International Journal of Electronic Business (30 papers in press)

Regular Issues

• Does online review given by actual shoppers impact brand attitude of e-commerce platforms?  
  by Abhinav Brahm Chandel, Ashish Chaturvedi, Mukesh Kumar Singh, Rahul Sharma 
  Abstract: This research examines the influence of online evaluations provided by genuine purchasers on brand attitude. A sample of 486 online consumers was selected using purposive sampling and interviewed using adopted and modified scales. The results reveal that the credibility of the source, consistency of reviews, and trustworthiness of reviews have a notable impact on the credibility of reviews. Conversely, the accuracy of reviews shows a positive but statistically insignificant influence on review credibility. Furthermore, review credibility significantly and positively affects brand perception and attitude. Additionally, the mediating function of brand attitude is both positive and statistically significant in the relationship between review credibility and brand attitude. These findings underscore the essential role of trustworthy online reviews in moulding consumer outlooks and attitudes toward brands, offering valuable insights for e-commerce platforms and marketers striving to boost brand reputation through customer input. The implications of the study are discussed.
  Keywords: online reviews; brand perception; brand attitude; source credibility; review accuracy.
  
  
• Does electronic word-of-mouth impact brand reputation and visit intention of guests in the hospitality sector? Empirical evidence  
  by Raj Kumar Mishra, Nitam Singh, Saifuddin Ahmad, Yusuf Kamal 
  Abstract: This study explores the impact of electronic word-of-mouth (eWoM) on brand reputation and guest visit intentions within the hospitality sector. Adopted and modified scales from previous studies were used to collect data using a descriptive and cross-sectional research design in the form of a survey. The survey included 41 scale items measuring ten variables associated with brand perception and consumer behaviour, which targeted a sample of 384 participants selected through purposive sampling. The PLS-SEM was applied to validate the scale and test hypotheses. The results indicated significant and positive influences from source credibility, source expertise, source homophily, tie strength, and brand reputation for attitudes toward the source of eWoM. Brand awareness, associations, and brand loyalty all positively affect brand reputation. The study further shows that attitudes toward the source of eWoM and brand reputation highly influence consumers intentions to visit establishments within the hospitality sector.
  Keywords: electronic word-of-mouth; eWoM; brand reputation; visit intention; source credibility; hospitality sector.
  
  
• Factors affecting consumer purchase intention in digital marketing: an integration of TAM with perceived risk and trust  
  by Mohd Jawaid Naseem, Safdar Khan, Mohd Azhar, Mohd Adil 
  Abstract: This paper intends to identify factors that affect consumer purchase intention (PI) in the digital marketing (DM) setting by integrating the technology acceptance model (TAM) with two additional constructs, viz. trust (TR) and perceived risk (PR). Data was collected through a structured questionnaire by deploying the Google form link on social media platforms. A total of 606 valid and usable responses were collected through convenience and snowball sampling techniques. PLS-SEM was employed to confirm the theoretical model and its causal relationships. The empirical findings show a direct and significant effect of DM, PU, PEoU, TR and PR on PI. In addition, the mediating effect of PU and PEoU is also found between DM and PI. Furthermore, the findings also demonstrate a significant moderating role of TR and PR in the relationship between DM and PI and between TR and PI, respectively.
  Keywords: digital marketing; trust; perceived risk; technology acceptance model; TAM; perceived usefulness; perceived ease of use; PEoU; consumer behaviour.
  DOI: 10.1504/IJEB.2025.10070781
   
  
• Insider threats: analysing employee perceptions and behaviours leading to cybersecurity breaches  
  by Anurag Singh, Manish Kumar, Rajesh Kumar Upadhyay 
  Abstract: In the current era of digital technology, the service industry faces several key challenges, including the necessity of digital transformation, the dangers of cybersecurity, and the intense presence of market rivalry. In order to strengthen cybersecurity in the service business, it is essential to have a comprehensive understanding of the viewpoints, perceived hazards, and personnel computer security protocols. This study aims to analyse the relationships between some of these components and potentially dangerous cybersecurity behaviour in the Indian service industry. The theory of planned behaviour and other relevant theories were utilised to collect information from individuals working in the service sector. According to the findings, risky cybersecurity behaviour is favourably associated with favourable attitudes towards internet use and perceived benefits, whereas perceived risk is adversely connected with computer security usage. A positive attitude towards internet use is also positively associated with perceived benefits. The significance of these findings for developing cybersecurity strategies within organisations highlights how important it is for service organisations to cultivate a culture that is aware of the importance of cybersecurity. Considering these aspects, the entire security posture can be improved, and the risks associated with cybersecurity can be decreased.
  Keywords: cybersecurity; service industry; theory of planned behaviour; TPB; attitudes; perceived risk; computer security usage; risky cybersecurity behaviour; employee behaviour; India.
  
