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With over-the-top (OTT) streaming services rapidly transforming the media industry and saturating the market, the authors' study seeks to enrich the goal-directed behaviour model by exploring how perceived risks and descriptive norms influence OTT consumption.

Survey data from OTT subscribers were collected online to assess their risk behaviours. The 353 responses obtained were analysed with SmartPLS, validating the structural equation modelling (SEM) through structural and measurement model verification.

The authors' findings illustrate that descriptive norm, perceived behavioural control, as well as positive and negative anticipated emotion (NEM) and attitude, contribute positively to the desire to engage with OTT streaming services. Interestingly, the authors' study contradicts common assumptions, revealing that subjective norms do not significantly impact the propensity to utilise OTT services. This counterintuitive finding necessitates a reconsideration of prevalent theories and contributes to a nuanced understanding of OTT adoption determinants.

The data gathering for this study were conducted from the perspective of a single nation. Therefore, caution must be exercised when generalising this study's results.

The practical ramifications of this research are vast, providing OTT service providers and marketers with actionable insights to maximise user engagement and navigate perceived risks related to OTT service adoption and consumption.

This study's exploration of perceived risks and descriptive norms enhances the goal-directed behaviour model's breadth, facilitating a holistic comprehension of the constructs shaping OTT consumption behaviours. It would be the first attempt to combine perceptual, affective and behavioural factors and perceived risks to understand the user's predisposition to engage in OTT streaming services.

The purpose of this study to identify and optimize the machining of polyvinyl butyral (PVB) material for industrial uses. The research is based on input machining parameters of rotary ultrasonic machining for better understand the output response surface roughness (SR) property of polyvinyl butyral (PVB) by using the Taguchi approach. The grey relational grade analysis (GRG) is also implemented to resolve the complex interrelationship of SR data for optimization and predicting and validate the results.

In experimental work, the input parameters, namely, concentration, abrasives, power rate, grit size, tool material and hydrofluoric (HF) acid has been selected. The experiment’s design was created using MINITAB Software; the L27 orthogonal array was selected for the experimentation. SR was examined with the GRG technique for process optimization. On the other hand, for single parameter optimization analysis of variance (ANOVA) has been used.

ANOVA optimization technique gives the best result on concentration (40%) of abrasive (Al2O3+SiC+B4C), power rate (40%), grit size (600), HF acid (1.5%) and tool material (D2 alloy) are the optimal parameters to provide the slightest degree of SR. GRG optimization of multi-response parameter setting: 40% concentration, SiC+B4C mixed abrasive slurry, 40% of power rating, 280 grit size, 0.5% HF acid and high-speed tool steel tool material gives better results. The SR of PVB glass material improved by 20% after grey relational analysis.

There are several practical applications in a variety of material processing sectors, including metallurgy, machinery, electronics and transportation. These real-world applications have produced substantial and discernible economic benefits.

The analytical and optimization results will be used in the various material processing sectors, including metallurgy, machinery, electronics and transportation.

The ANOVA and grey theory approaches offer the reader a primary picture of the machining research and process parameter optimization. Combined abrasive slurry of Al₂O3+SiC+B₄C with a high power-rating exhibits lower SR. Similarly, grit size is vital; larger grits produce better SR. Ra – 0. 611 m is the lowest SR value at the hole found in trial 25 after the experimentation.

This paper aims to investigate the associations between organizational justice dimensions and employees' knowledge sharing (KS) while studying the mediating role of psychological empowerment (PE) in context of the Indian hospitality industry. It is also aimed to investigate the association between KS and innovative work behavior (IWB).

A mediation model was verified utilizing three-wave survey data from 293 employees working in hotels situated in northern India. Hypotheses were tested using AMOS and PROCESS Model 4.

There are significant associations between justice dimensions and KS, and PE mediates these relationships. Additionally, employees' KS has a positive effect on their IWB.

Organizations must promote justice and psychologically empower their employees to facilitate KS. Our study also highlights the significance of employees' KS in encouraging their IWBs. HR leaders and managers have an important role in facilitating the right work environment, in which employees experience fairness and empowerment.

This paper is the first to investigate linkages between justice dimensions, PE, KS and IWB in context of the Indian hospitality industry. Furthermore, this study has made the maiden attempt of asserting the mediating role of PE in the relationship between justice dimensions and KS.

This study aims to explore customers’ second-hand clothing purchases and their engagement on the Facebook marketplace.

A conceptual model is developed, building upon the online second-hand shopping motivation (OSSM) scale. Data gathered from 409 respondents was analysed using covariance-based structural equation modelling.

The results highlight that economic, convenience, ideological motivations and environmental concerns impact customers’ purchase intention. Conversely, status consumption was found to impede customers’ purchase intentions. Notably, the elements of social media engagement, including consumption, contribution and creation, demonstrated significance as a consequence of customers’ second-hand clothing purchase intention.

