PurposeThe study is an attempt to explore much talked but less understood issue of “blockchain in logistics industry” in modern perspective. The customers' acceptance of blockchain technology in logistics and supply chain is tested through “Technology Acceptance Model” by using attitude, perceived usefulness (PU), perceived ease of use (PEOU), behavioral intention and use behavior.Design/methodology/approachData has been collected through online and offline medium, where active 240 responses have been collected finally using convenience sampling. Confirmatory factor analysis with structural equation modeling (SEM) was carried out for data analysis.FindingsThe customers' acceptance of blockchain technology in logistics and supply chain is tested through “Technology Acceptance Model.” The findings reveal model fit where PEOU, PU and attitude are the major constructs of the model to realize the substantial gains in logistics process efficiency.Research limitations/implicationsConvenience sampling has been considered for the study to collect the data of online users of various technology applications for tracking and shipment detail, whereas a more specified method sampling can be considered for the future research. The study has been conducted in the Indian context, which has been considered as the limitation pertaining to generalization across countries and industries.Practical implicationsThe findings of this study will be helpful for market practitioners to build transparency between customers and industry to overcome the frictions in logistics. Blockchain will help in monitoring the performance history and previous commitments of logistics professionals resulting in selecting a responsible logistics solution provider. Access to critical data by the authorized member of the supply chain will reduce unsubstantiated disputes.Social implicationsBlockchain technology will be available to everyone on the network. This will bring transparency and help logistics professionals such as carriers, shippers and brokers to detect early frauds and prevent thefts. It will increase customer trust toward any financial transaction for tracking the ownership of titles.Originality/valueBlockchain technology is envisioned to be a technology that could be a game-changer for decentralizing infrastructure, introducing transparency and building trust in the supply chain. The current study is a novel addition to the literature where blockchain technology enables the indisputable storage of verified data that was previously kept in safeguarded silos.

Businesses are shifting their marketing strategies towards social media for promoting their products and services. Online video advertisements are one of the fastest-growing platforms of social media advertising. This article provides detailed models to marketers providing knowledge of different factors impacting consumer purchase intention after watching online video advertisement. The purpose of this article is to propose a model comprising of advertisement value, attitude and their impact on purchase intention in case of online video advertisements amongst Indian youth. The analysis indicated that an advertisement value model given by Ducoffe was not applicable in case of online video advertisements. Invasiveness/Irritation has no significant impact on advertisement value as in case of Ducoffe's model although it significantly impacts attitude towards online video advertisements.

Purpose This study aims to find the model fit to understand the consumer behavior in context to the hyper-personalization through digital clienteling by using structural equation modeling. The traditional method of customer passive observance has been transformed to dominance, where, the fundamental challenge for companies is to understand consumer behavior, work on cost-efficiency and implement sustainable innovation. Design/methodology/approach To investigate this emerging issue, this study aims to find the model fit via applying “Technology Acceptance Model” (TAM) and “Theory of Reasoned Action” (TRA) in context to the hyper-personalization through digital clienteling with special reference to women ethnic fashion wear. Findings The study findings depict the perceived ease of use (PEOU) and perceived usefulness (PU) of technology, attitude toward clienteling and subjective norm toward customization impact on customer intensions. The findings posited that perceived usefulness is having the strong relationship with purchase intention as compare to other variables. So, the analysis postulated that customer considered hyper-personalization is having perceived usefulness for customer and it also helps customer in getting the information about the product on the Web page. Research limitations/implications Because of lack of availability of resources, a specified sampling method has been used for this study. A new research, which will cover the fashion apparel from all the categories with a detailed study from the branded and non-branded point of view, will provide better description on this topic. Practical implications By having personalized Web page through big data analytics, customer will have positive experience and positive association with the company. The other parameters also play an important role toward the customer behavioral intention. The current study approaches new way of understanding the participative management of the personalization and tool to guide the work of strategy professionals and management of fashion e-commerce sector internationally and even in the other sectors also. Social implications Because of advancement of technology, the usage of online media is increasing day by day and this change is having high impact on the society, though we can innovate in any field or industry. Hyper-personalization has an impact on the online consumer buying behavior, which will affect the methods of searching information for consumers. Originality/value This new area of research is having large scope of future research from the fashion industry point of view. This paper is working as one of the element in the area of hyper-personalization through digital clienteling to gain sustainable results in the fashion industry.

Businesses are shifting their marketing strategies towards social media for promoting their products and services. Online video advertisements are one of the fastest-growing platforms of social media advertising. This article provides detailed models to marketers providing knowledge of different factors impacting consumer purchase intention after watching online video advertisement. The purpose of this article is to propose a model comprising of advertisement value, attitude and their impact on purchase intention in case of online video advertisements amongst Indian youth. The analysis indicated that an advertisement value model given by Ducoffe was not applicable in case of online video advertisements. Invasiveness/Irritation has no significant impact on advertisement value as in case of Ducoffe's model although it significantly impacts attitude towards online video advertisements.

Nowadays, it is a general practice by all major firms to launch social media promotional campaigns/ advertisements while launching their new products; however, no study has discussed the customer's reactions on these social media promotional campaigns. In this study, we have analysed customer reactions on social media promotional campaigns launched by three major mobile phone companies selling their phones in India. The analysis has been done on 18,659 tweets by performing part of speech (POS) categorization-based thematic analysis, Harvard-IV lexicon-based sentiment analysis and social media index-based reach analysis. The results of the study showed that there was a significant difference in customer's reactions on different brands promotional campaigns; ranging from very high social media reach and customer engagement to low social media reach and no customer engagement. Based on its results, the study also proposes major recommendations for marketing managers who are in the process of creating social media promotional campaigns for new products.