  
• Examining the empirical linkage between behaviour factors and digital finance growth: an empirical investigation  
  by Priyanka, Pooja Goel 
  Abstract: This study explores the impact of digital literacy on the adoption of digital financial services (DFS) in India, with a focus on the mediating role of perceived trust. A descriptive and cross-sectional design was employed, with data collected through a survey using modified scales from previous studies. A sample of 394 participants was selected through purposive sampling. The findings reveal that operational skills, online safety awareness, and information literacy significantly enhance digital literacy. Moreover, digital literacy was found to positively influence both perceived trust and the adoption of DFS. Perceived trust also showed a significant positive impact on DFS adoption. Additionally, the study demonstrates that digital literacy indirectly affects DFS adoption through perceived trust, confirming the hypothesised mediating role of trust. This research offers valuable insights for policymakers and businesses aiming to improve DFS adoption in India.
  Keywords: digital financial services; DFS; digital literacy; perceived trust; digital finance growth; information literacy.
  DOI: 10.1504/IJEB.2025.10070686
   
  
• Transforming the e-commerce experience: the impact of augmented reality on consumer purchase intention  
  by Ahmad Abou Zahr, Ali Abou Ali, Alaaeddine Abbas 
  Abstract: This study aims to assess factors that influence purchase intention (PI) in the e-commerce sector using augmented reality. The study also seeks to reveal patterns in enhancing customer experience through AR. In capturing the studys detriments, authors integrated three main theories: stimulus-organism response theory (SOR), uses and gratifications theory (U>), and theory of interactive media effects (TIME), which include interactivity, vividness, ease of use (EOU), trust (TR), customer engagement (CE), and PI. The authors employed a quantitative method, collecting 401 online questionnaires and analyzing the outcomes using a structural equation model (SEM). Findings supported all proposed hypotheses. Outcomes also emphasized the mediatory role of EOU. This investigation provides valuable insights for the e-commerce industry in understanding the characteristics that consumers may be looking out for in AR experiences. This study also adds to the existing literature by assuming a new comprehensive framework within the AR and e-commerce settings.
  Keywords: augmented reality; interactivity; vividness; ease of use; trust; customer engagement; purchase intention; e-commerce; SOR model; uses and gratifications theory; U> theory of interactive media effects; TIME.
  DOI: 10.1504/IJEB.2025.10070797
   
  
• Influence of social media influencers on the purchase intention of fashion products: empirical investigation  
  by P. Pushparaj, Bijay Prasad Kushwaha, Tara Prasad Upadhyaya, Uttam Aryal, Vijay Prakash Gupta 
  Abstract: This study aims to analyse the key characteristics of influencers that shape their followers' attitudes towards products, ultimately affecting purchase intentions for fashion items. Employing a cross-sectional design, the research utilised a purposive sampling technique to gather primary data through a close-ended survey questionnaire from 498 online shoppers across India. The researchers applied the partial least squares structural equation modelling technique to examine the relationships among the constructs under investigation. The findings reveal that specific attributes, namely attractiveness, expertise, and credibility, significantly influence the attitude towards the influencer. Additionally, both attractiveness and credibility positively impact the attitude towards the product. Furthermore, the study found that the attitude towards the product is a mediator in the relationship between the attitude towards the influencer and purchase intention.
  Keywords: social media influencers; SMIs; attractiveness; social exchange theory; attitude; purchase intention.
  DOI: 10.1504/IJEB.2025.10071070
   
  
• Mediating role of perceived security and trust between the perception about financial frauds, security awareness and usage of digital payments  
  by Jyoti Sharma, Deepak Gupta, Priyanka Yadav 
  Abstract: The advancement of digital payment systems revolutionised financial transactions, offering greater convenience and efficiency; however, substantial obstacles to broader acceptance remain due to concerns about financial fraud and security breaches. Digital payment frauds are considered a more crucial aspect in present times. The study proposes a model that delineates the mediating role of perceived security and trust in the perceptions of financial fraud, security awareness and usage of digital payments. Data from 450 Delhi NCR respondents was analysed using SEM. The findings demonstrate that perceived security and trust are essential mediating factors, effectively reducing fraud concerns and enhancing digital payment confidence. Consequently, security awareness indirectly drives adoption through trust and perceived the findings of this study offer practical guidance for financial institutions, policy developers, and digital payment platforms in implementing strong security measures, clear operational guidelines, and proactive fraud prevention systems to cultivate trust and user assurance.
  Keywords: digital payments; frauds; security awareness; perceived security and perceived trust.
  DOI: 10.1504/IJEB.2025.10071658
   
