The present study is a systematic literature review that identifies the context of consumer behaviour and analytics in business to forecast the future of consumer behaviour with changing business trends through TCCM (theory, context, characteristics, method) guidelines. The authors identified that prior research used theories in different disciplines to explain the phenomenon in customer behaviour and analytics literature. When considering the theory, these phenomena often can be segregated based on the industry (e.g., marketing, advertising, sales, healthcare, human resource management, tourism), focusing on status-based mechanisms (e.g., cross-gaming predictive models), inertia-based mechanisms (e.g., theory of rational expectations and adaptive learning), or relationship-based mechanisms (e.g., theory of consumer engagement behaviour).

The growth in popularity of social media and its perfunctory use by individuals throughout the day has sprouted the need to study Customer Engagement (CE) on Social Networking Sites (SNSs) from the consumer’s lens. To understand user behaviour, it is thus imperative to explore CE from their perspective. This study examines customer engagement and its antecedents and consequences on Social Networking Sites (SNSs) in an emerging economy. Data from 21 semi-structured focus group discussions (FGDs) and 42 in-depth interviews (IDIs) were analysed through a grounded theory approach using Nvivo coding. The results highlight the usage patterns and conditions faced by users on SNSs and establish the presence of information overload faced by users. The study also shows various parameters related to post and individual that lead to passive and active engagement on these platforms. Our study has direct implications for marketing managers across industries as it unravels various levers necessary to succeed on SNSs.

This paper investigates consumers' response to conditional promotions (CP) offered in an offline retail store. Using qualitative research inquiry, we decipher the consumer decision-making process by finding the linkages between 'pre-cart' and the 'post-cart' add-on purchases. Thematic analysis of qualitative data (focus groups and personal interviews) resulted in four themes, i.e. 'Criticality of Product Utility,' 'Mode of Payments,' 'Loss Aversion by Consumers,' and 'Inability to Think Out-of-Box by the Consumers.' We add value to the existing marketing literature by finding the relationship between products purchased in 'pre-cart', i.e., without the knowledge of CP and 'post-cart', defined as add-on products added to the cart to avail the CP offer while purchasing in an offline retail store. Further, we find that consumers' willingness to avail CP varies with different relative distances from the target purchase cart value (high vs. low) and mode of payments (cash vs. digital). We discuss the theoretical and managerial implications of the research.