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The study aims to analyze the impact of market participation on small paddy farmers' income and consumption expenditure. The study also estimates various determinants affecting the market participation of smallholders. Further, the study computes the efficiency of different paddy marketing channels and identifies the determinants that impact the marketing channel selection of paddy growers in Eastern India.

The study used the propensity score matching (PSM) approach to measure the impact of market participation on farm income and per capita consumption. Further, the study employed Acharya and Aggarwal's composite index approach to estimate the marketing efficiency of various paddy marketing channels. Further, a multinomial logit model was used to determine the marketing channel selection constraints.

The outcomes indicate that market participation positively impacts farm income and consumption expenditure. Education, membership in farmers' organizations, price information and distance to the marketplace significantly affect farmers' market participation. The results show that the producer–retailer marketing channel is the most efficient compared to others. However, most paddy farmers sell paddy to farmgate collectors due to a lack of market information, vehicle ownership, storage system, and inability to take the risk of venturing out of the farmgate into markets.

The study uses primary data and captures only farmers' perspectives to measure the impact of market participation, marketing channel efficiency and determinants for market channel selection. The other stakeholder's perceptions can be included in future studies.

Rarely does any study identifies the efficiency of different marketing channels for paddy farmers in India and includes cognitive factors like risk perception and trust in buyers as constraints for market channel selection.

This paper examined the factors influencing the participation of rice processors in short supply chains and the participation impact on the amount of rice processed, per capita expenditure of household and value of sales.

The Seemingly Unrelated Regression and Doubly Robust Augmented Inverse Probability Weighting Model (AIPW) were used to analyse the determinants of short supply chain participation and the impact of short supply.

From the results, the mean value of rice processed was GH₵18385 (US$ 3,069.28), with the minimum value being GH₵ 25 (US$ 4.17) and the maximum GH₵ 67200 (US$ 1,1218.70) per annum. Processed rice aroma and grade characteristics positively influence the value of processed rice sold via short supply chains as well as the expertise rate of the processor, Farmer-Based Organisation membership, and marketing information availability. Women rice processors' per capita expenditure, total sales value and the value of processed rice was positively influenced by the short supply chain participation.

Even though the sample size was appropriate, a larger sample size could further support the study's finding since a limited geographical area with predominant domestic rice processors was studied. Again, future studies should consider behavioural theories, such as the Theory of Planned Behaviour, amongst others, in understanding the reasons for the choices of short supply chains compared to other sales outlets.

Although there is a growing body of literature on rice, most of the studies focussed on the marketing outlet of rice producers, rice processing, constraints and opportunities faced by rice farmers and processors and an out-grower scheme involving rice processors amongst rice producers with none of these on the choice of short supply chains amongst women processors. Also, amongst all the studies on rice producers, none applied a theory; however, the Women in Development (WID) Theory was used to analyse the impact of the short supply chain on the impact on household per capita expenditure (poverty), the value of sales and amount of rice processed, a modest theoretical contribution of the paper to literature.

The choice of a sales channel for fresh vegetables is an important decision a farmer can make. Typically, the farmers rely on their personal experience in directing the produce to a sales channel. This study examines how sales forecasting of fresh vegetables along multiple channels enables marginal and small-scale farmers to maximize their revenue by proportionately allocating the produce considering their short shelf life.

Machine learning models, namely long short-term memory (LSTM), convolution neural network (CNN) and traditional methods such as autoregressive integrated moving average (ARIMA) and weighted moving average (WMA) are developed and tested for demand forecasting of vegetables through three different channels, namely direct (Jaivasree), regulated (World market) and cooperative (Horticorp).

The results show that machine learning methods (LSTM/CNN) provide better forecasts for regulated (World market) and cooperative (Horticorp) channels, while traditional moving average yields a better result for direct (Jaivasree) channel where the sales volume is less as compared to the remaining two channels.

The price of vegetables is not considered as the government sets the base price for the vegetables.

The existing literature lacks models and approaches to predict the sales of fresh vegetables for marginal and small-scale farmers of developing economies like India. In this research, the authors forecast the sales of commonly used fresh vegetables for small-scale farmers of Kerala in India based on a set of 130 weekly time series data obtained from the Kerala Horticorp.

Within the fast-moving consumer goods (FMCG) supply chain, one of the problems facing the distribution channel strategy is the presence of the gray market. The article shows two novel antecedents of the participation of official distributors in this gray channel: Negative impact on distributor performance and the relationship with their supplier. Knowledge of this background helps to preserve the strategy outlined for the official distribution channel.

Data were collected from 172 Spanish wholesale distributors and analyzed using PLS-SEM.

