Search results

This study measured influencer characteristics, consumer emotions, self-construal, and behavioural intentions of Gen Z consumers for selecting fast-food restaurants in India. A consumer behaviour model was conceptualized based on established theories.

A cross-sectional design was employed for hypothesis testing. Influencer characteristic perceptions, consumer emotions, self-construal, and behavioural intentions were measured for Gen Z consumers in Tier 1 cities in India using structural equation modelling.

Influencer characteristics significantly influenced behavioural intentions, consumer emotions, and self-construal in Gen Z consumers. Self-construal was also a significant predictor of behavioural intentions. Consumer emotions had a negative effect on behavioural intentions. Self-construal was a mediator between influencer characteristics and behavioural intentions and between consumer emotions and behavioural intentions. However, consumer emotions did not mediate the relationship between influencer characteristics and behavioural intentions.

Marketers can leverage these insights to design influencer campaigns that resonate with the emotions and self-construal of Gen Z consumers. Microinfluencers with characteristics that align with the target demographic’s emotions and self-perception can be strategically chosen.

Only a limited number of studies have investigated the influence of social media marketing on consumer behaviour within the fast-food industry, specifically with Gen Z consumers. This study sheds new light on the behavioural intention of Gen Z consumers predicted through influencer characteristics, consumer emotions, and self-construal through a conceptual model. The results support choosing microinfluencers and investing in them judiciously to promote fast-food businesses.

The main fast moving consumer goods (FMCG) retail formats that customers engage with in India are Kirana stores, neighborhood convenience stores (NCS), supermarkets and online retailers. However, there has been less research done on the variables or antecedents that could favorably affect consumers' engagement with these FMCG retail formats. To improve retail practices, this study looks at how female consumers perceive the performance of FMCG retail formats on different antecedents of consumer engagement. The status of consumer engagement with FMCG retail formats was also analyzed.

The present study used exploratory as well as descriptive research design. Previous studies were analyzed to identify the antecedents of consumer engagement. A structured questionnaire was used to collect the primary data from 400 female respondents of two major urban cities in north-western India. The descriptive analysis and one-way ANOVA test were performed to analyze the data.

Kirana stores’ performance on most of the antecedents was not satisfactory. Supermarkets and online retailers performed better on all antecedents. Customer marketing orientation and experiential marketing were the antecedents that required more attention from Kirana stores, NCS and supermarkets. Consumer engagement with online retailers was highest, whereas consumer engagement with Kirana stores was least.

This study offers a comprehensive examination of the antecedents of consumer engagement and consumer engagement with FMCG retail, which no prior research has studied in the context of FMCG retail businesses.

Researchers, business professionals, and policymakers are now focusing on how disruptive innovations affect markets and business performance in the quickly changing business landscape of today. This study investigates the complexity of disruptive innovations and how they alter established organizational strategies and market structures. The study explores the core traits of disruptive innovations and looks at how they upend established business models and alter the structure of entire industries. This study employs a comprehensive literature review to identify the primary motivators behind disruptive innovations and their diverse impacts on market dynamics. It looks into how disruptive change is sparked by evolving consumer behavior, flexible business models, and emerging technologies. Additionally, research examines how businesses use internal reorganizations and strategic alliances among other tactics to capitalize on and adjust to disruptive innovations. It also examines how market leaders deal with these difficulties in an effort to stay competitive, shedding light on the possible risks and uncertainties related to disruptive innovations. It also highlights how crucial it is for organizations to have innovative cultures and proactive adaptation in order to prosper in a time of swift technological advancements.

The service sector has witnessed an important transformation due to technological disruption. The widespread adoption of digital technologies has enabled service providers to automate various tasks and processes. Blockchain technology, for instance, has transformed payments, remittances, and financial transactions in the financial services sector by providing greater transparency and security. The travel and hospitality industry has also seen changes through online booking platforms, review aggregators, and AI-driven recommendations. Other activities like entertainment, education, logistics, and transportation as well as retail have been disrupted by technologies leading to increased accessibility and efficiency and shaping the service economy into a customer-centric business model. This literature survey reviews the technological disruption in the services sector, including the health, education, financial, transport, tourism, and communications sectors. Across the subsectors reviewed, an average of 30 articles were reviewed and analyzed during the period 2000–2023.

Smart technologies in today's Internet of Things (IoT) era cover a wide spectrum, including smart identification technologies, robotics, virtual reality (VR), augmented reality (AR), wearable technologies, cloud, artificial intelligence (AI), machine learning (ML), and blockchain. This study aims at revealing the role and importance of smart technologies in service systems which encompass a wide spectrum of sectors. The scope of this study covers the main applications in transportation and logistics, retail, health care, hospitality, and financial services sectors. A broad overview is provided for the potentials and benefits of smart technology utilization in these service areas, and future research agenda is suggested. Findings reveal that simultaneous use of smart technologies bring tremendous opportunities in terms of efficiencies and automation, reshaping and transforming operations and business processes of the service enterprises. The study highlights that although core proven applications of smart technologies are in manufacturing, generally lagging service sector applications promise radical productivity improvements, performance enhancements, and increased service quality. By radically upgrading the customer satisfaction to entirely new levels and providing unique customer experiences, smart technologies lead to bottom line profitability improvements as well competitiveness.

To be green creative is to come up with fresh, original and practical ideas for green products, green services, green processes or green activities. The purpose of this study is to provide a comprehensive overview of green creativity (GC) research by tracing the development of important theories, contexts, characteristics and methodologies (TCCM), and to illustrate how they relate to one another based on the systematic review and analysis of the existing literature relevant to GC from 2013 to 2023.

The research takes a methodical, structured approach to its literature evaluation, identifying prior contributions and offering frameworks for future study.

This research aims to highlight the challenges associated with planning, developing and implementing GC to realize the firm’s strategic and operational goals. Comprehensive networks, important countries, notable authors, key TCCM are provided by a TCCM and bibliographic analysis of the current GC literature.

The research addresses the concerns of managers across all types of entities and fills in the gaps, such as the skewed focus on GC’s applicability in large businesses and developing countries, as well as the limitations of a single-level analysis.

The research as a whole provides the taxonomy, utilization and mapping of logical concepts that strengthen GC. The study also highlights areas where more research is needed and where gaps and unresolved tensions remain. By delving into the nature of knowledge, the authors can better understand the factors that will ultimately shape the scope of future studies.