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YouTube (YT) has become a trend among millennials, and thus, marketers are trying to harness the power of it to communicate with them. Global marketers need to understand the mechanism of communicating via YT advertising (YTAD), especially in India that consists of 440 million millennials to re-strategize their YT communications. Consequently, this study aims to examine the influence of YTAD on the cognitive attitude, namely, brand awareness (BA) and brand knowledge (BK) of Indian millennials. The study also tests the moderating impacts of gender, device used for YT watching (DEYTW), duration and frequency of YT watching (DUYTW and FEYTW) on BA and BK.

Generalized linear model – analysis of variance has been used to investigate the proposed relationships in the study. Responses of 294 Indian millennials who watch YTAD regularly have been used for the final analysis. Moderating effects were also tested using Bonferroni pairwise comparisons.

The results revealed that YTAD significantly improves the cognitive attitude (BA and BK). However, gender was not found to have any moderating effect in the relationship of YTAD with BA, whereas moderating effects of gender were observed in the relationship of YTAD with BK. Furthermore, other moderators including DEYTW, DUYTW and FEYTW were found to have significant moderating impacts in the above-mentioned relationships.

In a country like India, comprising the largest millennial population of the world who spends a significant portion of their time in watching YT, it becomes crucial for global marketers to understand how the cognitive attitude (i.e. BA and BK) of millennials improves by watching YT advertisements. As it will help them in strategizing their communications on YT to get favourable consumers’ responses like purchase intention and actual purchase that may happen only when people have favourable cognitive attitude towards advertised brands.

The study offers new perspective to the field of communication by investigating the impact of YTAD on the cognitive attitude (i.e. BA and BK) of Indian millennials.

This study aims to assess the efficiency of managing working capital in 1,388 Indian manufacturing firms from 2008 to 2019 and investigate the effects of firm-specific and macro-level determinants on working capital management (WCM) efficiency.

The current study accommodates a slack-based measure (SBM) in data envelopment analysis (DEA) for computing WCM efficiency. Further, we implement a panel data fixed-effects model that controls for heterogeneity across firms in determining the relationships of selected variables with WCM efficiency.

The results highlight that manufacturing firms operate at around 50 percent efficiency, which is constant throughout the study period. Furthermore, among the selected variables, yield, earnings, age, size, ability to create internal resources, interest rate and gross domestic product (GDP) significantly affect WCM efficiency.

Instead of the traditional models used for assessing efficiency, the SBM-DEA model is unit-invariant and monotone for slacks, implying that it can handle zero and negative data, which overcomes the incapability of prior DEA models. Hence, this provides accurate efficiency scores for robust analysis. Additionally, this paper provides a holistic working capital model recognizing firm-specific and macro-level determinants for a more explicit estimation of the relationship between WCM efficiency and the selected determinants.

The purpose of this paper is to identify and prioritise supply chain finance (SCF) adoption enablers and develop a novel comprehensive framework to select supplier firms based on their SCF adoption capability.

The study deploys a three-phase method to identify and prioritise SCF adoption enablers, followed by developing a model to select suppliers according to their SCF adoption capability. An extensive literature review, followed by a Delphi approach-based expert interview, has been used to finalise the enablers. Using the Best Worst Method and the VIsekriterijumsko KOmpromisno Rangiranje technique, a supplier selection model has been developed in the context of a case company.

The financial health and technological advancement variables received the top priority, followed by collaborative efficiency, whereas the human resources and organisational variables received the slightest significance. A supplier selection framework has also been developed by using the adoption capability of these factors by the supplier partners. In this study’s model, Supplier 4 exhibited better SCF adoption capability and received the top priority.

Manufacturing supply chains in a developing country are the scope of the current study. Extensive future studies are required to derive a global consensus.

The proposed framework of this study can be used to select supplier firms based on their SCF adoption capability. Policymakers can emphasise the most critical enablers of SCF adoption to assist small supplier firms to be a part of the advanced global supply chains.

The current study established a novel comprehensive framework for supplier selection based on the Supply Chain Finance adoption capability of MSME supplier firms.

The pressing issues of climate change and environmental degradation call for a reevaluation of how we approach economic activities. Both leaders and corporations are now shifting their focus, toward adopting practices and embracing the concept of circular economy (CE). Within this context, the Food and Beverage (F&B) sector, which significantly contributes to greenhouse gas (GHG) emissions, holds the potential for undergoing transformations. This study aims to explore the role that Artificial Intelligence (AI) can play in facilitating the adoption of CE principles, within the F&B sector.

