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The COVID-19 pandemic has disrupted existing educational systems worldwide. Due to lockdowns in several countries, the educational institutions have been directed by governments to move towards online learning. The challenge for educational institutions and faculty members is to assess the influence of various factors that would enable adoption of online learning by students in higher education. This study investigates the influence of awareness of COVID-19 (AOC19), computer & internet self-efficacy (CISE), and online communication self-efficacy (OCSE) on perceived net benefits (NB) of the students and their intention towards the online learning (INT). The study further analyzes the mediating role of students' attitude towards online learning (ATOL). Data of 1023 students of higher education across multiple universities in India were collected and analyzed using structural equation modelling through AMOS 24 and mediation analysis through 'PROCESS' macro for SPSS. The findings revealed that, AOC19 positively influenced students' NB and INT; CISE had a significant inverse relationship with NB, and partially significant positive relationship with INT; OCSE was observed to be a significant predictor of NB with positive direct relationship; ATOL had a significant full mediation among CISE and NB, and acted as significant partial mediator between CISE and INT, AOC19 and NB, AO19 and INT, OCSE and NB, and OCSE and INT. This paper would be useful for the faculty members, institutions and education technology companies in the higher education domain by enabling an understanding of the attitude, perception and intention of the students towards online learning during the COVID-19 scenario.

This research study proposes a model to test the impact of advertising puffery on purchase intention and brand loyalty involving the mediating role of ad‐related factors—likability of the advertisement and attitude toward the ad‐ and brand‐related factors—brand familiarity, attitude toward the brand, and brand credibility. The inclusion of brand loyalty as an exogenous construct is an attempt to extend the existing research in the ad puffery domain. Further, a combination of ad‐related and brand‐related factors as mediators is a novel approach in the field of ad puffery. It provides insightful findings for researchers as well as practitioners. The cross‐sectional approach used in this study involved gathering data from young adult respondents (age group between 18 and 24 years) over a specific period. Results based on 330 young adult respondents revealed significant direct and mediating effects. All the ad‐related and brand‐related factors mediated the direct relationship of ad puffery with purchase intention and brand loyalty. Additionally, gender significantly moderated the direct relationship of ad puffery with purchase intention. Further, theoretical contributions, practical implications, and future research directions are discussed. [ABSTRACT FROM AUTHOR]