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This study aims to identify the key drivers of consumer engagement in e-commerce among young consumers at bottom-of-pyramid (BoP) markets and their impact on continued usage intention.

A cross-sectional research design was used to understand low-income customers’ engagement in e-commerce, specifically online shopping. The data for this study were collected from BoP customers in the Indian market. A conceptual model was proposed, and hypotheses were developed using the stimulus–organism–response (S-O-R) framework. For analysis, structural equation modeling was performed using AMOS 20.0 software to test the structural model.

The results of the study highlight that perceived importance, technology and infrastructure and social influence are key drivers of e-commerce at BoP customers. Key drivers have shown a significant positive impact on customer engagement which leads to continue usage intention of e-commerce. Furthermore, customer engagement has shown a strong relationship with continue usage intention of e-commerce.

This study indicates that young consumers’ engagement is important for e-commerce service providers to gain a market share. BoP markets offer immense opportunities to create, develop and sustain e-commerce firms for a long time, especially in India. Managers should recognize the potential of BoP markets, which can generate a huge demand for products and services on e-commerce platforms.

This study contributes both theoretically and empirically. Theoretically, this adds to the existing knowledge of customer engagement, especially in e-commerce and BoP market segment. Empirically, it tested the conceptual research model of low-income customer engagement in the e-commerce marketplace using the S-O-R framework. The study recommended practical implications for e-retailers/e-commerce service providers engaging BoP customers in a digitally connected and intensively competitive era.

On March 18, 2019, Yuvraj Mehta, head Corporate Brand Management & Communications (CBMC) at Larsen & Toubro (L&T), heard about negative media narratives against L&T, following a high-profile merger and acquisition (M&A) between the company and Mindtree. Some of the allegations against L&T were “hostile takeover” and “destruction of Mindtree's culture.” Mehta was faced with the issue of influencing all stakeholders; turning the tide and changing the narrative from hostile takeover to continuity, growth and profitability; and integrating Mindtree and its employees and culture into L&T. Compared to L&T's previous acquisitions, which were small, and other strategic initiatives, which were mostly organic, Mindtree acquisition was the largest (in value terms) in its history. It was also the most complex as Mindtree promoters aggressively resisted the acquisition, and L&T had to acquire a large number of shares through an open offer. Media speculations began in January 2019 when L&T, the engineering and construction giant, planned to acquire a majority stake in the young IT firm, Mindtree. Soon the reporting changed to aggressive media ranting. Time was at a premium. Mehta knew he would need to begin strategising almost immediately. How should he proceed? What should be his first move?

This chapter aims to shed light on the role that a sustainable orientation plays in strengthening the relationships between global consumers and online brands. Despite many previous studies about the importance of sustainability considerations for national consumers’ brand commitments and purchase intentions, there is a lack of empirical studies focussing on this relationship from a global consumer perspective. A pre-study (consisting of focus group discussions) and a widely distributed international survey with responses from 74 countries show mixed results. Whereas the results from the focus groups imply that a sustainable orientation influences both global consumers’ purchase intentions and brand commitments towards online brands, the survey results imply that global consumers’ sustainable orientations do not affect purchase intentions directly, even though they influence brand commitments. An implication of these results is that an international online brand’s possibility to portray a sustainable orientation plays an important role in strengthening the relationship with global consumers, especially regarding brand commitment.

The study aims to present a systematic literature review (SLR) to understand the current status of research on social media usage among the bottom of the pyramid (BOP). The purpose of this study is to identify the research gaps in this domain and review future research agendas by using theory, context, characteristics and methods [TCCM] framework.

An SLR, keywords co-occurrence and TCCM analysis were used to analyse and synthesize insights from 44 studies gained from Web of Science and Scopus databases.

The findings suggest that the USA and India are popular contexts for studying BOP. The BOP population uses social media to gain utilitarian, hedonic and social values. Further, social media can help BOP explore “entrepreneurship” opportunities, value co-creation and bring innovations.

This study expands the intellectual boundaries of social media at BOP and suggests multidisciplinary research. Additionally, adopting novel theoretical lenses helped determine social media's impact on BOP.

The major objective of the study is to investigate the effect of selected customer retention strategies (fair pricing, online marketing and frequent communication) on perceived service quality and organisational performance within the retail sector in Zimbabwe. Also, the study sought to understand the moderating role of ICT on the effect of customer retention strategies on perceived service quality and organisational performance.

A cross-sectional survey of 280 employees within Zimbabwe's retail sector was adopted and respondents were selected using simple random sampling method. A structured questionnaire with Likert type questions was used to gather data.

