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This study aims to look into the role of gamification as an effective marketing tool to engage with consumers and influence purchase behaviours. As there are a plethora of gamified elements, it is crucial to determine which of them can significantly facilitate consumer purchase behaviour. Therefore, a unique stimulus–organism–response (SOR) framework which encompasses four popular gamified elements (i.e. fun, rewards, competition and badges) was employed to investigate consumers’ engagement.

An online survey was utilized to collect the data which yielded 307 responses. Subsequently, partial least squares-structural equation modeling (PLS-SEM) was used to analyse the data.

Among the gamification elements assessed in this study, fun was revealed to be the strongest facilitating antecedent of shopping engagement. However, reward was revealed to have an insignificant effect on shopping engagement. In addition, it was found that consumers undergo a processual development with regard to their impulse buying of retail food products. More precisely, shopping engagement is a significant facilitator of customer satisfaction which subsequently motivates impulse buying.

This is among the pioneering studies to provide detailed insights into the effect of different gamified elements on consumer engagement. Furthermore, a number of practical and theoretical implications for the relevant stakeholders were discussed.

The launch of ChatGPT has brought the large language model (LLM)-based generative artificial intelligence (GAI) into the spotlight, triggering the interests of various stakeholders to seize the possible opportunities implicated by it. Nevertheless, there are also challenges that the stakeholders should observe when they are considering the potential of GAI. Given this backdrop, this study presents the viewpoints gathered from various subject experts on six identified areas.

Through an expert-based approach, this paper gathers the viewpoints of various subject experts on the identified areas of tourism and hospitality, marketing, retailing, service operations, manufacturing and healthcare.

The subject experts first share an overview of the use of GAI, followed by the relevant opportunities and challenges in implementing GAI in each identified area. Afterwards, based on the opportunities and challenges, the subject experts propose several research agendas for the stakeholders to consider.

This paper serves as a frontier in exploring the opportunities and challenges implicated by the GAI in six identified areas that this emerging technology would considerably influence. It is believed that the viewpoints offered by the subject experts would enlighten the stakeholders in the identified areas.

This study aims to propose and validate a research framework pertaining to the willingness to disclose information in the context of mobile banking apps. The interrelationships between privacy protection, perceived personalization, social presence, design aesthetics, consumer empowerment, parasocial interactions and privacy concerns are assessed as antecedents of willingness to disclose information.

Based on a self-administered survey, this study gathered data from 450 Chinese consumers. The data were analyzed using structural equation modeling via SmartPLS 4 software.

The findings indicate that (1) privacy concerns are negatively related to willingness to disclose information, (2) parasocial interaction reduces privacy concerns, (3) consumer empowerment is positively influenced by privacy protection and perceived personalization and (4) social presence and design aesthetics positively contribute to the formation of parasocial interaction.

The current study serves to reinforce a theoretical understanding of the willingness to disclose information in mobile banking apps, which is underresearched. The findings offer alternative psychological mechanisms (i.e. consumer empowerment and parasocial interaction) and relevant mobile banking app attributes to explain the willingness to disclose information.