Ankit Mehrotra

26534781800

Publications - 5

The Dissonance Within: Identity Regulation and Its Impact on Social Media Discontinuance Intentions

Ankit Mehrotra Nourah O. Alshaghdali Dhruv Galgotia Sushant Kumar Vishnoi Irum Shahzadi

Publication Name: Journal of Global Information Management

Publication Date: 2025-01-01

Volume: 33

Issue: 1

Page Range: Unknown

Description:

This study employs Identity Regulation Theory (IRT) to investigate how identity-related psychological tensions, such as identity incongruence and dissonance, influence the discontinuation intentions of social media users. Using a cross-sectional survey of 294 active users via Prolific Academic, structural equation modeling (PLS-SEM) was employed to analyze the relationships among these tensions, platform fatigue, and discontinuation. Results show neither tension directly affects discontinuation, but both influence it through platform fatigue. This offers a new perspective on the psychological costs of social media, with fatigue serving as a key mediator in transforming identity tension into discontinuation intent. The paper adds to IRT research and helps firms understand why users leave social media.

Open Access: Yes

DOI: 10.4018/JGIM.392502

Unpacking IT-Driven Digital Transformation in Marketing 4.0 Through a Sociomaterial Gioia Lens

Ankit Mehrotra Nourah O. Alshaghdali Istvan Drotar Sushant Kumar Vishnoi

Publication Name: Journal of Global Information Management

Publication Date: 2025-01-01

Volume: 33

Issue: 1

Page Range: Unknown

Description:

The application of Artificial Intelligence (AI)-enabled technologies into the retail environment has led to the emergence of the Marketing 4.0 paradigm, which integrates customer digital and physical touch-points to deliver value. The study used sociomateriality as a theoretical lens to examine how AI-driven marketing practices were enacted, negotiated, and established in retail organizations through human-material entanglements. The crowdsourcing platform Prolific Academic was used to collect data from retail professionals through open-ended essays. Data were analyzed using Gioia's methodology, which led to the identification of five dimensions—sociomaterial entanglement, material agency, situated practices, temporal emergence, and sociomaterial identity—which aligned with sociomateriality theory, encouraging the adoption of Marketing 4.0 in the retail context. The study developed a holistic framework to visualize the relationships that emerged from the participants' responses, addressing the criticalities of the Marketing 4.0 ecosystem.

Open Access: Yes

DOI: 10.4018/JGIM.393626

Metaverse a commercial bliss for recreational tourism? A multistage mixed-method investigation

Kamel Khoualdi Ankit Mehrotra Gyan Prakash Csaba Kőmíves Kanishka Pathak

Publication Name: Tourism Recreation Research

Publication Date: 2026-01-01

Volume: Unknown

Issue: Unknown

Page Range: Unknown

Description:

With the rapidly evolving digital landscape, the metaverse presents itself as a promising tool for achieving commercial pursuits in the tourism industry. We apply the presence theory to examine how the industry can leverage the remarkable features of the metaverse to create memorable experiences for tourists at brand destinations–a unique identification or memorable experience associated with a destination, preferably induced by highly immersive services facilitated through the metaverse. The need to discern the impact of metaverse technologies on tourists’ psychological well-being led us to adopt a design science methodology, which enabled us to yield significant findings through a mixed-methods analysis comprising four studies. Firstly, we employ the grounded method approach, utilising think-aloud protocol interviews to elicit various themes. Secondly, we conducted a bibliographic study in RStudio software to extract key insights from 119 Scopus journals. Thirdly, using a structural topic modelling approach, we explored various topics. Finally, we employed the interpretive structural modelling (ISM) approach to establish a cause-and-effect relationship between variables of crucial interest. The significant finding of our study is that the metaverse can be effectively utilised as a highly assistive tool for curating niche experiences for tourists.

Open Access: Yes

DOI: 10.1080/02508281.2025.2611775

Understanding the psychology of knowledge sharing and experience in digital service ecosystems

Ankit Mehrotra Attila Kurucz Rsha Alghafes Nidhi Sahore Jaskirat Singh Rai

Publication Name: Acta Psychologica

Publication Date: 2026-07-01

Volume: 267

Issue: Unknown

Page Range: Unknown

Description:

Drawing on service-dominant (SD) logic, which conceptualizes value as emerging through resource integration and use rather than direct technological outputs, the study examines how technology-mediated knowledge-sharing platforms (TMKSP) influence employee and employee-perceived customer experience using the DART (dialogue, access, risk assessment, transparency) framework of value co-creation. Employing a mixed-method approach, a pre-hoc qualitative study (Study A) identified key TMKSP features relevant to value co-creation, which informed the development of a DART-based survey for the quantitative phase (Study B). Data from retail employees were analyzed using PLS-SEM with two-tailed bias-correct bootstrapping. The findings show that TMKSP significantly improves employee experience via platform access and reduced perceived risk, while enhancing employee-perceived customer experience through employee-customer dialogue and platform transparency. Mediation analysis confirms the explanatory role of DART-based constructs in linking TMKSP with experience outcomes, although the mediating role of perceived platform risk was not supported. The study contributes theoretically by operationalizing SD logic within an internal service ecosystem and demonstrating how value-in-use is shared through employee-perceived co-creation conditions rather than through direct technological effects. It offers practical guidance for managers aiming to design employee and customer-centric knowledge-sharing ecosystems.

Open Access: Yes

DOI: 10.1016/j.actpsy.2026.106974

Exploring the Adoption of AI Hearing Care: A Mixed Methods Investigation Using DEMATEL and Thematic Analysis

Ankit Mehrotra Manlio Del Giudice Hadeel Alsaleh Attila Kurucz Abhishek Bhushan Singhal

Publication Name: Journal of Global Information Management

Publication Date: 2026-01-01

Volume: 34

Issue: 1

Page Range: 1-33

Description:

This paper explores the key enablers driving clinical adoption of AI-enabled audiology tools. Despite rapid technological maturity, real-world uptake remains uneven. Using a three-phase mixed-methods design, the authors identified and prioritised adoption drivers. Phase I involved a targeted literature scan (1991–2025), yielding 21 candidate factors. Phase II refined these through interviews with audiologists, physicians, engineers, and health-IT managers, distilling 10 core drivers. Phase III applied a decision-making trial and evaluation laboratory survey with 27 clinicians, revealing a causal chain where data accuracy, real-time analytics, and seamless integration enhance workflow efficiency, clinician confidence, and patient personalisation. Robust technical support and structured training further amplify adoption. Cluster analysis grouped drivers into technological, human-capital, and process domains, suggesting distinct tactical interventions. This study provides the first domain-specific causal influence map for AI adoption in hearing healthcare.

Open Access: Yes

DOI: 10.4018/JGIM.405162