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It is a great honor to be selected as a marketing legend, and 117 of my refereed journal articles are published in nine volumes by Sage India as part of the Legend series. In this chapter, I discuss my preparation for an academic career and the trajectory my research has followed. I reflect on my research contributions to marketing by selectively summarizing the key contributions in each of the nine volumes and draw out some lessons and principles I have learned in the process.

This paper utilizes controversies over the role of a set of insecticides in mass honey bee die-offs in two different national contexts – France and the United States – in order to understand the science-state nexus in a comparative manner. On the one hand, the French government in 1999 and 2004 suspended the commercial use of the insecticidal products that beekeepers suspected of causing the honey bee declines. On the other hand, the US government has to date refused to heed beekeepers’ calls to limit the usage of the very same set of insecticides. We examine why the governments of France and the United States came to contrasting conclusions regarding broadly similar technoscientific issues. The divergent outcomes, we argue, are not simply the result of predetermined differences in the two states’ regulatory paradigms (with France being “precautionary,” and the United States adhering to a “sound science” approach), but are underpinned by divergent forms of beekeepers’ resistance. The paper further sheds light on non-state actors’ use of science and state to contest state (in)action by analyzing how historically influenced differences in state structures, the relational dynamics of beekeepers’ and farmers’ organizations, and the epistemic cultures of honey bee knowledge production, shaped different forms of resistance and influence in France and the United States.

One of the most marginalized communities in India is the Lesbian, Gay, Bisexual and Transgender (LGBT) community which commonly experiences discrimination. Many studies have countered that the LGBT community faces high discrimination in the banking and financing industry. As a result, this study concentrates on this marginalized community and its acceptance and continuation habit regarding mobile wallets. Consequently, this study has considered continuance intentions as a response to confirm the progress of the mobile-wallet industry. Also, this study tried to study the relationship between behavioral intention (BI) and continuous intention (CI) which is seriously lacks in the library of literature. The research operationalized the stimulus–organism–response (SOR) framework for the conceptual model and surveyed 100 self-proclaimed members of the LGBT community in India. The analysis has been done using the partial least structure (PLS). The findings demonstrate that variables like perceived trust (PT) directly influence the BI. On the other hand, variables like perceived ease of use (PEoU), social influence (SI), and satisfaction (S) doesn’t influence BI of the LGBT Community. The main outcome was a favorable association between BI and CI. It will help the stakeholders to understand how important this new market avenue is and how it can be explored. To ensure safe and secure transactions, a group think tank composed of important parties (financial institutions, mobile-wallet providers, the government, security specialists, etc.) should make recommendations. Mobile-wallet providers will attain benefit from this study’s understanding of user categories and ability to tailor their service offers as per the community.

This study aims to determine the impact of health-related views on mobile payment adoption in Sri Lanka from a broader viewpoint. The scale used to quantify each construct was based on earlier research, with modest alterations to fit the pandemic situation. First, an online survey was administered to undergraduates using convenience sampling to acquire appropriate replies. Eliminating incomplete and unusable questionnaires, 266 responses were gathered with an 88.7% response rate. Finally, after removing incomplete and ineffective questionnaires, 243 responses were selected for the analysis. Health consciousness, perceived ease of use, and usefulness have a significant positive relationship between attitude and behavioural intention to mobile payments. Moreover, the attitude has a significant positive relationship with mobile payment usage. As the health consciousness increases the usefulness and intention to use mobile payments, bank managers can focus on this new customer segment. Accordingly, they can use their promotional campaigns to highlight the importance of shifting towards m-payments during the pandemic times. This is the first study that investigates the role of health-related perceptions on the mobile payment adoption in Sri Lanka to the best of the authors’ knowledge.

The purpose of this research is to develop a Social Information System research model that uses the core constructs intrinsic motivation, extrinsic motivation, and amotivation to explain social networking adoption among tweens, teens and young adults.

In developing the research model, we triangulated theories to examine the different orientations of motivation. The data collection process included a stratified sample size of 270 respondents. Following data collection we analyzed the results using structural equation modeling in the Partial Least Square software package.

The constructs amotivation, intrinsic and extrinsic motivations were all statistically significant in explaining continuance intention to use social networking services (SNS).

Researchers and practitioners have intimated that although there has been a rise in the number of persons accessing and becoming members of SNS, several subscribers who join subsequently leave after a minimal period. The practical implication of this study lies in providing a preliminary understanding of what determines or inhibits continuance intention of SNS membership.

Despite efforts, research in IS and technology acceptance literature regarding SNS diffusion is limited in scope. The theoretical implication of this study lies in the model that has been developed and validated to provide a more effective tool for the scholarly evaluation of SNS adoption. Existing adoption models are insufficient to explain voluntary technology usage of this nature.

Chatbot technology is growing swiftly across the banking and finance industry. The study aims to explore the influence of Task-Technology Fit (TTF), system suitability, perceived usefulness, social influence and satisfaction on respondents’ continuance intention among the chatbot-users. A total of 250 responses were collected using a structured questionnaire via social media across India. The measurement model was proposed based on the system usability (SUS) and TTF model with other constructs, and the hypothesis was tested using a structural equation model. The findings of the study highlighted and confirmed the association among five constructs: TTF, SUS, perceived usefulness, social influence, on satisfaction and continuance intention in the context of chatbots usage in banking.