User-Generated Content (UGC) has overshadowed other marketing trends and is a version of social proof. Current customer showcases their real-life experience and motivates potential customers to try these products and services. Building trust, creating community, customer engagement, loyalty, and social amplification are the denouements of UGC. This research investigates the impact of Brand Engagement (BE), Perceived Credibility (PC), Perceived Benefit (PB), and Information Quality (IQ) on attitude towards User-Generated Content (UGC). Also, how a consumer’s purchase intention is impacted by a consumer’s attitude towards UGC. The mediating effect of consumer’s attitudes towards UGC was also examined by this study. A sample of 260 consumers was collected in a structured survey for the analysis of data. To examine the hypothesized linkages between the mentioned variables, structural equation modeling was used. It was found that BE, PC, PB, and IQ have a positive effect on consumers’ attitudes towards UGC. Also, it was found that the consumer’s attitude towards UGC positively affected online purchase intentions. The Bootstrapping procedure shows that consumers’ attitude towards UGC possesses significant influence as a mediator between BE, PC, PB, IQ, and PI. The findings of this study can be useful for managers and marketers to enhance their understanding of the new marketing communication strategies.

Purpose: The current study employs a modified framework of the unified theory of acceptance and use of technology (UTAUT) to predict students' intention to adopt online learning in India. The moderating role of openness to change in influencing the proposed relationships is also assessed.Design/methodology/approach: A structured questionnaire was emailed to 650 students enrolled in various courses in public and private universities in India. In total 424 responses were considered for analysis using structural equation modeling (SEM). Moderation analysis was carried out with multi-group SEM and chi-square difference tests.Findings: The results reveal that there is a significant impact of performance expectancy (PE), effort expectancy (EE), social influence (SI), facilitating conditions (FS) and perceived security (PS) on students' intention to adopt online learning. Further, openness to change moderates the impact of PE, FS and PS on intention of students to opt for online learning.Originality/value: This study is one of the initial efforts to examine the factors affecting students' intention to adopt online learning at the onset of third wave of coronavirus disease 2019 (COVID-19) pandemic in India. Besides the factors of the UTAUT model, this study highlights the importance of PS and openness to change in influencing students' intention to opt for online learning.

Purpose: ChatGPT, a cutting-edge language model, stands as an unparalleled, unmatched conversational ally, showcasing novel versatility and intelligence in its responses. This research delves into the incorporation of ChatGPT, a powerful generative AI tool, into professional communication. This study utilizes the information system success model (ISSM) to examine the role of ChatGPTs in strengthening information quality (IQ), system quality (SQ) and service quality (SEQ) for improving customer usage intention (UI) and satisfaction (SAT). The study also investigates the moderating impact of perceived innovativeness between these relationships.Design/methodology/approach: The research collected data from a sample of 400 customers through an online survey and validated the hypothesized relationships using structural equation modelling (SEM). Process Macros 4.1 in SPSS 22.0 is used to test the moderating role of perceived innovation between IQ, SQ and SEQ and UI and SAT.Findings: The results of SEM analysis indicate that IQ, SQ and SEQ all positively support UI to use ChatGPT for professional communication with SAT. The result also establishes that perceived innovativeness positively moderates the relationship between IQ, SQ and SEQ and UI and SAT.Originality/value: This research study offers novel contributions to the literature and body of knowledge by establishing the moderating role of perceived innovativeness in strengthening the relationship between IQ, SQ and SEQ and UI and SAT. Further, this study also proposes a 2*2 matrix to segment the UI and SAT of ChatGPT users in professional communication with varying degrees of perceived innovativeness.

Purpose : The purpose of this study was to identify, structure, and examine the causal dominance of critical success factors underlying marketing intelligence using a multi-method analytical framework. Methodology : With reference to the growing importance of marketing intelligence for intelligent marketing, this study conducted an extensive literature review (N = 152) and identified 29 critical success factors of marketing intelligence. Further data was collected (n = 256) for principal component analysis and (n = 13) for employing fuzzy DEMATEL. Findings : The results of principal component analysis segmented the 29 dimensions into 7 corresponding factors. Further, fuzzy DEMATEL (Decision-Making Trial and Evaluation Laboratory) was employed to establish Strategic Marketing Planning (SMP), Strategic Business Intelligence (SBI), Customer Brand Co-Creation (CBC), Tactical Marketing (TM), and Strategic Customer Intelligence (SCI) as cause factors, and Competitive Intelligence Analysis (CIA), Digital Dynamism (DD) as effect factors. Originality : This study offered a novel multi-method investigation by integrating the PRISMA framework, PCA, and Fuzzy DEMATEL to identify cause and effect dimensions and enhance system-level understanding of marketing intelligence implementation.