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This study aims to explore the mediating role of employee work engagement in the relationship between training and creativity in the education sector in India.

The sample for this study consisted of 260 faculty members from 11 public universities in the Punjab region. Partial least squares-structural equation modeling (PLS-SEM) was utilized to test the hypotheses.

The results of the study revealed that training has a significant direct and indirect effect on employee creativity through employee work engagement. The findings suggest that training can stimulate work engagement, highlighting the importance of fostering employee engagement for enhancing creativity.

While the method used in this study may not facilitate direct generalizations, it offers valuable insights into prevalent discursive strategies found in numerous contemporary public organizations.

The findings offer insights for designing targeted training interventions to enhance work engagement and foster creativity among faculty members in the education sector.

This study contributes to the existing literature by addressing a gap in research on the interaction between training, work engagement and creativity. As there have been limited studies on this topic in the education sector in India, this research provides novel insights and extends the understanding of how these variables are related.

The purpose of this study is to comprehend how AI aids marketers in engaging customers and generating value for the company by way of customer engagement (CE). CE is a popular area of research for scholars and practitioners. One area of research that could have far-reaching ramifications with regard to strengthening CE is artificial intelligence (AI). Consequently, it becomes extremely important to understand how AI is helping the marketer reach customers and create value for the firm via CE.

A detailed approach using both systematic review and bibliometric analysis was used. It involved identifying key research areas, the most influential authors, studies, journals, countries and organisations. Then, a comprehensive analysis of 50 papers was carried out in the four identified clusters through co-citation analysis. Furthermore, a content analysis of 42 articles for the past six years was also conducted.

Emerging themes explored through cluster analysis are CE concepts and value creation, social media strategies, big data innovation and significance of AI in tertiary industry. Identified themes for content analysis are CE conceptualisation, CE behaviour in social media, CE role in value co-creation and CE via AI.

CE has emerged as a topic of great interest for marketers in recent years. With the rapid growth of digital media and the spread of social media, firms are now embarking on new online strategies to promote CE (Javornik and Mandelli, 2012). In this review, the authors have thoroughly assessed multiple facets of prior research papers focused on the utilisation of AI in the context of CE. The existing research papers highlighted that AI-powered chatbots and virtual assistants offer real-time interaction capabilities, swiftly addressing inquiries, delivering assistance and navigating customers through their experiences (Cheng and Jiang, 2022; Naqvi et al., 2023). This rapid and responsive engagement serves to enrich the customer’s overall interaction with the business. Consequently, this research can contribute to a comprehensive knowledge of how AI is assisting marketers to reach customers and create value for the firm via CE. This study also sheds light on both the attitudinal and behavioural aspects of CE on social media. While existing CE literature highlights the motivating factors driving engagement, the study underscores the significance of behavioural engagement in enhancing firm performance. It emphasises the need for researchers to understand the intricate dynamics of engagement in the context of hedonic products compared to utilitarian ones (Wongkitrungrueng and Assarut, 2020). CEs on social media assist firms in using their customers as advocates and value co-creators (Prahalad and Ramaswamy, 2004; Sawhney et al., 2005). A few of the CE themes are conceptual in nature; hence, there is an opportunity for scholarly research in CE to examine the ways in which AI-driven platforms can effectively gather customer insights. As per the prior relationship marketing studies, it is evident that building relationships reduces customer uncertainty (Barari et al., 2020). Therefore, by using data analysis, businesses can extract valuable insights into customer preferences and behaviour, equipping them to engage with customers more effectively.

The rapid growth of social media has enabled individuals to articulate their thoughts, opinions and emotions related to a brand, which creates a large amount of data for VCC. Meanwhile, AI has emerged as a radical way of providing value content to users. It expands on a broader concept of how software and algorithms work like human beings. Data collected from customer interactions are a major prerequisite for efficiently using AI for enhancing CE. AI not only reduces error rates but, at the same time, helps human beings in decision-making during complex situations. Owing to built-in algorithms that analyse large amounts of data, companies can inspect areas that require improvement in real time. Time and resources can also be saved by automating tasks contingent on customer responses and insights. AI enables the analysis of customer data to create highly personalised experiences. It can also forecast customer behaviour and trends, helping businesses anticipate needs and preferences. This enables proactive CE strategies, such as targeted offers or timely outreach. Furthermore, AI tools can analyse customer feedback and sentiment across various channels. This feedback can be used to make necessary improvements and address concerns promptly, ultimately fostering stronger customer relationships. AI can facilitate seamless engagement across multiple digital channels, ensuring that customers can interact with a brand through their preferred means, be it social media, email, or chat. Consequently, this research proposes that practitioners and companies can use analysis performed by AI-enabled systems on CEB, which can assist companies in exploring the extent to which each product influences CE. Understanding the importance of these attributes would assist companies in developing more memorable CE features.

This study examines how prominent CE and AI are in academic research on social media by identifying research gaps and future developments. This research provides an overview of CE research and will assist academicians, regulators and policymakers in identifying the important topics that require investigation.

This study aims to conduct a systematic literature review and bibliometric analysis on the topic of digital labour. The study also identifies the future research directions for the topic.

In total, 118 research papers were identified and reviewed from 11 established research databases and A*, A and B category journals from the ABDC journal list. The papers covered a timespan between 2006 and 2023. Bibliometric analysis was conducted to identify key research hotspots.

The emergent themes and associated sub-themes related to digital labour were identified from the literature. The paper found three significant themes that include digital labour platform, gig economy and productivity. This study also acts as a platform to initiate further research in this field for academicians, scholars, industry practitioners and policymakers. The future research scope in the topic is also presented.

The present study is unique in its nature as it approaches the topic of digital labour from all relevant perspectives.

The purpose of this paper is to identify the viability of the extended Unified Theory of Acceptance and Use of Technology Model 3 (UTAUT3) model among the teachers especially during COVID-19 towards the use of technology.

An extensive primary survey has been conducted through a well-structured tool under UTAUT3 model. The survey is conducted among 450 teachers from various institutions taken for the study. The data was collected from the Northern India. The data analysis will be done through the SmartPLS software with application of structural equation modelling (SEM).

The results are strong for educators and policy makers. It was found that performance expectancy is positively related to the behavioural intentions among teachers. Teachers consider that usage of technology will boost their job and task performance.

This study has a very strong implications in the field of education in case or replacement of traditional teaching patterns with modern one during pandemic times. It will be effective if teachers would prioritize their work. There will be more effective teaching and learning system in future.

The study validates the constructs of UTAUT3 model in understanding teachers' behaviour and attitude towards technology acceptance. Furthermore, the study invites research from different viewpoint to investigate the role of UTAUT3 model in an individuals' behaviour and attitude towards technology acceptance.