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  1. Harnessing generative AI for next-gen education: a cognitive load and knowledge-based view approach to fuel innovation

    Article • Journal of Knowledge Management, March 2026, Emerald

    Dr. Jaskiart Singh Rai

  2. Shaping entrepreneurial passion and readiness through generative AI intensity among students: a knowledge-based view driven analysis

    Article • Journal of Knowledge Management, February 2026, Emerald

    Dr. Jaskiart Singh Rai

  3. Risk and knowledge management in higher education. A technological benefits assessment on entrepreneurial outcomes

    Article • Journal of Knowledge Management, January 2026, Emerald

    Dr. Jaskiart Singh Rai

  4. Generative AI adoption in higher education. Knowledge management perspective on application, acquisition and entrepreneurial skill development

    Article • Journal of Knowledge Management, January 2026, Emerald

    Dr. Jaskiart Singh Rai

  5. Social Media in Sport: A Systematic Review and Research Agenda Using the Theory, Context, Characteristics, and Methodology Framework

    Article • International Journal of Consumer Studies, July 2025, Wiley

    Dr. Jaskiart Singh Rai

  6. Breaking barriers: investigating generative AI adoption and organizational use

    Article • Journal of Enterprise Information Management, July 2025, Emerald

    Dr. Jaskiart Singh Rai

  7. Effects of perceived review exaggeration on tourists’ behaviour: the role of offline influence

    Article • Tourism Recreation Research, July 2025, Taylor & Francis

    Dr. Jaskiart Singh Rai

  8. Elucidating the role of team-managed social media in influencing sport fans’ purchase intention

    Article • Marketing Intelligence & Planning, February 2025, Emerald

    Dr. Jaskiart Singh Rai

  9. Assessing the impact of psychological commitment to team on Indian premier league attendees' cognitive, affective and behavioural outcomes

    Article • J for Global Business Advancement, January 2025, Inderscience Publishers

    Dr. Jaskiart Singh Rai

  10. Addictive Product Endorsement by Celebrity Sports Players

    Article • August 2024, IGI Global

    Dr. Jaskiart Singh Rai

  11. The Sport Metaverse

    Article • August 2024, IGI Global

    Dr. Jaskiart Singh Rai

  12. The impact of social media-related motivation on fantasy sport users’ playing skills, sense of competition and performance expectancy

    Article • Asia Pacific International Journal of Marketing, May 2024, Emerald

    Dr. Jaskiart Singh Rai

  13. Role of the Digital India Movement to Incorporate the Digital Technologies in the Indian System

    Article • April 2024, IGI Global

    Dr. Jaskiart Singh Rai

  14. The influence of event-related factors on sport fans' purchase intention: a study of sponsored products during televised sporting events

    Article • Asia Pacific International Journal of Marketing, July 2023, Emerald

    Dr. Jaskiart Singh Rai

  15. The Impact of Fantasy Cricket Motivational Factors on Participants’ Media and Gambling Consumption Behaviour: Fantasy Team Attachment as a Mediator

    Article • Journal of Global Sport Management, June 2023, Taylor & Francis

    Dr. Jaskiart Singh Rai

  16. Measuring spectators' perception toward peripheral stadium quality services after COVID-19: impact on their emotions and attendance intentions

    Article • International Journal of Sports Marketing and Sponsorship, January 2023, Emerald

    Dr. Jaskiart Singh Rai, Dr. Behzad Foroughi

  17. Determinants of Indian consumers' attitudes towards controversial product advertising

    Article • J for Global Business Advancement, January 2023, Inderscience Publishers

    Dr. Jaskiart Singh Rai

  18. An empirical analysis of the influence of team success on Indian sports fans' purchase behaviour

    Article • J for Global Business Advancement, January 2022, Inderscience Publishers

    Dr. Jaskiart Singh Rai

  19. Sports celebrity personality and purchase intention: the role of endorser-brand congruence, brand credibility and brand image transfer

    Article • Sport Business and Management An International Journal, March 2021, Emerald

    Dr. Jaskiart Singh Rai

  20. Delineating the outcomes of fans' psychological commitment to sport team: product knowledge, attitude towards the sponsor, and purchase intentions

    Article • J for Global Business Advancement, January 2021, Inderscience Publishers

    Dr. Jaskiart Singh Rai

  21. The Impact of Team Association on Attendees’ Product Knowledge and Purchase Intentions: A Case of Indian Premier League

    Article • IIM Kozhikode Society & Management Review, October 2019, SAGE Publications

    Dr. Jaskiart Singh Rai