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Author: search.filters.author.Nigam, Achint

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    Role of blockchain in shaping trust and purchase intentions for beauty brands advertised online
    (Taylor & Francis, 2025-03) Nigam, Achint
    Corporate 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.
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    Unnao tanneries limited: post covid business strategy
    (Sage, 2022-10) Nigam, Achint
    Unnao Tanneries Limited (UTL), formerly known as Monir Leather Works, was set up in the 1980s and has been a family-owned business for over four decades. The primary activity of UTL in the initial years was leather jackets and purses. It sold its products under the brand name Brown Cliff. It shifted its manufacturing units from Kanpur to the nearby town of Unnao to cut costs and increase capacity in 1990. It later expanded its product range to primarily include leather footwear, targeting the menswear market. It became one of the top players in the northern part of the country with a proper business strategy. The footwear segment was growing rapidly and profitably for UTL. The business was smooth for almost four decades with minor hiccups until the government imposed a ban on its functioning due to a sparse wastewater disposal system in May 2019. The initial ban was prolonged further due to the COVID-19 pandemic in the country in March 2020. As a result, UTL suffered a significant loss in sales and clients. Reviving demand for the products after the easing of partial lockdown in the country was a daunting task. UTL became a contractual manufacturer for CONTE to utilize its idle resources and reduce its financial burden. Later, UTL got an offer from Batla Leather Products Limited (BLPL) to become its contract manufacturer. BLPL was one of the top players in the national and international market and it was looked for facilities to quickly scale up its operations. This case allows the readers to put themselves in Mr Sadiq Monir’s shoes and analyse an unforeseen business situation. The choice between short-term profits and sustainability versus long-term growth of the family brand Brown Cliff had to be made. The case gives several macro and micro factors supporting the choices and the decision to be made. The decision dilemma has two facets—to gain expertise in improving operations and to have a steady flow of income for the next 2–3 years versus risking the loss of independence and dilution of the family brand Brown Cliff.
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    Investigating the revised international marketing strategies during COVID-19 based on resources and capabilities of the firms: A mixed method approach
    (Elsevier, 2023-03) Nigam, Achint
    This paper aims to identify the revised international marketing strategies in communication during the COVID-19 pandemic by utilizing the firm's resources and capabilities. We conducted in-depth interviews and a questionnaire survey with key stakeholders of retail organizations which changed their digital marketing strategies during COVID-19. The data is collected from 587 respondents from different parts of the world through resource orchestration theory. The qualitative findings support a high degree of association among the firm’s resources and capabilities, leveraging processes based on the revised international marketing strategies during the COVID-19 pandemic. We have developed a conceptual model based on these findings with six variables: leveraging process of the firm’s capabilities information technology-related resources; information technology-related capabilities, dynamic capabilities, environmental uncertainty, and leveraging process of the firm’s resources. However, environmental uncertainty and leveraging of the firm’s resources were not influential in forming digital marketing strategies during COVID-19. This study proposes a new process for international marketing managers in business organizations to restructure the resources within their organizations by creating new capabilities and leveraging them.
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    Gamification as an innovation: a tool to improve organizational marketing performance and sustainability of international firms
    (Emerald, 2024-03) Nigam, Achint
    This study aims to investigate an under-researched area, an international marketing perspective, based on international dynamic capability, environmental sustainability and organizational marketing performance in gamification and non-gamification-based organizational culture (OC). This paper deepens the understanding of gamification-based and non-gamification-based OC influence on innovation capability and environmental and organizational marketing performance through the theory of organizational creativity and the theory of administrative behavior (AB).
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    Guest editorial: Intertwining of information systems and knowledge risk in the uncertain business environment
    (Emerald, 2023-08) Nigam, Achint
    The knowledge risk can be defined as the probability and severity of adverse effects associated with any activity engaging or related somehow to the knowledge (Durst and Zieba, 2019). The operational dimension of knowledge risks pertains to all the risks arising from an organization’s day-to-day operations and overall functioning, such as entering into collaborative agreements, outsourcing certain business functions or applying incorrect or outdated knowledge during business operations (Adar and Wuchner, 2005; Durst, 2019). It is important to actively manage knowledge risks while acknowledging that some of them cannot be eliminated (Adar and Wuchner, 2005; Durst, 2019). Knowledge risk management, however, provides ways to deal with knowledge at risk, such as knowledge loss – the result of personnel removed, for example, by turnover or death, or any other reason that the person is no longer part of the organization or cannot be reached. The literature on knowledge management emphasizes the positive aspects of the discipline; it hardly covers the negative aspects, such as when knowledge is misunderstood, repressed or misused for personal or organizational reasons (Burgin and Mikkilineni, 2021; Di Vaio et al., 2021; Wang et al., 2023). Thus, in completing the loop, knowledge risks and knowledge risks management need to be considered together rather than studied in silos. Furthermore, only a few studies attempt to explore the two together, and thus the literature on it remains fragmented primarily. Some studies have been conducted about knowledge loss (Norman, 2004; Parise, 2007; Schmitt et al., 2012); knowledge leakage (Ahmad et al., 2014; Annansingh, 2012; Mohamed et al., 2007; Parker, 2012); spillover effects (Fernandes and Ferreira, 2013); and privacy (Arshad and Ismail, 2018; Hernaus et al., 2018; Wang et al., 2018; Khalil et al., 2022). Yet, studies combining knowledge risk, knowledge risk management and information systems (IS) with an uncertain business environment by considering the “people” and “processes” seem to be an under-researched area in the literature.
