Indian Institute of Management Kozhikode

Paul J., Lim W.M., O’Cass A., Hao A.W., Bresciani S.

De’ R., Pandey N., Pal A.

• We examine the digital surge during the pandemic, and after. • Prominent issues in the use of blockchains, gig economy, workplace monitoring. • Aspects of internet governance, digital payments, privacy and security. • Implications for future research and technology policy. The Covid-19 pandemic has led to an inevitable surge in the use of digital technologies due to the social distancing norms and nationwide lockdowns. People and organizations all over the world have had to adjust to new ways of work and life. We explore possible scenarios of the digital surge and the research issues that arise. An increase in digitalization is leading firms and educational institutions to shift to work-from-home (WFH). Blockchain technology will become important and will entail research on design and regulations. Gig workers and the gig economy is likely to increase in scale, raising questions of work allocation, collaboration, motivation, and aspects of work overload and presenteeism. Workplace monitoring and technostress issues will become prominent with an increase in digital presence. Online fraud is likely to grow, along with research on managing security. The regulation of the internet, a key resource, will be crucial post-pandemic. Research may address the consequences and causes of the digital divide. Further, the issues of net neutrality and zero-rating plans will merit scrutiny. A key research issue will also be the impact and consequences of internet shutdowns, frequently resorted to by countries. Digital money, too, assumes importance in crisis situations and research will address their adoption, consequences, and mode. Aspects of surveillance and privacy gain importance with increased digital usage.

Kumar A., Paul J., Unnithan A.B.

This article reviews the literature on Mass Prestige (Masstige) based marketing and analyzes the evolution of the 'masstige strategy' with a focus on how this phenomenon evolved from conventional way of marketing premium brands. We synthesise the findings of prior studies, analyse different dimensions, identify research gaps, call for using existing measures like Masstige Mean Score Scale (MMSS) and develop new measures which would facilitate further research in this niche area as well as help the practitioners in developing marketing strategies for luxury/premium brands. It was found that masstige research hitherto has focused on product-based brands and not taken into account the brands from service sector. This review aims to critically examine the previous studies on masstige marketing and identify potential research opportunities. We propose the Mass-Luxury continuum to place product or service brands in terms of mass prestige. Moreover, we develop ideas for future researchers based on the identified research gaps.

Talwar S., Dhir A., Khalil A., Mohan G., Islam A.K.

Initial trust represents the trust that develops upon first use of a product. It is built on the basis of the net effect of factors that stimulate as well as inhibit it. Future transactions require less consumer effort after initial-trust formation. Despite being recognized as an important factor affecting the adoption of innovations, initial trust has been not been greatly explored by prior scholars. The present study remedies this gap by invoking the information systems success (ISS) model, transaction cost economics (TCE) theory, and the IT continuance model to propose a two-step framework that includes the antecedents of a pre-adoption factor, such as initial trust, and post-adoption factors, such as confirmation, perceived usefulness, satisfaction, and continuation intention toward mobile-based payments. Cross-sectional data of 954 first-time mobile-wallet users are analyzed to test the framework. The study findings suggest that information and service quality positively influence initial trust, which, in turn, has a positive association with confirmation and perceived usefulness. Results also reveal a positive relationship between perceived usefulness and continuation intention. These results pave the way for making useful recommendations for future researchers. The study also discusses various inferences that can improve managerial efficacy in promoting the use of mobile-based payment methods. • We empirically tested antecedents and outcomes of initial trust. • The ISS model, TCE theory, and IT continuance model were used as theoretical lenses. • Information and service quality positively correlated with initial trust. • Initial trust positively correlated with confirmation and perceived usefulness. • Perceived usefulness positively correlated with continuation intention.

Govindan K., Rajeev A., Padhi S.S., Pati R.K.

In recent years, many studies link supply chain sustainability practices to firm performance, since more and more firms are implementing sustainable practices in their manufacturing/services supply chains. This study uses a psychometric meta-analysis to synthesize the results from 167 effect sizes, collected from 129 articles, to understand the impact of various types of sustainability practices (i.e., environmental, social, and combined) on firm performance (Financial and Operational). A sub-group analysis, using industry (manufacturing/service) and economy (developed/developing), was also performed to study the relative strength of sustainability-firm performance relationships in respective categories. The study confirms a positive association between the various aspects of sustainability and firm performance and finds that the strength of sustainability-firm performance relationships grows over time. Findings also suggest a stronger relationship between sustainability-firm performances in manufacturing industries than in service industries. This study provides interesting insights for policymakers and companies in various economies, and it augments the understanding of the impact of sustainable supply chain practices on firm performance.

Sahasranamam S., Nandakumar M.K.

