A rapidly graying population has coincided with the widespread use of information technology (IT) since the turn of the 20th century. As the elderly are less familiar with IT, paying attention to the acceptance of the rapidly evolving digital marketing ecosystem is essential. Engagement with consumers and M-technologies is one of the most significant aspects of the digital marketing environment. The technology acceptance model (TAM) and the theory of planned behavior (TPB) were used to develop the theoretical framework of this study. Using technological anxiety as a moderating variable, we tested the theoretical model linking perceived value, subjective norm, effort expectancy, performance expectancy, and self-efficacy to measure older adults’ attitudes and intentions toward M-technology. Sample sizes of 251 respondents were selected with 95% confidence. To analyze the relationships between the variables proposed, structural equation modeling (SEM) was implemented. The results revealed that perceived value positively affects performance expectancy, effort expectancy, self-efficacy, subjective norm, attitude, and intention to adopt M-technology. Furthermore, technology anxiety moderated the effect of intention toward M-technology. The results explain that technology anxiety dampens the positive impact of the attitude of older adults on their intention to adopt M-technology. Managers must address this issue while developing marketing strategies for elderly consumers.

Technological advances have ushered in the era of “e-services.” Scientists and academics are trying to determine how e-services affect citizens’ lives, satisfaction, and future service quality. As e-government emerges, this knowledge leads to improved frameworks for delivering e-services. This study examined the factors influencing Pakistanis to adopt e-government services, particularly those living abroad. Online surveys (structured questionnaires) were administered primarily among Pakistani citizens, including those residing in China and Turkey, via social media networking techniques. Purposive convenience sampling was used, 599 people were surveyed, and the results were considered complete enough to analyze. Structured equation modeling (SEM) and Amos were used to interpret quantitative research results. Results show that values are strongly correlated with expectations about others’ efforts. An invaluable feature of e-government services is their simplicity of use. It may be possible for policymakers to overcome barriers to e-government by using these research findings.

In this study, the concept of online food purchasing is explored where consumers are not required to visit markets to purchase their foods, especially during the COVID-19 pandemic. Thus, the purpose of this study is to investigate the relationship between perceived e-service quality and related customer service outcomes in online shopping context. The influence of sustainable marketing practices in terms of perceived e-service quality (ESQ), perceived usefulness of online reviews (PUO), brand self-connection (BSC), personal innovativeness (PRI), and willingness to pay for online food services (WPO) has largely been neglected in the previous studies. The present study proposes a conceptual model to fill this gap and empirically examines how ESQ affects PUO, BSC, WPO, and e-word-of-mouth (e-WOM) of food delivery service brands. An online questionnaire survey was conducted with 423 customers utilizing the PLS-SEM-based approach to determine product indicators. Empirical results reveal that ESQ significantly influence BSC and PUO. In the same vein, PUO significantly influence BSC, while BSC significantly influence e-WOM and WPO. The results further indicate that PRI moderates the relationship between ESQ and BSC. In a post-pandemic context, our analysis indicates enormous implications for food service delivery brands in emerging economies. Online food service providers should consider reviewers’ opinions about the products and services they offer and encourage their customers to write positive reviews of the products and services they offer.