  
• Dynamics of millennial internet banking adoption in Malaysia: an empirical study of antecedents and outcomes  
  by Normalini Md Kassim, Fei Zhu, T. Ramayah 
  Abstract: This study integrates the technology acceptance model and the trust model by reconstructing trust antecedents through cybersecurity control elements, forming an extended trust perception framework. It aims to identify critical factors influencing Malaysian millennials intention to adopt internet banking and offer practical implications for banking policymakers and marketers. A quantitative survey of 166 millennials aged 1842 was conducted, and the data were analysed using confirmatory factor analysis and structural equation modelling. Findings indicate that perceived authentication and non-repudiation significantly enhance users confidence in continued usage. Perceived usefulness and ease of use positively influence user attitudes, while attitude and trust are key determinants of usage intention. Distinct from prior studies, this research embeds cybersecurity control features into the trust model to capture the perceptions of a hypercognitive generation that seamlessly navigates both virtual and physical environments. The study contributes to a nuanced understanding of generational effects on digital banking behaviour and trust formation in technology-driven financial contexts.
  Keywords: technology acceptance model; TAM; trust model; millennials; attitude; internet banking.
  DOI: 10.1504/IJEB.2025.10071903
   
  
• Does online brand experience influence consumer loyalty regarding fashion merchandise within Generation Z? Empirical evidence  
  by Lalit Kumar, Saurabh Verma, Ashok Kumar, Bhoopendra Bharti, Ashwani Kumar Yadav 
  Abstract: This research examines the impact of online brand experience (OBE) on brand loyalty and repurchase intention for fashion products within Generation Z and also discusses the dimensions of OBE. A descriptive and cross-sectional design was employed for data collection, utilising a survey instrument comprising 28 scale items adapted from earlier studies that measured OBE, brand loyalty, and repurchase intention. The sample consisted of 507 participants, selected through purposive sampling. Results show that brand awareness, association, perceived quality, and trust influence OBE among Generation Z consumers. OBE is significantly related to brand loyalty and repurchase intention. In addition, gender moderates the relationship between OBE and repurchase intention. These results provide useful implications for fashion brands to develop ways of increasing consumer engagement, loyalty, and purchase behaviours through an enhanced OBE.
  Keywords: online brand experience; OBE; brand loyalty; repurchase intention; brand awareness; brand association.
  DOI: 10.1504/IJEB.2025.10072259
   
  
• Which online product reviews do consumers find helpful? A signalling theory approach  
  by Xiao Wen Song, Vili Lehdonvirta 
  Abstract: In online marketplaces, consumers rely heavily on electronic word of-mouth to make purchasing decisions. While previous research has explored what makes reviews helpful. it often assumes they are inherently honest and accurate. How do consumers evaluate reviews when many may be spam or low-effort? We propose that information economics and signalling theory provide a useful theoretical framework to examine the problem of review informativeness. We model reviews as signals and argue that consumers associate certain signal characteristics (review features) with higher perceived informativeness. Analysing over 500,000 reviews, we find that reviews that are more observable and costly to produce, and that are less emotive and subjective, are perceived as more informative. Moreover, the impact of emotiveness and subjectivity varies depending on the products characteristics. The findings support our model and suggest that signalling theory complements psychological approaches, and that atheoretical notions of review helpfulness can be fruitfully theorised as informativeness.
  Keywords: online product reviews; helpfulness; electronic word-of-mouth; eWOM; signalling theory; information economics; marketplace platforms.
  DOI: 10.1504/IJEB.2025.10072330
   
