Mudra Institute of Communications Ahmedabad

ABSTRACT AI‐based recommender systems shape many consumer decisions, but users often have limited information about why a recommendation is presented. This paper examines how explainable AI (XAI) design influences consumers' follow‐through, and when these effects are stronger. We conceptualize XAI design along two dimensions: explanation level (high vs. low diagnostic detail) and explanation type (process‐oriented vs. outcome‐oriented), and we examine boundary conditions across recommendation context (product vs. content). Four scenario‐based, between‐subjects experiments were conducted with Prolific participants who reported familiarity with recommendation systems (total N = 1080). Study 1 establishes the baseline effect: high (vs. low) explanation level increases intention to follow the recommendation, and the effect is robust under divided attention. Study 2 shows that the benefit of higher explanation level is context‐dependent, with stronger effects in content recommendations than in product recommendations. Study 3 shows that explanation type also shapes the effect of explanation level on follow‐through, with process‐oriented explanations producing a larger advantage for high (vs. low) explanation level than outcome‐oriented explanations. Study 4 tests the proposed mechanisms in a 2 × 2 × 2 design and finds that explanation level affects follow‐through primarily through trust and psychological ownership, with these indirect effects stronger in content (vs. product) contexts and under process‐oriented (vs. outcome‐oriented) explanations. Together, the findings specify how explanation level, explanation type, and context jointly determine when XAI increases follow‐through, and they identify trust and psychological ownership as mechanisms through which explanation design translates into consumer action.

Purpose This study aims to propose a strategic framework that explores how brands can be more inclusive by engaging both consumer and non-consumer (employees and suppliers) stakeholders to enhance stakeholder well-being. Design/methodology/approach There were two stages to the research: Phase 1 and Phase 2. The first phase used the Delphi method, conducting interviews with 14 experts three times to study important concepts and their reality in the workplace (Dataset I). In Phase 2, ethnography focused on marketing and collected information by interviewing, observing and taking photos in four different organisations. Each organisation had the researcher present for 15 days, and a total of 61 participants were interviewed (Dataset II). Findings The study recommends developing an approach engaging both consumers and non-consumers (suppliers) in brand inclusivity interactions to support the well-being of all stakeholders. This framework indicates that stakeholders’ participation, resources and actions greatly promote inclusivity. It has been found that stakeholders shape their experiences and understandings from their interactions and relationships, which benefit their well-being. Research limitations/implications The study’s main contribution is building a strategic model that ensures inclusive well-being for all parties, both consumers and non-consumers, focusing on suppliers and employees in a developing nation. Various individuals, such as farmers, rural artisans, small businesses and consumers with disabilities, took part, allowing for valuable recognition of how to include people in the local food markets. Practical implications By applying this framework, managers can help brands become more inclusive by considering both consumer and non-consumer opinions and encouraging collaboration at every point in the value chain, which results in better reactions from stakeholders to company actions. Social implications The paper provides the strategies applied by the brands to include marginal sections of society, such as rural women artisans, farmers, small sustainable businesses and people with disability. The brands include them in the value creation process of the organisation, leading to their better well-being. Originality/value To the best of the authors’ knowledge, this study is one of the first to include suppliers such as rural women artisans and farmers in exploring and understanding the processes involved in making a brand inclusive. It also highlights the crucial elements that affect the well-being of all stakeholders.

This pilot study employed a decolonised, youth-centred methodology to challenge dominant discourses and hierarchies in knowledge production. The Distributed Data Generation (DDG) approach facilitated participatory workshops across Australia, India, and Indonesia, involving collaboration with local research centres and a youth organisation. This cross-cultural partnership aimed to unsettle Western assumptions about research methodologies and knowledge representation. DDG prioritises marginalised perspectives and has been used to collaborate with global South organisations for rights-based youth research. It enables rich data collection through participatory, child-centred workshops conducted simultaneously in multiple countries. This approach supports the decolonisation of youth knowledge by co-producing it with children and young people, addressing child-adult power imbalances. The research engaged 128 participants aged 9 to 18 from diverse backgrounds, including urban and rural areas, culturally and linguistically diverse communities, migrants, and disadvantaged youth. Each participant attended a workshop to explore cultural expressions, ethics, responsibilities, and aspirations for culture-centred digital design. Findings reveal that digital technology influences and shapes the cultural practices of young people in Australia, India, and Indonesia. Indian participants view culture through nationalism and ideology, while Australian children associate culture with material practices and the environment. Digital technologies were found to strengthen cultural identity and cross-cultural understanding, though concerns about minority culture representation were expressed. Indian and Indonesian youth use digital platforms to learn about their own and other cultures, more so than Australian participants. Concerns about cultural exclusion, inappropriate content, and digital disharmony were highlighted, emphasising the need for inclusive digital design that reflects the lived experiences of diverse youth.

Purpose This study aims to deepen the understanding regarding developing conceptual articles in marketing by addressing three important research questions (RQs): What is a high-quality conceptual article, and what are its dimensions and corresponding attributes? How should the quality of conceptual articles be assessed? What is the quality of conceptual articles published in marketing? Design/methodology/approach To address RQ1, we examined the literature, sought input from experts and reviewed marketplace data. We used a triangulation approach to conceptualize conceptual article quality, its dimensions and their corresponding attributes. To address RQ2, we carefully developed a comprehensive rubric for measuring conceptual article quality. A well-developed rubric can have a higher diagnostic value than a multi-item scale, which makes this study more valuable. In response to RQ3, we content-analyzed 207 conceptual articles, sourced from five leading marketing journals for the period 2000–2017, and revealed that while the quality has been largely moderate, there is a promising upward trajectory, reflecting learning over time. Findings The key finding of this article is a cc-rc-c framework of conceptual article quality. It is characterized by three dimensions, namely cc-quality (conceptual creativity), rc-quality (conceptual rigor) and c-quality (comprehensibility). A comprehensive rubric is also provided for evaluating the quality of conceptual articles. Research limitations/implications This study did not examine analytical articles. Future researchers can identify and operationalize the attributes of analytical rigor toward understanding article quality. Likewise, to understand article quality in the case of empirical articles, scholars need to identify and operationalize empirical rigor (Kumar, 2016). It would also be interesting to know to what extent conceptual article quality explains article quality in the case of analytical and empirical articles. Future researchers can undertake studies using multiple methods to examine this issue thoroughly. Practical implications The proposed framework and rubric will aid authors, journal editors/reviewers, educators and professional associations in collectively enhancing the quality of conceptual articles in marketing. Originality/value This paper offers a framework and rubric for “conceptual article quality.”