This study’s findings contribute to the knowledge encompassing sustainable fashion consumption, information systems and second-hand social media shopping. It uniquely explores customer behaviours related to second-hand clothes shopping on the Facebook marketplace by building upon the OSSM scale. These findings offer valuable insights, showcasing the determinants that can increase customer-centric social media engagement. These results inform online retailers on Facebook marketplace about sustainable practices, aligning with UN Sustainable Development Goals 12, 13 and 8, to promote a green global economy.

Additive Manufacturing technology (AMT) is swiftly gaining prominence to induce automation and innovation in manufacturing systems. It holds immense potential to change supply chain dynamics by providing the possibility of printing objects on demand. This study thus formulates and analyzes the framework to incorporate AMT to handle the spare parts supply chain management (SPSCM) in capital-intensive industries by identifying and assessing the critical success factors (CSFs).

Assessment of the CSFs is performed using the novel Grey Causal Modeling method (GCM) with the objective of making SPSCM resilient and efficient. GCM conducts causal analysis by taking into consideration cause, effects, the objectives, and the situations.

Findings indicate that; Logistics Lead Time (SD4), Time to manufacture (SD3), Management Support (SD11), and Risk Management (SD20) are the most prominent causal factor having a maximum impact when incorporating AMT in SPSCM. The results also reveal that the performance of manufacturing organizations that adopt AMT is substantially influenced by internal and external factors such as Management Support (SD11) and Government Regulations (SD16).

This research provides valuable information for getting the global spare parts supply chain equipped for the post-COVID age, where digital technologies such as AMT will be fundamental for bolstering supply chain resilience and efficiency.

This research proposes a framework for performance assessment when incorporating AMT in SPSCM. Study also demonstrates methodological application of novel Grey Causal Modelling technique using a real case in a spare parts manufacturing industry in India.

India has a distinct family hierarchy and a vertical collectivistic culture. Indian traditional cultural norms discourage young adults from having romantic or sexual relationships before marriage. Romantic liaisons and marriages are fiercely opposed outside the caste and social network. Despite this cultural practice, research in the last decade demonstrated that more young adults in India engage in premarital romantic relationships and prefer a marriage of choice. However, they strongly wish their parents to approve of their partner and arrange their marriage. This increasing trend of love-cum-arranged marriages could be considered how Indian culture adapts to the demands of modernization strongly impelled by globalization. This chapter discusses the dynamics of change in the romantic and marital agency among young adults in India. First, the authors provide a brief historical introduction to the Indian marital system. Then, the authors discuss the changing cultural dimensions that promote marital choice and independence in partner selection (e.g., filial piety). Further, the authors provide an overview of the trends in premarital romantic relationships in India. In addition, the authors discuss the distress and conflict in Indian families due to the increasing premarital romantic and sexual relationships among Indian youth, as evidenced by eloped marriages, forced marriages, and honor killings.

The purpose of the perspective article is to review relevant literature on family business and ethnic fashion and establish links across identity (defined as culture, tradition, heritage and status) and fashion (color, design, pattern and fabric/texture) and internationalization (foreign market entry), and develop a conceptual model using the identity theory and qualitative method.

This is a qualitative study by design. We used a systematic research and ethnographic method for this study. Specifically, the author used the participant observation aspect of ethnography to collect information and images relating to ethnic fashion. Ethnography is a well-established methodology widely used in social sciences research, including fashion.

The study's conceptual model proposes that (1) ethnic fashion mediates the identity-internationalization relationship, (2) knowledge transfer moderates the identity-ethnic fashion relationship and (3) family business size moderates the ethnic fashion-internationalization relationship. It is also revealed that a person's status can be judged by their dress and fashion in under two minutes.

This study is limited to the African continent, though it has 54 countries with a current population of about 1.5 billion people, which is expected to be roughly 2.5 billion by 2050.

Implications of the study for the entrepreneurs and family businesses are that they should realize the opportunities presented by ethnic African fashion and tap into the most crucial key to success—local design, color, fabric and patterns associated with meaning and messages. Cross-cultural collaborations and digital innovations can help the internationalization of African fashion while preserving local heritage and identity. Another implication is that quality and consistency in branding are equally essential to be on par with intentional luxury brands.

The social implication of the study is that culture and fashion are correlated and influence designers' creations, reflecting and conveying identity, status and societal values. Fashion allows people to express their identity, individuality and values. The proper fashion and outfit can boost mood, self-esteem and confidence, resulting in healthy social interaction and mental health. Fashion can also raise social issues (e.g. inclusiveness, diversity and gender by featuring various models and designs) and environmental issues (e.g. sustainable practices local and ethical production).

