Hassan Ahmad

This study investigates the interplay between adaptive online learning, students’ digital intelligence, sustainable learning, and digital mental well-being among female university students in Saudi Arabia. In response to the growing reliance on digital platforms in higher education, a structured questionnaire was distributed via social media to capture student perceptions of their online learning experiences. Using Partial Least Squares Structural Equation Modelling (PLS-SEM), the analysis revealed that while adaptive online learning is a critical enabler, its influence is most effective when mediated by students’ digital intelligence. The findings highlighted that students with higher digital intelligence are more likely to engage in sustainable learning practices and maintain better mental well-being in digital environments. Furthermore, innovative teaching practices were shown to strengthen these relationships, underscoring the importance of interactive and adaptive pedagogies. This research contributes to the growing discourse on digital education by emphasizing the importance of indirect pathways and learner-centred dynamics in shaping positive educational and psychological outcomes. This study offers practical and theoretical implications for educators, institutions, and policymakers aiming to create inclusive, resilient, and psychologically supportive digital learning environments. Future research is encouraged to examine these relationships across different cultural and institutional contexts and explore the longitudinal impacts of digital learning strategies.

Purpose: This study aims to explore the intricate dynamics around the adoption of generative AI (GenAI) in India’s retail industry. The study uncovers the dynamic relationships between the antecedents of GenAI adoption and the impact of GenAI adoption on employee efficiency, business value creation and firm performance.Design/methodology/approach: This research used data from 188 Indian retail employees through purposive sampling, and the PLS-SEM technique was employed for the analysis.Findings: The findings state that top management support, openness to innovation and competitive pressure positively impact the adoption of GenAI. Moreover, GenAI positively influences the employee’s efficiency. The moderating impact of data-driven culture emphasizes the significance of data-driven culture in strengthening (weakening) the effect of GenAI on employee efficiency.Research limitations/implications: Overall, adopting GenAI improves efficiency, lowers operating costs and saves time. Resource Based View (RBV) advises that internal resources and business strategy must be coordinated to gain a competitive edge. Better business outcomes result from this increased capacity for decision-making, which is bolstered by insights derived from data.Practical implications: Overall, adopting GenAI improves efficiency, lowers operating costs and saves time. RBV advises that internal resources and business strategy must be coordinated to gain a competitive edge. Better business outcomes result from this increased capacity for decision-making, which is bolstered by insights derived from data.Originality/value: The mediating role of employee efficiency and the moderating impact of data-driven culture provides extraordinary findings. It emphasizes the significance of employee efficiency as a means through which GenAI transformed into tangible organizational outcomes.

Purpose: This study aims to investigate the consumer behavioral aspects of artificial intelligence (AI)-powered medical vending machines (MVMs) in retail health care. It specifically examines the impact of self-efficacy, compatibility, product and service quality, technology acceptance model (TAM) dimensions, convenience and AI context-specific variables on consumers’ behavior toward these machines. Design/methodology/approach: This study collected data from 497 respondents in Dalian, China, and used structural equation modeling to analyze the data. The findings of this study provide evidence of the positive influence of consumer behavior toward using AI-powered MVMs in retail health care. Findings: The results contribute to the existing literature on TAM, social cognitive theory, technology task-fit theory and AI-based tools such as interactivity and customization. The researchers recognize AI-powered MVMs as innovative self-service technologies in retail health care, which arise from consumers’ compatibility, self-efficacy and convenience, creating new digitally mediated relationships through AI context-specific variables in retail health care. Originality/value: This research offers valuable insights into the impact of AI-powered MVMs on consumer behavior in retail health care. These findings can help businesses and policymakers design more effective marketing strategies and develop AI-based tools that meet consumers’ needs in this domain. In addition, this study contributes to the existing literature by providing a comprehensive understanding of the factors that shape consumer behavior toward AI-powered self-service technologies in health care.

This research examines the dynamic relationships between green improvisation, green absorptive capacity, environmental management initiatives (EMIs), corporate social responsibility (CSR) authenticity, and their combined impact on firms' green competitive advantage and environmental performance. The study empirically tested seven hypotheses, utilising structural equation modelling (SEM) via SmartPLS. Data was collected from the employees of firms situated in Pakistan through a survey in a time span of 6 months. Results indicate that green improvisation significantly enhances EMIs, highlighting the importance of innovative and adaptive approaches in environmental stewardship. Green absorptive capacity was found to effectively acquire and assimilate environmental knowledge, positively influencing EMIs. Additionally, EMIs were shown to strengthen CSR authenticity, thereby improving firms' green competitive advantage and environmental performance. The mediating role of CSR authenticity was confirmed, revealing its significance in translating effective environmental management into tangible outcomes. Moreover, green creativity was found to moderate the relationship between EMIs and CSR authenticity, with novel environmental solutions enhancing the effectiveness of CSR activities. These findings contribute to the literature on environmental management by elucidating the mechanisms through which environmental initiatives lead to competitive and ecological benefits. The study provides actionable insights for firms aiming to integrate environmental strategies into their core business practices, achieving a sustainable competitive edge in today's green economy.

