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Allocation of the marketing budget has become increasingly challenging due to the diverse channel exposure to customers. This study aims to enhance global marketing knowledge by introducing an ensemble attribution model to optimize marketing budget allocation for online marketing channels. As empirical research, this study demonstrates the supremacy of the ensemble model over standalone models.

The transactional data set for car insurance from an Indian insurance aggregator is used in this empirical study. The data set contains information from more than three million platform visitors. A robust ensemble model is created by combining results from two probabilistic models, namely, the Markov chain model and the Shapley value. These results are compared and validated with heuristic models. Also, the performances of online marketing channels and attribution models are evaluated based on the devices used (i.e. desktop vs mobile).

Channel importance charts for desktop and mobile devices are analyzed to understand the top contributing online marketing channels. Customer relationship management-emailers and Google cost per click a paid advertising is identified as the top two marketing channels for desktop and mobile channels. The research reveals that ensemble model accuracy is better than the standalone model, that is, the Markov chain model and the Shapley value.

To the best of the authors’ knowledge, the current research is the first of its kind to introduce ensemble modeling for solving attribution problems in online marketing. A comparison with heuristic models using different devices (desktop and mobile) offers insights into the results with heuristic models.

This study aims to enhance the knowledge by offering perspectives from an emerging market by reviewing the existing literature on food tourism. This study applies a multimethod analysis, providing insights into the advancement of food tourism in India, the contributions, critical findings and emerging research themes.

The study adopted a multimethod analysis using descriptive, narrative and bibliometric analysis using VOSviewer to analyze research papers published on food tourism in India shortlisted from Scopus and Google Scholar.

Future research should focus on gauging the potential of food tourism in different regions of the country, applying theoretical frameworks that have not been used. “Culinary Diversity and Heritage,” “Sustainable and Responsible Food Tourism,” “Consumer Behavior and Food Tourism Experiences,” “Rural Development and Economic Impact,” “Technology and Digitalization,” “Stakeholder Collaboration,” “Food Safety and Hygiene” and “Policy and Regulation” were the identified future research themes. These findings are significant for emerging economies across the globe.

This study summarized the progress of food tourism research in India, the contributions and emerging themes, supplementing the need to study food tourism in India. This study contributed methodologically to the literature by adopting a multimethod review combining descriptive, narrative and bibliometric analysis. Finally, by proposing ideas and constructs for future research, this study provides directions for future food tourism research from an emerging market’s perspective.

Findings will assist managers and stakeholders in comprehending the factors influencing tourists, destination marketing and branding, aiding in effective planning and executing food tourism strategies to promote destinations. The identified themes and keywords can help academicians and researchers dwell upon the emerging research themes in food tourism.

To the best of the author’s knowledge, this is the first study analyzing food tourism research in India adopting a multimethod analysis. The study provides an in-depth analysis applying descriptive, narrative and bibliometric analysis, highlighting the critical trends and research themes. A framework for future studies was also proposed.

该研究旨在通过回顾有关美食旅游的现有文献, 提供来自新兴市场的观点, 从而强化现有的知识。本研究采用多方法分析, 深入了解印度美食旅游的发展、贡献、重要发现和新兴研究主题。

该研究采用了多种方法分析, 使用 VOSviewer 进行描述性、叙述性和文献计量分析, 以分析从 Scopus 和谷歌学术搜索中入围的关于印度美食旅游的研究论文。

未来的研究应侧重于衡量该国不同地区美食旅游的潜力, 应用尚未使用的理论框架。 “烹饪多样性和传统”、“可持续和负责任的美食旅游”、“消费者行为和美食旅游体验”、“农村发展和经济影响”、“技术和数字化”、“利益相关者协作”、“食品安全和卫生”, “政策与法规”是确定的未来研究主题。这些发现对全球新兴经济体具有重要意义。

本研究总结了印度美食旅游研究的进展、贡献和新兴主题, 补充了研究印度美食旅游的必要性。本研究采用结合描述性、叙述性和文献计量分析的多方法回顾, 在方法论上为文献做出了贡献。最后, 通过提出未来研究的思路和结构, 本研究从新兴市场的角度为未来的美食旅游研究提供了方向。

调查结果将帮助管理者和利益相关者理解影响游客、目的地营销和品牌的因素, 帮助有效规划和执行食品旅游战略以促进目的地。 确定的主题和关键词可以帮助院士和研究人员深入研究食品旅游中新兴的研究主题。

El estudio tiene como objetivo mejorar el conocimiento al ofrecer perspectivas de un mercado emergente mediante la revisión de la literatura existente sobre turismo gastronómico. Este estudio aplica un análisis de múltiples métodos, que proporciona información sobre el avance del turismo gastronómico en la India, las contribuciones, los hallazgos críticos y los temas de investigación emergentes.

