Purpose : The research focused on understanding the impact of flash sales on impulse buying behavior in the gadget industry. It also explored the effect of fear of missing out (FOMO) on the sales of the gadgets. Design/Methodology/Approach : The research employed a quantitative method, and the primary data were collected through a structured questionnaire. The sample size was 340 Indian consumers who had engaged in impulse purchases of electronic items. To gather constructive insights, purposive sampling was used. Data analysis was conducted with the help of PLS-SEM. Results : The results of the study revealed a positive correlation between flash sales and impulse buying. The impact of fear of missing out (FOMO) was a partial mediation effect on the relationship. This proved that the psychological pressure often triggered impulsive purchases among consumers, and their decisions were more driven by promotional triggers. It was also shown that with increasing age and income, there was less impact of these strategies and marketing techniques. However, the flash sales worked best on the younger generations due to their interest in technology. Practical Implications : The results provided actionable recommendations for digital retailers and marketers regarding flash sales, even for high-involvement products like gadgets. Additionally, the results highlighted the need for ethical promotion design, especially when dealing with younger and more vulnerable consumers. Originality/Value : The study built upon the literature of impulse buying by contributing to the understanding of emotionally driven decision-making in digital markets by empirically exploring the FOMO as a mediating variable in the purchase of gadgets in flash sales.
Purpose : The paper examined the empirical studies on green human resource management in the service sector and focused on identifying the theoretical underpinnings and nomological networks in those studies. Methodology : Using data from Web of Science, Scopus, and Google Scholar, the study examined empirical papers on Green HRM in the service sector between 2011 and 2024. Findings : We concluded that theoretical frameworks from psychological and social psychological disciplines dominated the existing studies. The nomological network analysis highlighted the use of Green HRM variables at individual and organizational levels, particularly as mediators or moderators. Practical Implications : The findings highlighted the importance of integrating Green HRM practices with team-level dynamics and cross-disciplinary approaches to enhance sustainability efforts. Originality : This paper summarized the Green HRM literature and proposed new directions for research.
Purpose : This study aimed to offer an understanding of how sustainable development, technology, and marketing are connected by demonstrating how generative AI (GenAI) can create game-changing marketing practices to increase profits and support the environment. Additionally, this study sought to facilitate the understanding of the GenAI mediator between transformative marketing practices and sustainable development goals. Methodology : The investigation under analysis was quantitative and descriptive. A cross-sectional survey design used to gather 548 sample information of various sample of marketing executives (N = 196), consumers (N = 224), shareholders (N = 56), and suppliers (N = 72). The reactions were gained on a structured questionnaire in terms of a 5-point Likert scale. In this approach, statistical analysis was used, using the AMOS version 23, which measures the systematic method of evaluating the hypothesized associations. Findings : GenAI could be used in conjunction with sustainability marketing to improve its effectiveness, originality, and effectiveness. Firms would be forced to face difficulties and adjust to conditions in the industry to exploit this technology in the realization of SDGs. Practical Implications : For people working in the industry, the research demonstrated that by exploiting GenAI, marketing results, consumer interactions, and social outcomes of the campaign can be significantly improved. To implement AI in their organization, companies could develop specific sustainability-oriented marketing campaigns, streamline content creation, and determine the current effect of their actions on SDGs. Originality : The evidence gave scholars, research professionals, and corporate managers practical application of AI to propel innovative and sustainable marketing campaigns.
Purpose : The research aimed to analyze how user engagement acted as a mediating factor in the association among various aspects of the OTT platform experience and overall user satisfaction (US). Integrating the technology acceptance model into this study provided insights into user experience with OTT platforms. Design/Methodology/Approach : This study used a quantitative approach. It was based on primary data collected from a sample of 384 OTT users via a structured survey. The study tested the impact of perceived usefulness (PU) and social influence (SI) on user satisfaction (US). The study also delineated the mediating role of user engagement and the moderating effect of technological readiness (TR) on the US. Moreover, the study tested the impact of predictor variables on the response variable using PLS-SEM. Findings : The study found that the US was vital for OTT platforms to remain competitive and deliver an extraordinary user experience. User engagement (UE) was a noteworthy positive mediator between user experience and satisfaction. A positive user experience led to superior engagement, which, in turn, amplified satisfaction. Practical Implications : This study’s findings offered valuable insights for OTT service providers, underscoring the importance of enhancing platform usability, leveraging SI, and upholding UE to optimize US. The platform managers gave greater consideration to visual elements, such as colors, design, and structure, which improved the sensorial experience. Originality/Value : This study offered unique insights into OTT platforms in the US, focusing on the mediating role of UE in relation to PU, SI, US, and technological readiness.
Purpose : This paper examined the adoption of pico-solar products in rural India through the lens of diffusion of innovation (DOI). This study aimed to explore the effect of relative advantage, compatibility, complexity, and affordability on the adoption of pico-solar products and identify key determinants boosting the adoption. Methodology : Primary data were collected from 568 users and potential users of pico-solar products in the rural areas of the Pune district of India through a structured questionnaire. In order to better capture the non-linear relationships among the variables, a machine learning (ML) method – Random Forest was employed. The model performance was measured using the metrics MAE, RMSE, R2, and cross-validated R2. SHAP analysis, feature importance, and partial dependence plots (PDPs) were used for the analyses. Results : SHAP analysis and feature importance evaluation showed that relative advantage is most important in driving the adoption, followed by affordability, compatibility, and complexity. PDPs verified that the individual’s relative advantage perception, affordability, and compatibility enhanced adoption, and increased complexity decreased adoption likelihood. Practical Implications : The investigation showed that solar choice is not only determined by financial factors, but it also considers easy product usability, compatibility with rural lifestyles, and advantages over conventional energy. These implications would guide policymakers, solar enterprises, agencies, and firms regarding the development of marketing strategies focusing on financial incentives, easy product designs, and consumer training programs to boost pico-solar product adoption. Value : This work is a pioneering study to combine DOI and random forest modeling in the field of pico-solar products adoption.
