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The purpose of this paper is to incorporate mobile payment (MP) self-efficacy, new technology anxiety, and MP privacy concerns into the basic TAM to explore MP adoption, particularly tap-and-go payment, among US consumers.

Data were collected through an online survey conducted among students at a Midwestern University in the USA. A total of 254 participants provided 240 useable responses.

MP self-efficacy significantly impacts perceived ease of use (PEOUMP) and perceived usefulness of MP (PUMP). These in turn impact MP attitude, which affects intention to use MP. Privacy concerns also impact attitude towards MP and MP use intention. New technology anxiety impacts PEOUMP, but not PUMP.

The study uses a convenience sample of young US consumers, which could limit the generalisability of the results. The study is also limited to tap-and-go payment.

US retailers have information on some of the factors that encourage MP adoption. Retailers need to address self-efficacy concerns, MP privacy concerns, and consumers’ perceptions of usefulness of the technology.

There has been little research on factors impacting tap-and-go payment adoption in the USA. The study highlights the roles of self-efficacy and privacy concerns. It focusses on tap-and-go payment, since this technology can enhance consumers’ retail experience.

The purpose of this paper is to investigate the effect of brand’s social media marketing efforts and individual’s online social interaction propensity on various levels of consumers’ engagement with brand-related social media content. Additionally, the subsequent effects of consumers’ engagement with brand-related social media content on overall brand equity and purchase intention have also been examined.

Preliminary studies were conducted to identify brands for the main study. Data for the main study were collected using an online survey administered at the identified brands’ Facebook fan pages. Structural equation modeling was used to test the conceptual model.

The results found the uniform effect of the social media marketing efforts and individual’s online social interaction propensity on two levels of consumers’ social media engagement, but the effect on third level has been found only from the individual’s online social interaction propensity. Subsequent effects on brand equity and purchase intention were also found varying across the engagement levels.

This study extends previous research by examining the effect of brand’s social media marketing efforts and online social interaction propensity on all the three levels of consumers’ engagement with brand-related content on social media. Also, this study enriches the existing literature by investigating the impact of these three levels of consumers’ engagement on brand’s equity and purchase intention.

Previous research has no evidence of evaluating the effectiveness of social media marketing efforts on the consumers’ engagement with brand-related social media content. Although the effect of general online social interaction propensity on effort and social engagement has been examined in previous research but the effect on consumption, contribution and creation brand-related social media content had not been measured. Additionally, the effect of consumption, contribution and creation on brand equity and purchase intention had not been evaluated.

Brands have started investing heavily in their social media pages. Especially for banks having credence nature, the importance of engaging customers with the brand-related content on their social media pages has become a challenge. The present study explores the role of various characteristics of a brand's social media marketing efforts (SMME) and individual customer's general online social interaction propensity (GOSIP) on the customers' engagement/online brand-related activities (COBRAs). The subsequent effect of COBRAs on key banking outcomes such as satisfaction, trust and loyalty has also been evaluated. The moderating role of the customer–brand relationship length has also been evaluated.

A two-stage mixed-method approach was used for the data collection. Two focus group discussions were conducted for the preliminary stage, which resulted in identifying five Indian banking brands as stimuli for further study. For the main study, an online survey link was shared with the members of the stimuli banking brands' social media pages. A total of 552 useable responses were collected. After performing the exploratory factor analysis and common method bias tests, the collected data were analyzed using structural equation modeling and multi-group analysis.

The results of the present study have added all five characteristics (namely, entertainment, interaction, trendiness, customization and electronic word of mouth) of SMME and GOSIP as the key antecedents of the customers' engagement with brand content on social media pages or COBRAs. COBRAs have been found influencing the customers' satisfaction, but evidence of influence on the trust and loyalty has not been found. The length of the relationship between customers and the banking brand has been observed as an important moderator for the satisfaction–trust–loyalty relationship.

