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This study aims to investigate an under-researched area, an international marketing perspective, based on international dynamic capability, environmental sustainability and organizational marketing performance in gamification and non-gamification-based organizational culture (OC). This paper deepens the understanding of gamification-based and non-gamification-based OC influence on innovation capability and environmental and organizational marketing performance through the theory of organizational creativity and the theory of administrative behavior (AB).

The authors collect data from firms that abide by the ISO 14091 certifications to ensure the proper quality standards. Primary data from 384 firms are used to test the hypotheses. The results would help firms invest in technological solutions by practicing creativity over time. Additionally, the study helps explore how AB is critical in steering technological creativity for making firms climate-conscious.

The study's findings identified that OC has a positive influence on technological innovation capabilities and environmental innovation capabilities. Technological innovation capabilities have a beneficial impact on environmental sustainability. Environmental sustainability appears to have a substantial correlation with technological innovation skills. Environmental innovation capabilities positively impact environmental sustainability and organizational marketing performance. A moderating effect of gamification on the international dynamic capabilities within a relationship between organizational culture and environmental innovation capabilities exists.

The investigation is confined to understanding how gamification-based and non-gamification-based organizational marketing culture affects innovation capability, environmental sustainability and organizational performance through the lens of theory of organizational creativity and theory of AB.

Sustainability is one of the global challenges, individuals and businesses need to change their behavior and consumption patterns to move towards sustainable development. This is not possible without planning for education and related knowledge transfer. On the other hand, disruptive technologies such as virtual reality (VR) have revolutionized the field of education. The purpose of this study is to evaluate the effect of holding traditional training courses and VR-based training courses on sustainable behavior.

It is a quasi-experimental study, in which pretest-posttest design and control group are used. The statistical population includes students of one of the Iranian universities. A total of 105 students were randomly divided into two experimental groups and one control group (35 students in each group). Experimental group 1 underwent a training course using VR and Experimental group 2 received a traditional training course. At first, a pre-test was performed and after completing the eight-session period (two 1-h sessions per week), the post-test was conducted again for the groups.

The results of analysis of variance test show that there was a significant difference between the mean scores of sustainable behaviors in the post-test phase in the two experimental groups and the control group. Using Tukey’s test, it was found that the scores of sustainable behavior were different among three groups in pairs. That is, holding a training course as well as using VR has been effective on sustainable behavior. Environmental policymakers and planners can use technologies such as VR to teach environmental issues to create a culture of sustainability and sustainable development, in addition to training and educational courses.

Contribution of this study shows that the use of VR can be effective in learning sustainable behavior. Also, holding training courses is a way to change the consumption pattern and behavior of people to maintain the environment and sustainability.

The effectiveness of a message and its attributes have become important for digital media. This study aims to investigate how different elements of a website including both argument-oriented and emotional stimuli based on the elaboration likelihood model (ELM) can affect the issue involvement and change the attitude of the website visitors of a healthcare service provider.

The Ministry of Health and Education (MOHME) website was selected to explore how its content and design can persuade visitors. An online survey was conducted on 355 adults engaging in health protection behaviors during the COVID-19 pandemic.

Structural equation modeling (SEM) analysis showed that one design element, i.e. website navigation and one social cue, i.e. social connectedness, have positive impact on issue involvement, while social presence and website satisfaction have a negative effect on issue involvement because of the random fluctuation suppressor effect. In addition, prior knowledge significantly influenced the issue's involvement. Further, website satisfaction has impacted attitudes directly. There was no significant relationship between argument quality and issue involvement.

Previous works have studied health-related behaviors in offline contexts; however, the scholars have not focused on the individuals' persuasion using ELM regarding the healthcare services provided in online communities. The results of the current study have theoretical and practical implications for scholars, website designers and policymakers.

This study aims to look at the integration of gamification in an e-learning model based on the technology acceptance model. The data was collected from respondents residing in India and elements of gamification (achievement, immersion and social) and personal characteristics of learners (self-efficacy, computer anxiety and enjoyment) and their impact on perceived ease of use (PEOU) and perceived usefulness (PU) were tested.