El estudio adoptó un análisis multimétodo mediante un análisis descriptivo, narrativo y bibliométrico utilizando VOSviewer para analizar los artículos de investigación publicados sobre el turismo gastronómico en la India preseleccionados de Scopus y Google Scholar.

La investigación futura debería centrarse en calibrar el potencial del turismo gastronómico en las distintas regiones del país, aplicando marcos teóricos que no se han utilizado. “Diversidad culinaria y patrimonio”, “Turismo gastronómico sostenible y responsable”, “Comportamiento del consumidor y experiencias de turismo gastronómico”, “Desarrollo rural e impacto económico”, “Tecnología y digitalización”, “Colaboración de las partes interesadas”, “Seguridad e higiene alimentaria”, “Política y regulación” fueron los temas de investigación futura identificados. Estos hallazgos son significativos para las economías emergentes de todo el mundo.

Este estudio resumió el progreso de la investigación sobre turismo alimentario en la India, las contribuciones y los temas emergentes, complementando la necesidad de estudiar el turismo alimentario en la India. Este estudio contribuyó metodológicamente a la bibliografía al adoptar una revisión multimétodo que combina el análisis descriptivo, narrativo y bibliométrico. Por último, al proponer ideas y constructos para futuras investigaciones, este estudio proporciona orientaciones para futuras investigaciones sobre el turismo gastronómico desde la perspectiva de un mercado emergente.

Los resultados ayudarán a los gestores y a las partes interesadas a comprender los factores que influyen en los turistas, el marketing de los destinos y la creación de marcas, contribuyendo a una planificación y ejecución eficaces de las estrategias de turismo gastronómico para promocionar los destinos. Los temas y palabras clave identificados pueden ayudar a los académicos e investigadores a profundizar en los temas de investigación emergentes en el turismo gastronómico.

Se trata del primer estudio que analiza la investigación sobre turismo gastronómico en la India adoptando un análisis multimétodo. El estudio proporciona un análisis en profundidad aplicando un análisis descriptivo, narrativo y bibliométrico, destacando las tendencias críticas y los temas de investigación. También se propone un marco para futuros estudios.

This study aims to investigate organizational learning, represented by the absorptive capacity, as a condition for the firm to learn about marketing data and make more informed decisions. The authors also aimed to understand how the behavior of micro, small and medium enterprises (MSME) businesses differ in this scenario through a multilevel perspective.

Placing absorptive capacity as a mediator of the relationship between business analytics and rational marketing decisions, the authors analyzed data from 224 Brazilian retail companies using structural equation modeling estimated with partial least squares. To test the cross-level moderation effect, the authors also performed a multilevel analysis in RStudio.

The authors found a partial mediation of the absorptive capacity in the relation between business analytics and rational marketing decisions. The authors also discovered that, in the MSMEs firms’ group, even if smaller companies find it more difficult to use data, those that do may reap more benefits than larger ones. This is due to the influence of size in how firms handle information.

The sample size, despite having shown to be consistent and valid, is considered small for a multilevel study. This suggests that our multilevel results should be viewed as suggestive, rather than conclusive, and subjected to further validation.

Rather than solely positioning business analytics as a tool for decision support, the authors’ analysis highlights the importance for firms to develop the absorptive capacity to enable ongoing acquisition, exploration and management of knowledge.

MSMEs are of economic and social importance to most countries, especially developing ones. This research aimed to improve understanding of how this group of firms could transform knowledge into better decisions. The authors also highlight micro and small firms’ difficulties with the use of marketing data so that they can have more effective practices.

The research contributes to the understanding of organizational mechanisms to absorb and learn from the vast amount of current marketing information. Recognizing the relevance of MSMEs, a preliminary multilevel analysis was also conducted to comprehend differences within this group.

This study aims to evaluate the adoption of four types of supplier sustainability risk management (SSRM) strategies, namely, risk avoidance (RA), risk acceptance (RAC), collaboration-based risk mitigation (CBM) and monitoring-based risk mitigation (MBM) in Sri Lankan apparel and retail industries, and to investigate their effect on supply chain performance (SCP).

This study uses the dynamic capability view (DCV) to develop its hypotheses. Data collected from 89 firms were analysed using partial least square (PLS) structural equation modelling and PLS-based multiple group analysis.

