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Indian patients have different medicine systems available at the service that alter their healthseeking behaviour (HSB). This study aims to examine the beliefs and behaviour of patients in India towards the healthcare system and how it affects their intention to use healthcare chatbots.

A survey instrument was developed from standard scales and validated by experts. The data was collected from 397 respondents in an urban area and tested using a structural equation model in SAS JMP software.

The study found that awareness and perception of chatbots and distrust on doctors and health systems impact trust in a chatbot. The results show that trust in chatbots influences the intention to use chatbots. The belief in alternative medicine systems and HSB also influence the intention to use chatbots. The study findings also imply that health-care chatbots should cater to HSB and the belief in alternative medicine.

The study was conducted only among the urban population because services based on technology are more available in metro cities. Bengaluru is considered the representative population of urban India.

The level of disruption that chatbots can provide to the healthcare system makes this study significant. The study findings will help to manage the factors that can enable chatbot inclusivity, as the current system is inaccessible to many patients.

This paper addresses an identified need to study patients’ trust in the Indian healthcare system and their intention to use chatbots. The level of disruptions these chatbots can cause in the health-care system is undeniable and patients’ trust in these chatbots will eventually transform the health-care sector.

After completing this case study, students will be able to understand the issues firms, brands and influencers face due to sponsorship disclosure regulation and the impact of self-regulation on firms engaging in influencer marketing, explain the challenges regulators face in ensuring compliance in an emerging market, explain Advertising Standard Council of India (ASCI)’s challenges in adopting influencer guidelines from emerged markets and recommend ethical theory (or theories) and strategies to firms engaged in influencer marketing.

This case study centers on Mr Manish Chowdhary, co-founder of WOW Skin Science, who started the beauty and personal care business with his brother Karan Chowdhary in 2015 in Bangalore, India. The company successfully built its brand through influencer marketing but faced challenges after the ASCI implemented new influencer guidelines. On May 31, 2021, he expressed disagreement with ASCI guidelines during an interview with Akansha Nagar from Buzz in Content, particularly the requirement to label every product or service received by influencers as an advertisement. He expressed concern about certain rules, fearing they might harm organic content and reduce viewership and followers. Subsequently, ASCI registered noncompliance cases against the company and communicated with them about complaints regarding influencer guideline violations. In this situation, Manish needed to evaluate his decision on noncompliance with regulation and required an action plan to strategically manage its influencer marketing campaign by incorporating ASCI’s guidelines. Overall, this case study highlights the journey of WOW Skin Science and its challenges with self-regulatory authorities over its influencer marketing strategy in an emerging market. Additionally, students can gain insight into the marketing communication ethics of a startup operating in an emerging market by embodying the protagonist’s role.

This case study is suitable for postgraduate level students pursuing a Master of Business Administration program. The difficulty level ranges from moderate to complex. It fits well into integrated marketing communication and marketing strategy courses. This case study discusses marketing ethics, advertising and promotion regulation.

Teaching notes are available for educators only.

CSS 8: Marketing.

The digital content distribution environment is undergoing a dramatic transformation due to the convergence of internet of things (IoT) and over-the-top (OTT) platforms, which provide users with personalised and immersive experiences. OTT streaming platforms have not only grabbed the attention of customers for entertainment and quality content for binge-watch but also successfully changed the industry market trends. An empirical analysis of the deployment of IoT technology in OTT platforms is presented in this chapter. This chapter tries to explore the perception of viewers towards adoption of IoT in OTT streaming platforms. The unified theory of acceptance and use of technology-2 (UTAUT2) model is the main framework for this chapter, and one-way analysis of variance (ANOVA) and stepwise regression is applied to analyse the responses. Findings suggested the consumer characteristics have significant effect on the attitude of the consumers. On the other hand, security and privacy issues with data become major obstacles. In order to balance innovation and user protection, the study concluded with recommendations for OTT service providers and legislators on how to support the responsible and successful implementation of IoT technology in the media and entertainment sector. The findings highlighted that viewers are adopting IoT while streaming OTT platforms. This chapter will help the interested parties and organisations by providing them insights regarding consumer behaviour across OTT services which they can utilise to formulate strategies.

In recent years, issues like untrusted or questionable sources of information are indisputably rampant in the digital era. The quality of information is now found to be challenging with its kind of issues, crisis and also clarity in which it requires to have a strategic scenario and practice to enhance quality assurance in order to creating safe cyber-spaces. The initiative to organise information at the organisational stage has widely emerged on the cyberspace. This paper aims to examine the insights of the element of trust in quality communication and information management to drive key performance indicator to support organisational sustainability. This approach is likely to play a significant role in enhancing critical inquiry in to issue of trust in information to ensure untainted integrity and quality assurance of the source of the information.

The preparation of this paper used a systematic literature review according to four phases, namely, identification, assessment or examination, extraction and interpretation. This approach was selected to advance critical inquiry into the most current topic on the trust for quality of information as way of strategic communication management to achieve safe cyber-organisational sustainability. The process was made through the various sources of peer-reviewed articles including journals, book chapters, books and conference proceedings. The literature review was carried out through the search for keywords such as trust in information, strategic communication and safe cyber-organisational sustainability.

