Abhishek Behl

• Keele University

Purpose The research investigates the influence of immersive experiences (sensory, feel, think and behavioural) on user engagement in the metaverse. It also examines the influence of user engagement on intimacy, passion and commitment. Lastly, the study also investigated the moderating impact of technology anxiety. Design/methodology/approach Usi...

Commercial utilization of Generative Artificial Intelligence (GAI) is expanding rapidly. However, few studies have investigated the transformative impact of GAI on business operations, with a specific focus on Research and Development (R&D) and advertising facilitated by AI-generated content (AIGC) empowerment; particularly, there is a lack of anal...

Purpose This research focuses on developing and testing a conceptual model that explores customer behavioural responses (engagement, experience and recommendation) towards generative artificial intelligence (AI)-enabled chatbots. It highlights the significant influence of anthropomorphic characteristics in enhancing perceptions of competence and wa...

This study examines key reasons (for and against) that influence B2B managers' intention to adopt Generative AI (GenAI). We also investigate how GenAI adoption intention influences firm performance, along with the moderating effect of ethical leadership. Study 1 undertakes a series of in-depth interviews, yielding a set of hypotheses that are teste...

As an integration of cutting-edge digital technologies, the metaverse is set to revolutionize online retailing. This study employed a well-established metaverse automotive retailing platform in China to explore the paths influencing consumers' purchase intention when shopping in the metaverse. We adopted structural equation modeling to analyze the...

This study combines self-determination theory and the expectation-confirmation model to explore the factors that impact individuals’ decision to continue using products from augmented reality (AR)-based online fashion stores. Specifically, it investigates the impact of intrinsic motivation, perceived usefulness, confirmation of expectations, and sa...

This study examines the adoption of blockchain technology (BCT) by small and medium-sized enterprises (SMEs), with a focus on the interplay between digital transformation, market volatility, and organizational resilience. The goal of this research is to assess how perceived usefulness and perceived ease of use shape SMEs' intention to adopt BCT. Th...

In this research, we examine user engagement with the metaverse platform using the stimulus-organism-response theory. We used a mixed-methods approach that involved a qualitative study and a quantitative study to answer several research questions. We found that immersiveness, personalization, and homophily are associated with user engagement in the...

Since the Industrial Revolution, significant technological advancements have revolutionized various manual processes and workflows entrenched for decades. Artificial Intelligence (AI) offers similar transformative potential across diverse industrial and social domains. The rapid pace of change in the AI-driven digital age presents unprecedented opp...

As an integration of cutting-edge digital technologies, the metaverse is set to revolutionize online retailing. This study employed a well-established metaverse automotive retailing platform in China to explore the paths influencing consumers' purchase intention when shopping in the metaverse. We adopted structural equation modeling to analyze the...

Purpose This study aims to present a comprehensive review of the literature on the dark side of online brand communities, identifying the dominant themes [determinants of the dark side in online brand communities (OBCs)] in the literature and proposing ways to advance the literature in this area. Design/methodology/approach This study reviewed 72...

Purpose This study aims to present a comprehensive review of the literature on the dark side of online brand communities, identifying the dominant themes [determinants of the dark side in online brand communities (OBCs)] in the literature and proposing ways to advance the literature in this area. Design/methodology/approach This study reviewed 72...

Service small and medium enterprises (SMEs) are typically SMEs that operate in the service industry. In emerging economies, service SMEs can benefit from integrating technology and marketing activities to compete globally and drive growth. Further, service SMEs can compete with larger businesses with technology-driven marketing. Technology can diff...

Purpose The study investigated the relationship between digital supply chain (DSC) and sustainable supply chain performance (SSCP) of small and medium-sized enterprises (SMEs) via the lens of supply chain integration (SCI) and information sharing (IS). This study concentrates more on the mediating role of SCI and IS in the link between DSC and SSCP...

Purpose The purpose of this study is twofold. Firstly, the authors have conducted a systematic investigation considering the historical pandemic periods (1991–2021) over 30 years to identify critical factors and business failure phenomenon during pandemics to explore “what”, “why” and “how” factors contributing to business failure during the COVID-...

Using an in-depth emerging country public sector case study, that of the Indian Railways, this paper contributes to the literature by drawing upon resource orchestration theory to portray how successful ecosystem-based business model utilization and operationalization occur in a context in which disruptive technologies are embraced. We achieved our...