Drawing on capital theory and institutional theory, we hypothesize the contingent role of a country's formal institutions (financial, educational, and political) on the relationship between individual capital (financial, human and social capital) and social entrepreneurship entry. Using the Global Entrepreneurship Monitor data, we find that all three forms of individual capital are important for social entrepreneurship entry. Moreover, we find that this relationship is contingent on the formal institutional context such that (i) philanthropy-oriented financial systems have a positive moderating effect on investment of financial capital; (ii) educational systems have a positive moderating effect on investment of human capital; and (iii) political systems have a positive moderating effect on investment of both human and financial capital. We make substantial contributions to the literature on social entrepreneurship by ascertaining the nature of contingent effects of formal institutions on the relationship between individual capital and the emergence of social enterprises.

Pal A., Herath T., De' R., Raghav Rao H.

• Addresses the problem of usage and continuity of mobile payment (MP) technology in a developing economy (with evidence from India). • Develops research models to capture innovative uses of the MP technology attributes. • Examines the comparative impact of factors on actual usage and future use intentions. • Presents findings from users spread over four different tiered cities in India. • Discusses policy recommendations for greater usage by citizens based on the results of the study. Mobile payment technology continues to spread across the globe, but its diffusion has not been uniform. Its low usage in developing economies is of particular concern to policymakers since this technology has the potential to enable financial inclusion. In this study, in order to develop policy interventions for greater usage, we comparatively analyze factors impacting actual usage and future use intention. India, with its uneven trajectory of mobile payments, gives us an appropriate field to investigate citizens’ usage behaviour. Considering users’ perceptions of both positive and negative attributes of the technology, we develop research models under the umbrella of the valence framework. We utilize technology affordances and constraints theory (TACT) to refine the research models through an understanding of various innovative uses. To test the valence-TACT models, we collect survey responses of 551 citizens across four Indian cities. The results from the models show how certain factors, such as convenience, reflection, and security, have different impacts on actual usage and future use intention, respectively. These findings have implications for critical issues like security, risk, and digital literacy, and can help in the design of policy recommendations for enhancing the use of mobile payments, thereby impacting financial inclusion for all. The valence-TACT model provides a theoretical contribution to mobile payment and innovation literature and also offers several policy insights.

Arya V., Sethi D., Paul J.

The purpose of this paper is to examine the utilization of the marketing adaptability of branded mobile applications (apps) in order to understand the relationship between consumers and their attachment to branded apps. We develop a model grounded in the purchaser-brand relationship theory of remarketing in order to develop the consumer-brand relationship through mediator brand experience (BE) and moderator digital footprint. A survey was conducted with 421 participants from different regions in India. AMOS 21.0 and SPSS plugin called “Process Analysis System” proposed by Hayes (2013) were used to analyze the hypotheses. The results corroborate the proposed research model. It approves brand association with brand connection for those brands that are easily identifiable. The result also confirms that the comprehensive consumption values are the major influencing factors in the adoption of branded apps. The study enhances the comprehension of the impact of brand connotation on consumer behavior in terms of the usage of various branded apps and the practical and non-useful esteem attached to them.

S S., Paul J., Strong C., Pius J.

Marketers increasingly use social media platforms as a promotion channel, and doing this, they prefer highly interactive social media because it allows consumers to socialize and network better. However, in this media, attention is often restricted towards primary purpose only as a result of the level of interactivity, thereby affecting consumer response towards the advertisement(ad). In this setting, the study analyzes the role of media interactivity and the effects it has on the reaction of customers towards the social media ad. Further, the study also introduces the conditional role of message relevant aspects, such as message vividness and anthropomorphism, and examines the intervening role of flow experience. Results from a between-subjects study indicate that interactivity hurts the consumer ad reactions. It also suggests that the right use of message relevant aspects can mitigate these adverse effects. Thus, the study makes a significant contribution to the literature and practice regarding the effects of social media interactivity which is relatively recent and has been overlooked by past researchers.

Venugopal A., Krishnan T.N., Upadhyayula R.S., Kumar M.

Organizational ambidexterity in a firm is significantly influenced by the behavioural integration of the Top Management Team (TMT). Researchers observe that ambidextrous firms are associated with two dimensions of dexterity, namely, balanced and combined dimensions. However, studies do not explain the varied effects of behaviourally integrated TMTs on the different dimensions of ambidexterity. A clear understanding of this relationship will help firms choose the specific TMT processes needed to facilitate specific dimensions of ambidexterity. We address this research gap and test our research model with structural equation analyses on data collected from 78 SMEs. We observe that behavioural integration processes mostly enhance a firm's combined ambidexterity. Further, we find that combined ambidexterity completely mediates the relationship between behavioural integration and firm performance. Our study adds to the literature on ambidexterity, micro-foundations, and the theory of behavioural integration, and guides small firms in their choices of behavioural and innovation practices.