The Indian Institute of Management Visakhapatnam (IIMV) is a public business school and Institute of National Importance located in Visakhapatnam, Andhra Pradesh, India. It is one of the twenty Indian Institutes of Management. The institution started the first batch of its Post Graduate Program (PGP) in Management from August 2015. Visakhapatnam (also known as Vizag) is the largest city in Indian state of Andhra Pradesh. The city is the administrative headquarters of Visakhapatnam district and the Eastern Naval Command of Indian Navy. Its geographical location is amidst Eastern Ghats mountain range and the coast of Bay of Bengal..
PurposeThis study presents a meta-analytic framework grounded in parasocial relationship (PSR) theory, source credibility theory and the theory of planned behaviour to synthesize the literature on parasocial relations and their influence on purchase intentions.Design/methodology/approachThe study utilized the meta-analytic bivariate analysis to examine the proposed model and relationships within it to address inconsistencies in the existing research through moderation analysis.FindingsThe findings reveal that perceived similarity, engagement, trustworthiness and brand credibility positively influence consumer attitudes, which subsequently drive purchase intentions. Meanwhile, attractiveness has a negative impact on attitudes, while perceived utility, expertise and sponsorship disclosure show no significant effect. Moderation results further demonstrate that these relationships vary depending on contextual (country growth, Internet penetration and cultural perspective) and methodological (gender, research method, age and sample size) factors within the PSR literature and highlight the reasons for inconsistencies in the existing literature.Research limitations/implicationsThis review contributes to advancing the theoretical understanding of PSR. From a practical standpoint, it offers important insights for marketers on optimizing parasocial dynamics to effectively influence consumer attitudes and purchasing behaviour.Originality/valueThe study contributes to the PSR literature by synthesizing the previous studies' findings.
PurposeThis study aims to explore elusive ways in which marketing communications create value for customers and firms. A two-step comparative meta-analysis of prior studies on inorganic (advertising) and organic (word of mouth [WoM]) communication was conducted to provide their aggregate impact on different types of consumer and firm outcomes.Design/methodology/approachThis study identified 157 unique research articles with 175 independent studies/samples with a cumulative sample size of 143,883 to conduct a meta-analysis.FindingsThis study examines the overall efficacy of advertising and WoM on five consumer-related and three firm-related outcomes. Furthermore, this study discusses the moderating effect of contextual factors (industry type, business context and location) on the different main effects to reveal interesting contextual insights.Research limitations/implicationsThis study offers theoretical contributions, provides clear managerial guidance and compiles a set of future research directions.Practical implicationsThis study provides clear direction for managers as they try to choose between and create a mix of organic and inorganic modes of communication.Originality/valueTo the best of the authors' knowledge, this meta-analysis is the first in the field to systematically unravel the comparative effects of inorganic and organic communication.
PurposeThe primary objective of this study is to examine how social powers and consumption values drive engagement with metaverse influencers, while also investigating the mediating role of parasocial interactions.Design/methodology/approachA quantitative online cross-sectional survey was conducted from a sample size of 237 Indian metaverse users and 225 American metaverse users. Data were analysed using covariance-based structural equation modelling.FindingsThe results of direct effects in the Indian context reveal that social presence, physical mobility and emotional value significantly impact engagement towards metaverse influencers. Furthermore, in the American context, the results revealed that informational power, referent power and physical mobility value significantly influence engagement towards metaverse influencers. Parasocial interaction was found to be a significant mediator.Research limitations/implicationsThis study explores behaviour intentions towards metaverse influencers but lacks causal evidence due to cross-sectional data. The generalizability of the findings is constrained by the inclusion of only two countries. Moreover, the study assesses behavioural intentions rather than actual behaviour, and future research could examine potential moderating factors.Practical implicationsThis study also informs brands and marketers about the most significant powers and values that enhance customer engagement.Originality/valueThis research enriches the literature on metaverse influencer marketing by highlighting the mediating role of parasocial interactions. Moreover, this study enriches the literature pertaining to social power theory and the theory of consumption values.
Despite growing academic and managerial interest in strategic flexibility as a critical dynamic capability for firms operating in turbulent environments, the literature on the topic remains fragmented across disciplines, theories, and methodological approaches. This fragmentation results in a lack of integrative understanding as to how strategic flexibility contributes to organizational adaptation, resilience, and innovation. To consolidate existing research and provide a systematic synthesis of the field’s thematic diversity, this study maps and analyzes the core topics (themes) of strategic flexibility research. It adopts a dual-method review approach, integrating topic modeling and the Theory–Context–Characteristics–Methodology (TCCM) framework to synthesize insights from 88 peer-reviewed articles. The analysis identifies ten distinct thematic topics, each of which is further analyzed using the TCCM framework, highlighting variations in terms of theoretical grounding, contextual focus, types of constructs studied (e.g., antecedents, moderators, mediators, and outcomes), and research methodology. The study offers suggestions for future research directions by identifying underexplored contexts, theoretical extensions, and the methodological pluralism needed to advance the field of strategic flexibility. The findings also provide actionable insights for managers by linking research themes with practical concerns related to adaptability, business model reconfiguration, digital transformation, knowledge networks, leadership, innovation, and resilience.
Customer rage has emerged as a critical area of consumer behavior research, where negative consumer experiences have an adverse impact on brand reputation. Despite its significance, existing literature remains fragmented, lacking a comprehensive synthesis of the antecedents, mediators, and consequences of customer rage. To address this gap, this study conducts a systematic literature review of 73 key studies, integrating interdisciplinary theoretical perspectives such as attribution, appraisal, justice, and behavioral theories. Through structured synthesis, we developed a refined conceptual framework that captures the dynamic interplay of psychological, technological, and contextual factors influencing customer rage. Furthermore, we have identified underexplored research areas and proposed future research directions, focusing on theoretical advancements, contextual factors, and methodological innovations. Our findings contribute to the consumer behavior literature and offer actionable insights for businesses navigating customer rage in an increasingly digitalized marketplace.
