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PurposeThe purpose of this theoretical paper is to introduce a conceptual model to investigate e-learning persuasion through gamification elements using the social psychology theory of elaboration likelihood model (ELM).Design/methodology/approachThe author systematically reviewed several theoretical and empirical papers which applied the ELM in various settings. Based on the literature, the author identified six research prepositions which facilitate to investigate e-learning persuasion through gamification.FindingsThis study contributes to the existing literature by identifying an ELM-based conceptual model which can be used to empirically investigate the e-learning persuasion using gamification elements. Accordingly, the central route persuasion could be conducted through argument quality, demographic differences and technology context facilitated through gamification elements. The peripheral route persuasion could be conducted through variables such as source credibility, social presence and message content.Practical implicationsThis study contributes important findings to the e-learning research by introducing a conceptual model–based on the social psychology theory of ELM. Thereby, this study introduces a method for the future researchers, to investigate the e-learning persuasion using gamification elements. Further, future researchers can use this model to investigate the e-learning persuasion through gamification in different contexts including primary, secondary and tertiary educational levels.Originality/valueTo the best of the author's knowledge, this study can be considered as the first theoretical paper which developed an ELM-based conceptual model to investigate the e-learning persuasion through gamification in education context.

PurposeThis study examined the differential effects of printed advertisements with luxury and nonluxury brands on consumer brand attitude persuasion using a qualitative experimental approach.Design/methodology/approachThe authors adopted a qualitative experimental approach and the authors conducted two experiments over six months. In the first experiment, participants were asked to view five print advertisements related to five different luxury brands. In the second experiment, the same participants were asked to view another five print advertisements on non-luxury brands. The qualitative thematic differences for each brand were analyzed using NVivo software, employing the theoretical assumptions of Petty and Cacioppo's (1981) elaboration likelihood model (ELM).FindingsIn experiments 1 and 2, it was identified that brand experience, personalized brand experience, product quality, product quantity, personal image-conscious, nonpersonal image-conscious, affordability and unaffordability as the main thematic findings leading to consumer attitude persuasion.Practical implicationsThe two main contributions are as follows: theoretically, applying a social psychology theory to the advertising industry offers an understanding of the social cognition stages of a human mindset. As a practical implication, this study's findings guide advertising agencies, marketers and salespeople regarding how to design effective print advertisements in a way that persuades consumer attitudes.Originality/valueThrough the theoretical assumptions of Petty and Cacioppo's (1981) ELM, this paper can be considered one of the first studies to combine social psychology and advertising to investigate the differential effects on consumer brand attitude persuasion for luxury and nonluxury brands.

PurposeThis paper aims to assess the readiness of retail workers to use blockchain technology (BCT) to improve supply chain performance. The assessment was made via a quantitative approach taken using a theoretical framework based on Keller's motivation model and self-determination theory in the BCT context.Design/methodology/approachThe authors collected data from 567 retail workers from an emerging country through a structured survey questionnaire. The authors tested the hypotheses of the proposed model using Warp PLS 7.0 and controlled firm age, industry type and technological intensity.FindingsOur findings may help firms in making the process of digital transformation inclusive. The authors found that supplier-based attention and motivation through BCT lead to supply chain performance, and that supplier-based satisfaction and trust achieved through BCT positively impact supply chain performance. Further, supplier-based relevance on raw material selection with the higher trust and motivation levels achieved through BCT was found to have a positive impact on supply chain performance.Research limitations/implicationsIT supply chain applications are referred to as "lean" rather than "rich" because they still rely mainly on written and numerical means to present data. When the environment is less ambiguous, then less rich media can be used to facilitate communication. IT supply chain applications allow suppliers to spend time building relationships with other suppliers instead of focusing on administrative tasks, thus enhancing such relationships.Originality/valueThis study can be considered the first to assess retailer readiness to use BCT to improve supply chain performance through the theoretical lens of Keller's motivation model and self-determination theory.