The study findings indicate that the performance of organisations within the retail sector is influenced by superior service quality, selected customer retention strategies and also moderated by the use of ICT.

The study contributes to the business management body of knowledge by assessing the effect of selected customer retention strategies (fair pricing, online marketing and frequent communication) on perceived service quality and organisational performance within the retail industry of an emerging economy. The study is also unique in that it used ICT to moderate the effect of selected customer retention strategies on perceived service quality and organisational performance.

Scholars mainly propose and establish theoretical models of cumulative fatigue damage for their research fields. This review aims to select the applicable model from many fatigue damage models according to the actual situation. However, relatively few models can be generally accepted and widely used.

This review introduces the development of cumulative damage theory. Then, several typical models are selected from linear and nonlinear cumulative damage models to perform data analyses and obtain the fatigue life for the metal.

Considering the energy law and strength degradation, the nonlinear fatigue cumulative damage model can better reflect the fatigue damage under constant and multi-stage variable amplitude loading. In the following research, the complex uncertainty of the model in the fatigue damage process can be considered, as well as the combination of advanced machine learning techniques to reduce the prediction error.

This review compares the advantages and disadvantages of various mainstream cumulative damage research methods. It provides a reference for further research into the theories of cumulative fatigue damage.

The purpose of this research article is to investigate the critical risk factors associated with the digitalization impact on the Indian construction industry, as these firm plans to implement digitalization in order to improve their construction management processes.

In this research article, risk factors and dimensions are taken from diverse industries and validated in the construction domain by industry and academic experts. Further, multi-criteria decision-making techniques are employed to assess the Indian construction sector scenario quantitatively. The interrelationship and weightage of risk factors and dimensions are determined by the Fuzzy Decision-making Trial and Evaluation Laboratory Analytic Network Process (DANP) method. However, the method Grey Technique for the Order of Prioritization by Similarity to Ideal Solution (TOPSIS) is used to determine the ranking of each risk factor.

This study finds 14 critical risk factors along with four risk dimensions. Operational and financial dimensions are significant risk dimensions. Whereas the threat of high outlay and low yield is a significant risk factor in construction. Besides that, the interrelationship among risk factors, the weightage of each factor and the ranking of critical risk factors are also identified.

This research article uses Fuzzy DANP and Grey TOPSIS techniques as exploratory research methods with a limited group of construction professionals from a leading Indian construction firm. Furthermore, comprehensive confirmatory research can also be performed with a large group of construction experts using advanced analytical techniques to validate the ranking of critical risk factors.

The findings of this study provide insight into the knowledge of construction firms by emphasizing significant risk factors related to digitalization in construction operations. Another finding of this study shows that the risks associated with digitalization in construction are similar to those in manufacturing, where high outlay and low yield hold a significant role in the transformation process.

The research is unique since there have only been limited studies in the Indian construction scenario to analyze the significant risks associated with digitalization. Furthermore, this study demonstrates that the combination of Fuzzy DANP and Grey TOPSIS techniques may be used successfully to prioritize risks in construction digitalization, which is still in its early phases.

The socioeconomically deprived segment called bottom of pyramid lives in extreme resource-constrained environments and is being excluded from having access to many services. This study aims to investigate the role played by virtual engagement platforms in bringing well-being to base of the pyramid (BoP) customers. This study also uses transformative service research and service ecosystem-based approach.

The study uses qualitative approach. Data was collected and analyzed through 16 in-depth interviews with BoP service actors.

Present study explains the role played by virtual engagement platforms as an intermediator between farmers and the service entity. Herein, it may be noted that the role of virtual platforms contributes to the well-being of the BoP community.

The authors’ research work broadens service organizations’ reach by better serving people in the BoP, which ultimately helps in removing unfairness and establishes service inclusion.

This study analyzes the significance of various attributes of developmental psychology developed by male and female students within higher education institutions (HEIs) in Cambodia. It also focuses on the mismatch between planned enrollments and the final selection of a course, and the knowledge and skills accessed during the study.

A sample of 463 students (267 female) was selected for a survey from two private and two public universities, located in both Phnom Penh and other provincial locations.

It was found that (1) the Cambodian Sustainable Development Goal targets related to quality education are likely to be achieved by 2030, but this will require close monitoring of the targets. While it is likely that the male ratio will be accomplished by 2030, this is less certain for the female ratio. (2) There was a mismatch between the planned enrollment and actual course selection for just under half (49.2%) of students surveyed due to high tuition fees, a lack of scholarships, unavailability of preferred courses, failure to gain admission and parental influence. This mismatch was higher for female students for all of these factors except for parental influence. (3) Students indicated a high degree of access to knowledge and skills, except for technological literacy, economic aspects and interpersonal effectiveness. Overall, male students were found to access a higher degree of both knowledge and skills. (4) The developmental psychology of students was found to be significantly influenced by decision-making ability, empathy, people skills, community engagement and voluntary work.

