Blockchain technology has disrupted the traditional approaches of marketing and introduced altogether contemporary marketing frameworks using its unique capabilities of decentralization, security and transparency. In recent times, this technology has attracted both academicians and practitioners to study the underlying processes and opportunities of the application of blockchain technology in marketing. Although there is an increasing deliberation in researching the use of blockchain in marketing, there exists an intermittent gap in holistic overview of the current trends and future boundaries. This article is an attempt to present a comprehensive current state and prospects of expansion in the research of the application of blockchain technology in marketing using state of the art bibliometric review analysis. The bibliometric analysis using 161 articles from Scopus database revealed the influential aspects of research such as prolific authors, influential documents, countries, affiliations, sources and keywords. Moreover, emerging research streams about the application of blockchain is identified and enumerated using network synthesis and visualization of co-citation, and keywords co-occurrence networks. These findings pave the ways for future research expansion. The results shows that the research on applications of blockchain technology has been maturing over time. However, the research streams reveal that blockchain based marketing framework is still in its infancy stage.

Transition to e-learning has become crucial in the last two years, partially forced by the current pandemic. Therefore, the main objective of this study is to examine an integrated and comprehensive moderation-cum-mediation model that focuses on user intention to adopt e-learning. Self-efficacy, interaction, and e-learning contents were taken as the independent constructs. User satisfaction and user intention were taken as dependent constructs. Enjoyment and choice were taken as moderators. “Choice” was explicitly used in this study as a moderator to test whether the transition was by force or choice. Five hundred and sixty-two teachers and students from two countries, India and Saudi Arabia, were considered for this study. The findings indicate that self-efficacy and interaction augment user satisfaction and user intention. User satisfaction enhances user intention. It also mediates the relationship between self-efficacy, interaction, and user intention. Choice moderates the relationship between interaction and user intention. Enjoyment moderates the relationship between e-learning contents and user intention. This study is unique as it provides a multi-group analysis that compares nationality, gender, and the type of respondents in a multi-national context. All the stakeholders of e-learning, the teachers, the students, the policymakers, and the platforms, may find the results of this study particularly useful.

The present study was aimed at analyzing students’ perceptions toward mobile assisted language learning (MALL), their use patterns, and their usefulness in their academic outcomes. The results indicated that students use widely different MALL software for different applications. In a survey of 581 students from Indian colleges and universities, the research identified five antecedent factors (namely, individual desire and motives, perceived ease of use, technological factors, social influence, and perceived usefulness) which influenced students in the areas of adopting MALL software, students’ readiness, students’ motivation, and the subsequent effect on student performances. The research further indicated that students’ readiness and their motivation level mediated the relationship between factors of adoption of MALL and perceived outcome. The relevance of positive language learning outcomes, theoretical contribution and managerial implications of the study are discussed.

The Marketing 4.0 phenomenon has drawn positive attention recently due to digitization and the need for upgraded frameworks. It was recently proposed with four components: brand identity, brand image, brand integrity, and brand interaction (4i). Brand interaction caters to the latest digitization trends in the industry. This study applies the Marketing 4.0 framework in a cross-national emerging economy context. It proposes a model that examines the impact of Marketing 4.0 on the online customer experience (OCE) and online repurchase intention (ORPI). Five hundred twenty-eight online shoppers of the branded apparel segment from two emerging economies participated in the study. The findings indicate the validity of the adapted Marketing 4.0 scale across the samples. All the direct hypotheses are accepted except one proving the positive impact of Marketing 4.0 on the OCE and the ORPI. Furthermore, the OCE significantly mediates the relationships between Marketing 4.0 elements and the ORPI, except for brand interaction (BINT).

A Study on Adoption of Mobile Learning Apps (MLA) : Development of an Integrated Framework in a Multinational Context