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The study follows platform theory (PT) and information processing theory (IPT) to understand the determinants of customer engagement (CE) on an over-the-top (OTT) platform. Platform-based factors include superior streaming infrastructure (SSI), multilayer analytics (MA), secure monetisation (SM) and convenient navigability (CN), while message-based factors include content diversification (CD), interactive elements (IE) and content localisation (CL). The study further investigates the impact of CE on brand advocacy (BA).

The study employed the quantitative method using the cross-sectional survey to collect the data using judgemental sampling. Data were collected from 650 users of OTT services. Partial least square-structural equation modelling (PLS-SEM) was used to test the hypothesised relationship.

The impact of platform and message-based factors on CE is significant, except for the IE. As per the results, SSI is the most significant platform-based factor of CE, followed by MA, CN and SM. The study also found that CL followed by CD has a substantial influence as a message-based factor for OTT providers. The significant impact of CE is also established on BA, as per the findings of the study.

The outcome of the study is relevant to managers and practitioners in the highly competitive OTT industry. The new research framework emphasises the increasing importance of platform- and message-based factors for CE and BA. The study will also assist OTT providers in guiding strategic and operational decisions in the context of the OTT industry to increase customer loyalty in emerging economies.

The study introduces a novel approach to assessing OTT subscriber engagement by integrating PT and IPT. The final outcome of the research model is BA, which is highly relevant for an OTT operator as it helps retain existing subscribers and attract new ones through BA.

The purpose of this paper is to undermine the role of cellular technology, government and the funding agency to deliver reliable and cost-effective health services for the people living in the bottom of pyramid and remote areas of the country where quality healthcare facilities are not available. The people living in rural Bihar (India) have a limited education and are reluctant to visit the female healthcare centers. The Ananya Bihar project has employed volunteers from the same community and aid from the foundation and government to improve the maternity and neo-natal healthcare initially in eight districts of the state.

The study reviewed various m-health projects and m-education projects with a detailing of the Anaya Bihar Project initiated by Melinda Gates foundation and Government of Bihar, India. The study uncovers technical, operational aspects and methodology followed by Ananya. It has detailed the best practices followed by the project. The study also features the capability of mobile as a tool to reach the masses in most cost effective way.

The use of mobile application with the association from the social worker has been tremendously successful in maternity and child healthcare in the state of Bihar, India. The application includes educating the user’s about the healthcare, training for midwives, alerts related to vaccination and thereby reducing the mortality rate and improving the maternal healthcare for the people from the bottom of pyramid. The project has created awareness among the rural families and has improved the maternity healthcare in the eight districts of Bihar, India. They were also planning to expand the project in other states of India.

The study is exploratory in nature and has not involved primary data collection and statistical analysis. The study has compiled the data and information available.

The present study may be used as a reference to the organization working on mobile healthcare projects to understand the best practices of m-health project. The study also explains the role of various stakeholders (as Ananya-Bihar was a collaborative effort of Social trust, Technical experts, Network service provider, Community, State Government and the People) in the success of the project.

The study explains the role of technology for the benefit of people. In the present case mobile healthcare initiated by the foundation has been very effective in dealing with maternity healthcare in rural Bihar, where people cannot afford expensive healthcare facility. The only silver lining is increasing tele-density at the most affordable rate in the globe, with funding from NGOs and full support from government. Such types of m-healthcare projects will support the government in delivering quality healthcare to the people who are living below poverty line and deprived of basic healthcare facilities.

The study details the methodology and technical details of Ananya Mobile health care platform.

Over recent years, brand semiotics have been gaining the marketing practitioners' attention for designing their brand strategy. Hence, to address this gap, the current study investigates the effect of semiotic product packaging on brand experience dimensions, brand trust and purchase intent of reputed major brands of fast-moving consumer good (FMCG) products.

The data for this study were collected by administering a questionnaire-based survey from 254 respondents from the Delhi National Capital Region (NCR) of India, using systematic sampling. Structural equation modeling has been used to test the conceptual model and examine the hypotheses developed in the study.

The results present evidence of the growing influence of semiotic product packaging upon consumer brand trust and purchase intentions. The study suggests that brand semiotics positively influence customer brand experience, brand trust and purchase intention of FMCG products.

The research findings will benefit FMCG companies to identify how to apply semiotics in packaging to improve consumers' brand experience and influence intent to purchase.

Research in brand semiotics on product packaging is limited, as most prior studies focus on brand semiotics in advertising, product design improvement and retail design. The present study has investigated the impact of semiotics on brand experience dimensions in product packaging, which is emerging as a critical concern for the FMCG sector particularly in the post-COVID period.

