Purpose: In recent times, the growing use of electronic word of mouth (eWOM) has attracted consumers, organizations and marketers alike. The objective of this study is to summarize and compare the current mass of eWOM research published in leading hospitality and tourism journals with research published in the other fields of both business and management.Design/methodology/approach: This study uses multiple bibliometric analysis methods, including citation, co-citation, keyword and co-word analysis. It compares various assessments of eWOM research published in 399 selected business publications and 398 selected hospitality/tourism publications (ABDC A and above and ABS 3 and above) between 2003 and 2021.Findings: The co-citation analysis identified three thematic areas under each of the domains, i.e. in the hospitality/tourism field, the three themes included eWOM and behavior; eWOM and social media; and eWOM as a marketing tool. Similarly, under the business field (encompasses remaining business and management subdisciplines), the three themes are eWOM and sales, eWOM quality and attributes; and eWOM, information and consumer. Additionally, the word and co-word analysis mapped the comparative evolution of research in these two fields. The study advocates more research focusing on less researched platforms using diverse data, recommender systems adoption and application of eWOM in the business to business (B2B) context.Research limitations/implications: This study summarizes the overall theoretical and conceptual structure of eWOM research in both business and hospitality/tourism fields; based upon which, several recommendations for future research are proposed.Originality/value: By comparing the developments in the specialized hospitality/tourism sector with broader management literature using multiple, complementary techniques, this study brings out important insights for hospitality/tourism researchers.

Purpose: Celebrity endorsement is a preferred marketing communication strategy adopted by business firms. The present study suggests theoretical underpinnings for investigating the effect of celebrity endorsement on individual investors' intentions to invest in the shares of companies. The study integrates marketing communication and behavioural finance theories to understand investor behaviour in the stock market.Design/methodology/approach: The study used a questionnaire based on a conjoint analysis technique. The retail investors from India filled out the questionnaire. The authors developed an orthogonal design to generate retail investors' investment intentions and applied the full-profile conjoint method.Findings: The results reveal that investors prefer to invest in technology-related firms when they employ entertainment celebrities to endorse their products. Investors prefer that entertainment celebrities' personalities match the single brand only they are endorsing. Further, investors choose to invest during corrective market trends in emerging economies, such as India.Originality/value: The study offers practical implications for corporate entities and marketing professionals by analysing retail investors' investment intentions in financial markets.

The study aims to identify the various factors influencing adoption of e-grocery in India. The factors which have been analysed in this study include guidance for shopping, transaction security, sensory perception while shopping and product assortment and availability. The impact of these factors has been studied on perceived risk, perceived communicability, perceived compatibility and perceived complexity. The interactions have been hypothesised to influence customer's choice of shopping for groceries online. The sample has been selected from the MBA graduates from a leading business school in India as these MBA graduates have joined the program after the work experience and majority of them are married and they are the prospective innovators which will contribute hugely in the success of e-retailing in India. Questionnaire has been administered to 500 respondents and 440 responded. Multiple regression analysis has been used to analyse the data. A thorough understanding of the factors influencing online grocery purchase adoption could lead to the designing effective marketing mix by online retailers to grow their business.

Purpose: Artificial intelligence (AI) has profoundly reshaped financial decision-making, introducing a paradigm shift in how institutions and individuals navigate the complex finance landscape. The study evaluates the significant impact of integrating advanced AI and large language models (LLMs) in financial decision analytics. Design/methodology/approach: The study offers FinSageNet, a novel framework designed and tested to harness the potential of LLMs in financial decisions. The framework excels in handling and analyzing large volumes of numerical and textual data through advanced data mining techniques. Findings: FinSageNet demonstrates exceptional text summarization capabilities, outperforming models like FLAN and GPT-3.5 in Rouge score metrics. The proposed model has shown more accuracy than generic models. Originality/value: The study emphasizes the significance of consistently updating models and adopting a comprehensive approach to integrating AI into financial decisions. This study improves our understanding of how artificial intelligence transforms financial analytics and decision-making processes.