  
• Factors influencing customers intention to switch from traditional banks to neo banks  
  by Nitin Garg, Priyanka Dalmia, Neeraj Chaudhary 
  Abstract: The current study attempts to identify and investigate the elements that affect customers switching intention from traditional banks to neo banks, employing push-pull-mooring architecture to complement the conceptual research on neo bank and serve as an outline for neo banks promotion. After reviewing the state-of-the-art literature on internet-enabled financial services, ten factors have been identified. We developed a conceptual framework from a comprehensive review of state-of-the-art literature. The developed conceptual framework has been tested and validated using PLS-SEM based on 845 valid responses. The study reveals that various push factors (dissatisfaction, service failure, and inconvenience), pull factors (facilitating conditions, security and privacy, ubiquity, and perceived usefulness), and mooring factors (perceived behaviour control and social influence) have a significant influence on customers intention to switch. The current study offers breakthroughs in theory and practical uses for previous literature on neo bank literature and suggests future research directions. However, it is not possible to generalise the studys findings to other populations since only people from Delhi NCR were included in the current study. Measure of current study will significantly assist the traditional banks to retain the existing ones and neo banks to retain the new ones.
  Keywords: PPM framework; neo bank; FinTech; switching intention; traditional bank.
  DOI: 10.1504/IJEB.2025.10072331
   
  
• Exploring player preferences for hybrid gaming systems: a cognitive and emotional approach  
  by Ling Long Tsai 
  Abstract: The aim of this research is to contribute to the existing literature on hedonic products by examining the game experience of players who use Nintendo Switch to play video games. The research adopts cognitive appraisal theory (CAT) to assess players' initial evaluation of playing video games. The subsequent emotional responses and future usage intentions of players are explained by the model of delight and satisfaction (MDS). 408 player responses were processed, and partial least squares (PLS) method were applied for model validation. Results reveal that simplicity, ubiquity and interactivity are three significant predictors of customer delight when playing video games. The current research clarifies the relationship between customer delight and satisfaction, as well as illustrates the role of customer satisfaction as a mediator between customer delight and re-play intention. Practical results provide video game providers with a better insight into the factors that affect customer delight and satisfaction.
  Keywords: simplicity; ubiquity; interactivity; player delight; intention to play.
  DOI: 10.1504/IJEB.2025.10072452
   
  
• Do organic product claims and environmental apprehension impact organic product buying decisions? Empirical examination  
  by Saurabh Rajpal, Dhananjai Gupta, Shishir Gupta 
  Abstract: This research examines the impact of organic product labels and ecological concerns on consumer trust and purchasing decisions for organic products in India. A cross-sectional survey was conducted with 462 shoppers of grocery products using purposive sampling. The survey tool consisted of 41 scale items derived and adapted from earlier research to assess nine critical variables. Pilot testing among 67 individuals provided a reliability test for the measurement scales. The results indicate that regulatory standards have a significant impact on organic product claims, while marketing competition and ethical practices have no significant effect. Regulatory standards, exposure to information, and socio-cultural values also play a significant role in increasing environmental awareness. Organic product claims and environmental concerns positively affect consumer trust, significantly mediating the relationship between these variables and organic product purchases. The research offers valuable recommendations for marketers, policymakers, and companies to build consumer trust and encourage sustainable consumption behaviours.
  Keywords: organic product claims; environmental apprehension; consumer trust; buying decisions; regulatory standards.
  DOI: 10.1504/IJEB.2025.10072808
   
  
• Gender effects on follower reactions to luxury brand personality and Instagram influencers  
  by Nopporn Ruangwanit, Mathupayas Thongmak 
  Abstract: Luxury brands harness social media power, particularly Instagram, and influencers for brand marketing. This study aims to examine the impact of brands, influencers, and viewers themselves on luxury brand purchase intention with the moderating effect of influencer-viewer gender match. The empirical study was conducted using a survey method among potential consumers in Thailand. The data were analysed using confirmatory factor analysis and structural equation modelling. The results support the impact of brand personality, social attractiveness, followers concern, and influencers views on purchase intention. This study also reveals the significant effects of brand personality dimensions and physical attractiveness on influencer-product congruence, the influence of brand personality dimensions, social attractiveness, followers vanity, and influencer-product congruence on influencers vanity, and the impact of influencer-product congruence on purchase intention through influencers vanity. In addition, this study unveils no moderating effects of gender congruency on perceptions. This work brings several factors and new relationships that are under-investigated to light, contributing to conceptualising antecedents of luxury brand purchase intention and advising brands about influencer marketing strategies.
  Keywords: luxury brands; influencers; gender match; purchase intention; influencer marketing; Instagram.
  DOI: 10.1504/IJEB.2025.10072934
   