There were a number of limitations in carrying out this research. For example, discussions were separately organized at each university; the authors did not organize a consultative meeting gathering all the students from the four universities to discuss and get consensus. Moreover, the study did not cover the interviews of parents to gain their views regarding support for their children at HEIs.

Improvement in key aspects of developmental psychology for male students was found to be more significant than for female students, except for intellectual capacity.

Still, improvement in the adopt of developmental psychology is required at HEIs in Cambodia and developing countries. Improved developmental psychology among students at universities has been shown to result in a significant enhancement in study performance and competencies. These competencies range from cognitive and intellectual capacity, associated with thinking and analysis; and emotional and social capacity, associated with the development of a societal vision. Students who develop cognitive and intellectual capacity tend to perform tasks more accurately and efficiently, make decisions more effectively and respond intelligently to new or complex circumstances. Students who develop emotional and social capacity are better guided toward focusing on caring for others in the community and establishing peaceful and safe environments. An important implication of the developmental psychology of students within HEIs in Cambodia is the holistic nature of education integrating knowledge, skills, competencies and social responsibility. HEIs should take on the role of equipping students with both cognitive and intellectual capacities for employment; as well as the emotional and social capacities required to build a society based on mutual trust and harmony. Improving the psychological development of students at HEIs in Cambodia may also be significant in achieving the CSDG targets. In terms of policy, HEIs should integrate opportunities for this to be included in the curriculum to increase the opportunities for students to engage in practice-based learning and community engagement activities. This will require providing sufficient learning materials and equipment to enable students to self-learn, think, analyze and innovate, using theories obtained in class, at home. This should be coupled with community engagement programs that provide students with the opportunity to work in the field. All knowledge and skills accessed by students should be integrated with the development of both cognitive and intellectual capacities. Further, social activities organized by HEIs are required to assist in developing the emotional and social capacity of students to interact with communities.

The paper is solely conducted and prepared by SOK Serey, CHEB Hoeurn, CHHINH Nyda, BO Chan Koulika and NGUONPHAN Pheakdey. The findings of the research produce both quantitative and qualitative information on the implementation of Sustainable Development Goals at higher education in Cambodia. In particular, this research is one of the most pioneer academic research studies conducted by a local scholar from Cambodia.

The present study aimed to investigate whether male consumers report weaker green consumption values than their female counterparts, and whether such a presumed sex difference, at least in part, can be explained by different levels of intrasexual competition. In other words, the study tested the notion that intrasexual competition acts as a psychological mechanism explaining why male (vs female) consumers are sometimes less prone to prefer and purchase sustainable goods, with their higher tendency to compete with same-sex rivals making them less likely to engage in green consumption.

The study was based on a large cross-sectional survey, in which a final sample of 1,382 participants (823 female and 559 male) provided complete responses on well-validated scales measuring intrasexual competition and green consumption values. The large sample size implies that even small effect sizes could be detected with high statistical power. The data were analyzed using a series of Mann–Whitney U tests to compare the responses made by male and female participants. Subsequently, multiple linear regressions as well as regression-based mediation and moderation analyses were performed with control variables added to show robustness of the results, test the proposed chain of events, and demonstrate generalizability.

Male (vs female) participants expressed significantly higher levels of intrasexual competition both generally and on the two subdimensions corresponding to superiority striving and inferiority irritation. Further, they were slightly less inclined to express green consumption values. Importantly, the sex difference in green consumption values was mediated by inferiority irritation as well as the entire intrasexual competition scale but not by superiority striving. Thus, men's inferiority irritation, in particular, and their more pronounced propensity to compete with same-sex rivals, in general, drove them away from green consumption, whereas women's weaker willingness to compete with same-sex rivals instead increased their inclination of “going green.”

Drawing on findings from the domains of competitiveness and gender stereotypes, the current research demonstrates a novel mechanism through which green consumption responses can be understood. Specifically, this study provides empirical evidence for the mediating role of intrasexual competition, especially regarding the more negatively charged subdimension of inferiority irritation, in explaining why male and female consumers may differ in terms of their green consumption values. The present research also contributes to the literature by questioning the unidimensional structure of the intrasexual competition scale and showing that the negative (vs positive) subdimension of this scale is more influential in explaining sex-differentiated patterns in consumers' green consumption values, thereby supporting the notion that “bad is stronger than good.”