This paper aims to investigate the effect of gamification in engaging and motivating consumers for online shopping and also the use of gamification to enhance sales. Moreover, this study has also explored the ethical concerns in gamified marketing. This is a qualitative study to investigate the effect of gamification during online shopping and the ethical issues involved in gamified marketing. Semi-structured interviews with ten gamification experts are conducted and analyzed through NVivo. The themes that emerged from qualitative analysis are the applicability of gamification in online retail, consumer experiences in gamified retail, and ethics and challenges in gamification. Semantic analysis is performed, and as per the viewpoint of the gamification experts, it was found that the perception of ethics in gamification is negative, which shows that there are many unethical practices in gamified marketing. This paper shows that by focusing on every relational aspect of consumer engagement, retailers can build trust and retain their most valuable stakeholdersthe customers, thereby addressing the crucial negative concerns of gamified marketing. This research is one of its types to explore the significant ethical issues that affect consumers in the retail context. The undertaking of this study in an emerging economy adds further insight into gamified retail literature by generalizing the applicability of gamified studies across geographic contexts.
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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