  
• Innovation and orientation of financial products in the insurance sector: the mediating role of digital engagement platforms  
  by Rajender Kumar, Shikhar Saxena, Raj Kumar, Suneel Kumar 
  Abstract: This research examines the impact of innovation and customer focus on market penetration and customer involvement in the Indian insurance sector. It examines the mediating role of digital engagement platforms in the relationship between financial product innovation, customer focus, and key market outcomes. Using a cross-sectional research design, data were collected from 441 participants through a structured survey instrument with 47 scale items derived from prior literature. Partial least squares structural equation modelling (PLS-SEM) was employed for analysis. The results indicate that integrating technological innovation, new features, and customer-centric design significantly enhances innovation in financial products. In contrast, the frequency of product innovation has no significant effect. Furthermore, customer-centric design and customised financial solutions have a positive impact on customer orientation. Both financial product innovation and customer focus exert a profound influence on digital engagement platforms, which in turn have a significant impact on market penetration and customer engagement.
  Keywords: innovation in financial products; customer orientation; digital engagement platforms; DEP; market penetration; customer engagement.
  DOI: 10.1504/IJEB.2025.10072935
   
  
• Identifying success factors in Iranian e-tailing: a hybrid DEMATEL and ISM approach  
  by Ayar Karimi, Omid Boyer, Reza Tavakkoli-Moghaddam, Hadi Shirouyehzad 
  Abstract: E-tailing has become a transformative force in the global retail landscape, fueled by the rapid growth of e-commerce platforms. This study explores the critical success factors (CSFs) in e-tailing using a hybrid methodology that integrates DEMATEL and interpretive structural modelling (ISM). Drawing on input from 30 Iranian e-commerce experts, twenty-six key factors were assessed to understand their interrelationships and overall impact. DEMATEL results identified customer trust and payment security as major causal factors that influence intermediate elements like website usability and marketing effectiveness. ISM further illustrated how these foundational factors shape downstream outcomes such as product quality and customer support. Based on the findings, the study recommends prioritising trust-building measures, enhancing technological infrastructure, and optimising logistics systems to improve competitiveness. These insights offer practical guidance for strengthening e-commerce strategies in the Iranian market and driving sustainable growth.
  Keywords: critical success factors in e-tailing; DEMATEL; interpretive structural modelling; ISM; Iranian e-tailers.
  DOI: 10.1504/IJEB.2025.10073168
   
  
• Role of perceived value in mediating the impact of consumer innovation on purchase intentions based on fresh food e-commerce  
  by Jun Deng 
  Abstract: It is crucial to identify factors influencing consumers attitudes towards community-based fresh food e-commerce to better understand customers purchasing needs. This article proposes that consumer innovation plays a role in governing their purchase intentions. Several hypotheses were tested to verify this relationship. Through the utilisation of a questionnaire survey, we successfully collected 218 valid responses and employed the SMART-PLS tool to analyse the data. Results demonstrated that consumer innovation did not have a direct effect on purchase intentions. However, it did have a positive impact through perceived value, which played a mediating role between consumer innovations and purchase intentions. Thus, improving customers perceptions of value could benefit fresh food e-commerce platforms in terms of increasing revenue and expanding market share.
  Keywords: consumer innovation; perceived value; purchase intention; mediation effect; fresh food e-commerce.
  DOI: 10.1504/IJEB.2025.10073431
   
  
• Navigating user-generated content in social e-commerce: a study of user information sharing behaviours on RED (Xiao Hongshu)  
  by Zili Liu, Aselawati Binti Che Ab Adziz, Noor Aziah Binti Abdullah 
  Abstract: The research focuses on understanding how user-generated content (UGC) influences both behavioural intention and usage behaviour. A cross-sectional survey of 288 RED (Chinese major social e-commerce platform) users was conducted, analysing performance expectancy, effort expectancy, social influence, and facilitating conditions in relation to UGC behaviour. Key findings indicate that effort expectancy and performance expectancy are significant predictors of behavioural intention while facilitating conditions mainly impact usage behaviour. The study also identifies that younger users are more influenced by performance expectancy, and gender plays a role in the relationship between effort expectancy and behavioural intention.
  Keywords: user-generated content; UGC; social e-commerce; RED (Xiaohongshu); UTAUT model; information-sharing behaviour; behavioural intention; BI; E-commerce; behavioural intention; effort expectancy; EE; regression.
  DOI: 10.1504/IJEB.2025.10073432
   