The authors found that the damage through negative affectation in the official distributor's performance and the cooperation provided by the manufacturer, have different effects. While affectation is shown to be a powerful antecedent of participation in the gray market, the effect of perceived manufacturer cooperation does not show strong results.

In business practice, these findings lead the manufacturer to keep transactions carried out in the gray market at low levels and provide cooperation to official distributors to guarantee the official channel strategy aimed at efficiency in the distribution of branded goods.

The background of the gray market discussed in the study has not been previously analyzed in the literature. In this way, the authors contribute to the knowledge of such a common problem as the presence of the gray market in the segmentation of distribution channels of high-demand products.

It is imperative for policymakers, financial institutions, and individual investors to comprehend the factors that impact stock market participation, given the growing significance of the stock market in terms of personal and national wealth. This study endeavours to explore the relationship between cognitive ability and participation in the stock market. We examine the relationship between cognitive abilities and stock market participation, and further explore the mechanism of their influence.

The data from the China Family Panel Studies is utilized, and Tobit and Probit regressions are employed. Additionally, an instrumental variable approach (IV-estimate) is implemented to address the endogeneity issue linked to cognitive ability, and the study’s findings are resilient.

The results reveal a significant positive relationship between cognitive ability and stock market participation. Additionally, the findings suggest that households with higher cognitive ability tend to aggregate more information, expand social networks, and take more risks. A likely explanation is that individuals with higher cognitive ability are more likely to process more external information and evaluate the subjective uncertainty of stock markets based on a well-defined probability distribution. Our findings indicate that the impact of cognitive ability on stock market participation varies among families with differing education levels, genders, marital statuses, and geographical locations.

Therefore, the roles of cognitive abilities in accelerating stock market participation should be fully considered. More information channels and sources that contain financial markets’ information (e.g. mobile applications and financial education) should be provided. Thus, the significance of cognitive ability in increasing stock market participation should be fully considered. Providing more information channels and sources, such as mobile applications and financial education, that contain financial markets’ information would be helpful. Our study contributes to promoting financial literacy and inclusion by highlighting the significant positive impact of cognitive ability, where institutions can tailor their outreach efforts and information channels to better serve individuals with different cognitive ability.

Hoping to increase the productivity of their employees, firms provide and expect their employees to use approved mobile apps. However, despite an intuitive appeal, the relationship between information technology usage and productivity is still seen as paradoxical. This study examines the relationship between employees' experience and engagement with business mobile apps provided by employers and its effects on employee work productivity.

Data from respondents who use employer-provided business apps were used to test the hypotheses. Measurement-corrected latent scores extracted from the PLS measurement evaluation were used in regression-centric assessment using PROCESS.

Results indicate that employee-users’ experience-based attributions of the business app, i.e. customization, performance quality and compatibility, have positive effects on productivity mediated by participation intensity. Further, work type (retail vs non-retail) and the depth of the employee user’s experience moderate experience-based attributions' indirect effects on productivity.

Unlike previous studies delving into this topic, this study focuses solely on the mediation and moderation effects for hypothesis testing. Specifically, this study investigates effects conditional on work type (retail vs non-retail), which the authors believe has significant implications for retailing. These findings have interesting implications for both future research and managers.

Building on stimulus organism response theory, this study aims to examine the influence of Integrated store service quality (ISSQ) on omnichannel shoppers’ attachment to the integrated store with the mediating role of omnichannel customer engagement (CE) dimensions (absorptive attention, enthusiastic participation and social connection). This research demonstrates the effect of customers’ attachment to the integrated store on the willingness to pay more for omnichannel services and products of the retailer, their cross-buying behaviors in future purchases and loyal webrooming intentions. The moderating role of perceived relationship investment and alternative retailer attractiveness (ARA) in a few proposed relationships was also tested.

The research is descriptive, quantitative and cross-sectional investigation. A purposive sampling technique was used for selecting the study respondents. The data was collected from n = 589 Indian omnichannel shoppers who have experience shopping in the brick and mortar store of channel-integrated stores using a validated self-administered questionnaire. The proposed conceptual model was tested using PLS-SEM.

The results indicate that omnichannel CE dimensions (absorptive attention, enthusiastic participation and social connection) positively mediate the relationship between ISSQ and customer attachment to the store. Customer attachment to the store significantly impacts their willingness to pay more, cross-buying behaviors and loyal webrooming intentions. The moderating effect of the customer-perceived relationship investment and ARA revealed that it significantly impacted the relationship between ISSQ and willingness to pay more, cross-buying behaviors and loyal webrooming intentions. This research also demonstrated the direct impact of ISSQ on willingness to pay more, cross-buying behaviors, loyal webrooming intentions and the indirect impact through different CE dimensions and attachment with the store.

The study is conducted in the Indian population, where omnichannel retailing is still nascent.