The results revealed that the trust in quality of information with its wide range of initiatives could be enhanced as an initial attempt to embrace comprehensive approach in establishing strategic communication to ensure organisational sustainability and quality assurance of safe cyber space. The result further indicated three points, which follows development of virtual interaction with information management for safe cyberspace, enhancing continued predictability assessment in digital information process and practice and developing trust in information and quality of communication for organisational sustainability.

This paper is expected to give an insightful value in contributing to quality measurement of the strategic communication to promote trust in quality of information. Hence, the design to expand strategic management to support digital social connections in the cyber space. As a result, the profound contribution would also lead to enhancement of organisational sustainability in the digital era, amid technological trends.

The need to develop an approach to strengthen the trust in information in the digital cyberspace should focus on providing insights into the quality of information, authenticity and integrity to develop quality assurance for social connection. The awareness raising process in consolidating the trust in information has to start with exploring early social interaction in the digital age. This approach provides quality assurance to linking digital connection to develop trust in the quality of information. This would enable feedback to ensure accessibility and accuracy of quality of information dealing with critical elements relating to organisational sustainability.

The entire awareness in expanding the trust as information quality indicator has to be started with exploring the early social interaction in the digital age, to achieve quality basis on linking the digital connection as an attempt to build the information quality. This would give a feedback in ensuring the accessibility and accuracy of information quality together with dealing with an ultimate element to lead to the organisational longevity.

This study aims to investigate the quality level of the leading three Public Administration Institutes’ (PAIs) websites in the Arab world.

A convenient sample of 203 Jordanian Government employees answered the questionnaire that assessed five quality dimensions (content, navigation, interface design, accessibility and educational purpose) for each website.

The website of PAI of Kingdom of Saudi Arabia recorded a high level in all quality dimensions, whereas the website of PAI of Jordan recorded moderate quality in all dimensions except for accessibility; the website of PAI of Egypt recorded a high level in all quality dimensions except for the educational purpose. Based on the qualitative analysis, participants agreed that the PAI website has the best quality, accessibility, navigation and design compared with the Egyptian and the Jordanian PAIs websites.

Designers of PAI websites should consider end users’ needs and regularly assess the website’s usability. PAIs developers should also establish more interactive portals to provide transparent and effective electronic services to users. The findings are significant in helping policymakers better understand the importance of distance training and learning using websites and platforms.

Developing a high-quality website enhances the relationship between the government and its employees, consequently establishing the credibility and trust of citizens in public services.

To the best of the authors’ knowledge, this is the first study that measures the quality of PAI websites in the Arab world. The findings provide more cross-culture evidence for the e-government and digital literature in helping policymakers develop more technology interactive platforms.

The purpose of this paper is to explore the different contextual and psychological determinants of organisational resilience (OR) in the context of global mobility in multinational enterprises (MNEs). Banking upon the conservation of resources theory, this paper studies how and when reattachment to work (RTW), work engagement (WE) and two types of presenteeism lead to OR. Further, in the backdrop of the post-pandemic world of work, this paper also conceptualises the conditional effects of trait resilience (TR), organisational support (OS) and expatriation type (ET) on the aforementioned linkages.

This paper develops a conceptual framework that depicts various antecedents of OR in MNEs. Several testable propositions are also offered alongside the model’s moderated mediation and moderated moderation relationships.

The conceptual framework depicts the causal relationships between RTW and OR, such that Flexible RTW increases OR through higher WE and functional presenteeism under the conditional influences of TR, OS and ET, whereas rigid RTW decreases OR through lower WE and dysfunctional presenteeism under the conditional effects of TR, OS and ET.

To the best of the authors’ knowledge, this paper is the first of its kind that explores the psychological and contextual antecedents of the OR of MNEs and offers numerous testable propositions. The nexus of unique relationships presented in the conceptual framework bridges a crucial gap in the literature that explores the complexities of the post-pandemic workplace in the context of global mobility.

The purpose of this study was to empirically investigate the role of e-service quality factors in predicting e-satisfaction. The study context was spirituality and well-being over-the-top services. The e-service quality factors consisted of perceived functional completeness, perceived performance, perceived quality of interface and interaction, perceived quality of content and information and perceived quality of customer support. The study goal was to ascertain over-the-top services customers’ behavioral intention toward upgrading to premium subscription and the spread of electronic word of mouth.

This study was based upon the integrated stimulus-organism-response framework where e-service quality represented the stimulus, e-satisfaction the organism, behavioral intention and electronic word of mouth as the response. The study used a moderated-mediation approach with e-satisfaction as the mediator and the price value of a premium subscription as the moderator. To empirically test the model, the authors collected data from 312 spirituality and well-being over-the-top services users in India. Partial least squares-structured equation modeling was used to analyze the collected data.