The paper synthesizes ethnic fashion in the context of family businesses in Africa, highlights specific examples of ethnic fashion of African people with the potential for internationalization and proposes future fashion perspectives for family businesses. It adds value in that it focuses on fashion family businesses in the African continent.

About 50% of innovations achieve commercial success in advanced countries. The number is much lower in emerging markets. Examining the impact of the digital environment on product success is crucial. The purpose of the study is to investigate the direct effects of disruptive technology (quality, efficiency and congruity) on digital entrepreneurship (new product development, cost-effectiveness and internationalization) and indirect moderating effects of the digital environment (data security, customer privacy and search engine optimization [SEO] algorithm) between disruptive technology and digital entrepreneurship.

This is a qualitative study by design. It uses the literature review method and the theory of disruption and competitive advantage to construct the six hypotheses linking the variables – disruptive technology, digital environment and digital entrepreneurship.

The study’s conceptual model proposes that disruptive technology leads to digital entrepreneurship; however, the digital environment moderates the relationship between disruptive technology and digital entrepreneurship in emerging markets.

The conceptual study has research implications for scholars. It constructs a conceptual framework and develops six hypotheses contextualized in emerging markets. The framework can be empirically tested across countries to validate the hypotheses and develop a competing model to explain more variance in digital entrepreneurship. This study also presents the possibility of analytical generalization.

This study has practical implications for digital entrepreneurs in emerging markets or those wishing to enter emerging markets. The main implication is that disruptive technology leads to digital entrepreneurship; however, the digital environment moderates it. Thus, digital entrepreneurs need to consider digital environmental effects such as data security, customer privacy and SEO. Given that two-thirds of the world is classified as an emerging market, the impact of the study is noticeable for practitioners as well.

Disruptive technology fosters digital entrepreneurship, which creates opportunities for innovative solutions for society worldwide. It breaks down the barriers to entry and promotes inclusivity by providing products and services that were unavailable before. Digital products are also economical and environmentally friendly, making them more suitable for people in emerging markets.

This study makes three new contributions. First, it proposes that disruptive technology leads to digital entrepreneurship and that the digital environment moderates the relationship between disruptive technology and digital entrepreneurship. Second, from a theoretical viewpoint, it develops a theoretical testable framework, links the variables and proposes the six hypotheses. Finally, the most significant contribution of the study is the identification of the digital environment variable and its dimensions – security, privacy and SEO algorithm – and its comparison between advanced countries and emerging markets.

Education is one among the major service sectors which is continuously growing and contributing significantly to a country’s economy. Students’ positive feedback through word-of-mouth (WOM) is one of the key influences attracting new admissions thereby providing competitive advantage for a university to sustain. There are numerous antecedents identified and implemented to enhance positive WOM and increase intakes in higher education however the students’ choice is still being unpredicted. This study attempts to develop a framework that exemplifies the links between service quality (SQ), relational trust (RT) and students' attitudes toward institutions.

A correlational research design was adopted with a non-probability convenience sampling technique, the data were collected from students in public and private higher education institutions (HEIs) across India. Multivariate regression was the statistical tool used to estimate the path model. SmartPLS 3.0 software performing structural equation modelling (SEM) helped in determining the coefficient values.

The result of the study indicated the magnitude and directional relationship between SQ and trust and justified that they are the key determinants of building a positive attitude towards the institution, enhancing the intention to recommend it among peer groups.

Academic institutions and their public relations departments must prioritize reducing SQ gaps and create strategies to build strong RT among all institution stakeholders to gain a competitive advantage. Socially, this study aims in assisting universities in establishing high-quality education.

The empirical estimation of the relationships between trust, attitude, quality and intention provides the reasons for incorporating and building positive WOM among students’ benefit institutions over the long run.

The aim of this study is to investigate and clarify how the triple helix actors can effectively implement the concepts of Kaizen to navigate and overcome the complex obstacles brought on by the global COVID-19 pandemic.

Through broad literature reviews, nine common parameters under triple helix actor have been recognized. A regression analysis has been done to study how the triple helix actors’ common parameters impact Kaizen implementation in business operations.

The results of this study revealed insightful patterns in the relationships between the common parameters of triple helix actor and the dependent variables. Notably, the results also showed that leadership commitment (LC) emerges as a very significant component, having a big impact on employee engagement as well as organizational performance.

In addition to offering valuable insights, this study has limitations including the potential for response bias in survey data and the focus on a specific set of common parameters, which may not encompass the entirety of factors influencing Kaizen implementation within the triple helix framework during the pandemic.

The originality of this study lies in its comprehensive exploration of the interplay between triple helix actors and Kaizen principles in addressing COVID-19 challenges. By identifying and analyzing nine specific common parameters, the study provides a novel framework for understanding how triple helix actors collaboratively enhance organizational performance and employee engagement during challenging times.