectives that help the FI's policy and decision-makers surmount these barriers with future research endeavors.

The widespread use of mobile apps in marketing has resulted in in-app advertising to promote products and services. Research on in-app advertising has focused on several dimensions but not on the modality of ad generation. The use of artificial intelligence (AI) and memes as advertisements has paved the way for multiple ways to create them. This study aims to understand the effect of various advertisement generation modalities on an individual’s trust, attitude toward the advertisement, subjective norms, intentions and use of a particular product.

Using the theoretical lens of reasoned action and trust, the authors explored through an experimental study (five treatments-AI-generated ad and meme, human-created ad and meme and user-generated meme, and (n = 300) the consumer’s intention to purchase a fictitious shampoo brand based on in-app advertising. The respondents were exposed to one of the treatments without knowledge of the ad generation modality.

Trust differed significantly across all the experimental conditions. Furthermore, the authors observe that the theory of reasoned action holds for all advertising generation modalities.

The use of AI in advertising is increasing exponentially, and brands are using AI-generated content to engage with their audiences on various platforms. To the best of the authors’ knowledge, this is one of the first studies to attempt to understand the effects of various ad generation modalities on the trust, attitude and behavior of individuals. Furthermore, this study examines both AI and human-created memes and their effects. The authors suggest optimizing the prompt engineering to develop AI-generated images.

This study aims to investigate the connection between digital literacy and women’s empowerment in the rural Himachal Pradesh. It explores how improved digital skills contribute to increased empowerment among women with a specific focus on the role of education in enhancing digital literacy.

This study included 250 rural participants who completed structured questionnaires. Analytical tools, including independent-sample t-tests and partial least squares structural equation modeling, were applied to the data to gain insights into the relationship between digital literacy and women’s empowerment.

This study revealed a significant positive link between digital literacy and women’s empowerment in the rural Himachal Pradesh context. Education has emerged as a key factor that influences women’s digital skills and empowerment levels.

This research adds novelty by examining the digital literacy–women’s empowerment nexus in rural Himachal Pradesh and emphasizing the impact of education. The combination of statistical methods offers a robust approach to understanding this relationship and underscores the importance of digital inclusion and education for gender equality and women’s progress.

This paper is the third part of a research effort that aims to identify how various crises affected basic business processes using Institut Européen d'Administration des Affaires (INSEAD’s) industrial excellence framework (IEF) in large organizations.

This research compares three data sets from the same four companies against quality management benchmarks, with a span of more than two decades: (1) data collected in 2005 operating under a financially thriving corporate environment; (2) data collected in 2015, operating under a strong financial crisis and (3) data collected in 2022, operating under the serious COVID-19 crisis.

The authors identify the characteristics that helped them navigate successfully through almost two crises in a row. These companies successfully navigated crises by applying assessment and continuous improvement processes, forging close relationships with their suppliers and training their people systematically.

The findings can be adopted by practitioners who wish to navigate their organizations during serious crises. Researchers and academics may also find this study interesting for managing quality during a pandemic.

There are not many studies that investigate how the pandemic influenced the quality management practices in organizations in Greece in sequential crises. This paper brings insights into the enduring advantages of adopting a quality framework.