PurposeDrawing on self-determination theory (SDT), this study analyzes the impact of gamified and personalized coupons on the intention to redeem digital coupons in the presence of consumer engagement and technology anxiety.Design/methodology/approachA between-subjects factorial experimental design was used to examine the influence of three personalizations (no personalization, personalization and hyper-personalization) and two gamification levels (game and no game) on digital coupon redemption intention and consumer engagement.FindingsThe results found a significant interaction between the types of personalization and gamification, with personalized coupons having a greater impact on the intention to redeem digital coupons than hyper-personalized and non-personalized coupons. Consumer engagement was found to mediate the relationship between types of coupons and intention to redeem digital coupons. However, technology anxiety was not found to be significant as a moderator.Originality/valueThis study makes an important contribution in its application of SDT to examine the interaction impact of types of coupons and gamification conditions in the context of digital coupon redemption. This unique approach underscores the novelty of the research and its potential to provide valuable insights for the coupon industry.

This study proposes a meta-analytic framework with the underpinnings of unified theory of acceptance and use of technology, value-based adoption model, and brand relationship quality theory to summarise online food delivery (OFD) literature. Meta-analytic bivariate analysis was used to test the relationships in the proposed model. Further, by performing moderation analysis, this meta-analysis resolves inconsistencies in the findings reported in the domain’s literature. Performance expectancy, effort expectancy, social influence, facilitating conditions, and perceived risk determine perceived value, while perceived value has a significant positive impact on usage behaviour which in turn triggers satisfaction, trust, and loyalty. Moderation analysis indicates that these effects can vary in the OFD literature depending on various contextual and methodological moderators. This review, being the pioneer meta-analysis in OFD domain, advances the domain’s literature. Practically, the findings provide several implications for enhancing consumers’ perceived value and customer responses to OFD services.

This research investigates how various personality traits influence individuals' inclination to engage with the metaverse. The study gathered 332 responses to assess the hypotheses derived from both the Big Five personality traits and the Dark Triad personality framework. The study also investigates the mediating effect of attitude towards the metaverse and the moderating role of fear of missing out (FOMO). The findings suggest that extraversion, agreeableness, neuroticism, narcissism, machiavellianism and psychopathy have a significant impact on the intention to use metaverse. Further, attitudes towards the metaverse and FOMO are found be to significant mediator and moderator, respectively. Finally, artificial neural network (ANN) results reveal narcissism to be the most important predictor of intention to use metaverse. This research makes a valuable contribution to the field of personality traits and offers insights to marketers regarding the personality traits that are more inclined to embrace the metaverse.

This study aims to systematically review the extant literature on online food delivery. The literature on online food delivery is synthesised in terms of theories, contexts, methods adopted and analytical techniques used. The literature review suggests that online food delivery research has transitioned from website-based food delivery to online to offline, mobile application-based food delivery, and drone-based food delivery. Further, based on the synthesis, we have developed a conceptual framework that shows the frequently reported antecedents, mediators, moderators, and consequences in online food delivery literature. Moreover, by identifying overlooked areas of online food delivery research, some insightful future research directions have been proposed to further advance this research domain. This review contributes to the hospitality literature, specifically to the food delivery literature.

The consumers, employees, and organizations have been deeply impacted by Covid-19 pandemic. The present study offers a detailed coping mechanism for organizations based on the extant literature and content analysis of responses of senior management executives. The study is based on semi-structured long interviews with senior executives from various industries. Various measures have been identified for firms as a coping strategy for crisis management and customer well-being. Covid-19 has changed the way individuals live. This study suggests that firms should come forward for well-being of their employees in this new normal. One of the major shifts due to pandemic is in consumer behavior and their consumption habits. Pandemic made consumers go for digitization, think for hygiene, sustainability, and local products. And firms should keep the changed consumer behavior in mind while manufacturing the products. Furthermore, present study suggests that firms can create a positive image of their company by doing CSR activities for society's well-being.

The fierce competition in the healthcare sector has forced the hospitals to go for branding. The hospitals have various options like print, radio, TV, and digital media for conducting their brand management exercise. The analysis showed that the best hospitals around the globe have focused more on social media marketing for their brand-building exercise. This study conducted a rigorous structured literature review to understand the best practices for healthcare branding using social media tools. The study also conducted a benchmark analysis of social media marketing efforts of the leading global hospitals. It also analyzed the popular online healthcare communities to find the best social media marketing practices adopted for hospital brand building. The practical suggestions for how to leverage the various social media channels for better hospital brand building have also been highlighted.

