Existing research on gamification and its impact on consumer engagement are diverse and fragmented. Most studies relate to education. A deeper analysis of gamification and its relation to e-retailing is required. This study aimed to explore the current state of research on gamification and its influence on customer behaviour in e-retail. The study comprised a systematic analysis of 6,587 articles published during 2000-2020 collected from 10 core databases using the PRISMA methodology. A total of 53 articles were selected for the final analysis. The results demonstrated high diversity in the measurements of gamification and the possibility to classify studies based on the abstraction level of gamification. There was a high number of different gamification elements that impact consumer behaviour in e-retail. Different theoretical backgrounds were used to explain the phenomenon of gamification. Lastly, the study revealed that gamification has a positive impact on various consumer behaviour outcomes.

Personalisation is readily approaching the marketing domain through the fast-paced advancement of Big data analytics, the internet of things (IoT), artificial intelligence (AI), and machine learning (ML). The growing body of literature on the subject has examined the context of personalisation in online or offline retailing. Therefore, the present research work pressed the need to study it on both online and offline retailing channels, i.e., an omnichannel form of retailing. The study's objective is to check the impact of personalisation on the customer's purchase intention in the omnichannel retail setting. Moreover, the study inscribes hedonic motivation and brand attachment as the mediating constructs in the proposed conceptual model. The study conducted an empirical analysis with 409 customers in a major metropolitan city in India and used PLS.SEM technique to analyse the data. The finding of the study concluded with the positive impact of personalisation on the customer's purchase intention. The present study proposed the future scope of the subject by suggesting the need to study personalisation on the specific touchpoints of omnichannel retailing in different geographical locations.

This study aims to explore the key determinants of consumers' usage behaviour (UB) of mobile payment systems with the extension of the UTAUT2 model with two additional constructs of perceived trust and perceived security. Data from a sample of 400 respondents were analysed with structural equation modelling (SEM) using SMART PLS 3 software. It was revealed that effort expectancy, perceived security, performance expectancy, facilitating conditions, perceived trust, social influence, and habit have a significant positive effect on behavioural intention (BI) and indirectly affect the M-payment UB via the mediation effect of BI. The findings may provide valuable insights to the practitioners to develop effective marketing strategies for high customer attraction and retention. This study has made a unique theoretical contribution providing additional insights on the mediating role of consumers' BI in relation to the seven predictor variables and M-payment UB in an emerging economy setting, expanding the understanding beyond prior UTAUT2-based studies that overlooked the indirect effect of related exogenous constructs on M-payment UB.

Lately, online has become a key channel for luxury sales, and millennials are the main contributors to luxury sales growth on internet. Since, this generation is less brand loyal, it is a key challenge for marketers to retain them. In past, hardly any work has been performed to understand the factors affecting online luxury repurchase intention (OLRI), mainly in context of emerging societies. The main objective of this research is to understand the role of online satisfying experience (OSE) in the association between perceived values, brand trust and OLRI based on social exchange theory. A sample size of 233 was collected online from millennial luxury consumers in India using survey method. The findings showed that OSE is significantly related to brand trust and OLRI. Also, OSE was found to mediate the association between perceived values, brand trust and OLRI.

Much ink has been used to study bank selection criteria from the last couple of decades. However, it was observed that the previous research works were mostly based on the students' samples using exploratory factor analysis (EFA), mean ranking, or descriptive analysis. Moreover, in the context of the bank, signalling theory and the issue of social desirability bias (SDB) were certainly not addressed. Thus, the purpose of this research was to explore the bank selection criteria of wealthy single urbanites (WSU) by proposing the technique i.e. conjoint analysis useful for avoiding SDB using signalling theory. With the sample of WSUs (n = 419), the study demonstrates that WSUs are more sensitive towards the attitude of employees and banks socially responsible actions, followed by the appearance of frontline employees, less crowded counters, availability of parking space, and opinion of friends in choosing any bank.

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This study examines the influence of sustainability communication on consumer engagement throughout the fashion consumption cycle with attention to both pre-and post-purchase phases.Drawing on stakeholder theory, service-dominant logic, and regulatory engagement theory, a survey-based methodology employing descriptive statistics and inferential analyses (based on non-parametric statistical test) is used to assess consumer environment consciousness and responsiveness to sustainability-oriented marketing, including differences across gender.Methodologically, the study contributes by capturing post-consumption engagement intensity as a mediator linking digital sustainability communication and behavioural responsiveness.Findings reveal a persistent intention-action gap, while highlighting the behavioural potential of digital interfaces in promoting responsible, participatory consumption.The study informs sustainability-oriented marketing strategies that enhance brand credibility and bridge the intention-action gap.It emphasises lifecycle-based communication, particularly post-purchase, to embed sustainability into brand narratives, promoting repair, reuse, and responsible disposal, providing practical guidance for fashion SMEs to foster participatory, circular consumption via digital engagement.