Suresh Malodia

• Faculty Member at Mudra Institute of Communications Ahmedabad

From social simulation platforms like The Sims to virtual environments like Second Life, the metaverse has evolved both as a concept and business practice for many new or established ventures. Fragmented research, mainly from computer sciences and, to a lesser extent, from business and management has been struggling to keep up with the pace of the...

This study investigates the impact of information framing (negative vs. positive) on the adoption of virtual reality (VR) tourism applications amidst various crisis events such as pandemics, natural disasters, political unrest, or terrorism. Using three experiments, we found that negatively framed information increases travel anxiety and the adopti...

This research examines whether prosumer-generated (vs. firm-generated) content fosters consumer engagement through content relevance and perceived content sponsorship. Four between-subjects experiments (N = 1048) show that prosumer-led (vs. firm-led) conversations, mediated by perceived content sponsorship and content relevance, generate higher eng...

Employee proactivity has been discussed as a key predictor of firm success and organizational performance. However, previous proactivity research has rarely focused on customers, and the few available proactivity studies from retail settings are either cross-sectional, solely based on subjective outcomes (e.g. customer satisfaction) or restricted t...

Innovation capabilities are considered a key factor impacting the success and sustainability of born global firms across the world. These capabilities are even more significant for the born global firms from emerging markets. In this study, we propose an overarching conceptual framework called ICONIC to explain the factors that are critical for dev...

Purpose Entrepreneurship across sectors has been impacted by the paradigm of open innovation in the last few decades. Although Open Innovation is argued to impact firm performance the strategic building blocks of open innovation are not discussed in the prior literature. This study aims to conceptualize open innovation and identify the antecedents...

Purpose The purpose of this study is to present a systematic methodological review of the application of field experiments in the domain of marketing research. By performing this study, the authors seek to offer necessary advice and suggestions to marketing scholars interested in the application of field experiments and to promote the adoption of f...

Purpose This study aims to examine customers’ willingness to engage in service interactions enabled by artificial intelligence (AI) controlled voice assistants (VA). Drawing on the tenets of dual-factor theory, this study measures the impact of both enablers and inhibitors – mediated by trust in Alexa – on customers’ intentions to transact through...

Scholars and industry stakeholders have exhibited an interest in identifying the underlying dimensions of viral memes. However, the recipe for creating a viral meme remains obscure. This study makes a phenomenological contribution by examining viral memes, exploring the antecedents (i.e., content‐related factors, customer‐related factors, and media...

Consumers increasingly adopt artificial intelligence (AI) enabled voice assistants (VAs) for transactional and non-transactional uses due to these devices’ inherent affordances, such as their ease of use and convenience. Despite the widespread adoption of VAs in recent times, consumers continue to avoid using VAs for transactional purposes. Current...

Scholars have speculated that the metaverse will alter the way in which the hospitality and tourism industry operates. Efforts to understand this new phenomenon in both academia and industry are at a crossroads. In this opinion piece, we first attempt to explain the concept of the metaverse in general and in the context of the hospitality and touri...

The literature on the dark side of the customer-brand relationship is still evolving. Admittedly, scholars have given it noteworthy attention in the recent past, yet gaps persist related to the products and services, antecedents, and consequents examined. Our study augments the understanding of the negative aspects of the customer-brand relationshi...

Artificial-Intelligence-enabled voice assistants, such as Alexa and Siri, are increasingly replacing search engines as consumers actively employ the former to accomplish a variety of their day-to-day tasks. Technology providers as well as marketers increasingly work to leverage the use of voice assistants to engage their customers and offer them mo...

The information and hyper-connectivity revolutions have caused significant disruptions in citizens’ interactions with governments all over the world. Failures in implementing e-government interventions suggest the lack of an integrated approach in understanding e-government as a discipline. In this study, we present an overarching and integrated co...

The gravity of the electronic waste (e-waste) crisis can be attributed to consumers' low participation in ensuring the proper disposal of such materials. Motivating consumers to recycle e-waste requires a deeper understanding of the dimensions that underlie behavioral intentions. Accordingly, the present study uses the novel framework of Valence Th...

Reverse innovation (RI) has emerged as a new growth strategy for MNCs to innovate in emerging markets and then to further exploit the profit potential of such innovations by subsequently introducing them not only in other similar markets but also in developed markets, thereby delivering MNCs a sustainable growth globally. In this study, we propose...

This study identifies the barriers to sustainable consumption and measures the discriminating power of these barriers between groups having significant differences in their energy conservation behaviour. By analysing the response of 321 consumers to questionnaire survey in India, results reveal that belief in material growth is found to be the most...

It was mid-March 2014, and GE's John F. Welch Technology Centre in Bangalore, India was brimming with activity. GE had developed an advanced, scalable positron emission tomography-computed tomography (PET/CT) scanner as part of its global Healthymagination initiative to provide better healthcare for more people at a lower cost. Munesh Makhija, Mana...

Purpose This paper aims to measure the satisfaction of religious tourists travelling to various destinations in the Himalayas to identify the expectation-experience gaps and understand the shift in motives of travel. Design/methodology/approach The satisfaction of religious tourists is examined using holiday satisfaction (HOLSAT) model developed b...

The present study aims to understand the impact of congruence between brand and celebrity personality on consumers attitude and purchase intentions. The data were collected from 382 business school students in India. Drawing from the theoretical frameworks of Attribution theory, Attitude theory, User imagery, Elaboration Likelihood Model, and match...

This paper analyses how people perceive the idea of carpooling and evaluate preferences while making a decision to join a carpool. Analysing data from a web-based stated preference survey in India reveals that cognitive attitudes play a significant role in evaluating the perceived advantages and disadvantages of carpooling whereas intentions to car...

GE Healthcare was on a continuous lookout for investing into new and innovative super value products for the Bottom of the Pyramid markets in India. After launching its first successful super value ECG machine Mac 400, GE had recently launched its twenty-fifth super value product a PET CT machine. Serving the BOP markets has its own unique challeng...

A lot of variables influence the decision of venture capitalist to invest in a particular country. Demand and supply of investment, corporate taxes, capital gain taxes, IPO and stock market activities, GDP growth, Patents, Environment to promote entrepreneurial activities are some of those variables discussed in the literature review. This paper is...