Artificial Intelligence has been under researched. Machines with deep learning abilities can take digital marketing to new heights with their Artificial Intelligence making all the difference. This research aims to identify the outcomes from the study of Indian customer’s responses across varying demographics to machines and their abilities to sell, which will well be the future of digital marketing. We find that software developers need to build the architecture is partnership with digital marketers who use machines with deep learning by taking attitude of the customers, behavior and choices into consideration. This will unlock huge benefits to the companies as accurate information about customers will be easily available to the marketers in future. How the machines are going to perform under various conditions are explained using a causal model using regression models. SPSS version 24 and R software were used for analysing the data and data regarding the customer’s behaviors, their choices and emotions are collected and based on fuzzy-set qualitative comparative analysis (fsQCA) approach how they can be influenced to use the services of the machine, fsQCA is used to compare case oriented and variable oriented quantitative analysis.

This paper aims to empirically test the impact of entrepreneurial competencies on the performances of SMEs in Bangladesh. The data are obtained from 115 entrepreneurs by a structured questionnaire. The partial least square structural equation modeling (PLS-SEM) method is applied to find the causal relationship between exogenous and endogenous variables. The results reveal that the organizing and leading, learning, relationship, and commitment competencies of entrepreneurs have a meaningful impact on SME performance. On the contrary, strategic and opportunity competencies have no effect on the performance of SMEs. The contribution of this study is to find out the relevant entrepreneurial competencies and to empirically test their impacts on the performance of SMEs in a developing country setting. This study gives insights into the policymakers regarding the entrepreneurship training and development program. Finally, the competency measurement of this study provides a unique scope for designing such training and development programs for entrepreneurs.

This study examines the antecedents/determinants of behavioral intentions toward the utilization of Islamic financial technology for Middle Eastern customers. The study applied structural equation modeling (PLS-SEM). After robust research efforts were invested in the identification of factors, they and were converted into measures, and the results were analyzed. The results demonstrate that the independent variables shown in the UTAUT model have a significant impact on the behavior to adopt Islamic financial technology, which implies that the people are ready to use Islamic financial technology while making online transactions. The work in this study adds to the knowledge regarding the factors affecting behavioral intention to use Islamic fintech, as there is scarcity of studies in this domain, especially in the context of Middle Eastern online customers. Moreover, this study also considers the major categories of online payments.

The purpose of the present study is to identify the determinants of continuance intentions to use FinTech peer-to-peer (P2P) payment apps in India. A cross-sectional survey of 463 FinTech users was carried out during the pandemic with the help of a digital questionnaire. The study has empirically tested an extended expectancy confirmation model and theory of acceptance to examine the determinants of continuance intentions to use FinTech P2P payment apps. We demonstrate that confirmation of prior expectations and post-adoption perceived usefulness determine continuance intention to use FinTech payment services. Cognitive acceptance (trust) and normative acceptance (social influence) not only determine behavioural acceptance (willingness to co-create) but also influences continuance intentions. Confirmation of initial expectations during service use determines satisfaction and post-purchase perceived usefulness. The continuous use of FinTech P2P services can be ensured by fulfilling users' post-purchase expected benefits, fostering trust, and social influence. These can be achieved by gearing up internal resources to provide customized experiences that meet customers' expectations and facilitate fruitful interactions. Only if the mobile experience is accessible and meets the expectations of customers, they would appreciate its performance and value in the offerings leading to extensive use of FinTech P2P services. The present paper is based on extended ECM and the theory of acceptance that aim to explain continuance intention to use FinTech P2P payments. The study findings add to the limited body of research in the context of FinTech P2P payments.

Distress in online classrooms and problematic internet use are two issues that have caused student burnout and affect perceived learning during the COVID-19 pandemic. Given the high pressure placed on students throughout COVID-19, it is critical to understand the influence of problematic internet use (PIU), psychological stress, academic burnout, and resilience on perceived learning (PL). A cross-sectional analytical study was chosen to collect data from 350 learners pursuing undergraduate and postgraduate business/management degrees in Karnataka, India. The data were analyzed using SPSS (Statistical Package for Social Science) and Smart PLS 3. The present study reports a non-significant negative total effect of stress on PL, while there was a significant positive direct effect but a significant indirect negative effect of multiple mediators, namely PIU, burnout, and resilience. In the relationship between stress and PL, burnout has full competitive mediation, and the suppressive effect of burnout and resilience wipes out the beneficial benefit of stress on PL, resulting in reduced PL. As a societal problem, a change in educational policy and prevention strategies for students and organizations (reducing the number of courses, number of exams, and handling parental expectations) would be effective. Emotional intelligence to improve resilience, which assists students in sailing through a current challenging situation and using IT for reducing negative and unexpected emotional outbursts should be encouraged.

Customers can choose to buy products online without certain sensory experiences, such as touching, smelling or tasting. Consequently, product reviews are extremely important to implement online marketing strategies. While reviews can influence customers’ purchase decisions, how they affect the decisions of potential consumers in the case of a growing emerging economy such as India has hitherto not been studied. Positive and negative reviews affect the way customers understand and interpret product information. This study provides multiple methods to identify the relationship between reviews and customer decisions in the case of tier 1, tier 2 and tier 3 Indian cities. The outcomes in tier 1 cities (n = 1200) reveal that reviews have a positive effect on buying decisions. Our empirical findings suggest that online reviews affect consumer attitudes and can significantly influence e-commerce sales in India.