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This study aims to explore the scientific research progress in the field of “Rural Livelihood” from 1991 to 2022.

A total of 2,122 documents were extracted from the Web of Science Core Collection using the key terms “Rural Livelihood” OR “Rural Livelihoods” in the “Title-Abstract-Keyword” field. The statistical analysis was performed through VOSviewer, Bibliometrix, Biblioshiney open-source package of R language environment, and MS Office software.

The results show that the first research article related to the field of rural livelihood was published in 1991, and the rapid growth in the publications of rural livelihood was observed since 2000, with a positive annual growth rate of 14.87%. Shackleton CM (n = 30 articles) and Belcher B (n = 1235 citations) are the most productive and highly cited authors in the field of rural livelihood, respectively. World Development is the most prolific and dominant journal, followed by Sustainability and Land Use Policy. The citation analysis disclosed that “Capitals and capabilities: a framework for analysing peasant viability, rural livelihoods and poverty” is the most cited research paper published in the field of rural livelihood by Anthony Bebbington. University of Copenhagen, Wageningen University and Rhodes University emerged as the topmost organizations engaged in rural livelihood research. The USA and the UK are the most productive and cited countries in rural livelihood. The keyword analysis revealed that most of the research published in the field of rural livelihood has focussed on rural livelihoods, management, conservation, poverty, strategies, climate change, etc.; however, the least emphasis is given on the subjects like food security, income diversification, biodiversity, deforestation, soil fertility management, bio-economy and environmental intervention. The thematic evolution reflects that the field of rural livelihood has been extensively researched and has undergone many dimensions, such as agriculture, management, conservation, climate change, households, policy and biodiversity.

The study’s findings provide an insight into global research trends, latest advances, hot issues, leading topics, and the thematic evolution of rural livelihood research over the last 31 years approximately. This study is quite useful to researchers and stakeholders to obtain rigorous bibliographic knowledge on literature related to the topic and work accordingly for R&D activities.

This paper aims at identifying the antecedents of entrepreneurial intentions among females in India using the theory of planned behaviour.

This study is based on the Adult Population Survey (APS) of the Global Entrepreneurship Monitor (GEM), which has covered 1,683 female respondents from India. The data has been analysed using simple techniques such as chi-square statistics and logistics regression. The antecedents of entrepreneurial intentions have been identified using the theory of planned behaviour.

About 20% of the adult females have reported intention for starting an entrepreneurial venture in the country. A significant relationship emerged between the demographics of females with and without intention towards entrepreneurship. The results showed that there is a positive and significant effect of attitudes towards the behaviour, subjective norms and perceived behavioural control to the entrepreneurial intentions among females.

This paper provides insights on factors affecting entrepreneurial intention among females and helps in developing a policy framework for promoting new ventures among female entrepreneurs. This also explores the possibility of future research on entrepreneurial intention in the Indian context.

Considering the current focus of the government in India for promoting new ventures, this piece of research can be valuable for different stakeholders in adopting a gender-based approach in implementing inclusive entrepreneurial initiatives.

The primary aim of this study is to gain insight into the entrepreneurial marketing strategy (EMS) decisions made by microenterprises in the craft sector and draw comparisons between the marketing strategy formulation and implementation of conventional businesses and those of craft-based microenterprises with a specific focus on the context of emerging markets, particularly India.

This paper follows a qualitative interpretivist paradigm using a multiple-case methodology approach. It tracks craft-based microenterprises that make furniture or home décor products in India. The study participants were the founders, principal designers, studio managers or craftspersons.

This study’s findings reveal that craft-based microenterprises implement an EMS that adopts a hybrid form of market orientation strategy. In this approach, the product or creative concept is at the centre of the decision-making, and the customer needs are factored in at a later stage for customisation. These microenterprises prioritise product positioning over segmentation and targeting strategies.

This study tries to understand marketing strategy decision-making processes among craft-based microenterprises in India. Given that study participants came from only two-product-based craft businesses, this limits the generalisability of the findings to similar or related contexts. This study provides a framework and methodology for replication in other contexts and industries to formulate a nuanced understanding of micro, context-specific, craft-based businesses.

This study uses qualitative analysis to understand EMS in craft-based businesses in India. This study contributes to this fledgling stream of literature at the interface of marketing and entrepreneurship to understand entrepreneurial marketing. This study analyses the marketing strategy of craft-based businesses using the framework of Morgan et al. (2019).

Acceptance and use of mobile shopping as the preferred shopping medium is becoming the new normal today. The proliferation of mobile shopping practices follows unsteady growth patterns in different countries. Despite challenges of price, quality and privacy matters, young consumers still lead the race to engage in mobile shopping activity in developing countries. This research investigates the determinants that either support or hinder the mobile shopping intentions of aspirant young consumers in Pakistan.

The present research applies a consumer-centric approach to the technology adoption framework to unearth the behavioral patterns of these young consumers in Pakistan. Employing the structural equation modeling technique, this research examines the significant effect of structural assurance, perceived risk, trust and various unified theory of acceptance and use of technology (UTAUT) model constructs on behavioral intention to engage in mobile shopping.

This research examines the significant effect of structural assurance, perceived risk, trust and various UTAUT model constructs on behavioral intention to engage in mobile shopping. Results also demonstrate a significant moderating effect of structural assurance and prior shopping experience on the relationship between perceived risk, trust and mobile shopping intentions. Further, the mobile shopping patterns for the male and female segment indicate a significant difference for perceived risk, trust structural assurance and social influence. The research contributes to the growing body of knowledge which advocates the application of consumer-centric customized model approach to explore various factors that either facilitate or impede the adoption of mobile shopping in a developing economy.

The study validates the need to enforce structural assurance mechanism for facilitating mobile shopping in a developing country. It also offers practical implications for online businesses and marketers striving to attract and retain more mobile customers.

The study offers practical implications for online businesses and marketers striving to attract and retain more mobile customers.

This study offers fresh insights about driving elements and impediments of mobile shopping behavioral intentions. Structural assurance and prior shopping experience appear to influence the mobile shopping behavior through direct and indirect effect.