Purpose The purpose of the study is to explore the various determinants of virtual communication technology (VCT) adoption among higher educational leaders by applying Unified Theory of Acceptance and Use of Technology 3 (UTAUT3) model. Further, this study ascertains the relationship among the various determinants and measure the effects of these determinants in adoption of VCT by educational leaders. Design/methodology/approach The study was conducted by using online survey method for data collection from 380 educational leaders of India through a convenience sampling procedure. The structural equation modelling technique was adopted to assess the dimensions of VCT adoption and test the proposed model and hypotheses. Findings The findings revealed that performance expectancy (PE), effort expectancy (EE), social influence (SI), facilitating conditions (FC) and personal innovativeness (PI) have positive and significant effects on intention to use VCT (ITUVCT) and actual use of VCT (AUVCT), i.e. e-leadership communication adoption. Besides this, there is also a significant and positive effect of ITUVCT on actual usage of VCT by the educational leaders. Research limitations/implications This study makes its contribution to the literature related to technology adoption recommended in previous research for expanding the contexts through new studies and generalizing the UTAUT3 model, specifically in the teaching–learning and administrative perspectives. The results of the study will be further helpful for the researchers and practitioners to better understand the factors that influence higher educational leaders to adopt VCT. Originality/value The authors applied the UTAUT3 model and explored the factors determining the adoption intention of VCT among educational leaders. This study is the first study that adopts UTAUT3 model in Indian educational leaders’ context.
Purpose YouTube (YT) has become a trend among millennials, and thus, marketers are trying to harness the power of it to communicate with them. Global marketers need to understand the mechanism of communicating via YT advertising (YTAD), especially in India that consists of 440 million millennials to re-strategize their YT communications. Consequently, this study aims to examine the influence of YTAD on the cognitive attitude, namely, brand awareness (BA) and brand knowledge (BK) of Indian millennials. The study also tests the moderating impacts of gender, device used for YT watching (DEYTW), duration and frequency of YT watching (DUYTW and FEYTW) on BA and BK. Design/methodology/approach Generalized linear model – analysis of variance has been used to investigate the proposed relationships in the study. Responses of 294 Indian millennials who watch YTAD regularly have been used for the final analysis. Moderating effects were also tested using Bonferroni pairwise comparisons. Findings The results revealed that YTAD significantly improves the cognitive attitude (BA and BK). However, gender was not found to have any moderating effect in the relationship of YTAD with BA, whereas moderating effects of gender were observed in the relationship of YTAD with BK. Furthermore, other moderators including DEYTW, DUYTW and FEYTW were found to have significant moderating impacts in the above-mentioned relationships. Practical implications In a country like India, comprising the largest millennial population of the world who spends a significant portion of their time in watching YT, it becomes crucial for global marketers to understand how the cognitive attitude (i.e. BA and BK) of millennials improves by watching YT advertisements. As it will help them in strategizing their communications on YT to get favourable consumers’ responses like purchase intention and actual purchase that may happen only when people have favourable cognitive attitude towards advertised brands. Originality/value The study offers new perspective to the field of communication by investigating the impact of YTAD on the cognitive attitude (i.e. BA and BK) of Indian millennials.
Stockpiling emerged as a common feature during the second wave of COVID-19 as people rushed to markets to stock up everything from packaged foods such as biscuits, noodles, packaged rice and edible oils, to hygiene and sanitizing products, to medicines and oxygen cylinders, the list is endless. Accordingly, it becomes imperative to investigate this stockpiling behaviour to get better insights into the phenomenon and to provide implications for both marketers as well as the government. Based on the Stimulus–Organism–Response (SOR) model, this study aims to investigate how in the stress and tension resulted in the second stage of COVID-19, stimuli like perceived risk, perceived scarcity and social influence affect the judgement of consumers for perceived benefits of stockpiling, which in turn motivate them to stockpile. Additionally, the study examines the mediating effect of perceived benefits. The proposed model is tested and validated using structural equation modelling and bootstrapping based on 309 responses collected from Indian consumers who were involved in stockpiling during the second stage of COVID-19.
This study is aimed to propose a quantitatively supported framework regarding different types of risks involved in BRI and strategic solutions to neutralize the risks. The conceptual model and related propositions are advanced, based on bibliometric and science mapping analysis of 367 articles published over 6 years about risk, success, failure and dissent about the projects, and strategies to mitigate these risks. The descriptive statistics and science mapping approaches using co‐citation analysis were performed with VOSviewer software. A co‐citation analysis, coupled with content analysis of most co‐cited articles, uncovered four underlying research streams, including “Infrastructural expansion and political & economical risks,” “Investment choice through impact assessment and cultural risks,” “Environmental risks,” and “Real outcomes of BRI projects and viewpoint of host countries.” Among the four strategies identified, developing trust in the Chinese system can be created through National Branding by Chinese MNEs to mitigate the geo‐political risks. Second, Guanxi neutralizes the reputation risks and cultural friction in collaborative projects and positively affects BRI project implementation. Third, the localization of management and processes can also help in offsetting the environmental risks in post COVID scenario. Lastly, increasing multilateral funding for sustainable infrastructure can be used to boost financial capacity building and mitigate financial risk to a certain extent. The present study has been a novel attempt to relate current research themes to emerging areas under BRI. This study is one of its kind which focuses on reshaping the views of practitioners, researchers, and policymakers on the multifaceted areas and themes in the BRI research field, to examine the risks and a roadmap for future research.
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