PurposeThe purpose of this study is to investigate visual comprehension in memory for 360-degree video advertisements amongst adolescents under single and repeated viewing conditions.Design/methodology/approachThis study explored visual comprehension in memory for 360-degree video advertisements using the theoretical assumptions of the social psychology theory of social information processing by Wyer (2003). The authors conducted two experiments over a timeline of three months. In the first experiment, participants watched the 360-degree video advertisement once, and after one week, the same set of participants watched the same advertisement again. The theoretical assumptions in the comprehension unit were used to design the experiments and to explore visual comprehension in memory for 360-degree video advertisements. The data were collected using surveys and interviews through an experimental research design approach. NVivo software was used to analyse the data.FindingsThis study found that while female participants were able to comprehend colours in the visuals better, male participants were better able to comprehend facial expressions presented in the visuals. Further, both female and male participants were able to comprehend locations within the advertisement visuals. It was found that participants understood the plot or the story of the advertisement better after the second viewing than after the first viewing.Practical implicationsThe two main contributions from this study are as follows: from a theoretical perspective, the application of a social psychology theory for the advertising sector enables us to gather more insights about the social cognition stages of a human mindset such as information retrieval, judgement, decision making, goal stimulation and short- and long-term memory. In doing so, this study not only explored adolescents' visual comprehension memory of 360-degree video advertisements, but it also contributed to the theory of social information processing by Wyer (2003) by exploring consumer visual comprehension memory. From a practical perspective, the findings of this study provide a solid foundation for future advertising firms or agencies, marketers, and salespeople on how to design effective advertisements using 360-degree video versions in a way that appeals to consumer visual memory.Originality/valueThis paper can be considered as amongst the first studies which combine social psychology with advertising to investigate visual comprehension memory for 360-degree video advertisements amongst adolescents.

PurposeThe purpose of this study is twofold. Firstly, the authors have conducted a systematic investigation considering the historical pandemic periods (1991–2021) over 30 years to identify critical factors and business failure phenomenon during pandemics to explore "what", "why" and "how" factors contributing to business failure during the COVID-19 pandemic and secondly identified interlinks of these factors to explain the phenomenon of business failure strategically through various quantitative models.Design/methodology/approachFirstly, the critical factors were identified through previous literature and systematically reported in accordance with the PRISMA guidelines. To remove any bias in critical factor selection, Delphi method was employed. In the second phase, m-TISM approach was adopted to understand the interrelationships of the factors to develop the hierarchy levels. Lastly, MICMAC analysis was also done to evaluate the driving and dependence powers of the critical factors. For implementation of the stated methodology, expert opinion was collected to assess the critical factors based on their knowledge and experience. A total of seven experts were involved in this study.FindingsTwo major takeaways from the results of phase one were that "external environmental changes" was at the highest level and had the highest driving power as well as the lowest dependence power, while "inappropriate marketing techniques" was at the lowest level and had the highest dependence and lowest driving powers.Practical implicationsThe ever-developing digital technologies act as a synonym to innovation and are shaping up to be the key to future-proofing any industry. However, before one can move towards developing effective strategies to mitigate any business disruptions, there is a need to assess the causes of business failures in the first place which is a major managerial implication identified through this study.Originality/valueThis paper can be considered as the first few studies to conduct a systematic investigation considering the historical pandemic periods (1991–2021) over 30 years to identify critical factors and business failure phenomenon during pandemics to explore "what", "why" and "how" factors contributing to business failure during the COVID-19 pandemic and secondly identified interlinks of these factors to explain the phenomenon of business failure strategically through various quantitative models.

AbstractNeuroscience and its offshoot as neuromarketing have helped marketers understand neuroscientific aspects of customers while gamification has helped them understand the psyche of consumers. Despite neuromarketing's many potential benefits to businesses, little academic work has been done on the field so far. Most studies have examined consumer shifts during and after pandemics without analyzing them from two critical perspectives: neuroscientific theories and psychology theories. As the two streams of knowledge lean on each other, their interdependence in the field of e‐engagement needs exploration. The purpose of this study is to answer an important question – "How do marketers use gamification and neuromarketing to understand online engagement of consumers?". We used a quantitative empirical research approach to assess the inter‐relationship between neuromarketing and gamification. The study collected data from digital marketing strategists of retail firms to propose a theoretical framework for self‐determination theory in successfully implementing new age technologies by plugging the cues of gamification and neuromarketing. The framework would be useful for retail firms to design digital marketing strategies for capturing the attention of consumers across different geographies. Findings indicated that, marketers are interested in neuromarketing for two main reasons: first, they think it can help them save money and improve their marketing plans, and second, they think that cutting‐edge research techniques such as brain imaging can help them get more accurate findings.