  
• Leveraging eco-innovation for enhancing corporate performance in telecommunication industry: the role of competitive advantage  
  by Md Ashraful Islam, Gamal Sayed Ahmed Khalifa, Elhachemi Abdelkader Hacine Gherbi, Hayyan Nassar Waked, S.B. Goyal 
  Abstract: This study investigates how eco-innovation shapes the corporate performance of Bangladesh's telecommunication sector, emphasising the mediating role of competitive advantage. Using a quantitative, cross-sectional design, data were collected through a structured questionnaire from customer service representatives, executives, and managers selected via stratified sampling. Structural equation modelling was applied to test the hypothesised relationships. The results reveal that eco-innovation significantly enhances competitive advantage, which in turn improves corporate performance, confirming competitive advantage as a key mediator. The study offers theoretical and practical insights, urging telecom firms in developing economies to align business models and investments with eco-innovation to secure sustainable performance, while highlighting methodological contributions, limitations, and avenues for future research.
  Keywords: eco-innovation; corporate performance; competitive advantage; telecommunication.
  DOI: 10.1504/IJEB.2025.10073702
   
  
• Effect of e-service quality on customer satisfaction among ride-hailing services in Guwahati, Assam, India  
  by Sikha Sadani, Winee Saikia, Tssentsupeni Murry 
  Abstract: With the rise of e-commerce, assessing service quality in the digital space is vital. This study examines the gap between expectations and perceptions of ride-hailing services and the factors influencing customer satisfaction in Guwahati, Assam. The sample size consists of 368 Rapido bike users. The study uses the E-S-QUAL scale to measure e-service quality across four dimensions: efficiency, fulfilment, service availability and privacy. The gap score analysis and structural equation modelling have been used for data analysis. The result of structural equation modelling shows that all four dimensions positively and significantly predict customer satisfaction. The studys conclusions offer insightful information about the variables influencing customer satisfaction with Rapido e-services. The findings of the study will help the policymakers in promoting sustainable and economical urban transport. Further, the conceptual framework developed based on this study will illuminate new pathways for future research and enrich the existing scholarly discourse.
  Keywords: e-service quality; E-S-QUAL; customer satisfaction; e-ride; transportation; e-commerce; Rapido app; India.
  DOI: 10.1504/IJEB.2025.10074491
   
  
• An examination of user intention to continue usage of health and fitness apps  
  by Ruchi Payal, Vinod Sharma, Jeanne Poulose, Sanjib Bhattacharjee 
  Abstract: Health and fitness applications (HFA) became the tool for users to engage in physical activities to improve their virus resistance and mental health, however, it has a relatively high churn rate, therefore, it requires more research attention to examine users behaviour to promote sustained usage of the apps. This study aims to understand HFA users decision-making process by incorporating uses and gratification theory. 377 responses were collected from HFA users in India and analysed with a structural equation modelling. Results show that constructs included in the models significantly affect continuance intention to use the apps. The article offers new insights into the decision-making processes of HFA users. It offers useful recommendations for app developers, including creating strategies to sustain users interest in their apps, ensuring users are satisfied by tailoring their experiences and creating features that keep users invested in the apps.
  Keywords: health and fitness applications; HFA; uses and gratification theory; continued usage; heath valuation; hedonic motivation; user behaviour; structural equation modelling.
  DOI: 10.1504/IJEB.2025.10074927
   
  
• The primary motivation of online communities as a moderating role in the effect of social media advertising on consumer behaviour engagement  
  by Hei-Fong Ho, Yu-Ping Hsu, Chun Tsen Yeh, Pi-Hui Ting 
  Abstract: This study explored the moderating role of primary motivation of online communities (OC) in consumers responses to post content with vivid richness and text appeal and, in turn, the levels of behaviour engagement in a social media context based on the elaboration likelihood model (ELM). Behavioural data and social media content were retrieved from Meta fan pages. We used negative binomial regression to empirically assess the effect of post features on behavioural engagement moderated by the primary motivations of fan pages. The moderator of affective primary motivation of the OCs was primarily positive. The cognitive primary motivation of the OCs was mainly negative regarding the impact of content design on behaviour engagement in a social media setting. The findings confirm that the primary motivation of OCs significantly influences consumers responses to post content via the two processing routes (central and peripheral) of ELM and, in turn, behaviour engagement.
  Keywords: issue involvement; elaboration likelihood model; ELM; behaviour engagement; cognitive primary motivation; affective primary motivation.
  DOI: 10.1504/IJEB.2025.10075127
   