The purpose of this paper is to explore the mediating role of demonetisation in the usage of IT-enabled banking services (ITeBS). The study extends the theory of technology readiness (TR) (Parasuraman and Colby, 2015) by incorporating the behavioural intention and actual usage of ITeBS.

Based on the theory of TR and encompassing the impact of demonetisation, the study examines the functional relationship of TR, behavioural intention and actual usage. Structural equation modelling and mediation analysis are applied on a data set of 474 usable responses.

The study confirms that TR is a significant factor in customer’s intention to use ITeBS. The demonetisation variable fully mediates the relationship model, which implies a significant finding in the consumer acceptance literature.

The result of this study proposes three major implications. Primarily, the banks should focus on providing simple and user-friendly ITeBS interface and its uninterrupted access. It is necessary to educate the customers by giving them a trial of the service. Furthermore, social media platforms may be utilised as an effective and efficient tool to resolve customer complaints.

This study is first of the attempts to investigate government’s digital push in the technology adoption literature. The results indicate significant influence of demonetisation on the usage of ITeBS.

The study examines how young working women are motivated by online shopping. The study tests the relationship between Internet self-efficacy (ISE), website aesthetics, and purchase intention through perceived benefit. An investigation of the impact of perceived risk on purchase intention is also carried out.

The paper carried out a quantitative study based on a purposive sample of 180 working women from the Delhi-NCR region of India and used Structural Equation Modelling (SEM) to test hypotheses based on the extended TAM model.

Perceived benefit, website aesthetics, and ISE positively and significantly impact working women's purchase intention. The study also finds an indirect relationship between ISE and purchase intention through perceived benefit. Perceived risk has a negative and insignificant influence on working women's purchase intention for online shopping.

The study finding reflects that perceived website aesthetics fill the gap between offline and online environments. ISE makes shopping easy and increases the shopper's confidence. A mobile-optimized website with ease of navigation would increase women shoppers' conversion rates on mobile devices, leading to a favourable impact on revenue generation for online retailers.

Despite the vast literature on constructs derived from the TAM model, very few studies have researched young women consumers from an emerging economy perspective. The novelty of this research lies in identifying the factors that influence young working women's online shopping intention using smartphone through the glance of ISE and perceived aesthetics in the Indian context.

This study aims to analyse and understand customer sentiments and perceptions from neobanking mobile applications by using advanced machine learning and text mining techniques.

This study explores a substantial large data set of 330,399 user reviews available in the form of unstructured textual data from neobanking mobile applications. This study is aimed to extract meaningful patterns, topics, sentiments and themes from the data.

The results show that the success of neobanking mobile applications depends on user experience, security features, personalised services and technological innovation.

This study is limited to textual resources available in the public domain, and hence may not present the entire range of user experiences. Further studies should incorporate a wider range of data sources and investigate the impact of regional disparities on user preferences.

This study provides actionable ideas for neobanking service providers, enabling them to improve service quality and mobile application user experience by integrating customer input and the latest trends. These results can offer important inputs to the process of user interaction design, implementation of new features and customer support services.

This study uses text mining approaches to analyse neobanking mobile applications, which further contribute to the growing literature on digital banking and FinTech. This study offers a unique view of consumer behaviour and preferences in the realm of digital banking, which will add to the literature on the quality of service concerning mobile applications.

Online health communities (OHC) can transform the healthcare industry, particularly in developing economies. Technology advancement and increased health literacy pave the way for these communities to become powerful tools for empowering patients. The purpose of this study was to empirically validate the linkages between social support and how it overarchingly influences patient compliance. Following social support theory, this study delineates how support from the community affects the patient–physician relationship (PERP) and consequently patient compliance regarding the treatment plan. This study also invents the role of patient trust in an OHC in moderating the relationship between PERP and engagement.

This paper is based on social support and empowerment theories to investigate the importance of social support in improving patients’ health behaviours and health outcomes via patient empowerment, patient engagement and patient compliance. The authors surveyed users from three Facebook cancer communities in India to collect data. The authors used partial least squares structured equation modelling and necessary condition analysis (NCA) with 265 participants to support the proposed model.

The result demonstrates that PERP is a crucial factor for patient engagement in OHC, and patient engagement has a significant effect on patient compliance. The results also showed that trust was a significant moderator between PERP and engagement. The NCA analysis shows all the relationships are significant; however, emotional support is not a necessary condition for PERP.

