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This paper aims to establish and empirically investigate a research model examining the effect of four dimensions of the technology readiness index – optimism, innovativeness, discomfort and insecurity – on customer engagement that further influences purchase intention in the context of online shopping through artificial intelligence voice assistants (AI VAs).

Data were collected in India from 429 customers in a self-administered online survey. Data analysis uses the structural equation modelling technique.

Technology readiness dimensions, e.g. optimism, innovativeness, discomfort and insecurity, are critical factors driving customer engagement. Customer engagement further results in purchase intention in online shopping through AI VAs.

This study adds to the literature by understanding how customers’ technology readiness levels drive engagement and purchase intention. However, this study includes customer engagement as a unidimensional construct. Further research can consist of customer engagement as a multidimensional construct.

The findings offer guidelines for e-retailers to enhance customer engagement that matches their personality traits, thereby strengthening their purchase intention through AI VAs.

The research contributes to the literature by empirically investigating a research model, revealing optimism, innovativeness, discomfort and insecurity as crucial parameters for customer engagement and purchase intention.

The aim of this paper is to explore and analyse the challenges in effective implementation of blockchain by human resource management (HRM) functions. This paper also aims to assess the interplay between the barriers in causing the challenges during blockchain execution.

Ten barriers are discovered from the past studies. Based on the expert views on the identified barriers interpretive structural modelling (ISM) is administered to understand the interplay of these 10 challenges resulting in ineffective or non-implementation of HR blockchain.

The application of ISM has helped in categorizing the variables into strategic, operational and performance outcomes. Results of ISM indicate key barriers like lack of expertise, data privacy, technical infeasibility, complexity in implantation and lack of used cases.

The research is limited to 10 barriers. There can be other barriers that can also be studied. Second, the research is proposing a conceptual model that needs further validation.

This paper has significant implications for the theoretical and practical body of knowledge. So far, most studies are exploring and describing HRM from a digital perspective. Most HR studies are on artificial intelligence, the Internet of Things and smart HRM. Previous studies on blockchain for HRM are mostly describing the advantages of going for it.

Based on the findings, it can also be suggested that policy formulators must advance the technical regulatory framework. Blockchain technology can be effectively implemented only if the top management is committed to it because they can only frame the rules and right control framework, affirm the governance process and strategize improvement.

The study offers insights into the organization's decision makers for effectively implementing blockchain into their HR systems. Some specific recommendations based on the results are also made. The paper is an innovative attempt to analyse the barriers to HR blockchain.

This study aims to examine the impacts of the forced shift to online/hybrid learning on international students’ perceptions and behaviour. It aims to understand the direction of future university marketing changes to address this vital and urgent concern.

This study deployed an explorative qualitative design and data collected through interviews (n, 20) with prospective international students.

The study identified four main themes: mode of class operation, that is, the balance between online/offline/hybrid modes of course delivery; enhanced level of flexibility in terms of both visa regulations and financial aid; strategic use of social media and virtual tools to connect with and impress the international student community; and evidence of digitalization and experiential learning.

This study has many theoretical and managerial implications. As international students perceive COVID-19 as an under-researched theme in the higher education market, the study’s outcome helps understand the grey areas of expectation versus reality in higher education marketing.

This research offers a new perspective from the demand side on higher education marketing strategies amid COVID-19.

The integration of tourism, artificial intelligence (AI) and travel has ushered in a new era of exploration. This book chapter delves into their interconnectedness and their transformative influence on the future of tourism. Firstly, it examines the concept of the metaverse – a virtual realm that enables immersive interactions between users and their surroundings. This virtual world presents novel opportunities for the travel sector, allowing tourists to experience destinations in captivating ways, without the constraints of physical travel. AI plays a pivotal role in the advancement of tourism, processing vast amounts of data to offer personalized recommendations, streamlining travel planning and providing round-the-clock customer service through AI-powered chatbots. Additionally, AI contributes to the development of virtual tour guides, offering tailored experiences based on travellers' interests, preferences and abilities. However, the chapter also addresses the broader implications of these technologies on the tourism industry, considering potential job displacement and economic impacts on local communities. It concludes by emphasizing the importance of utilizing these innovations in a manner that benefits both travelers and localities. In summary, this chapter provides an extensive exploration of the convergence of tourism, AI and travel, shedding light on the potential for growth and innovation in the industry while acknowledging the challenges and considerations associated with the metaverse in tourism and travel.

This book is essential for anyone in artificial intelligence (AI) and destination management in the tourism industry or government. The book includes both theoretical and practical writings for stakeholders. In all chapters, we provide titles including AI, regenerative and green destinations, sustainable tourism, tourist motivations and expectations, good examples of smart destinations and regions, the regeneration of the tourism industry via AI, rethinking tourism activities and products, current issues in robots, self-service technology, effect of pandemic on smart destinations, sustainable gastronomy and regenerative tourism and tourism issues are discussed in the management plans of the centralisation. This book provides cases and empirical studies that deal in depth with the current situation, challenges, solutions and future strategies after technological development of tourism and increasing interest on smart destinations from a responsible perspective, for readers with an equitable interest or involvement with the organizations in inquiry.

The purpose of this study is to assess the effect of perceived role clarity on innovative work behavior (IWB) through the mediation of intrinsic motivation and job involvement.

The data were gathered from 613 employees belonging to 196 organizations operating in India. Data were analyzed using statistical tools such as exploratory and confirmatory factor analysis, multiple regressions and bootstrapping via PROCESS.

Initially, the results of correlation and multiple regression analyses indicated that the perceived role clarity has positive relation with intrinsic motivation, job involvement and IWB. Further, bootstrap analysis revealed that intrinsic motivation and job involvement individually and serially mediate the effect of perceived role clarity on IWB.

The study highlights the importance of the perceived role clarity in developing positive work attitudes and innovative behavior among employees. Self-reported survey and cross-sectional design are the limitations of the current study.

The study suggests that organizations should strive constantly to enhance perceptions of role clarity among employees so that they remain motivated and involved in their jobs and exhibit innovative behavior at work.

To the best of the authors’ knowledge, this is the only study to test the impact of perceived role clarity on IWB with the serial mediation of intrinsic motivation and job involvement.