This research employs the Best Worst Method, a technique in multi-criteria decision-making. It focuses on identifying and ranking the challenges in implementing AI-driven CE in the F&B sector, with expert insights enhancing the ranking’s credibility and precision.

The study reveals and prioritizes barriers to AI-supported CE in the F&B sector and offers actionable insights. It also outlines strategies to overcome these barriers, providing a targeted roadmap for businesses seeking sustainable practices.

This research is socially significant as it supports the F&B industry’s shift to sustainable practices. It identifies key barriers and solutions, contributing to global climate change mitigation and sustainable development.

The research addresses a gap in literature at the intersection of AI and CE in the F&B sector. It introduces a system to rank challenges and strategies, offering distinct insights for academia and industry stakeholders.

Given the scarcity of research exploring the influence of emotional dimensions on knowledge hiding (KH), this paper aims to examine how various facets of emotional intelligence (EI) affect teachers’ tendencies to hide knowledge. Additionally, the study delves into the mediating influence of organizational cynicism (OC) and explores the moderating role of servant leadership (SL) in this context.

The non-probability sampling method was used to gather data from 542 university teachers teaching in India. Structural equation modelling using Smart-PLS has been used to test the hypothesis.

The study revealed that EI negatively influences KH. Additionally, OC mediates the relationship between EI and KH. Furthermore, SL moderates the relationship between OC and KH.

As per the authors’ knowledge, the present study makes an additional contribution by investigating the mediating role of OC in the relationship between EI and KH. Moreover, it also investigates the moderating role of SL in the relationship between OC and KH.

The study investigates the influence of perceived security (PS) on behavioral intention (BI) via the trust attitude process and explores the moderating effects of gender. PS in mobile wallets enhances user trust (TR), attitude (ATT) and intention (INT). Using a multiple and serial mediation model, both TR and ATT were found to mediate the relationship between PS and BI.

Drawing on the stimulus-organism-response (S-O-R) theory, the proposed conceptual model comprises PS, TR, ATT and BI. An online survey was conducted with a cross-sectional sample of 744 mobile wallet users in India. Partial least squares structural equation modeling (PLS-SEM) was used to analyze the hypothesized relationships and test the mediation effects.

Results show that the stimulus, PS, has a positive and significant influence on TR and ATT, which eventually has a positive influence on BI. The research model explains 64.4 percent of the variance in BI. Further, both TR and ATT independently and parallelly mediate the relationship PS and BI. Lastly, gender is found to moderate the relationship between TR and BI and ATT and BI.

The research showed the importance of PS, TR and ATT towards mobile wallet adoption INTs. Further, the findings support the idea that developing TR and ATT is essential for shaping INTs. This suggests that mobile wallet service providers should invest in methods that not just enhance user TR but also reinforce a positive ATT towards the platform. To demonstrate TR, mobile wallet providers must ensure the confidentiality and privacy of user data, keep customer interests in mind and fulfill commitments. Lastly, for strengthening customer TR, excellent customer support is extremely important.

While prior researchers have majorly used technology acceptance model (TAM) and unified theory of acceptance and use of technology (UTAUT) models to explain adoption INTs, this study examines the relationship between PS, TR, ATT and BI through the lens of the SOR framework.

The purpose of this paper is to emphasize the need for holistic geriatric health care in rural India. Many older people in Indian villages suffer from chronic ailments without any relief or intervention because of inaccessible and unaffordable health-care services. This paper explores how holistic health care can be assured for older people in Indian villages.

This paper is based on reflections of the authors who have had experiences as caregivers to older persons within their respective families rooted in the Indian villages. Besides, they interacted with 30 older persons (18 males and 12 females in the age group of 60–80 years) living in the villages in three states of India, namely, Haryana, Rajasthan and Madhya Pradesh to develop a comprehensive viewpoint on the need of geriatric health care in rural India. Relevant reports, newspaper articles and research papers were also reviewed while developing viewpoints on such an important topic.

Geriatric health-care facilities in rural India are abysmal. The older people in the villages cannot leverage health-care facilities that are generally inaccessible, inadequate and unaffordable. Even the government support for medical treatment is minuscule. Furthermore, there is lack of trained health-care professionals at all levels, namely, doctors, nurses and paramedic personnel. Training opportunities in geriatrics are also negligible. The scenario vis-à-vis geriatric health care in rural India can be upturned by increasing public spending on health-care infrastructure, increasing numbers of health-care professionals and expanding training programmes in geriatrics.

This paper is based on the critical reflections of the authors as well as their informal interactions with some of the older people in the Indian villages.