The findings of the study supported the association between e-service quality factors and e-satisfaction while using spirituality and well-being over-the-top service. The results furthermore indicated that satisfied spirituality and well-being over-the-top customers were willing to upgrade to the premium subscription and spread favorable electronic word of mouth. The moderated-mediation study results revealed that the price value of premium subscriptions moderated the relationship between e-service quality and e-satisfaction but did not moderate the relationship between e-satisfaction and behavioral intention, and e-satisfaction and electronic word of mouth.

This study offered a comprehensive stimulus-organism-response theoretical model by using the five e-service quality measurement factors as “stimuli” for motivating the internal state of spirituality and well-being over-the-top subscribers. This was toward sustained usage in over-the-top services subsequent to the end of the freemium period. Furthermore, in this study, both e-service quality theory and user satisfaction theory were integrated into the stimulus-organism-response model. This helped to better comprehend the impact of e-service quality factors in driving e-satisfaction among spirituality and well-being over-the-top service users.

This study revealed the significance of differentiating premium over-the-top subscriptions based on price value. To ensure a high level of e-satisfaction from a premium subscription, a greater emphasis on the e-service quality dimensions was required. This study provided insights to managers regarding the role of favorable electronic word of mouth in fostering effective customer acquisition.

This was one of the first studies which concurrently integrated perceived value of the premium subscription and e-satisfaction with customers’ behavioral intention and electronic word of mouth through the theoretical lens of stimulus-organism-response.

In the present study, we examined how effectively online travel agencies (OTAs) handle negative e-word-of-mouth on social media platforms like Facebook, Twitter, and Instagram. We collected data from 497 participants using survey method. To test the hypotheses formulated from the existing literature, structural equation modeling was adopted in this study. The results from structural equation modeling indicate effective handling of the negative e-word of mouth (e-WOM) on social media websites significantly affects customer satisfaction and repurchase intention. The current research work provides insight into social media recovery efforts and service fairness when handling negative e-WOM. The study recommends that customers can distinguish the differences between general efforts and adaptive complaint-handling efforts, and dissimilarities may influence satisfaction, repurchase intentions, etc. Although empathy, apology, responsiveness, and paraphrasing are considered pioneer strategies in complaint handling, customers' negative e-WOM, and firms' recovery management, but the current study is among a few to categorize OTAs' handling of negative e-WOM and complaint handling efforts in the social media environment.

COVID-19 has rendered many firms' business models, strategies and performance vulnerable, including entrepreneurial financials. Some managed to survive, while others drowned in the epidemic swamp. This study offers an exceptional model to fill the gap.

Employing a rigorous qualitative design, the study utilizes a novel framework that integrates institutional theory (IT) and corporate entrepreneurial strategy (CES). Semi-structured interviews were conducted, and thematic analysis identified key themes: external environment, institutional environment and organizational response, CES and performance and survival.

The study reveals the dual nature of the external and institutional environment, acting as both facilitators and barriers for entrepreneurial financial firms (EFFs). It highlights the robust CES exhibited by these firms during the pandemic, demonstrating their adept balancing and integration of different CES components in their organizational response. The EFFs employ a mix of financial and nonfinancial indicators for performance assessment, yielding varied outcomes based on contextual factors.

EFFs and stakeholders are guided to adapt their business models, balance institutional pressures, implement CES and evaluate performance. It advocates collaboration within the entrepreneurial finance ecosystem and leveraging opportunities emerging from the pandemic, including new market segments, technologies, innovations and regulatory changes.

This topic is underexplored in many emerging economies. Fresh perspectives and rigor frameworks are developed on how EFFs navigate and capitalize on the pandemic under uncertainties.

This study aims to investigate the mediating role of different types of intellectual capital (human, structural and relational) in the relationship between artificial intelligence-driven supply chain analytics capability (AI-SCAC) and various supply chain decision-making processes, specifically rational, bounded and tacit decision-making.

The study used a quantitative survey strategy to collect the data. A total of 320 valid questionnaires were received from manufacturing companies. The data were analysed using structural equation modeling with partial least squares (PLS-SEM) approach through SmartPLS software.

The results indicate that human and structural capital significantly mediate the relationship between AI-SCAC and rational and bounded decision-making processes. However, structural capital does not mediate the relationship between AI-SCAC and the tacit decision-making process. Moreover, relational capital does not show a significant mediating effect on all of the decision-making processes. Notably, structural capital has the strongest impact on rational and bounded decision-making, while human capital plays a critical role across all three decision-making processes, including tacit decision-making.

This study contributes to the literature by providing a nuanced understanding of the differentiated impact of intellectual capital components on various decision-making processes within the context of AI-SCAC. While previous studies have broadly acknowledged the role of intellectual capital in decision-making, this research provides more understanding of how specific types of intellectual capital interact with AI to influence distinct decision-making processes. Notably, the differential impact of structural capital on rational and bounded decision-making versus tacit decision-making highlights the need for organisations to adopt a more tailored approach in leveraging their intellectual capital.