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: The role of mindfulness in influencing green behaviors has been recognized in literature though it has not been explored sufficiently in the context of organic food. This study makes an attempt to explore the role of mindfulness in influencing young consumers' purchase intention (PI) toward organic food in India.Design/methodology/approach: A total of 348 useable responses were collected through an intercept survey at organic food stores using a purposive sampling approach. Data analysis was carried out through structural equation modeling.Findings: Mindfulness emerged as a significant predictor of behavioral intention. Further, the specific indirect effects of mindfulness through attitude, perceived behavioral control (PBC), drive for environmental responsibility (DER) and label reference willingness (LRW) were also significant.Originality/value: This research is one of the initial efforts to link mindfulness with PI for organic food. The results could help the government and marketers tap onto the potential of mindfulness with regard to environment-friendly products and frame appropriate strategies for stimulating the demand for organic food in India

Purpose: The study aims to model the factors influencing online learning adoption by Indian students as well as examine the mediating effect of attitude on the proposed relationships.Design/methodology/approach: A survey was conducted online using a well-structured questionnaire. The target respondents of the study were students of undergraduate and postgraduate courses in India. Structural equation modeling was employed on a final sample of 402 respondents to test the proposed hypotheses.Findings: The results reveal that there is a significant impact of the perceived usefulness, perceived ease of use, social influence, peer influence and self-esteem on attitude toward online learning. Further, attitude significantly mediates the impact of these factors on intention to adopt online learning.Originality/value: The study is one of the initial attempts in the backdrop of the pandemic to examine the mediating role of attitude in affecting intention to adopt online learning by university students in India.

Purpose: This study dwells into the crucial aspects of gig workers' jobs that are absent, with specific focus on the work life of food delivery workers (FDWs) and how it impacts their work happiness.Design/methodology/approach: To create a conceptual model, 21 delivery workers were first interviewed, and the data gathered were scrutinized. Subsequently, a questionnaire was sent to 493 delivery partners, probing about their opinions of work factors that could affect their level of happiness. The collected data were put to study by the authors using AMOS and SPSS.Findings: Five missing work components were revealed by qualitative investigation. The absence of voice, recognition, career growth, work satisfaction, and dignity at work contributed to unhappiness of the workers. The qualitative analysis was supported by quantitative findings. Additionally, company policy moderated the relationship between absence of voice, absence of career growth, absence of job satisfaction and absence of work happiness.Originality/value: To the best of the authors’ knowledge, this is one of the first studies using a mixed-method approach to identify factors contributing to the unhappiness of FDWs in work. The originality of this study also lies in establishing the moderating influence of company policy on the relationship between the absence of voice, absence of career growth, absence of work satisfaction and absence of workplace happiness among the workers.