Aim/Purpose: This mixed-methods study aims to examine factors influencing academicians' intentions to continue using AI-based chatbots by integrating the Task-Technology Fit (TTF) model and social network characteristics. Background: AI-powered chatbots are gaining popularity across industries, including academia. However, empirical research on…

Brands are fundamentally about experiences and relationships, and therefore they form prime basis of an institution's connection with their stakeholders. With the mushrooming of business schools (both private autonomous and government supported) and fading global boundaries, especially in the Indian context, communicating a business school brand…

By recognizing the potentiality of education, every society has committed itself to the universalization of education with an aim of providing "Quality Education for All." The governments and the communities ought to ensure that every section of society gets equality of opportunity and necessary inputs for effective participation in the…