This study addresses the need to investigate the impact of CE and their attachment to stores driven by the in-store service quality of integrated stores on the various postpurchase consumer behaviors. To the best of the authors’ knowledge, this study is the first to show that ISSQ might affect their willingness to pay more, cross-buying behaviors and loyal webrooming intentions through different CE dimensions and their attachment to the store. The moderating effect of customer-perceived ARA and their perception of retailers’ investment in a relationship on proposed hypotheses was also tested.

This study aims to expand the theory of planned behaviour (TPB) to understand determinants of financial inclusion participation behaviour through the mediating effect of Islamic finance product (IFP) adoption.

A quantitative research design was deployed using primary data from a survey conducted within the Muslim-dominated regions in Nigeria, which was analysed using partial least squares structural equation modelling.

It was found that the original TPB variables, attitude, subjective norms, perceived behavioural control (PBC) and behavioural intention have strong positive influences on financial inclusion participation behaviour, however, among the new variables, government support and IFPs adoption directly influence, while awareness and access to banking and digital channels were not. Furthermore, IFPs adoption significantly mediates the relationship between attitude, behavioural intention, government support and access to banking and digital channels and financial inclusion participation, but it failed to mediate that of subjective norms, PBC and awareness.

These findings imply the need to establish more Islamic financial institutions or conventional banks to introduce IFPs in Muslim-dominated regions in Nigeria, as such products are desirable in expanding financial inclusion. While such is being pursued, policymaking bodies responsible for financial inclusion should design appropriate programmes to create awareness of IFPs for expanding financial inclusion.

To the best of the authors’ knowledge, this study could be the first to expand the TPB by integrating IFP adoption as a mediator within the context of financial inclusion participation as well as the incorporation of awareness, government support and access to banking and digital channels as additional variables.

Social participation and user-generated contents have engendered an era when “any receiver can be a provider.” Although studies have emphasized on increasing the number of subscribers conducive to platform success, the issue regarding why viewers drop their registered YouTuber channels has been less addressed. This article aims to present and empirically test a causal model to account for the pattern of discontinuous intention of attention to YouTuber channels.

Inspired by the expectation–disconfirmation theory, the study proposes and examines a research model by using an empirical quantitative approach. The proposed model considers channel and YouTuber facets, as well as potential moderation effects of viewing seniority.

Analysis of a sample of 406 questionnaires revealed that ads interference is not a significant reason for discontinuation of viewing a channel, in contrast to insufficient playfulness and inconsistency. Regarding YouTubers’ features, both interaction inadequacy and negative self-disclosure are significant determinants of perceived dissatisfaction and discontinuation of viewing. The effects of determinants of discontinuity depend on viewers' seniorities, except for negative self-disclosure.

While existing studies have focused mainly on revealing the determinants associated with the behavioral intention of viewing YouTuber channels to increase self-media performance, this research contributes insights into the literature investigating why existing viewers stop following a certain YouTuber channel. From a psychological perspective, this study demonstrates the value of modeling discontinuous behaviors toward YouTuber channels in the domain of social marketing.

After completion of the case study, the students will be able to illustrate issues in offline marketing and strategy for an in-store business, familiarize students with the challenges involved in the decision-making in integrating online and offline marketing strategies, evaluate the advantages and disadvantages of online and offline marketing and motivate students to apply marketing strategies to real-world business situations

Deepa Kumar, the founder of Yashram Lifestyle, had successfully built a niche brand with a strong online presence in the lingerie industry. Yashram Lifestyle was known for its innovative products and commitment to addressing the real-life vulnerabilities faced by women at different stages of life. With a vision to be a one-stop destination for all intimate and practical needs of women and girls, Yashram had introduced unique products such as period panties, starter bras, incontinence underwear and hygiene panties. On the contrary, Kumar acknowledged that offline marketing strategies, such as pop-up stores, collaborations with physical retailers and participation in industry events, could provide valuable insights into customer preferences, enhance brand visibility and foster direct customer engagement. Offline channels might also enable Yashram Lifestyle to better understand the market dynamics and further drive product innovation. However, owing to the associated costs, logistics and potential risks, Kumar was apprehensive about venturing into offline marketing. She wondered whether Yashram Lifestyle had the necessary assets and expertise to successfully scale up its operations while making these alternate decisions. Furthermore, she questioned herself whether offline marketing efforts would be worth the investment and whether they could lead to substantial growth and increased market share for Yashram Lifestyle.

The purpose of this case study is to provoke critical thought among undergraduate and postgraduate business and management students about Kumar’s potential course of action for Yashram Lifestyle to engage in offline marketing. It applies to the implementation of marketing strategy.

Teaching notes are available for educators only.

CSS 8: Marketing.