Purpose This paper aims to explore the effectiveness of 360-degree virtual reality (VR) videos compared to traditional preview modes in shaping customer perceptions and behavioral intentions toward the hospitality service provider. Specifically, the study investigates how self-construal moderates this relationship, offering novel and nuanced unders...

This research investigates the relationship between e-leadership and strategic innovations in the workplace. It proposes a moderated mediation model that examines inter-team coordination's mediating role and knowledge integration capability's moderating role in this relationship. A sample of 241 working professionals from the United States particip...

Advances in science and technology act as the gatekeepers of a sustainable future where a stable environment helps generate the power for innovation. Supply chains are the messengers of this euphoric future. However, when the messengers and the gatekeepers are not in sync, the flow of information is bound to stop and bring about a chaotic turn of e...

The governance of Virtual-Reality Integration, which seamlessly merges the virtual world (metaverse) with the physical reality, represents an emerging approach to addressing perception and comprehension challenges in complex computational environments. Such Virtual-Reality Integration systems have the capability to streamline data analysis complexi...

Purpose: The primary objective of this study is to investigate the relationship between digital transformational leadership (DTL) and innovation capability (IIC) in multinational (MNC) firms’ settings. The current study also identifies the impact of symmetrical internal communication (SIC) and trust in leadership (TIL) in further shaping this relat...

Online Communities have been growing with increasing intervention of social media. The digital natives have also gradually started to spend a fairly large time on the internet and their contributions have grown significantly in shaping discussions and future of online communities. With an increase in contribution, it is also witnessed that these co...

The rise of service robots is changing how products and services are delivered, significantly affecting customer outcomes. However, research has yet to specifically examine how the design of a service robot to specific service contexts influences customer engagement and value co-creation. Our study adopts a contingency perspective to investigate ho...

Businesses of the 21st century are utilizing technology in developing offerings for the growth of their businesses. From taking a minor role in formulating business decisions, technologies now have a larger stake. Disruptive technologies like artificial intelligence, virtual reality, robotics, blockchain, 3D printing, 5G, Internet‐of‐Things, digita...

Purpose The COVID-19 pandemic has showcased the lack of resilience found in the global value chains (GVCs) of multinational enterprises (MNEs). Existing evidence shows that MNEs have only recently and slowly started recovering and attempting to rebuild the resilience of their GVCs. This paper analyzes the challenges/inhibitors faced by MNEs in buil...

Negative media coverage can have significant impact on businesses and society. For instance, depressing news about the unethical features or harmful effects of a product or a service (e.g., Maggi’s lead issue) can significantly impact their brand image among consumers. We focused on studying whether consumers have a tendency to consume such negativ...

Vocal vaccine opposition and hesitancy due to social media-based misinformation is a global threat to public health. This research seeks to investigate the influence of internet memes on misinformation retransmission in the context of COVID-19 vaccine hesitancy. Two experimental-based studies have been conducted. The first study investigates the in...

Purpose This paper aims to derive a model that explores how the interplay between knowledge integration capability and innovation impacts strategic orientation, leading to the attainment of sustainable competitive advantage. The study considers the constituents of strategic orientation, namely, customer orientation, competitor orientation and techn...

The objective of this study is to explore the enablers and inhibitors of AI‐enabled drone adoption for manufacturing process audit using a mixed‐method design. A qualitative study was performed to explore the enablers and inhibitors. Further, based on the findings of the qualitative studies, a framework was proposed, and proposed hypotheses were ex...

Abstract: Adapting board games for international markets and considering cultural differences, language barriers, and preferences is part of internationalizing board games. This book chapter aims to provide a comprehensive overview of the internationalization of board games from the perspectives of players, designers, and business firms. The first...

The current business environment is witnessing significant changes due to changing customer preferences and an increasing desire for exclusive and experiential benchmarks. In light of these changes, it is crucial to analyze the convergence of open innovation (OI) in service and service delivery (SD) within the context of circular economy (CE) goals...

Gamification is a strategy, methodology, or activity that has picked up pace over time and has been successfully deployed in organizations. Despite massive efforts to capture the success of the deployment of gamification in implementing innovation, its failure in this regard has hitherto been ignored. Until recently, it has been difficult to unders...

COVID-19 has compelled every sector to shift towards virtualizing, and to curb the spread of this deadly virus, technologies like cloud computing, artificial intelligence, and IoT have played a vital role. Cloud-based crowdsourcing is a sourcing method through which organizations may post application development tasks as a contest, and the crowd ma...

