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Rajat Kumar Behera

Associate Professor

KIIT University

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Articles (20)

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2026

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2023

Collaborators (4)

Siti Hasnah Hassan

Associate Professor Dr

Universiti Sains Malaysia (USM)

MALAYSIA

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Anis ur Rehman

Associate Professor

university of ha’il

SAUDI ARABIA

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Zahir Irani

University of Bradford

UNITED KINGDOM

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Nripendra P. Rana

Professor

The Queen's University Belfast

UNITED KINGDOM

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Rajat Kumar Behera

Research Interests

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Articles (20)

Attractiveness vs similarity: how attributes of AI-based virtual influencers impact credibility, parasocial interaction and purchase intentions of social-media users

Assessing the drivers influencing value co-creation in the metaverse for e-commerce ecosystems

Unveiling factors of gamification platforms for tourism marketing: exploring its impact on tourist inspiration and sustainable tourist engagement

Adoption of AI in human capital development: a multi-industry perspective

Adverse impacts of metaverse-induced cognitive biases on the immersive shopping experience: A conceptual model developed from a qualitative approach

Unlocking the power of machine learning in big data: a scoping survey

Industry 5.0: a conceptual cybersecurity model for secured digital transformation of enterprises

Factors impacting cybersecurity transformation: An Industry 5.0 perspective

Empowering co-creation of services with artificial intelligence: an empirical analysis to examine adoption intention

Assessing the usage of ChatGPT on life satisfaction among higher education students: The moderating role of subjective health

Drivers of metaverse adoption for enhancing marketing capabilities of retail SMEs

Factors influencing recommendations for women's clothing satisfaction: A latent dirichlet allocation approach using online reviews

Intelligent machines as information and communication technology and their influence on sustainable marketing practices for beneficial impact on business performance: A conceptual framework

Transforming customer engagement with artificial intelligence E-marketing: an E-retailer perspective in the era of retail 4.0

Cognitive Chatbot for Personalised Contextual Customer Service: Behind the Scene and beyond the Hype

Reaching new heights: investigating adoption factors shaping the moon landing of metaverse tourism

Assessing the intention to adopt computational intelligence in interactive marketing

Exploring antecedents impacting user satisfaction with voice assistant app: A text mining-based analysis on Alexa services

Hospitality and COVID-19: a willingness to choose e-consultation owing to unemployment and home isolation

Assessing the influence of COVID-19 protocol on online health information seeking intention of athletes in India

Collaborators (4)

Siti Hasnah Hassan

Anis ur Rehman

Zahir Irani

Nripendra P. Rana

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