The present study has three unique contributions to the literature. Firstly, the study evaluates the role of customer-brand engagement on the banking brand's favorable outcomes such as satisfaction, trust and loyalty. Secondly, the exploration of the role of various social media marketing activities that can enhance customer–brand engagement. And finally, the study tests the moderating role of the customer–brand length of the relationship on the complete set of marketing activities–engagement–loyalty relationships.

This study aims to explore the motivators of mothers’ experience on their engagement behavior in the case of baby care toiletries. Additionally, the role of Brand trust and commitment have also been evaluated.

The conceptual model was empirically tested based on the data collected through a survey using 320 samples from India and 431 samples from Sri Lanka. Data were analyzed using structural equation modeling.

Sensory and behavioral dimensions of brand experience can be considered as key drivers of brand trust and brand commitment among millennial mothers in the context of baby care toiletries. It was observed that brand trust had a significant positive impact on brand commitment. There was a significant relationship between brand trust, brand commitment and customer engagement. It was also inferred that brand loyalty is the consequence of customer engagement.

Marketers should gear up initiatives targeting new mothers through healthy aspects and genuine packaging to strengthen the mother’s trust through periodic uses of the product.

The present study is one of the unique empirical investigations that examine the antecedents of consumer engagement in the less researched context of high inherent risk products like baby toiletries.

Handloom products often fail to infiltrate the global or mainland market, resulting in small localized markets, limited demand and profitability. Recent times have also witnessed a decline in the weaving population of India. Assam, accounting for a third of all households engaged in the handloom industry in India, has been widely hit by unemployment, migration and demotivation among weavers due to lack of profitability in the sector. This research aims to study the case of Assam as an exemplar to identify the barriers and cognitive biases impacting the sales of such ethnic apparel and propose nudges as interventions to address such concerns.

A conjoint-based experimental study was used to understand and compare the cognitive biases of two study groups: an ethnic group from Assam and a non-ethnic group from various Tier I and Tier II cities of India. The groups were exposed to a variety of ethnic Assamese and ethnic non-Assamese products to understand their value perception using conjoint analysis.

Results indicate a potential lack of cognitive fluency when dealing with Assamese ethnic garments, triggering System II thinking among the non-ethnic (national buyer) group. The underlying cause may be the inability to attribute substitution of the given product for a more familiar product. The results suggest that exposure may lead to priming, which in turn can increase cognitive fluency.

Within the limits of the literature reviewed, designing a conjoint-based experiment and proposing the use of nudge to popularize certain ethnic garments are novel contributions of this study.

Building on Stimulus-Organism-Response theory, the current study examines the influence of pickup service quality in buy-online pickup in-store service (BOPIS) on users' perceived relationship investment with the mediating role of users' perceived experience quality and relationship proneness. This research also demonstrates the subsequent impact of BOPIS users' perceived relationship investment on their relationship performance indicators, like their cross-buying behaviors (breadth), frequency of their purchase (depth) and longevity of their relationship (length) with the store. The moderating role of BOPIS users' service experience consciousness in a few proposed relationships was tested.

The research is descriptive, quantitative and cross-sectional investigation. The study employed a purposive sampling technique. It was conducted using data collected using a validated self-administered questionnaire from 786 Indian omnichannel shoppers who have used BOPIS services in the past. The proposed conceptual model was tested using Partial Least Squares-Structural Equation Modeling.

The results indicate that BOPIS users' perceived experience quality and relationship proneness positively mediate pickup service quality and perceived relationship investment. The users' perceived relationship investment subsequently significantly positively impacts different dimensions of their relationship performance with the store (breadth, depth and length). Additionally, BOPIS users' service experience consciousness has a significant negative moderating effect on the direct relationship between pickup service quality and different dimensions of relationship performance.

The study is conducted in the Indian population, where omnichannel retailing is still nascent.

This study addresses the need to investigate the relationship performance indicators of BOPIS users, like their cross-buying behaviors(breadth), frequency of their purchase(depth) and longevity of their relationship(length) with the store. This study is the first to show that pickup service quality might explain the relationship performance of BOPIS users through their perceived experience quality, relationship proneness and relationship investments. The moderating role of BOPIS users' service experience consciousness in a few proposed relationships was also tested for the first time.