Tejas R. Shah, Sonal Purohit, Manish Das and Thavaprakash Arulsivakumar
AI-powered digital human avatar influencer (DHAI) is a digitally created character with a human-like appearance and noteworthy social media presence. They mimic human behavior…
Abstract
Purpose
AI-powered digital human avatar influencer (DHAI) is a digitally created character with a human-like appearance and noteworthy social media presence. They mimic human behavior through form, behavior and emotional realism. However, there have been varied viewpoints in the literature about the effect of DHAI realism on consumer response. Therefore, this study aims to examine the effect of form, behavioral and emotional realism on consumer engagement and parasocial relationships that further affect attachment toward DHAI and brand, with the moderating effect of content authenticity.
Design/methodology/approach
Using a cross-sectional design, 426 respondents in India were asked to visit the Instagram page of a specific DHAI identified through a pretest study. The authors used the Smart PLS 4.0 version to examine the hypotheses.
Findings
Accordingly, based on the social presence theory, the findings of the quantitative study indicated that DHAI’s form, behavioral and emotional realism positively influence customers’ engagement with DHAI, but only the behavior and emotional realism of DHAI positively affect the parasocial relationship. Further, perceived DHAI’s content authenticity moderates the effect of DHAI engagement and parasocial relationship on DHAI sentimental attachment.
Originality/value
This study provides novel and practical insights for developing DHAI by considering realism characteristics for enhanced customer engagement, parasocial relationship and attachment toward DHAI and brands.
Details
Keywords
Deepankar Roy, Himadri Sikhar Pramanik, Chayan Bandyopadhyay, Sayantan Datta and Manish Kirtania
Bank–fintech associations are significant globally, establishing purposeful eco-systems towards extending and complementing capabilities, reach and customer experiences. This…
Abstract
Purpose
Bank–fintech associations are significant globally, establishing purposeful eco-systems towards extending and complementing capabilities, reach and customer experiences. This paper aims to explore 39 leading fintechs in India catering across payments, lending, wealth management, regulation, neo-banks and other banking functions. Alongside fintechs, the research studies 19 leading banks (public and private) to understand the nature of bank–fintech associations in the Indian context.
Design/methodology/approach
The research focuses on narratives from leading banks and top fintechs in India, captured from public disclosures and leadership interviews. The study leverages qualitative research techniques, including grounded theory approaches of inductive analysis, to codify interview and narrative observations to discover relevant objectives, scenarios, challenges and outcomes in India-centric bank–fintech associations.
Findings
Bank–fintech associations in India are increasingly focusing on financial services portfolio diversification and improvement in customer experience. Simultaneously, both banks and fintechs, differentiate with innovations and extend offerings to target underserved customer segments. The associations are beneficial for both banks and fintechs in transforming offerings and improving efficiency, scale across channels. Through codification of observations, review of existing literature and evaluation of best practices, alongside subject matter expertise, the study evolves a generalized “Association Model”. The model can steer meaningful bank–fintech associations in India and globally. The association model relates to observables like objectives, enablers of bank–fintech associations, challenges and association-driven value outcomes. Built from study of practices, the proposed model is relevant for strategic orientation in bank–fintech associations.
Originality/value
The findings reveal practices in bank–fintech associations in India with significant learning opportunity for organizational leaders globally. Understanding the nature of association is relevant for strategic interventions, particularly in scenarios of inter-organization collaborations. Central banks, policymakers, governments, investors, banks and fintechs can use the derived association model to establish, govern and steer purposeful value-driven associations.
Anshu Kumari and Manish Tiwari
This study explored the role of assertiveness, family satisfaction, and family support in enhancing farm performance in women-led dairy farms, with family cohesion as a mediating…
Abstract
Purpose
This study explored the role of assertiveness, family satisfaction, and family support in enhancing farm performance in women-led dairy farms, with family cohesion as a mediating variable. It explores how these elements interact within socioeconomic contexts, where patriarchal norms and resource constraints are prevalent.
Design/methodology/approach
This study employed a structural equation Modelling (SEM) which involved a quantitative approach through a structured questionnaire with 330 target respondents using a five-point Likert scale. This study is based on the registered dairy farmers of rural Bihar. The data were analyzed using SmartPLS 4 model and applying bootstrapping to examine Family Cohesion’s direct and mediation effects between variables.
Findings
The findings emphasize the critical role of assertiveness in fostering open communication and decision-making within family settings, which enhances cohesion and farm productivity. Family satisfaction and support were key drivers of cohesion, creating emotionally stable and collaborative environments essential for successful farm operations. It also confirms that family cohesion mediates the relationship between assertiveness, satisfaction, support, and farm performance.
Originality/value
This study contributes to family systems theory by identifying family cohesion as a pivotal factor in the leadership dynamics of women-led agricultural enterprises. This underscores the potential for empowering women through training in assertiveness and family support mechanisms, thus providing a framework for policymakers and stakeholders to foster sustainable development in rural sectors. This study offers actionable insights into improving gender equity and performance in agriculture, with implications for similar socio-economic settings globally.