Ophthalmic diseases are a major contributor of blindness and visual impairment globally. Effective treatment and halting the progression of the disease depend on an early and precise diagnosis. Recent developments in Deep Learning (DL) have shown enormous promise for automated multi-label classification of ophthalmic diseases using retinal images. This work provides a thorough analysis of 20 research studies published between 2022 and 2025 that focus on DL-based multi-label diagnostic models for retinal image analysis. The reviewed works cover a variety of eye conditions such diabetic retinopathy, glaucoma, age-related macular degeneration, and other abnormalities of the retina. Neural networks with convolutions (CNNs), attention-based models, and other DL architectures and hybrid networks, are discussed in terms of their methodology, performance metrics, and clinical applicability. The review highlights the challenges faced in multi-label classification, such as data scarcity, class imbalance, and model interpretability, and discusses strategies employed to address these issues. By synthesizing recent advancements, this paper provides insights into the potential of DL to improve diagnostic accuracy, assist ophthalmologists in decision-making, and ultimately enhance patient outcomes.

This research responds to challenges in promoting more sustainable responses among travelers. We posit that the commitment-and-consistency principle is a potent driver of more sustainable codes of conduct. Four experiments with more than 3,000 participants tested the impact of active (vs. passive or no) commitment on travelers’ likelihood to make sustainable choices at airports. A positive effect of active commitment emerged regarding travelers’ likelihood of making sustainable choices, with their consistency effort mediating this effect. Cultural belonging moderated this interplay, with active commitment being particularly powerful in individualistic (vs. collectivist) cultures. These findings contribute to commitment literature, offering actionable insights for airport managers, environmental NGOs, and policymakers alike. Specifically, our findings document that the cost-effective reliance on active commitment at commercial airport facilities boosts travelers’ general choice likelihood of sustainable options by roughly 50% to 75% compared to the existing (no commitment) status quo across settings and study paradigms.

PurposeThis study aims to examine the critical role of energy-saving appliances (ESAs) in promoting sustainability, particularly within the context of sustainable development goals (SDGs) (SDG) 7 (affordable and clean energy).Design/methodology/approachUtilizing in-depth text analysis of 149 respondents from a developing nation, the research identifies key consumer perceptions and barriers to the adoption of ESAs.FindingsThe findings reveal that consumer education and government incentives are essential for overcoming these barriers. Additionally, the analysis highlights the importance of tailored strategies to address the diverse needs of urban and rural populations. By fostering greater awareness and accessibility of ESAs, this research underscores the potential for significant contributions to sustainability goals. Despite the environmental benefits, such as reduced energy consumption and lower greenhouse gas emissions, challenges persist, including high initial costs, limited awareness and inadequate infrastructure.Research limitations/implicationsThe study advocates for a multi-stakeholder approach, involving government bodies, industry players and civil society, to create an environment conducive to the widespread adoption of energy-efficient technologies. Ultimately, this research informs policy interventions and consumer engagement strategies that can facilitate a transition towards more sustainable energy practices, thereby contributing to a greener future.Originality/valueThis research fills existing gaps in the literature and proposes actionable solutions that are original and grounded in qualitative analysis, contributing to energy efficiency, sustainability and environmental impact. It is one of the first studies to use primary qualitative insights to study sustainable appliances.

The article focuses on developing and validating a scale for irritation with online behavioral advertising on social media. Irritation can lead to ad avoidance, brand devaluation, and platform disengagement. The study uses a multi-step scale development procedure, starting with item generation from in-depth interviews with 25 respondents. The scale is refined through literature review, item purification, and validation based on 582 responses. Findings confirm a three-dimensional structure of ad irritation—ad disturbance, frustration, and exhaustion—and highlight the need for advertisers to address this irritation to retain their audience and maintain engagement.

From social simulation platforms like The Sims to virtual environments like Second Life, the metaverse has evolved both as a concept and business practice for many new or established ventures. Fragmented research, mainly from computer sciences and, to a lesser extent, from business and management has been struggling to keep up with the pace of the evolution and use of the metaverse. This highlights the pressing need for a critical examination of the opportunities offered by the metaverse and of its transformative potential from the perspective of the fields of entrepreneurship and innovation. The diversity of topics in this special issue on the role of the metaverse in transforming business models, its use in unexpected industries like that of wine and in the future of education, its adoption and the related collaboration and engagement reveal that our understanding of it has started to mature. Yet, significant gaps remain to be addressed. As the metaverse moves beyond entertainment and gaming or experimentation within firms’ boundaries to become an interorganizational connecting, networking, and collaborating space, research also needs to move from trying to define the metaverse into conceptualizing its role in multiuser business, industrial, and commercial environments. As the metaverse is set to reshape the entrepreneurial landscape by transforming cross-platform digital innovations and economies, technical and ethical issues remain to be solved as part of a collaborative value creation process for balanced opportunities across various industries, ventures and consumers.