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This study examines how health-conscious consumers utilize nutrition facts panel labels when purchasing food products, focusing specifically on the dimension of ethical evaluation. It aims to understand how ethical considerations influence the decision-making process of consumers who prioritize health. By analyzing the impact of ethical evaluation on label usage, the study sheds light on the significance of ethics in consumer behavior in the context of purchasing packaged edible oil.

Empirical data were collected using an online survey and a non-ordered questionnaire. In total, 469 valid responses were obtained. The study used SPSS version 27.0 and SmartPLS version 3 for demographic analysis and structural equation modeling.

The findings suggest that three factors – perceived benefits, perceived threats, and nutrition self-efficacy, positively impact the use of NFP labels. However, perceived barriers negatively influence the use of NFP labels. In additionally, ethical evaluation mediates the usage of NFP labels.

In the health belief model, ethical evaluation functions as a mediator and has a greater influence on NFP label use. This study provides a framework for marketers to promote consumer health consciousness by encouraging them to incorporate NFP labels.

This study is one of the first attempts to demonstrate that ethical evaluation mediate health beliefs and the use of nutrition labels.

The widespread use of mobile apps in marketing has resulted in in-app advertising to promote products and services. Research on in-app advertising has focused on several dimensions but not on the modality of ad generation. The use of artificial intelligence (AI) and memes as advertisements has paved the way for multiple ways to create them. This study aims to understand the effect of various advertisement generation modalities on an individual’s trust, attitude toward the advertisement, subjective norms, intentions and use of a particular product.

Using the theoretical lens of reasoned action and trust, the authors explored through an experimental study (five treatments-AI-generated ad and meme, human-created ad and meme and user-generated meme, and (n = 300) the consumer’s intention to purchase a fictitious shampoo brand based on in-app advertising. The respondents were exposed to one of the treatments without knowledge of the ad generation modality.

Trust differed significantly across all the experimental conditions. Furthermore, the authors observe that the theory of reasoned action holds for all advertising generation modalities.

The use of AI in advertising is increasing exponentially, and brands are using AI-generated content to engage with their audiences on various platforms. To the best of the authors’ knowledge, this is one of the first studies to attempt to understand the effects of various ad generation modalities on the trust, attitude and behavior of individuals. Furthermore, this study examines both AI and human-created memes and their effects. The authors suggest optimizing the prompt engineering to develop AI-generated images.

Several businesses have begun to use memes as part of social media marketing. Although memes have been independently explored through various theories, their use in social media marketing has not yet been explored. This study analyzes theories used to study memes and suggests popular marketing theories to do the same for memes in social media marketing.

This study employed a mixed methodology. We used the Scopus database and the SPAR-4 protocol to gather, organize, and evaluate the literature. A bibliometric analysis was performed to understand the themes explored in the literature. Manual content analysis was performed to identify the theories used to elucidate study memes.

We profiled meme research through a bibliometric analysis. Relevance theory, Rhetoric theory, Theories of humor, Evolutionary theory, and the theory of conceptual blending are the most frequently used theories in meme literature. Furthermore, we found that the marketing theories used to study memes are limited.

The findings of this study will benefit academia, marketers, and social media managers by offering a comprehensive picture of theories used in meme research. It also suggests new avenues for conducting future research on memes based on identified theories.

This is one of the first known studies to employ both bibliometric and content analyses to review theories in meme literature. Furthermore, we suggest marketing theories and research questions to explain meme marketing.

The growth of social media globally has led to brands adopting memes as a tool for communication. They have influenced digital culture, politics and marketing. This study aims to highlight the research gap in meme literature by profiling and science mapping.

This study has performed a bibliometric analysis of research papers on memes from the Scopus database. The authors profiled the literature and found the most relevant journal, author and document. Science mapping techniques such as thematic analysis, thematic evolution and co-citation of papers with content analysis were used.

Profiling of literature revealed that the most relevant journal, based on a number of papers and citations, is New Media and Society. The top researcher on memes is Shiffman L (seven papers), and the most cited author is Menczer F (717 citations). The paper titled “Towards A Unified Science of Cultural Evolution” has the highest number of citations (402). Thematic mapping revealed “Social Movements” and “Twitter” are the currently trending themes. The co-citation analysis clustered the literature into two. The first cluster elucidates the theoretical underpinnings of memes, while the second cluster explicates the various contexts in which memes are studied.

This study will be vital to researchers hoping to study internet memes by providing directions for future research. Furthermore, the insights from this study will enable social media managers to use memes effectively.

To the best of the authors’ knowledge, this study seems to be the first to use bibliometric analysis to profile and map meme literature. This study provides a new perspective for meme researchers to explore memes and suggests marketers implement novel meme-based strategies in their marketing communications.

Retailers' new product acceptance in base of pyramid (BoP) markets is crucial to marketers in this segment. This paper seeks to develop propositions for research on factors that affect retailers in new product introduction. The propositions also aim to make a distinction between urban and rural BoP markets.

The paper provides a broad description of India's BoP market (one of the world's largest BoP markets) to better understand context. It uses literature from developed country context to BoP markets to arrive at research propositions for further research.

The key research propositions derived relate to exogenous and endogenous factors. Exogenous factors relate to store trading area, competitive environment, shopper characteristics and product diversity. The endogenous factors include store atmosphere, assortment and shelf space allocation, price and promotion. The differences across rural and urban BoP markets are highlighted for each proposition.

Understanding differences between rural and urban BoP retailers can help make crucial new product introduction decisions. Considering endogenous and exogenous factors that influence retailer acceptance decisions will make product introduction decisions successful.

BoP literature has been replete with research on marketers and products but less on retailing. This paper addresses that gap. In addition, very few papers make the distinction between urban and rural BoP markets and mostly across countries but not within a country. This paper places the distinction within the country. Finally, explaining how various factors influencing retailing differ in urban and rural contexts and developing propositions is a major original contribution of this paper.

There has been an increase in the number of non-government organization (NGO) schools in India’s disadvantaged communities. Since these schools often serve the most marginalized populations, it is important to understand their role in addressing educational inequities. The purpose of this paper is to examine the role of an NGO school in Uttar Pradesh, India in improving girls’ education.

A case study methodology was utilized to identify barriers to girls’ education and ways in which the NGO school is working to minimize educational inequities.

The barriers to girls’ education in this study are traditional values, lack of economic opportunities, and safety concerns. The school works to minimize these inequities by providing a rigorous curriculum, teaching the students how to be good citizens, improving school facilities, and providing free school supplies. Implications – it is through better understanding the role of the NGO sector that a more complete understanding of the status of girls’ education will develop.

This paper contributes to the literature on girls’ education, but expands the conversation to include NGO schools.