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The purpose of this paper is to investigate the effect of game-speed on brand attitude and mediating role of thought favorability in the speed-attitude relationship in the context of in-game advertising (IGA). Specifically, this investigation employs the Limited Capacity Model of Attention and the heuristic-systematic model to explain the conditions under which in-game brand placements form favorable or unfavorable thoughts about the game and the embedded brand, and subsequent brand attitude.

In total, 78 student-gamers participated in the study. One-tailed independent-samples t-tests and a path analysis were used for hypothesis testing.

Results revealed that fast-paced games resulted in higher thought favorability and more favorable brand attitude than the slow-paced games. Furthermore, the results also showed that thought favorability mediated the relationship of game-speed and brand attitude among Indian gamers.

This paper adds to advertising literature from a non-traditional advertising perspective, primarily in the context of IGA, and explains the role played by game-speed as an antecedent to thought favorability that adds value to thought favorability and brand attitude relationship. Also, the study provides an important implication for the marketers that to generate more positive brand attitudes and high favorable thoughts, advertisers and game-developers must focus on high-speed games.

This study is the first in its stream toward understanding the mediating role of thought favorability in determining the persuasion effect on Indian gamers’ brand attitude in the context of online advertising from attention and elaboration perspectives.

This study aims to find out the India’s research contribution to world Library and Information Science (LIS) literature from 2011 to 2020. Attempt has been made to reflect both the number of research articles published by the Indian LIS researchers during the past decade and the percentage share of Indian LIS researchers to the world LIS literature. Attempt has also been made to reflect the 20 leading LIS researchers from India, 20 leading LIS journals in which Indian LIS researchers mostly prefer to publish their research results and leading LIS research institutions and more.

The scope of the study is limited to library and information research undertaken across the world in general and India in particular during the past decade, viz., 2011–20. To undertake the present study, data were retrieved from SCOPUS data source. The data were retrieved keeping in view the objectives of the study; accordingly, key words were framed and used to search the relevant data.

Overall 77,659 research articles were published in the subject discipline of LIS across the world during the past decade, viz., 2011 through 2020. During the period of study, LIS researchers from India contributed 3,562 research articles constituting 4.59% of the total global LIS research output. The USA emerged the leading LIS research country with 33.03% research contribution, while India emerged as the fifth largest LIS research country in the world. A total of 12.85% research articles from India were contributed by 20 leading researchers. Only two LIS research journals from India were found indexed in the SCOPUS, in which 18.10% research articles were published by Indian LIS researchers during the period of study. More than 80% research results produced by Indian LIS researchers were published in foreign LIS research journals, mostly published from the USA and the UK. A good lot of Indian LIS researchers prefer to publish their research results in open access research journals. Library professionals, teachers and scholars from University of Delhi and University of Kashmir were found more active in LIS research in India.

India is one of the world’s popular LIS academic, research and practicing country and has more responsibility toward world LIS research, whereby India, apart from fulfilling its own LIS research requirements, has to meet out the global LIS research demand. Thereon, if it lacks on research front, which otherwise acts as a backbone in the survival of a subject discipline, the survival of subject discipline may become difficult.

India is one of the most progressive LIS research countries in the world and is about to play a far greater role in propagating newer and modern library practices and services in the years to come.

Quantification of research output at regional level or country level is very common among LIS professionals; accordingly, the existing study adds to existing world LIS literature about the India’s contribution to world LIS research during the past decade.

India liberalized its economy in 1991, which resulted in intense global competition, quality-conscious and demanding customers. Additionally, significant technological advancements lead to enhancements in products and processes. These forced Indian organizations to adopt innovative business strategies in the past 30 years. Meanwhile, the Lean Six Sigma methodology has significantly grown with vast applicability during the past 30 years. Thus, the purpose of this study is to develop the learning on Lean Six Sigma methodology in the Indian context through investigation of literature.

A three-stage systematic literature review approach was adopted to investigate the literature during the present study. In total, 187 articles published in 62 journals/conference proceedings from 2005 to 2022 (18 years) were shortlisted. The first part of the article summarizes the significant milestones towards the quality journey in the Indian context, along with the evolution of the Lean Six Sigma methodology. The second part examines the shortlisted papers on Lean Six Sigma frameworks, their applicability in industrial sectors, performance metrics, outcomes realized, publication trends, authorship patterns and leading researchers from the Indian perspective.

Lean Six Sigma has emerged as a highly acclaimed and structured business improvement strategy worldwide. The Indian economy has seen remarkable growth in the past decade and is one of the fastest-growing economies in the 21st century. Lean Six Sigma implementation in India has significantly increased from 2014 onward. The study revealed that researchers have proposed several different frameworks for Lean Six Sigma implementation, the majority of which are conceptual. Furthermore, the balanced applicability of Lean Six Sigma in manufacturing and service sectors was observed with the highest implementation in the health-care sector. Additionally, the widely adopted tools, techniques along with performance metrics exploring case studies were reported along with a summary of eminent and leading researchers in the Indian context.

This study is confined to reviewed papers as per the research criteria with a significant focus on the Indian context and might have missed some papers due to the adopted papers selection strategy.

The present study is one of the initial attempts to investigate the literature published on Lean Six Sigma in the Indian context, including perspective on the Indian quality movement. Therefore, the present study will provide an understanding of Lean Six Sigma methodology in the Indian context to graduating students in engineering and management and entry-level executives. The analysis and findings on Lean Six Sigma frameworks, research approach, publications details, etc., will be helpful to potential research scholars and academia. Additionally, analysis of case studies on Lean Six Sigma implementation by Indian industries will assist the managers and professionals in decision making.