Purpose: The first research objective is to understand the role of digital [artificial intelligence (AI)] technologies on user engagement and conversion that has resulted in high online activities and increased online sales in current times in India. In addition, combined with changes such as social distancing and lockdown due to the COVID-19 pandemic, digital disruption has largely impacted the old ways of communication both at the individual and organizational levels, ultimately resulting in prominent social change. While interacting in the virtual world, this change is more noticeable. Therefore, the second research objective is to examine if a satisfying experience during online shopping leads to repurchase intention.Design/methodology/approach: Using primary data collected from consumers in a developing economy (India), we tested the theoretical model to further extend the theoretical debate in consumer research.Findings: This study empirically tests and further establishes that deploying AI technologies have a positive relationship with user engagement and conversion. Further, conversion leads to satisfying user experience. Finally, the relationship between satisfying user experience and repurchase intention is also found to be significant.Originality/value: The uniqueness of this study is that it tests few key relationships related to user engagement during this uncertain period (COVID-19 pandemic) and examines the underlying mechanism which leads to increase in online sales.

Purpose: Data-driven marketing is replacing conventional marketing strategies. The modern marketing strategy is based on insights derived from customer behavior information gathered from their facial expressions and neuro-signals. This study explores the potential for face recognition and neuro-marketing in modern-day marketing.Design/methodology/approach: The study conducts an in-depth examination of the extant literature on neuro-marketing and facial recognition marketing. The articles for review are downloaded from the Scopus database, and PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) is then used to screen and choose the relevant papers. The systematic literature review method is applied to conduct the study.Findings: An extensive review of the literature reveals that the domains of neuro-marketing and face recognition marketing remain understudied. The authors’ review of selected papers delivers five neuro-marketing and facial recognition marketing themes that are essential to modern marketing concepts.Practical implications: Neuro-marketing and facial recognition marketing are artificial intelligence (AI)-enabled marketing techniques that assist in gaining cognitive insights into human behavior. The findings would be of use to managers in designing marketing strategies to enhance their marketing approach and boost conversion rates.Originality/value: The uniqueness of this study lies in that it provides an updated review on neuro-marketing and face recognition marketing.

Purpose: The metaverse is a virtual world where users can communicate with each other in a computer-generated environment. The use of metaverse technology has the potential to revolutionize the way businesses operate, interact with customers, and collaborate with employees. However, several obstacles must be addressed and overcome to ensure the successful implementation of metaverse technology. This study aims to examine the implementation of metaverse technology in the management of an organization's supply chain, with a focus on predicting potential barriers to provide suitable strategies. Design/methodology/approach: Covariance-based structural equation modeling (CB-SEM) was used to test the model. In addition, artificial neural network modeling (ANN) was also performed. Findings: The CB-SEM results revealed that a firm's technological limitations are among the most significant barriers to implementing metaverse technology in the supply chain management (SCM). The ANN results further highlighted that the firm's technological limitations are the most crucial input factors, followed by a lack of governance and standardization, integration challenges, poor diffusion through the network, traditional organizational culture, lack of stakeholder commitment, lack of collaboration and low perception of value by customers. Practical implications: Because metaverse technology has the potential to provide organizations with a competitive advantage, increase productivity, improve customer experience and stimulate creativity, it is crucial to discuss and develop solutions to implementation challenges in the business world. Companies can position themselves for success in this fascinating and quickly changing technological landscape by conquering these challenges. Originality/value: This study provides insights to metaverse technology developers and supply chain practitioners for successful implementation in SCM, as well as theoretical contributions for supply chain managers aiming to implement such environments.

Purpose: The negative influence of gamification on online communities has received little attention in the available literature. The study examines the adverse effects of gamification during engaging in online communities.Design/methodology/approach: Gap-spotting methods were used to develop the research questions, followed by model development using the social exchange and social-network theories. Data were collected from 429 samples. The study applied partial least squares structural equation modeling to test the research hypotheses followed by ANN application.Findings: The study identified five factors related to gamification that have a significant adverse effect on the mental and emotional well-being of the users. Furthermore, the results of PLS-SEM were then compared through an artificial neural network (ANN) analytic process, revealing consistency for the model. This research presents a theoretical contribution by providing critical insights into online gamers' mental and emotional health. It implies that gamification can even bring mental and emotional disturbance. The resulting situation might lead to undesirable social consequences.Practical implications: The result highlights the managerial and social relevance from the perspective of a developing country. As respondents are becoming more engrossed in online gaming, managers and decision-makers need to take preventive measures to overcome the dark side of online gaming.Originality/value: The present study shows that the dark side of gamification has some adverse effects on human mental and emotional health. The study's findings can be used to improve gamification strategies while engaging online communities.

Purpose: Recent natural disasters have posed complex challenges for humanitarian logistics companies in delivering essential aid. Companies are transforming their business operations through digital technologies such as digital twin technology to address these issues. This study aims to explore the role of digital twin technology in enhancing the resilience of humanitarian supply chain management. Design/methodology/approach: Partial least squares structural equation modelling was used to test the conceptual model for humanitarian supply chain resilience using digital twin technology. Findings: The study found that three intangible resources, namely, innovation culture, collaborative network and crowdfunding initiatives, positively impact digital twin-enabled humanitarian supply chain logistics services, enhancing their resilience. Originality/value: This study extends the scope of resource-based theory in humanitarian supply chain resilience, enabled by digital twin technology. The proposed structural model enhances the applications of digital twins in building resilience.