The low redemption rate of coupons presents a challenge for marketers and scholars. While numerous studies have endorsed the potential of mobile (m)-coupons, not much is known about the consumer's intention to redeem such coupons. This study uses Value-based Adoption Model (VAM) to explain the redemption intention of m-coupons among coupon redeemers. Apart from studying coupon proneness and perceived convenience, this study empirically examined perceived privacy risk (PPR) (first moderator) and repeat usage behavior (second moderator) for m-coupon redemption intention. One of the key findings from 637 m-coupon users suggest that high repeat usage behavior of m-coupon redemption diminishes the influence of PPR. This suggest that marketers should offer a seamless end to end customer journey to increase m-coupon redemption. The other managerial implications have also been highlighted in the study.

The growth in internet adoption has made digital coupons a popular promotional tool. However, the extant literature on digital coupons is at an embryonic stage and requires theory building. This study adopts an inductive grounded theory approach to explore the new horizons for digital coupon redemption. The results showed that the intention to search and subscribe is a key driver of redemption, while coupon proneness and coupon acquisition value are its dimensions. Social media reviews, past experience, privacy risk, and customization are more relevant today for coupon redemption. The study also proposes segmentation of coupon users into deal buyers, planners, and convenience seekers based on consumer behavior.

The purpose of this study is to develop a reliable and valid scale for measuring digital coupon redemption. The scale development process began with the grounded theory approach for item generation. This was followed by the development of a conceptual framework, item generation, initial reliability analysis, exploratory factor analysis and confirmatory factor analysis (CFA) based on primary data collected from 609 participants. For validating the scale, the CFA was repeated using data from 411 unique participants. Results from two independent surveys supported the proposed scale in terms of construct, convergent and discriminant validity. Survey study resulted in a 45-item digital coupon redemption scale. It also covers digital aspects such as intention to search, attitude toward internet searching, perceived risk, perceived convenience and personal innovativeness which were not covered in earlier promotion scales. This scale would assist marketers to maximize digital coupon redemption during their promotion campaigns. This is the first attempt to provide a comprehensive scale to measure digital coupon redemption in the marketing literature.

Abstract This study proposes a framework to improve the understanding of factors influencing consumer’s intention to redeem digital coupons by employing meta-analysis. The low coupon redemption rates of around two per cent remain a major challenge for the marketers. This study focuses on this pertinent issue by employing the meta-analysis procedure for the first time on digital coupons. Additionally, a systematic literature review has also been conducted on coupons. Results suggest that customer behavioural characteristics such as attitude along with coupon proneness have a higher influence on coupon redemption rates than the coupon design elements which impact perceived value and convenience. Meta-analysis reveals important gaps in the extant literature and identifies the future agenda.

Purpose This study aims to analyze the available literature on the use of digital marketing in a business-to-business (B2B) context. It identifies gaps in the current research knowledge and proposes a research agenda for scholars and practitioners. Design/methodology/approach A systematic literature review has been conducted on B2B digital marketing. The various themes have been identified on the basis of the comprehensive analysis of extant literature. Also, semi-structured interviews with B2B marketing experts were also conducted to further refine the emerged digital marketing themes. Findings Although some B2B firms use digital marketing, most are unable to leverage its full benefits because of the dearth of comprehensive research on the subject. This review provides an insight into the emerging themes by developing a collaborative conceptual framework. The review highlights that few areas such as digital marketing communication and sales management have witnessed steady development while decision support systems, critical success factors, electronic marketing orientation (EMO), etc., were lesser explored. Furthermore, it identifies research gaps and highlights the emerging research themes for future researchers. Practical implications The collaborative framework will help organizations to align their digital marketing activities as per the changing market dynamics such as the focus on building social media capability, EMO and value co-creation. Originality/value Research on the use of digital marketing by B2B firms is still at the embryonic stage. This study is a pioneering effort to review the use of digital marketing in B2B organizations and identify research priorities for scholars and practitioners.

The coupon is one of the most popular methods of promotion. This study focuses on developing a comprehensive framework for measuring usage intention of digital coupons among moviegoers. The study adopted a step by step 'S-P-A-D-M' procedure for building a framework for usage intention of digital coupons by reviewing the extant literature and by interviewing domain experts. The framework highlights that intention to search, coupon proneness, and perceived coupon value are the key variables influencing the usage intention of digital coupons. Propositions have also been developed for each relationship. This study provides managerial guidelines to increase coupon redemption and identifies future agenda based on the proposed framework.