The data were collected from students and professionals who have ever played games during learning while using an e-learning module. Structural equation modeling using smart partial least square was used to create a model.

The findings showed that enjoyment affected both PEOU and PU and attitude toward e-learning. Achievement and social elements impacted attitude and the immersion element moderated the relation between enjoyment and PEOU and PU. These finally impact attitude and satisfaction, leading to higher intention to use e-learning platforms.

Because this study is very specific to the Indian context, a broad generalization requires further exploration in other cultural contexts. The absence of this exploration is one of the limitations of this study.

This study tested the GAMEFULQUEST suggested by Högberg et al. (2019) based on self-determination theory and its impact on the overall e-learning experience. The moderation of immersion has come out to be significant and achievement and social elements impacted attitude.

The frequency and sophistication of cybercrimes are increasing. These cybercrimes are impacting government and private organizations as well as individuals. One of the countermeasures is to improve the cyber hygiene of the end-users. Serious games or game-based learning has emerged as a promising approach for implementing security education, training and awareness program. In this paper, the researchers propose a tabletop card game called Cyber Suraksha to increase threat awareness and motivate users to adopt recommended security controls for smartphone users. Cyber Suraksha provides an active learning environment for the players. This paper aims to provide the details of the design and evaluation of the game using a between-subjects design.

The researchers have used constructive learning theory and the Fogg behaviour model (FBM) to design a tabletop card game called Cyber Suraksha. The researchers evaluated the game using a between-subjects design. The participants' responses in the control and intervention groups were collected using the risk behaviour diagnosis scale. Pearson’s Chi-Square test with a 5% significance level was used to test the hypotheses.

The results indicate that the game is enjoyable and fun. Cyber Suraksha game effectively motivates users to adopt the recommended security control for the targeted behaviour. The results indicate that the participants in the intervention group are 2.65 times more likely to adopt recommended behaviour. The findings of this study provide evidence for the effectiveness of hope and fear appeals in improving cybersecurity awareness.

The generalizability of the study is limited because the sample size is small compared to the total number of smartphone users in India, and only students from computer/IT UG programs in India are used as participants in this study.

This study uses hope and a fear appeal to design an effective serious game. It also demonstrates using the FBM and constructive learning principles for effective serious game design. Cyber Suraksha is effective for the student group and may be tested with other age groups.

To the researchers' knowledge, there are no serious games for cybersecurity awareness focusing on the threats faced by smartphone users based on FBM and constructive learning theory. This research used hope along with a fear appeal to motivate smartphone users to adopt recommended security controls.

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.

This study aims to identify the determinants of adopting financial technology (FinTech) in Haryana (India). Further, the authors also compare the behavioural intention among male and female respondents to deliver a comprehensive understanding of the adoption of FinTech.

The current study contains two cross-sectional surveys about males and females. Study M is completed with (333) males, and Study F is conducted on (317) female users towards FinTech adoption. This study used “Partial least squares-structural equation modelling (PLS-SEM)” for data analysis.

The outcomes indicate that in both (Studies M and F), perceived usefulness and perceived ease of use substantially impact attitude and behavioural intention. Moreover, the results show that perceived value significantly influences, while perceived risks insignificantly influence behavioural intention. Surprisingly, relative advantage (in Study M) and trialability (in Study F) has insignificant impact on behavioural intention. Further, the outcomes also confirm that in both studies (M and F), attitude and behavioural intention substantially influence the actual use of FinTech.

To the best of the authors’ knowledge, this is the preliminary research on FinTech to inspect the role of gender in the technology adoption process. The adoption difference between males and females and the insightful result that the authors found help shed light on the uniqueness of the context. This study is also one of the initial to test three credible technology determinant theories and then offer a robust model for the actual use of FinTech that is to be used by both practitioners and researchers.