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Escalation in the number of online food ordering platforms, along with extensive junk food marketing, lucrative offers and discounts, innovation in food flavors, and doorstep delivery of food, have triggered the consumption of high-calorie and unhealthy food products which pose serious threats to the health and future well-being of individuals by making them more obese. To date, several public policy frameworks have been developed to confront obesity; however, their efficacy seems debatable. Directionally, the objective of this study is to highlight the potential influence of “digital nudging” which aims at steering individuals in desired directions, at the same time delimiting their freedom of choice. The study also establishes the effectiveness of digital nudges promoting a healthy lifestyle by steering individuals toward healthier food choices. The author strongly believes that this conceptual perusal will offer immense inputs to healthy food marketers and researchers alike in addressing the matters of obesity. Addressing the menace of obesity calls for joint efforts of the government, the public, researchers, and more specifically food product manufacturers/marketers who should incorporate healthier food options into their portfolios. E-tailers are also urged to adopt such practices in virtual markets and promote healthier food options to effectively tackle obesity.

Researchers explore the impact of an intelligent assistant in virtual teams by applying the theoretical lens of a transactive memory system (TMS) to understand the relationships between trust in a specific technology, knowledge sharing and knowledge application.

An online survey was administered to a Qualtrics-curated panel of individual, US-based virtual team members utilizing an intelligent assistant with team collaboration software. Partial least squares structural equation modeling (PLS-SEM) was utilized to examine the hypothesized relationships of interest.

Results suggest that knowledge application is strongly influenced by trust in a specific technology and knowledge sharing. Additionally, a transactive memory system positively increases trust in the intelligent assistant, and similarly, trust in the intelligent assistant has a significant positive relationship with knowledge sharing.

The research model contributes to our understanding of the impact of an intelligent assistant in virtual teams. Although the transactive memory system construct has been explored in various contexts and models, few have explored the impact of an intelligent assistant and trust in a specific technology.