  
• Bridging the sensory gap in e-commerce: how virtual try-on and trust mediate the impact of need for touch on purchase intentions under negative eWOM  
  by Neha Rani, Himani Sharma 
  Abstract: This study examines the effect of need for touch, a fundamental sensory preference, on online purchase intentions, thereby filling a significant knowledge gap in understanding customer behaviour in sensory-limited e-commerce environments. Specifically, it emphasises the serial mediating role of virtual try-on and trust, the moderating role of negative electronic word-of-mouth between trust and online purchasing intentions, as well as between the serial mediation pathway. Convenience sampling techniques were used in an online survey to collect data from 358 Northern-Indian customers. Data analysis was carried out using PLS SEM and SPSS. The findings reveal that the need for touch has a significant effect on online purchase intentions, both directly and indirectly, via virtual try-on and trust. Furthermore, negative eWOM weakens the correlation between trust and online purchase intentions, as well as dampening the sequential effect of the need for touch on purchase intentions through virtual try-on. This study offers fresh perspectives into how sensory requirements and digital experiences interact to influence customer trust and behaviour online, with practical implications for e-retailers striving to increase engagement and conversion in digital marketplaces.
  Keywords: need for touch; NFT; virtual try-on; VTO; trust; negative electronic word-of-mouth; online purchase intentions; moderated serial mediation.
  DOI: 10.1504/IJEB.2026.10075538
   
  
• Digital India and the gig economy: analysing the impact of online platforms on employment and income generation  
  by K.V. Reshma, V. Selvam 
  Abstract: The rapid expansion of digital India initiatives and online platforms has transformed employment patterns, yet their actual impact on sustainable job creation and income stability remains unclear. Gig economy platforms promise flexibility and new earning opportunities, but they also raise concerns about job security, fair wages, and long-term socio-economic protection for workers. This study examines the transformative role of the digital India initiative in fostering the growth of the gig economy and evaluates its impact on employment and income generation in India. The study adopted a mixed research design, including 400 survey responses and 20 interviews with gig workers. The study found that while digital India has facilitated technological penetration and improved social networking opportunities, its direct influence on the income and employment of gig workers remains limited. This suggests that digital tools alone do not guarantee economic empowerment without supporting regulatory frameworks and platform accountability. The study emphasises the need for inclusive digital literacy, fair compensation, and labour protections. Policymakers and platform developers must collaborate to ensure that digital innovation leads to sustainable and equitable employment outcomes in Indias evolving digital labour landscape.
  Keywords: digital India; platform work; employment opportunities; income generation.
  DOI: 10.1504/IJEB.2026.10075539
   
  
• Exploring the future of sustainable e-commerce: a 25-year systematic review of adoption trends, AI integration, and emerging research directions  
  by Alfia Sayed, Asish Oommen Mathew, Lewlyn Lester Raj Rodrigues 
  Abstract: E-commerce has risen significantly over the past two decades, making it a vibrant academic issue that spans technology, consumer behaviour, cross-cultural implications, and sustainability. This systematic literature analysis covers 211 e-commerce adoption intention studies from 2000 to 2025. Literature from the most relevant databases was collected, assessed, categorised, and compiled for study. E-commerce adoption studies in emerging economies make up more of the literature, while AI-related e-commerce research is relatively young. As most publications target consumers of all ages, the relationship between e-commerce adoption intention and age cohorts is vague. E-commerce adoption was most often assessed using TAM alone or with behaviour models. General study and research design parameters were aggregated to find publishing trends. The findings provide a foundation for practitioners and academics seeking an e-commerce literature overview, focussing on underexplored topics.
  Keywords: sustainable e-commerce; systematic literature review; SLR; adoption intention; behavioural intention; technology adoption; Industry 4.0; sustainable future; advanced technology.
  DOI: 10.1504/IJEB.2026.10075787
   
  
• A multi-criteria framework based on consumers perception and intention to compare e-commerce apps  
  by Sudeshna Pahari, Ayan Chattopadhyay, Malini Majumdar 
  Abstract: The rise of digital technology and the extensive adoption of smartphones have fundamentally transformed how consumers access and use diverse services daily. As mobile applications increasingly shape the Indian market, understanding how consumers perceive and engage with these app-based services has become crucial. The present paper aims to compare popular e-commerce service providers such as eBay, Infibeam, Flipkart, SnapDeal, and Amazon based on consumers perceptions and intention-related factors. This work proposes an innovative use of Proximity Index Value (PIV) and Modified Preference Selection Index (MPSI). It is seen that Amazon is a superior platform. It is observed that there is no gap between perception and intention, as the ranking on both dimensions remains the same. Further, the comparison with several models and the sensitivity analysis confirms the reliability of the outcome. The study offers a comprehensive and well-validated framework to support informed decision-making by stakeholders. This framework serves as a valuable tool for e-commerce stakeholders, enabling them to make informed choices. It equips decision-makers with actionable insights to remain competitive in an increasingly app-driven digital marketplace.
  Keywords: consumer behaviour; customer perception; customer intention; e-commerce; PIV; MPSI.
  DOI: 10.1504/IJEB.2026.10075826
   
