Department of Humanities and Social Sciences
Permanent URI for this collectionhttp://localhost:4000/handle/123456789/1926
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Item Integrating blockchain capabilities in an omnichannel healthcare system: a dual theoretical perspective(Wiley, 2023-07) Sharma, Sangeeta; Nigam, AchintThe COVID-19 pandemic opened a market for omnichannel healthcare. While some patients trusted the hybrid mode of consultancy, others lacked trust in the online mode of consultancy. The purpose of the study is to understand the extent to which blockchain can influence the swift trust of stakeholders and the usage intention of omnichannel healthcare systems (OHS). We used a quantitative approach by surveying 250 patients that rendered services from OHS by drawing upon the lens of organizational information processing theory (OIPT) and swift trust theory (STT). We test the hypotheses using the PLS-SEM technique. The results show blockchain technology can significantly affect the adoption of omnichannel healthcare by reinforcing swift trust in OHS and its continued usage.Item The Challenges Faced in Technology-Driven Classes During COVID-19(IGI Global, 2021) Sharma, SangeetaIn the wake of coronavirus pandemic, social distancing became a mandate that led to the transition from traditional classroom-based lectures to computer-based learning. This paper extensively deals with the ranking of the challenges faced by instructors and students. Primary data from 624 participants (399 students and 225 instructors) is collected through a questionnaire. To assign the ranking to the challenges, Technique of Order Preference Similarity to Ideal Solution (TOPSIS) is deployed. A contextual model is developed by using Interpretive Structural Model (ISM) technique that further provides recommendations for prioritizing the challenges that need to be addressed to mitigate the problems faced in online lectures in coronavirus situation. The number of variables is reduced to simplify the interpretation by exploratory factor analysis. The study also provides the basis to formulate the strategies for policymakers and administration after identifying which challenges need to be addressed first for mitigating all the other challenges.Item Marketing at the Bottom of the Pyramid: Overcoming the Challenges through MICMAC Analysis(Taylor & Francis, 2021-02) Sharma, SangeetaMarketers face innumerable challenges related to awareness, affordability, availability, and accessibility to reach the Bottom of Pyramid (BOP) markets. The objective of this paper is to enumerate the challenges faced by marketers in making their product available to the rural population during COVID-19. The study focuses on 25 challenges, identified from past studies, for marketing in rural areas. Along with the identification of the challenges from a literature review and marketing practices, an attempt is made to contextually relate the challenges to one another, for which three extensive focus group discussions each among six experts were conducted. After this step, Matrice d’Impacts Croisés Multiplication Appliquée á un Classment (MICMAC) analysis was conducted to plot the challenges based on driving power and dependence power. An Interpretive Structural Model (ISM) is also developed from the MICMAC analysis. This paper will allow marketers to identify and formulate an action plan based on the preference order generated from ISM to create maximum impact. Further, the research, marketing, and societal implications of the study are discussed.