E-commerce industry has witnessed a phenomenal growth globally due to the sudden spread of the COVID-19 pandemic and the advancement of mobile Internet technology, with fast adaption of online shopping technologies by the customers. Previously, online shopping was only available in a few product categories and to a select group of consumers. The COVID-19 guidelines related to safety, physical distancing, closure, lockdown, and other restrictions have insisted that consumers shop online. Because of e-commerce growth, the grocery (FMCG) industry is also equipped with advanced technologies such as the Internet of Things (IoT), cloud computing, and block chain technology. This paper analyzes the UTAUT2 model and its influence on perceived risk and consumer trust in online purchase intention of grocery categories of products among Indian customers. We tried to analyze the growth potential of new technologies in grocery retail and formulated the hypotheses. The results showed that the spread of COVID-19 pandemic had a significant influence on the online shopping behavior of Indian customers. The outcome of the study partly assists businesses in understanding the impact of the factors of consumer adaption of technology, perceived risk associated with online transaction, consumer trust in online technologies and consumer online purchase intention of grocery products. To promote e-commerce in India, the current study suggests that marketers should try to develop consumer trust and lowering the perceived risk associated with online shopping. Some management implications and future area of study based on empirical findings are also highlighted in the present research work.

This study investigates how electronic work of mouth (eWOM) mediates the relationship between marketing relations and brand resonance. Based on the information obtained from 473 customers using an online questionnaire, this study analyses the relationship between eWOM, relationship marketing practices and the brand resonance of lifestyle products in an Indian context. The results from the multiple regression analysis indicate that the proposed hypotheses are valid, that relationship marketing significantly affects brand resonance, and that eWOM significantly mediates the relationship between the relationship marketing and brand resonance of branded apparel. The findings suggest that personalized attention and tangible rewards are effective relationship marketing strategies, and that these relationship-marketing practices—in association with eWOM—build up the strong brand resonance of branded apparel. The present study recommends that marketers should place emphasis on effective online and offline relationship marketing strategies, and should design appropriate eWOM strategies to enhance brand loyalty, brand attachment, brand community and brand engagement. Some of the managerial implications and the future scope of study based on the empirical findings are also highlighted in the present research work.

Purpose: Fear of Missing Out (FOMO) is characterized by the anxiety of missing out on others' experiences, and serves as a key motivator influencing consumer behavior on social media platforms. This study investigates how social media marketing (SMM) affects consumer purchase intentions for lifestyle products in India, with a particular focus on the mediating role of FOMO. Through empirical analysis of 367 Indian consumers, this research aims to provide insights into the interconnected dynamics of SMM, FOMO, and purchase intention in lifestyle products.Design/methodology/approach: This research adopts a quantitative approach, surveying 367 Indian consumers of lifestyle products in India. Utilizing structural equation modeling, the study assesses the relationships between social media marketing (SMM), Fear of Missing Out (FOMO), and consumer purchase intention. Data collection involves targeted surveys, and statistical analyses are employed to unveil the mediating role of FOMO in the SMM and purchase intention nexus.Findings: The study reveals exciting evidence supporting the significant influence of social media marketing on both FOMO and consumer purchase intention for lifestyle products. Importantly, FOMO emerges as a key mediator, elucidating its role in bridging the relationship between SMM and purchase intention. The findings underscore the dual impact of social media, directly shaping purchase intention and indirectly influencing it through the lens of FOMO.Originality/value: This study enriches the existing body of knowledge by elucidating the complex interplay between social media marketing, FOMO, and consumer behavior in India’s lifestyle product market. By identifying FOMO as a critical mediator, the research deepens the understanding of consumer decision-making in the digital era. The study’s originality lies in its theoretical contribution to consumer behavior literature, highlighting FOMO’s mediating role in the relationship between social media engagement and impulsive buying. Grounded in the Technology Acceptance Model (TAM) and the Theory of Planned Behavior, the research bridges existing gaps and provides practical implications for marketers.

Purpose: This study investigates the factors influencing citizen attitudes toward e-government services and their effects on the adoption of e-government services in Saudi Arabia. It sheds light on the moderating role of citizen motivation in the relationship between factors influencing citizen attitudes in favor of e-government services and their adoption and usage behavior in the Saudi Arabian context. The study analyzes both the drivers propelling the uptake and the barriers impeding it.Design/methodology/approach: A descriptive research design was employed in this study, which surveyed 487 respondents from Jeddah and Madina cities and the surrounding region. The research identifies key drivers, including cultural factors, digital literacy, government policy and interventions, privacy and security, technical infrastructure, support services and citizen trust, alongside barriers such as concerns about data security and digital literacy.Findings: The findings reveal the complex interplay of these factors in shaping citizen attitudes toward e-government services and their effects on adoption in Saudi Arabia. The study indicates that citizen motivation toward e-government services moderates the relationship between, adoption and usage behavior.Originality/value: This study contributes valuable insights for policymakers and practitioners by offering a nuanced perspective on e-government service adoption in the Saudi Arabian context. It enhances our understanding of the factors influencing citizen attitudes and their impact on e-government adoption, highlighting the importance of citizen motivation as a moderating factor in this relationship.

The present study was aimed at analyzing students’ perceptions toward mobile assisted language learning (MALL), their use patterns, and their usefulness in their academic outcomes. The results indicated that students use widely different MALL software for different applications. In a survey of 581 students from Indian colleges and universities, the research identified five antecedent factors (namely, individual desire and motives, perceived ease of use, technological factors, social influence, and perceived usefulness) which influenced students in the areas of adopting MALL software, students’ readiness, students’ motivation, and the subsequent effect on student performances. The research further indicated that students’ readiness and their motivation level mediated the relationship between factors of adoption of MALL and perceived outcome. The relevance of positive language learning outcomes, theoretical contribution and managerial implications of the study are discussed.

Good health and reduced inequality are factors of sustainable development. Healthcare systems are considered on68e of the most important activities of the creative economy that arise from research and development activities. Therefore, facilitating access to healthcare is one of the most important challenges guiding the development of the healthcare systems. Access is a complex concept and requires at least four aspects of evaluation. These include whether services are available, whether there is an adequate supply of services, whether people could obtain healthcare, and finally, evaluating whether a population may have access to services. Most countries are working hard to explore the means of providing better healthcare services to their population, especially in the pandemic age of crisis. The Kingdom of Saudi Arabia (KSA) is one such country that is continuously trying to enhance healthcare access to its citizens by adopting different means and policy interventions. The primary objective of this study is to assess whether gender differences exist with unmet healthcare needs among the citizens of the KSA. In this study, we examined the factors affecting the healthcare system in the Kingdom through access to and use of primary healthcare centres in urban and rural areas and whether there is a gender gap in access to healthcare services. In addition, we have tried to explore the current challenges faced by the healthcare system and key points about immediate measures to overcome the crisis in this sector. A well-structured questionnaire was designed covering different dimensions of the study objectives. The population of the study includes both male and female citizens of Makkah city of the KSA. In a survey of 529 respondents, it was found that people’s access to the healthcare service system in the area is good. Test statistics confirm the significant difference in healthcare access across the gender categories of respondents. The availability of services, as well as the barriers to access, must be evaluated in the context of varied groups in society’s differing perspectives, health requirements, and material and cultural surroundings. Some theoretical and managerial implications, limitations, and scope of future research are also presented in the study.