Purpose: This study explores features that impact consumers' purchase intention through artificial intelligence (AI), because it is believed that through artificial intelligence, consumers' intention to purchase grows significantly, especially in the retail sector, whereby retailers provide lucrative offers to motivate consumers. The study develops a theoretical framework based on media-richness theory to investigate the role of perceived anthropomorphism toward an intention to purchase products using AI.Design/methodology/approach: The study is based on cross-sectional data through an online survey. The data have been analyzed using PLS-SEM and SPSS PROCESS macro.Findings: The results show that consumers tend to demand anthropomorphized products to gain a better shopping experience and, therefore, demand features that attract and motivate them to purchase through artificial intelligence via mediating variables, such as perceived animacy and perceived intelligence. Moreover, trust in artificial intelligence moderates the relationship between perceived anthropomorphism and perceived animacy.Originality/value: The study investigates and concludes with managerial and academic insights into consumer purchase intention through artificial intelligence in the retail and marketing sector.

The purpose of this study is to understand the mechanism through which cross-channel integration (i.e., both physical and digital) influences consumer retention. The study uses the stimulus-organism-response model framework, which conceptualizes how cross-channel integration influences consumers’ feelings of empowerment and satisfaction that stimulate their retention behavior. The study also explores the impact of a retailer’s unreliability on a consumer’s phygital experience in retailing. Data were collected through an online questionnaire survey (n = 427) and analyzed using SPSS AMOS 25 and PROCESS Macros. The findings suggest that cross-channel integration helps in consumer retention. Consumers’ relationship with the retailer gets strengthened because consumers feel empowered and satisfied with the product/service being rendered. Importantly, this study is possibly among the first to explore how channel integration in retailing can impact the consumers’ phygital experience, and in the process, influence their long-term association with retailers.

Purpose: The paper tries to investigate the impact of applications of the resource-based view (RBV) theory in the management field to improve the firm’s profitability. Global firms are innovating and adopting new technology, paving the way to improve their performance.Design/methodology/approach: We have adopted RBV in management practices such as marketing, strategy, finance, and human resources.Findings: RBV has gained researchers' attention with the growing competitive world and new challenges to retaining customers and achieving their pre-defined targets. We attempt to identify the issues related to the usage of RBV in management.Originality/value: Using RBV in management may help researchers create a competitive mindset and be prepared for uncertain challenges in the business world.

Purpose: This paper analyses the effect of circular economy practices on sustainable supply chain performance. The study explores the impact of mediating variables such as supply chain flexibility and capabilities and the moderating role of supply chain integration in the relationship between circular economy practices and sustainable supply chain performance in Indian manufacturing firms. The study builds on the stimulus-organism-response (S-O-R) model to conceptualise circular economy practices that influence supply chain capabilities, integration and flexibility, impacting sustainable supply chain performance.Design/methodology/approach: This study adopted an online survey questionnaire distributed to managers of Indian manufacturing firms adopting circular economy practices. The data were analysed using SPSS Amos 25 and PROCESS macros.Findings: The results suggest a positive impact of circular economy practices on sustainable supply chain performance in manufacturing firms. In addition, a supply chain manager's relationship with retailers is improved in the presence of supply chain capabilities and flexibility. Supply chain integration further strengthens this relationship as a moderating variable.Originality/value: By examining the literature on circular economy practices and sustainable supply chain management, this study contributes to bridging the gap between supply chain capabilities, integration and flexibility using the S-O-R model. This study is possibly among the first to explore and provide empirical evidence on how circular economy practices in manufacturing firms can impact supply chain managers' experiences and thus help to improve environmental well-being. Both academics and business professionals might find these contributions interesting.