Growing literature on cash holding and managerial ability provides the idea of studying these two concepts in the context of the same model. The effect of cash holding on firm performance is established in this study, which also looked at the moderating effect of managerial ability on the direct relationship between cash holding and firm performance—analyzing 2,858 Chinese non-financial firms, we employ OLS, fixed effect, and robust standard error regression to test the formulated hypotheses. We employ several additional tests to confirm the robustness of our findings. This study offers compelling evidence that managerial ability significantly impacts the relationship between cash holding and firm performance. We show that cash holdings boost the operating performance of firms with exceptional managers. Therefore, managerial expertise is essential when considering the cash and performance relationship. Prior studies focus on the direct relationship between cash holdings and firm performance. However, managerial ability, which is a crucial factor and an effect that affects this relationship, is overlooked. This study shows that firms with highly able managers boost their performance by holding more cash.

Purpose: This study aims to investigate how gamification, namely, WeChat’s cultural gifting function, improves emotional involvement among three generations (Y, X and silver) in mobile payments. It draws attention to the beneficial effects of cultural components and digital intimacy on gamified mobile payment systems. Design/methodology/approach: The data were collected from Y, X and silver generation in Dalian, China. The users were well equipped with the WeChat pay features and had experience. The PLS-SEM software was used to assess the data. Findings: The findings show that consumer word of mouth and loyalty are positively impacted by perceived utility, fun, and enjoyment. Besides, gamification components like fun and playfulness have a favourable effect on how useful mobile payments are judged to be. It demonstrates how delighted and ecstatic users are with WeChat Hongbao. In addition, the positive moderation effect of intimacy on the hypothesised connections shows that all three generations are likely to accept gamified money features. These results provide a substantial contribution to our comprehension of gamification in the context of mobile payment services for all three generations. Originality/value: The study is distinctive because it focuses on how China’s three generations use WeChat Pay for routine transactions. The framework confirms that the gamification elements improve user performance and encourage continued usage of mobile payment systems.

Purpose: Online shopping is changing because of augmented reality technology. The study aimed to understand augmented reality’s impact on the consumer shopping experience in an online context and further understand how its information, service, and ease of use can impact its continuous intention. Design/Methodology/approach: This research is based on a sample of 348 from China and structural equation modeling using Smart-PLS. Findings: The study outcomes show that Chinese consumers are intrigued and feel engaged with the augmented reality makeup app. Most users have shown positive results towards different constructs, which shows the significance of this technology. Chinese consumers adopt such technologies because of their immersive power that enhances the real environment while shopping online for cosmetic products. Originality: Augmented reality is a disruptive technology that is changing the shopping experience. The current framework helps to understand consumer engagement with this technology and contributes to the AR literature and theory. The insights provide a strong base for future strategy development to integrate this technology in online and offline stores.

Purpose: Consumers are increasingly embracing innovative technologies for enhanced experiences. This study delves into the banking consumer brand experience through the lens of augmented reality (AR). The focus is on mobile augmented reality applications within financial institutions, which contribute to a more enjoyable and immersive customer experience. Specifically, the research highlights the utilisation of mobile augmented reality applications by a Pakistani bank and examines its influence on consumer loyalty and sustained engagement, with a particular emphasis on the AR brand experience. Design/methodology/approach: The authors conducted a comparative study between married and unmarried consumers with sample sizes of 178 and 172, respectively. The results were analysed through structural equation modelling using SmartPLS. Findings: The study's outcomes show that AR brand experience for the unmarried sample category is positive and higher than a married one. This is an excellent opportunity for the banking sector in Pakistan to invest more in innovative technologies. Originality/value: The current study investigates the brand experience in the banking sector from the perspective of AR technology which contributes to the AR literature.

Artificial intelligence (AI) has provided significant help in many fields of life. This study proposed a framework that helped in understanding customers’ attitudes about the adoption of Robo-advisors. The role of the Technology Readiness Index moderated as one of the primary relationships. A total of 208 potential users of Robo-advisor services provided the data that confirmed the validity of the model. This model provided the input for structural equation modeling and analysis of the study hypotheses. The results indicated that consumers showed positive attitudes about Robo-advisor services, with the moderating effect of Technology Readiness Index dimensions, namely, contributors and inhibitors. Perceived ease of use, perceived usefulness, and perceived convenience influenced consumers in developing positive attitudes about this service. Financial businesses can design better AI Robo-advisor services to fulfill the requirements of a wide range of consumers. This proposed framework contributes to the consumers’ understanding of behavioral intentions for the use of Robo-advisors in FinTech.

Purpose: This study aims to understand customer equity and loyalty using augmented reality (AR) and employee services in a physical retail environment. The current study investigated how customers’ experiences with AR-based and employee service affect their satisfaction, equity and loyalty.Design/methodology/approach: A conceptual framework was developed by reviewing AR and employee services literature. The Smart PLS-SEM technique was used to test the responses of 620 Chinese respondents empirically.Findings: The findings provided valuable insights into AR and employee services in a physical retail environment. Customers are more inclined to use AR services in the current business climate.Research limitations/implications: This study’s sample was drawn from a single city, with a total of 620 respondents, which may not be a complete representation of China as a whole. As a result, the results may not be generalizable to a single city.Practical implications: Retail brand managers should emphasize implementing innovative technologies in the physical retail environment to retain and attract customers. Pandemic consumers are opting for innovative technologies as part of their shopping experience due to changes in business models.Originality/value: The researchers recognized AR and employee services as innovative domains in physical retail stores because they can increase sales, customer equity and loyalty. As a result, the framework results are precious to practitioners interested in implementing such innovative technologies for retail stores.