Sri Lankan apparel and retail firms adopt RA and MBM strategies relatively more than CBM and RAC strategies, whereas there is no significant difference between the two industries in terms of the use of SSRM strategies. The path analysis revealed significant effects of RA and RAC strategies on SCP of both industries. The effect of CBM strategy on SCP is moderated by industry, while MBM has no significant impact.

While managing supplier sustainability risks effectively, RA and RAC strategies provide more opportunities for managers to improve SCP. In achieving SCP, CBM strategies are proven to be more effective for retail industry compared with the apparel sector. Although MBM strategies offer sustainability advantages to firms, their contribution to improving the performance of apparel and retail supply chains is not significant. This research is limited to only two industries (apparel and retail) in Sri Lanka, where the evidence for the effects of SSRM strategies is not available for other contexts.

Either the effects of the four types of SSRM strategies on SCP or the moderating effect of industry on these effects have not been empirically confirmed in the literature. Evaluating the extent to which different strategies are implemented in Sri Lankan apparel and retail industries is another significant contribution of this research. Furthermore, this study contributes by using DCV to a sustainability-based supply chain risk management research.

Idea of circular economy defies the classical “make-use-dispose” approach of linear economic model. In the context of health-care industry, it relies heavily on the supply chain practices implemented by industry stakeholders. The purpose of this study is to explore such relationships, study their structure and put it across for attaining sustainability at large.

This study is an empirical research conducted on 145 health-care firms. The collected data is analysed to develop structural and measurement model. The five constructed hypotheses are examined and tested through structural equation modelling.

The study illustrates the latent relationships that exist among the stakeholders involvement, sustainable supply chain practices, sustainable performance and circular economy for health-care industry. It is found that the adoption of sustainable supply chain practices improves health-care performance, which, in turn, have positive influence on circular economy.

The structural and measurement model is developed in the context of circular health-care economy. It can be validated or improvised by conducting similar research in other industry using different methods. This research work fulfils the long existing gap in research by offering a linkage between various constructs to achieve health-care circular economy. Based on the research results, future researchers can build theories of circular economy and sustainability for health-care industry.

The study attempts to study the supply chain ways to achieve circular economy for Indian health-care sector. It considered latent relationships among the set of constructs, which are needed for theory building at later stage.

The food industry is continuously developing its online services called food delivery applications (FDAs). This study aims to evaluate FDA's importance–performance and identify strategies to maximize its potential gains from a business partner's perspective.

Data are collected from 208 FDA partners in Indonesia. Importance–performance analysis (IPA) is applied to evaluate the FDA feature and extended the theory of potential gain in customer value (PGCV) to achieve potential gains from FDA business partners.

This study provides a clear and measurable direction for future research to develop FDA performance. Owning customer data, revenue sharing and competitive advantage are the most potential gains from joining the FDA from the business partner perspective.

The respondents are restaurants from the micro, small, and medium enterprises levels. Further research should involve middle to upper level restaurants to discover all business partners' perceptions. This will be very helpful for FDA providers interested in improving the best performance for all their partners.

FDA providers must focus on improving and maintaining the features of owning customer data, revenue sharing, competitive advantage, stable terms and conditions, customer interface, building customer loyalty, online presence, user credit rating, promotion and offers, delivery service and sales enhancement to increase consumer satisfaction and meet the expectations desired by business partners.

This research provides a meaningful theoretical foundation for future work. It extends the theory of PGCV using the value of a partner perspective as a substitute for customer value; hence, the authors call it a potential gain in partner value.

With the increasing concern over environmental pollution and global warming, companies are required to act responsibly to mitigate these environmental issues. Their activities should adhere to the standards of environmental sustainability. Thus, this study aimed to investigate the impact of green supply chain management (GSCM) and total quality management (TQM) on environmental sustainability, with environmental management practices (EMP) as the moderating factor.

A quantitative study was adopted using the management data from various manufacturing companies in Jordan. A total of 362 responses were collected, and the proposed hypotheses were tested using a structural equation model.

The study findings revealed that both GSCM and TQM significantly and positively influenced environmental sustainability. The impact of TQM on environmental sustainability was higher than that of GSCM. Moreover, no evidence was found on the moderating role of EMP.

The study’s results highlighted to the decision-makers the main practices to expand the quality implementation across their supply chain to improve environmental sustainability. The study also demonstrated the reasons behind the insignificance of EMPs in strengthening the relationships between GSCM, TQM, and environmental sustainability.

While there are very few studies examining the relationships between GSCM and TQM on environmental sustainability. This study adds to the literature body as one of a few empirical studies that tested the integrated effect of GSCM and TQM practices within the context of the manufacturing industry in a developing country. Moreover, this study takes a holistic approach by tapping into EMP to confirm whether it moderated the relationships between GSCM, TQM, and environmental sustainability.

