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This paper critically examines the effectiveness of male anchor in cross-gender endorsements and questions whether it can truly deliver positive outcomes for advertisers in the context of live streaming. It explores the underlying mechanisms of this effect by examining the mediation effect of perceived gender-identity incongruence and the moderation effect of anchor presence.

Three experiments are conducted to examine the effect of cross-gender endorsement on purchase intention.

The findings from three experiments provide empirical evidence that the endorsement of female-gendered products by male anchors leads to a significant decrease in the evaluation of these products among female consumers. This negative effect is mediated by a sense of gender-identity incongruence experienced by female consumers. Furthermore, the study demonstrates that female customers exhibit higher purchase intent for female-gendered products endorsed by male virtual anchors compared to real anchors; however, the same pattern was not observed in the case of female anchors.

This paper empirically examines the possible negative effects of the male anchor endorsement in the live streaming context. It reveals the underlying mechanism of this negative effect, and how the virtual “presence” take a role in this underlying mechanism.

The industrial revolution changed the market landscape significantly in all industrial sectors. It has a noteworthy impact on enhancing the quality of goods and services. The quality aspect is of utmost concern and determines the success or failure of any product. Therefore, the presented study analyses the key barriers and solutions of Quality 4.0.

Twenty barriers and fifteen solutions were identified using a literature review and investigated using a hybrid approach. Barrier weights were evaluated with the help of the fuzzy AHP method. Furthermore, the computed weights were used to perform computations in the next step using fuzzy-TOPSIS to prioritize the ranking of identified solutions.

The research results show that “Lack of applying advanced analytics to uncover Quality 4.0 initiatives” and “Lack of integrating data from various sources across the organization” are the topmost barriers. Furthermore, “Implement a leadership development program focused on Quality 4.0” and “Cross-departmental peer learning environment” are the topmost solutions.

Managers and industrialists can benefit from Quality 4.0 through improved decision-making, process efficiency, supply chain collaboration, agile quality management, enhanced customer experience and a culture of continuous improvement. This results in better quality, operational effectiveness and a competitive edge.

The solutions need to be mapped with barriers to adopting Quality 4.0. Furthermore, the research results involve novelty by prioritizing the solutions to overcome the anticipated barriers.