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    Knowledge development in non-fungible tokens (NFT): a scoping review
    (Emerald, 2024-01) Nigam, Achint
    The purpose of this paper is to investigate the potential of NFTs in revolutionizing innovation management and information systems. Innovations done by firms are blatantly used by other firms to develop cheap knock-off. This leads to huge economic loses to the firm investing in research and development activities. Firms are in need of trusted, immutable and verifiable means of storing information which cannot be used by others, even if publically available without their consent. Non-fungible tokens (NFTs) appear to be one such solution to this problem that has recently attracted a lot of investor interest. Using NFTs the information is tokenized and is stored in a secure manner.
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    Guest editorial overview: ‘Mapping the future of consumer behaviour using disruptive technologies’
    (Wiley, 2024-02) Nigam, Achint
    Businesses of the 21st century are utilizing technology in developing offerings for the growth of their businesses. From taking a minor role in formulating business decisions, technologies now have a larger stake. Disruptive technologies like artificial intelligence, virtual reality, robotics, blockchain, 3D printing, 5G, Internet-of-Things, digital twins and augmented reality are changing how marketing strategies are developed and consumer behaviour is shaped. Our special issue contributes to enhancing the academic and industry-relevant knowledge of such new-age technologies and their marketing implications. The papers in this issue focus on the changing consumer behaviour in sectors like healthcare, apparel, footwear to highlight the critical role played by disruptive tech in shaping the modern world marketing and business plans.
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    Blockchain’s double-edged sword: thematic review of illegal activities using blockchain
    (Emerald, 2024-03) Nigam, Achint
    The purpose of this research paper is to review and synthesize the role of blockchain technology (BCT) in various types of illegal activities, including but not limited to fraud, money laundering, ransomware attacks, firearms, drug tracking, cyberattacks, identity theft and scams
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    Dark side of the metaverse and user protection
    (Emerald, 2024-12) Nigam, Achint
    In this chapter, we explore the dark side of the metaverse and the need for user protection. While the metaverse offers multiple opportunities it also poses significant risks for users, such as privacy concerns, addiction, harassment, and cyberbullying. First, we discuss the various threats that users may encounter such as online harassment, assaults, cyberbullying, hate speech, identity theft, and virtual property theft. As per the Center for Countering Digital Hate, an incident of violation occurs every seven minutes within VRChat, a popular virtual reality game. The level of misconduct in the metaverse can surpass the extent of internet harassment. Virtual reality gaming has been associated with various health issues like sleep deprivation, and insomnia as well as mental health concerns such as depression, anger, and anxiety. We examine how these issues may impact user’s physical and mental health. The sensors and devices used in the metaverse collect a vast amount of user biometric data and spatial data. Interactions between users and metaverse could be leaked. We examine different methods that improve user protection, including everyone from enhanced security protocols via the application of privacy-enhanced technology to several avatars, two-factor authentication, and user educational and awareness programs. Moreover, we explore how the newest technologies, like blockchain and artificial intelligence, play a role in making user safety more important. We finished the course with the study of the case of Second Life, the virtual reality gaming platform, and pointing out some of the problems that exist within it.
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    Good governance and implementation
    (Emerald, 2024-12) Nigam, Achint
    In this chapter, we describe the importance of good governance in the metaverse. It offers unlimited opportunities and presents unique governance challenges. First, we describe the concept of good governance and its relevance to the metaverse. We emphasize that the speed of metaverse adoption depends upon the presence or absence of effective governance. Recognizing the metaverse as the next iteration of the internet, we present significant governance issues. Some issues such as interoperability, security, safety, privacy, law, and digital inequality are critical governance issues in the metaverse. Next, we explore the diverse governance frameworks to ensure the implementation of policies and regulations. These frameworks include decentralized governance, cross-sector collaboration, and standards-based governance. We also describe the best practices which are essential for good governance. To materialize the concepts and principles discussed, we present a compelling case study centered on Decentraland. This insightful exploration dissects a decentralized autonomous organization (DAO)-based governance structure, offering valuable insights into the intricacies and stages of governance proposals. We acknowledge both the merits and potential drawbacks inherent to this approach. This chapter aims to offer an all-encompassing view of metaverse governance, essentially serving as a comprehensive roadmap for traversing the multifaceted landscape of this digital frontier.