Purpose: The purpose of this theoretical paper is to introduce a conceptual model to investigate e-learning persuasion through gamification elements using the social psychology theory of elaboration likelihood model (ELM). Design/methodology/approach: The author systematically reviewed several...

Purpose: The purpose of the study is twofold. The first objective is to identify adoption barriers (AdoBs) in engaging young consumers in the Omni-channel retailing (OCR). The second objective is to develop interrelationship among identified AdoBs. Design/methodology/approach: The study used...