  
• Digital marketing and consumer behaviour: a systematic literature review and future research agenda  
  by Sujood, Alisha Waquar, Mohd Arwab, Mohd Salman Shamsi, Hamza Khan 
  Abstract: The purpose of this systematic literature review is to synthesise and analyse existing literature on digital marketing and consumer behaviour. This review aims to recognise key themes, trends and gaps in the existing literature, providing a thorough understanding of how digital marketing strategies influence consumer behaviour and decision-making processes. This review utilises a systematic search strategy on the Scopus database. The review identified several recurring themes, i.e., consumer purchasing intention and online buying factors, consumer psychology, consumer behaviour across generations, spectrum of advertising approaches, correlation among digital marketing strategies, social media influence and consumer behaviour, influencer marketing and online reviews, technological innovation in digital marketing, complexities of privacy and security in digital personalisation, online brand ecosystem, evolving practices of digital marketing, post-COVID-19 digital marketing effect, etc. Notably, this study is the first to examine the relationship between digital marketing and consumer behaviour, addressing a crucial gap in the existing literature.
  Keywords: digital marketing; consumer behaviour; internet marketing; online marketing; electronic marketing; e-marketing; systematic literature review.
  DOI: 10.1504/IJEB.2026.10076001
   
  
• Social media engagement and brand awareness in franchise chains  
  by Wendel Marcos Dos Santos, Pedro Lucas De Resende Melo, Marcio Shoit Kuniyoshi 
  Abstract: In todays fast-paced digital world, social media is a game-changer for how brands connect with consumers especially in the franchise industry, where being visible and maintaining a good reputation are key to staying competitive. This study dives into the relationship between social media engagement measured by likes, shares, and comments and brand awareness, which we looked at through the lens of the ABF Seal of Excellence. We used logistic regression to assess how likely franchises were to earn this seal based on engagement data from Brazils top 100 franchise chains, gathered over 18 months using Facepager. Our findings revealed that likes had a strong and positive impact, while shares didnt show significant results. Interestingly, comments were linked to a negative association with the seal, hinting at potential reputational risks depending on the tone of feedback. This research adds to the existing literature by shedding light on how digital engagement influences brand recognition in franchise networks. From a methodological standpoint, it highlights the importance of multivariate analysis in connecting online behaviour to real-world outcomes. For managers, these insights emphasise the need to foster positive visual interactions and keep a close eye on user-generated content to avoid any negative repercussion.
  Keywords: social media; franchise chains; consumer engagement; brand awareness; digital marketing; entrepreneurship.
  DOI: 10.1504/IJEB.2026.10076047
   
  
• Integrated analysis of consumer satisfaction towards UPI: a qualitative, PLS-SEM and cIPMA perspective  
  by Gowher Rasool Sheikh, Tahir Ahmad Wani 
  Abstract: The unified payments interface (UPI) has become synonymous with mobile digital payment systems in India. A technological setup that has gained higher levels of adoption and acceptance in India due to two major pushes: demonetisation and the COVID pandemic. UPI is constantly changing the Indian digital payment setup, and many studies have attempted to delve into the factors leading to its adoption and satisfaction. However, this study attempts to dig deeper and explore why this payment system resonates with a diverse population with higher levels of satisfaction. The study employs mixed method approach where in study 1 using qualitative analysis where with the help of in-depth interviews, we explore how factors like usability, convenience, trust, security and social influence lead to higher levels of satisfaction with UPI technology. Consequently, in study 2, the perspectives obtained from study 1 are validated through quantitative methods using PLS-SEM and cIPMA techniques which give much deeper insights into user satisfaction towards UPI technology. Overall, this study presents unique insights into antecedents of user satisfaction towards UPI technology and the continuance of behaviour among the Indian population, which will be useful to practitioners, policymakers, and nations trying to introduce such payment technologies.
  Keywords: unified payments interface; UPI; trust; security; satisfaction; India; digital payment solutions.
  DOI: 10.1504/IJEB.2026.10076110