Artificial Intelligence (AI) systems have transformed business functions and contributed significantly to improving the efficiency of business operations. Unlike other technologies, AI models keep dynamically improving based on past data. Most scholars have considered AI to be a strategic resource or technology in the organizational context. Most r...

Purpose Amid increasing frequency of disaster across the globe, humanitarian supply chain (HSC) has gained significant attention in recent times. This work aims to contribute towards improving the decision-making capabilities of relief organisations by offering more comprehensive understanding of the critical success factors (CSFs) concerning HSC....

As greenhouse gas emissions continue to be on the rise in our atmosphere, the urge to combat the same has become the need of the hour. This need continues to be advocated by organizations globally, with initiatives such as the Paris Agreement undertaken by many countries that have been enforced to save the environment. As the world’s focus shifts o...

The notion of circular supply chain management (CSCM) is increasingly attracting the attention of academia, practitioners, and other stakeholders. It entails putting circular economy policies into place across the whole supply chain and supporting the ecosystem. In addition to this, the instability of the business environment due to objective facto...

False news has the ability to cause financial harm to organizations by having a negative impact on the consumer purchasing decisions. This paper explores useful organizational and regulatory strategies in response to false news circulated through social media based on five-stage framework for scoping reviews. The purpose of this paper is to advance...

This study attempts to explore the factors that engage (behavioural factors) and motivate (psychological factors) crowd-workers in the gamified crowdsourcing apps in the context of logistics and sustainable supply chain management. Thus, using the self-determination theory and theory of cognitive engagement, we conduct critical in-depth interviews...

Purpose Despite rapid growth in blockchains, there was limited discussion about non-technical and technical factors on blockchain governance in the extant literature. This study aims to contribute new knowledge to the literature on potential factors affecting the adoption, governance and scale-up of blockchain technologies in the health-care and e...

This study presented a comprehensive framework to explain how the knowledge spillover from foreign direct investment (FDI) influences domestic new venture performance. Referring to external (formal and informal institutional distances) and internal (foreign experience and learning orientation) factors, this study examined the external and internal...

The Metaverse has the potential to form the next pervasive computing archetype that can transform many aspects of work and life at a societal level. Despite the many forecasted benefits from the metaverse, its negative outcomes have remained relatively unexplored with the majority of views grounded on logical thoughts derived from prior data points...

The Metaverse has the potential to form the next pervasive computing archetype that can transform many aspects of work and life at a societal level. Despite the many forecasted benefits from the metaverse, its negative outcomes have remained relatively unexplored with the majority of views grounded on logical thoughts derived from prior data points...

Purpose The purpose of this paper is to investigate the potential of NFTs in revolutionizing innovation management and information systems. Innovations done by firms are blatantly used by other firms to develop cheap knock-off. This leads to huge economic loses to the firm investing in research and development activities. Firms are in need of trust...

Neuroscience and its offshoot as neuromarketing have helped marketers understand neuroscientific aspects of customers while gamification has helped them understand the psyche of consumers. Despite neuromarketing's many potential benefits to businesses , little academic work has been done on the field so far. Most studies have examined consumer shif...

Purpose Supply chain resilience and knowledge management (KM) processes have received increasing attention from researchers and practitioners. Nevertheless, previous studies often treat the two streams of literature independently. Drawing on the knowledge-based theory, this study aims to reconcile these two different streams of literature and exam...

Using the social psychology theory of elaboration likelihood model (ELM), we present a conceptual model of persuading consumer attitudes through virtual and augmented reality advertisements. We begin this paper with a systematic literature review that assesses a number of theoretical and empirical papers that utilize ELM for virtual reality and aug...

Purpose Small and medium enterprises (SMEs) significantly contribute to economic growth, development, exports and employment of the nations. To maintain competitiveness in today's market, SMEs must explore and identify enablers to enhance their digital transformation process. This paper aims to shed light on some essential enablers SMEs can use to...

The purpose of this study is to investigate the role of data-driven innovation and information quality on the adoption of blockchain technology on crowdfunding platforms through adopting a mono method quantitativae approach. Micro-level theoretical perspectives have been less explored in studies of successful crowdfunding innovation than macro-leve...

Purpose This study aims to investigate an under-researched area, an international marketing perspective, based on international dynamic capability, environmental sustainability and organizational marketing performance in gamification and non-gamification-based organizational culture (OC). This paper deepens the understanding of gamification-based a...

