Department of Management
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Item Role of blockchain in shaping trust and purchase intentions for beauty brands advertised online(Taylor & Francis, 2025-03) Nigam, AchintCorporate reputation is the public’s perception of a business and how people perceive an organization with their products, services, and behaviours. In the beauty industry, consumers are known to be more curious and conscious of the broader impact of their buying decisions. With significant purchasing power, consumers now prioritize safety and health considerations when it comes to beauty care. Our empirical study investigates the role of blockchain technology on consumers’ perceptions of quality, consumers’ trust, and their intention to buy beauty brands advertised on online beauty platforms, through an experiment. Drawing broadly on the theories of swift trust and trust-based marketing, the findings of the moderated-mediation analysis highlight that the application of blockchain technology on e-commerce platforms would lead to higher buying intentions for unpopular beauty brands than for popular beauty brands. The study is empirical evidence that highlights how blockchain’s transparency and traceability characteristics could be important indicators of consumers’ perceptions and trust in a beauty product brand which may lead to better brand image and corporate reputation.Item Conceptualizing the role of blockchain in omnichannel healthcare: a Delphi study(Emerald, 2022-09) Nigam, AchintThis study aims to identify the challenges in the healthcare industry as it adopts an omnichannel setup in an emerging economy context. Further, the study determines the scope of blockchain in addressing these challenges.Item Impulse purchases during emergency situations: exploring permission marketing and the role of blockchain(Emerald, 2022-04) Nigam, AchintThe paper explores how consumer behavior for purchasing impulse products changed in the complex and disruptive (emergency) situation of the COVID-19 pandemic when the customer is shopping in-home and not visiting the offline stores in an emerging economy context. This paper further explores how digital transformations like the use of blockchain technology can aid offline/omnichannel retailers in reviving sales via permission marketing for impulse products.