By empowering cancer patients and enabling them to meet their emotional and informational needs through OHCs, the study model can aid in the development of solutions that will improve compliance with their treatment in an emerging economic context. The findings indicate the potential chain reaction of social support and PERP in online cancer health communities. This study also contributes to quantifying the social impacts of online healthcare services and how to enhance the healthcare compliance framework.

This study combines social support and empowerment theory with patient, physician, and technology to provide a fine-grained picture of PERP in OHC. It explains how social support in OHC promotes self-care behaviour. This linkage validation enables readers and the community at large to gain a more nuanced understanding of how social support – through PERP, engagement and trust – enables patient compliance using primary data.

The purpose of this study is to integrate customer value theory (CVT) and protection motivation theory (PMT) to understand the factors that have an impact on customer experience, e-trust and intention to recommend, which influence the adoption behaviour of digital currency users.

A purposive sampling technique was used, and data were gathered through an online survey of 414 respondents. The measurement and structural models were tested using partial least squares structural equation modelling to establish linkages between the constructs.

Functional, emotional and social values positively impact customer experience. Furthermore, perceived severity, perceived vulnerability, response efficacy and self-efficacy had a positive impact on e-trust. E-trust positively affects customer experience and intention to use the digital currency directly. The study demonstrated that perceived value and protection motivation factors play a significant role in influencing the use of digital currency.

For managers and policymakers interested in the Indian digital currency market, it is suggested that functional utility and emotional and social benefits can enhance user satisfaction. In an e-trust model, user education to increase risk and protection awareness, effectiveness of responses and self-efficacy are critical to building e-trust.

Building on CVT and PMT’s usage in the broader financial services domain, this research empirically confirms the significance of perceived value and protection motivation factors while adopting digital currency. It provides an extensive and multifaceted approach to comprehending customer involvement and trust in digital financial services, thus enhancing the theoretical and empirical knowledge of both the fintech and blockchain industries.

This study builds on a conceptual model by integrating AI features – Perceived intelligence (PIN) and anthropomorphism (PAN) – while extending expectation confirmation theory (ECT) factors – interaction quality (IQU), confirmation (CON), and customer experience (CSE) – to evaluate the continued intention to use (CIU) of AI-enabled digital banking services.

Data were collected through an online questionnaire administered to 390 digital banking customers in India. The data were further analysed, and the presented hypotheses were evaluated using partial least squares structural equation modelling (PLS-SEM).

The research indicates that perceived intelligence and anthropomorphism predict interaction quality. Interaction quality significantly impacts expectation confirmation, consumer experience, and the continuous intention to use digital banking services powered by AI technology. AI design will become a fundamental factor; thus, all interactions should be user-friendly, efficient, and reliable, and the successful implementation of AI in digital banking will largely depend on AI features.

This study is the first to demonstrate the effectiveness of an AI-ECT model for AI-enabled Indian digital banks. The user continuance intention to use digital banking in the context of AI has not yet been studied. These findings further enrich the literature on AI, digital banking, and information systems by focusing on the AI's Intelligence and Anthropomorphism variables in digital banks.

This study aims to integrate Delone and McLean’s information system success (DMISS) model with the innovation resistance model to evaluate the relationship between behavioural intention to use (BIU) and innovation resistance in the context of neo-banking. The primary objective of this study is to identify the drivers of neo-banking adoption and the barriers to its adoption and incorporate constructs such as e-trust (ETR) and personal innovativeness (PIV) to provide a more comprehensive understanding of the factors influencing neo-banking adoption.

A structured survey-based questionnaire was used to gather data from a diverse sample population in India. The Partial Least Squares Structural Equation Modeling (PLS-SEM) model was employed to further examine the adoption of neobanking services and users' intention to use neobanking services.

This study reveals a significant correlation between BIU and the uptake of neobanking services, demonstrating the value of consumers' readiness to embrace these offerings. However, resistance to usage has emerged as a major obstacle for consumers concerned about data security, technology reluctance and perceived risks associated with digital-only neobanks.

Analysing the driving and restraining factors will provide substantial information on the formation of consumers' decision-making processes in the Indian banking industry, which is undergoing rapid digital transformation. This information is of great importance to scholars, practitioners and policymakers, as it highlights the factors that may facilitate or impede the adoption of neobanking in India. The outcomes of this analysis will be of particular interest to researchers, experts and stakeholders in the field as they will provide valuable insights into the dynamics of consumer behaviour in the Indian banking sector.

This study represents an initial effort to examine BIUs and usage resistance within the rapidly developing neobanking sector in India. The findings of this study build on the existing research in this area and contribute to the ongoing discussion on the adoption of neo-banking.