Journal of Content Community and Communication,
Journal Year:
2022,
Volume and Issue:
15(8), P. 276 - 293
Published: June 30, 2022
The
bands
are
experiencing
a
change
in
the
consumers'
brand
preferences
pattern,
where
consumers
more
prone
to
experience
product
virtually
using
Metaverse.
This
descriptive
study
examined
antecedents
(novelty,
Interactivity,
Vividness)
of
brand's
gamification
marketing
activities
Metaverse
and
impact
on
affective
engagement.
Also,
this
explored
anticipated
satisfaction
advocacy
conceptual
model
was
analysed
SMART-PLS.
collected
from
9
countries
were
used
do
analysis.
finding
suggests
that
brands
can
have
effective
engagement
increase
their
virtual
if
they
use
gamification-based
International Journal of Information Management Data Insights,
Journal Year:
2022,
Volume and Issue:
2(2), P. 100102 - 100102
Published: July 28, 2022
The
main
aim
of
this
paper
was
to
investigate
the
effect
four
features
social
media
marketing
on
purchase
decision
consumers
in
fast-food
industry.
It
also
aimed
determine
if
brand
trust
mediates
relationship
between
them.
Necessary
data
gathered
from
visitors
different
cafes
UAE
via
a
quantitative
online
survey.
After
obtaining
desired
responses,
analyzed
by
AMOS
21-
structural
equation
modeling.
results
confirmed
significance
predicting
decision.
Above
all,
findings
showed
that
informativeness,
perceived
relevance,
and
interactivity
have
positive
But,
it
found
entertainment
is
insignificant.
association
only
two
(interactivity
informativeness)
consumer
Theoretically,
advances
current
literature
exploring
mediating
among
with
new
empirical
insights
UAE,
taking
into
account
earlier
researches
nature
Arab
region
are
scarce.
International Journal of Bank Marketing,
Journal Year:
2022,
Volume and Issue:
40(5), P. 960 - 991
Published: Jan. 22, 2022
Purpose
The
purpose
of
this
paper
is
to
identify
and
examine
the
important
factors
that
could
affect
consumers'
behavioural
intention
use
behaviour
towards
mobile
payment
services
during
COVID-19.
Design/methodology/approach
proposed
model
extends
meta-Unified
Theory
Acceptance
Use
Technology
(meta-UTAUT)
with
perceived
severity
self-efficacy
affecting
services.
A
convenient
sampling
technique
has
been
utilized
gather
data
from
a
self-administered
questionnaire.
collection
was
restricted
online
mode
avoid
any
physical
contact
considering
COVID-19
situation.
Findings
findings
revealed
performance
expectancy,
effort
expectancy
have
significant
positive
impact
on
attitude;
facilitating
conditions
expectancy;
attitude
intention;
behaviour.
Social
influence
did
not
confirm
relationship.
Research
limitations/implications
current
research
study
non-probability
through
respondents
were
adopters
scope
context
or
related
chronic
diseases
where
major
preventive
mechanisms
such
as
social
distancing
avoidance
contacts
are
vital.
Originality/value
This
extended
meta-UTAUT
context-specific
constructs
relationships.
undertaken
work
strengthened
explanability
model.
inclusion
relevant
variables
their
association
existing
framework
enriched
study.
offers
holistic
understanding
influencing
Indian
consumers’
adoption
in
context.
Interactive Learning Environments,
Journal Year:
2022,
Volume and Issue:
31(10), P. 7491 - 7510
Published: May 11, 2022
Artificial
intelligence
(AI)-based
chatbots
have
received
considerable
attention
during
the
last
few
years.
However,
little
is
known
concerning
what
affects
their
use
for
educational
purposes.
This
research,
therefore,
develops
a
theoretical
model
based
on
extracting
constructs
from
expectation
confirmation
(ECM)
(expectation
confirmation,
perceived
usefulness,
and
satisfaction),
combined
with
knowledge
management
(KM)
factors
(knowledge
sharing,
acquisition,
application)
to
understand
sustainable
of
chatbots.
The
developed
was
then
tested
data
collected
through
an
online
survey
448
university
students
who
used
learning
Contrary
prior
literature
that
mainly
relied
structural
equation
modeling
(SEM)
techniques,
empirical
were
analyzed
using
hybrid
SEM-artificial
neural
network
(SEM-ANN)
approach.
hypotheses
testing
results
reinforced
all
suggested
in
model.
sensitivity
analysis
revealed
application
has
most
effect
96.9%
normalized
importance,
followed
by
usefulness
(70.7%),
acquisition
(69.3%),
satisfaction
(61%),
sharing
(19.6%).
Deriving
these
results,
study
highlighted
number
practical
implications
benefit
developers,
designers,
service
providers,
instructors.
Journal of Consumer Behaviour,
Journal Year:
2023,
Volume and Issue:
23(2), P. 556 - 585
Published: July 24, 2023
Abstract
Brands
are
moving
towards
the
Metaverse
(3D
immersive
virtual
spaces),
where
growth
of
intangible
products
and
nonfungible
tokens
(NFTs)
evolving
into
a
new
type
hybrid
experience
for
users.
This
paper
aims
to
establish
role
“gamification
marketing
activities”
its
influence
on
consumer‐based
brand
equity
in
examine
mediating
consumers'
engagement
love.
To
evaluate
conceptual
model
based
cross‐cultural
data
from
two
emerging
countries
Asia
Africa,
study
followed
two‐stage,
mechanism
using
PLS‐SEM
neural
network
modeling.
provides
insights
Metaverse–a
taxonomy
technology,
context
embodiment,
presence
AVATAR,
interactivity
world,
supported
by
social
exchange
theory.
also
suggests
practitioners
focus
authenticity
while
projecting
their
Metaverse.
Technological Forecasting and Social Change,
Journal Year:
2023,
Volume and Issue:
190, P. 122407 - 122407
Published: Feb. 17, 2023
Artificial
intelligence-enabled
voice
assistant
services
have
received
notable
scholarly
attention.
Fashion
retailers
offer
AI-based
assistants
to
facilitate
online
shoppers.
However,
the
consumer
motivations
use
digital
and
their
effect
on
purchase
intentions
of
fashion
shoppers
are
unexplored.
To
bridge
this
literature
gap,
study
presents
a
unique
theoretical
model
grounded
in
innovativeness
concept,
broaden-and-built
theory,
stimulus-organism-response
explore
motivated
intention
awe
experience
The
used
data
collected
from
538
users
for
shopping
products.
Structural
equation
modeling
analysis
revealed
that
functional,
hedonic,
social,
cognitive
using
affects
experience.
Further,
mediates
relationship
between
intention;
electronic
word-of-mouth
intention.
theoretically
contributes
extant
innovativeness,
assistants,
shopping.
findings
insights
improved
by