Industry 4.0 technologies have been revolutionizing the financial sector over the past few decades through the emergence of disruptive technologies. These disruptive technologies have also given rise to a new monetary taxonomy known as "digital currencies." One form of digital currency that provides a more effective, environmentally friendly, stabl...

Purpose Deepfakes are fabricated content created by replacing an original image or video with someone else. Deepfakes have recently become commonplace in politics, posing serious challenges to democratic integrity. The advancement of AI-enabled technology and machine learning has made creating synthetic videos relatively easy. This study explores t...

This study aims to propose an integrative framework on data analytics in medium and small enterprise (MSME) with an in-depth systematic review of existing literature evidenced through empirical case studies. An exclusive systematic review on data analytics in MSME was conducted on published literature from 2010 to 2021 and examined 42 relevant rese...

Purpose This study aims to investigate the causal relationships within an experimental culture of improvisation capability and firm performance, following the logic of “culture-capability-performance” and building on informal institution theory and dynamic capability theory. Design/methodology/approach Data was mainly collected via on-site questi...

In the last decade, eWOM has arguably become the most preferred way for consumers to seek and share consumption-related information. eWOM as a research topic also garnered huge attention from the research community, which led to the vast academic literature on eWOM. However, there is a lack of consensus on how different eWOM attributes impact consu...

The COVID-19 pandemic has impacted the financial well-being of people and the world’s economy. Crowdfunding is a prominent contributor to this pandemic's adverse effects. Donations on crowdfunding platforms have received attention; however, repeated donations, especially during COVID-19, need to be studied. This study aims to understand the role of...

Gamification has captivated people's interests from all walks of life, including marketing managers. Incorporating game mechanics in a non-gaming context like social media marketing, email marketing, customer relationship management, e-commerce, and mobile marketing enhances customer engagement and loyalty. However, every coin has two sides, and th...

Purpose This study examines the impact of customer involvement (CI), technology strategy, firm internationalization and servitization on product and service innovation performance (SIP) in hybrid offerings. In addition, it investigates the moderating role of digitization and co-creation in the relationship mentioned above. Design/methodology/appro...

This paper aims to identify the revised international marketing strategies in communication during the COVID-19 pandemic by utilizing the firm's resources and capabilities. We conducted in-depth interviews and a questionnaire survey with key stakeholders of retail organizations which changed their digital marketing strategies during COVID-19. The d...

Using conservation of resources (COR) theory, this study investigates the moderating role of barriers to career in the relationship between the three dimensions of knowledge hiding behavior (evasive, rationalized, and playing dumb) and the two dimensions of subjective career success (organization and non-organization). To accomplish this objective,...

This paper investigates the antecedents and consequences of electronic word of mouth (eWOM) credibility using a meta-analysis technique. The extant literature provides inconsistent findings related to eWOM credibility. These inconsistencies are primarily because of methodological differences or heterogeneity among previous studies, which leads to c...

Neuromarketing literature has grown remarkably in recent years. Although the field has generated a diverse body of knowledge, we still find a dearth of studies classifying the existing literature into research themes and further presenting known and unknown aspects of Neuromarketing from a business and management viewpoint. To bridge this gap, the...

This study investigates organizations' intention to use the industrial metaverse. The unified theory of acceptance and use of technology (UTAUT) is used as an underpinning theory to examine the impact of performance expectancy, effort expectancy, social influence, and facilitation condition on the intention to use the industrial metaverse. The resu...

The uncertain and rapidly changing environment raises deep concerns about supply chain resilience (SCRe). Particularly in the small and medium enterprises (SMEs) settings, the lack of resources of SMEs becomes more pressure when considering SCRe. Although the literature on supply chain management and SCRe are increasing, understanding how AI adopti...

Purpose This paper aims to assess the readiness of retail workers to use blockchain technology (BCT) to improve supply chain performance. The assessment was made via a quantitative approach taken using a theoretical framework based on Keller’s motivation model and self-determination theory in the BCT context. Design/methodology/approach The author...

Purpose: Scholars have paid considerable attention to the importance of brand loyalty of durable consumer products in developed markets. However, no study has investigated the simultaneous impact of advertising efforts, distribution intensity, and store image on global brand loyalty of fast-moving consumer goods (FMCG) in emerging markets. This stu...

The global supply chain experienced unprecedented disruption due to the Covid-19 crisis in a dynamic world. Consequently, this situation has resulted in many businesses' discontinuity or closure due to disruptions that seriously affect the possibility of maintaining operations, especially micro, small and medium-sized enterprises (MSMEs) in emergin...