Service small and medium enterprises (SMEs) are typically SMEs that operate in the service industry. In emerging economies, service SMEs can benefit from integrating technology and marketing activities to compete globally and drive growth. Further, service SMEs can compete with larger businesses with technology-driven marketing. Technology can differentiate an SME and create a unique value proposition, attracting customers and setting it apart. Social media advertising and email campaigns are often more cost-effective than traditional marketing channels such as print and television. The authors included a total of 32 articles published between the years 2013 and 2023 for in-depth analysis to address the issue under investigation. Findings indicated several effective digital marketing strategies to integrate technology and marketing activities among service SMEs in emerging economies, such as personalized marketing options, direct customer engagement, 24/7 availability options, and brand-building capabilities.

This study investigates organizations' intention to use the industrial metaverse. The unified theory of acceptance and use of technology (UTAUT) is used as an underpinning theory to examine the impact of performance expectancy, effort expectancy, social influence, and facilitation condition on the intention to use the industrial metaverse. The results of this study reveal that performance expectancy, social influence, and facilitating conditions significantly influence the intention to use the industrial metaverse. Moreover, the intention to use the industrial metaverse significantly influences organizational agility and firm performance. Further, the results of moderation hypotheses indicate that the impact of both performance expectancy and social influence on intention to use the industrial metaverse varies at high and low levels of firm innovativeness. The study's findings will enrich the metaverse literature. Further, it provides a deeper understanding of industrial metaverse adoption from a B2B perspective using the underpinnings of UTAUT. The study helps organizations understand the enablers of industrial metaverse usage intention.

Several electronic-engagement-related questions arise at work due to the beginning of a new era of social distancing, lockdowns, quarantining, and sanitization. These terms were not so common before. What challenges do employees face while working from home? Why do they face those challenges? How are they overcoming these challenges? In summary, in a work-from-home setting, what are the issues and solutions in engaging remote workers electronically? To answer these questions, 23 Information Technology (IT) employees in India and four in the United Kingdom were interviewed, and data were analyzed using interpretive phenomenological analysis (IPA). Few Information Technology employees from the United Kingdom were also interviewed to ensure the transferability of the results. Along with a few suggestions, six challenges emerged. These may help employers formulate their electronic engagement strategies for employees in a better manner.

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).

Gamification has recently been discovered as an excellent user engagement strategy that has the potential to improve online education, online brand engagement, and information system engagement. Even though the number of studies on gamification has expanded, there is currently no systematic literature review approach for categorizing its online engagement strategies. Therefore, the main purpose of this systematic literature review is to find effective online engagement strategies based on gamification. The literature, as published in top management, information systems, and education journals, was reviewed using preferred reporting items for systematic reviews and meta-analyses (PRISMA) guidelines and authors categorized the studies published during the period 2016 to 2021. This study can be considered as among the first to include a systematic literature review with a potential future research agenda on effective online engagement strategies through gamification. The findings indicate several effective online engagement strategies through gamification for three major aspects.

Crowdsourcing platforms have gained importance in recent times, and their success is dependent mainly on the participation of the crowd. Participation is a function of both intrinsic and extrinsic motivation. Moreover, with the growing scale of information, the participants would need to focus on the quality of information to achieve sustainable participation. Our study uses game elements and information quality grounded in Motivational Affordance Perspective (MAP) to study the intrinsic and extrinsic participation on a crowdsourcing platform. We collected responses from 337 participants who are actively contributing to any crowdsourcing platform. Warp PLS uses partial least square structured equation modeling. The results confirm that the use of game elements positively promotes the participant’s intrinsic and extrinsic participation. We also confirmed that motivation is also positively moderated by the quality of information that the crowdsourcing platform shares with the participants. The results help in extending the theoretical arguments of MAP and self-determination theory.