This study aims to examine the influence of social media usage (SMU) on minimalist consumption and how the fear of missing out (FoMO) underlies this effect.

Four preregistered correlational/experimental studies (n = 1,763) are used. A pilot study (n = 436) examines the correlations between SMU, FoMO and minimalism. Studies 1 (n = 409), 2 (n = 415) and 3 (n = 503) further investigate the influence of SMU on minimalist consumption intentions, including mindful purchase, forgoing free products and decluttering, and test for evidence of mediation via FoMO by measuring or manipulating FoMO.

The results show that a high SMU makes consumers susceptible to FoMO, leading to impulsive purchases and careless product acquisition. However, when campaigners promote minimalism as a social media movement, they can activate FoMO, persuading consumers to practice decluttering.

Future research might examine how subjective age affects FoMO and minimalist consumption tendencies. Could campaigners use young social cues to make older consumers more susceptible to FoMO appeals? Could old social cues cause younger consumers to perceive greater social responsibility and to embrace minimalist consumption?

Minimalist lifestyles can promote sustainable consumption. This research provides insights into how SMU is a double-edged sword – it can cause FoMO users to disdain minimalism. However, it can promote minimalism if a minimalist campaign is strategically positioned as a social media movement using a FoMO-laden appeal.

Extant consumer behavior research on minimalism has just begun to investigate the antecedents of minimalist consumption. FoMO is conceptually related to minimalism, but the relationship between FoMO and minimalist consumption has not yet been empirically tested. This research fills these gaps by examining SMU and the associated FoMO as antecedents of minimalist consumption. Empirical evidence for the impact of SMU on various minimalist consumption behaviors and the mediating role of FoMO is provided.

Health-care marketing typically entails a coordinated set of outreach and communications designed to attract consumers (patients in the health-care context) who require services for a better health outcome and guide them throughout their health-care journey to achieve a higher quality of life. The purpose of this study is to understand the progress and trends in healthcare marketing strategy (HMS) literature between 2018 and 2022, with a special emphasis on the pre- and post-Covid-19 periods.

The authors examine 885 HMS-related documents from the WOS database between 2018 and 2022 that were extracted using a keyword-based search strategy. After that, the authors present the descriptive statistics related to the corpus. Finally, the authors use author co-citation analysis (ACA) and bibliographic coupling (BC) techniques to examine the corpus.

The authors present the descriptive statistics as research themes, emerging sub-research areas, leading journals, organisations, funding agencies and nations. Further, the bibliometric analysis reveals the existence of five thematic clusters: Cluster 1: macroeconomic and demographic determinants of healthcare service delivery; Cluster 2: strategies in healthcare marketing; Cluster 3: socioeconomics in healthcare service delivery; Cluster 4: data analytics and healthcare service delivery; Cluster 5: healthcare product and process innovations.

This study provides an in-depth analysis of the advancements made in HMS-related research between 2018 and 2022. In addition, this study describes the evolution of research in this field from before to after the Covid-19 pandemic. The findings of this study have both research and practical significance.

To the best of the authors’ knowledge, this is the first study of its kind to use bibliometric analysis to identify advancements and trends in HMS-related research and to examine the pattern before and after Covid-19 pandemic.

This paper investigates how two characteristics of language, abstractness vs concreteness and narrativity, influence user engagement in communication exercises on innovation targeted to the general audience. The proposed conceptual model suggests that innovation fits well with more abstract language because of the association of innovation with imagination and distal construal. Moreover, communication of innovation may benefit from greater adherence to the narrativity arc, that is, early staging, increasing plot progression and climax optimal point. These effects are moderated by content variety and emotional tone, respectively.

Based on a Latent Dirichlet allocation (LDA) application on a sample of 3225 TED Talks transcripts, the authors identify 287 TED Talks on innovation, and then applied econometric analyses to test the hypotheses on the effects of abstractness vs concreteness and narrativity on engagement, and on the moderation effects of content variety and emotional tone.

The authors found that abstractness (vs concreteness) and narrativity have positive effects on engagement. These two effects are stronger with higher content variety and more positive emotional tone, respectively.

This paper extends the literature on communication of innovation, linguistics and text analysis by evaluating the roles of abstractness vs concreteness and narrativity in shaping appreciation of innovation.

This paper reports conceptual and empirical analyses on innovation dissemination through a popular medium – TED Talks – and applies modern text analysis algorithms to test hypotheses on the effects of two pivotal dimensions of language on user engagement.