Ali B. Mahmoud, V. Kumar, Alexander Berman, Samer Elhajjar and Leonora Fuxman
This study aims to explore blockchain potential for digital marketing (BlkChn-Mk-KAP) by developing and validating a measurement model for assessing the constructs of knowledge…
Abstract
Purpose
This study aims to explore blockchain potential for digital marketing (BlkChn-Mk-KAP) by developing and validating a measurement model for assessing the constructs of knowledge, attitude and practice (KAP) related to blockchain technology in digital marketing.
Design/methodology/approach
A four-study process was used. The first study reviewed the literature to develop a pool of possible measurement items. Using exploratory factor analysis and reliability assessments, Study 2 (n = 162) investigated the dimensionality of the items developed in Study 1. The factorial structure from Study 2 was validated in Study 3 (n = 204), and the measurement model invariance was assessed using covariance-based structural equation modelling (CB-SEM). Finally, in Study 4 (n = 203), the predictive validity of the BlkChn-Mk-KAP was tested using a CB-SEM approach, testing its constructs correlations with the perceived usefulness of blockchain for digital marketing.
Findings
The findings indicate that the BlkChn-Mk-KAP measurement model comprises three-dimensional multi-item scales: knowledge, attitude and practice.
Research limitations/implications
This study introduces a promising BlkChn-Mk-KAP model to examine blockchain’s role in digital marketing. The authors acknowledge the sampling limitation in this research. To enhance the generalisability of the findings, future research should expand to different groups, including generation, gender and age. In addition, further exploration of the explicit links between blockchain knowledge, attitudes and subsequent digital marketing performance is warranted.
Practical implications
Educating employees about blockchain technology’s unique features can shape favourable attitudes and stimulate the utilisation of blockchain-enabled technologies in digital marketing practice. BlkChn-Mk-KAP can offer a reliable and valid instrument to benchmark marketers’ KAP of blockchain-powered digital marketing as they implement blockchain technology to gain a competitive advantage.
Social implications
This study helps to adopt sustainable practices ensuring the wellbeing of the key stakeholders.
Originality/value
This research introduces the first validated conceptualisation and measurement model, BlkChn-Mk-KAP, to evaluate blockchain KAPs among digital marketing professionals.
Details
Keywords
Monojit Das, V.N.A. Naikan and Subhash Chandra Panja
The aim of this paper is to review the literature on the prediction of cutting tool life. Tool life is typically estimated by predicting the time to reach the threshold flank wear…
Abstract
Purpose
The aim of this paper is to review the literature on the prediction of cutting tool life. Tool life is typically estimated by predicting the time to reach the threshold flank wear width. The cutting tool is a crucial component in any machining process, and its failure affects the manufacturing process adversely. The prediction of cutting tool life by considering several factors that affect tool life is crucial to managing quality, cost, availability and waste in machining processes.
Design/methodology/approach
This study has undertaken the critical analysis and summarisation of various techniques used in the literature for predicting the life or remaining useful life (RUL) of the cutting tool through monitoring the tool wear, primarily flank wear. The experimental setups that comprise diversified machining processes, including turning, milling, drilling, boring and slotting, are covered in this review.
Findings
Cutting tool life is a stochastic variable. Tool failure depends on various factors, including the type and material of the cutting tool, work material, cutting conditions and machine tool. Thus, the life of the cutting tool for a particular experimental setup must be modelled by considering the cutting parameters.
Originality/value
This submission discusses tool life prediction comprehensively, from monitoring tool wear, primarily flank wear, to modelling tool life, and this type of comprehensive review on cutting tool life prediction has not been reported in the literature till now. The future suggestions provided in this review are expected to provide avenues to solve the unexplored challenges in this field.