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This study aims to delve into the underlying factors that play a pivotal role in shaping effective digital marketing communication (DMC) to promote sustainability. Further, it explores the mediating effect of online customer experience (OCE) on the dynamic relationship between DMC and sustainable purchase intention (SPI) and the moderating impact of social media marketing activities (SMMAs) on the relationship between DMC and OCE.

Based on single cross-sectional survey, 300 responses from green apparel users are analyzed by using partial least squares-structural equation modeling to corroborate the relationships among DMC, OCE, SMMAs and SPI.

Perceived usefulness, ease of use, web attractiveness, hedonic motivation and subjective norms significantly impact DMC, which in turn positively influences OCE and SPI. Further, OCE significantly mediates the relationship between DMC and SPI, highlighting the crucial role of OCE. The moderation analysis shows that interactivity negatively moderates the DMC-OCE relationship, suggesting that excessive interactivity may diminish the OCE, while personalization and trendiness do not have significant moderating effects.

The findings provide valuable insights for marketers to align their DMC strategies with sustainable business initiatives to create a seamless online experience, thereby fostering SPI in the contemporary digital era.

While previous studies have examined aspects of these relationships separately, this study integrates them into a cohesive framework to provide a more holistic understanding of how digital marketing strategies can promote sustainability.

The purpose of the present study is to explore the factors affecting young consumers’ purchase intention towards organic food products (OFPs) and gain a comprehensive understanding of the various factors that influence how consumers perceive and respond to organic food. Therefore, this study frames and validates the measurement scale to examine the factors that may impact purchase intention among young consumers in India.

In order to frame and validate the measurement scale for this investigation, sophisticated statistical procedures such as exploratory factor analysis, confirmatory factor analysis and other statistical measures utilizing SPSS v.26 and AMOS v.24 were used. This study utilized 307 samples to investigate.

The main findings of the study show that Indian consumers' intent to buy organic food items is strongly associated with factors such as “warm glow”, “cultural values”, “environmental cognition”, “natural experience”, “food safety concern”, “self-identity” and “environmental ethics”. These factors explained 69.14% of the overall variance in research variables.

The present offers a novel measurement mechanism for exploring the green consumer behaviour. By applying it in real-world settings, marketers will gain insights and develop more effective, targeted strategies to promote OFPs among young Indian consumers.

The study brings together a diverse set of antecedents that have not been collectively analysed in the context of consumer purchase intention for OFPs. The emphasis on environmental ethics, green self-identity and related constructs aligns with the growing global emphasis on sustainability.

The purpose of the study is to examine the factors that influence people's intention to adopt electric vehicles (EVs). The study used an expanded theory of planned behaviour (TPB) along with the addition of perceived trust and consideration of future consequences (CFC).

The study is based on primary data collected from 282 respondents in Punjab through a questionnaire. The collected data were analysed using SPSS 26 and AMOS 24 to perform confirmatory factor analysis and structural equation modelling.

The empirical analysis indicates that attitude, subjective norms and perceived trust have a significant influence on the adoption intention (AI) of EVs.

The implications provide policymakers and marketers with better insights into marketing EVs in the trajectory of sustainable mobility. Marketers should create focussed marketing materials that highlight the environmental ease of use, lower running costs and sophisticated technology of electric automobiles. The limitations of the study provide valuable insights for future researchers.

This is the first study that uses CFC with the TPB model in the context of AI of EVs specifically for the Punjab region.

The study aims to study the extent of research done in luxury marketing in an emerging economy like India by conducting a bibliometric analysis. A period of 21 years has been considered to present a comprehensive picture for results and analysis. Key findings indicate the gaps and scope of further research for academics in India and abroad. The findings indicate a dearth of research by scholars and academicians in luxury, counterfeit and masstige, especially when there is a surge of the upper middle class in India. More specifically, Indian-grown luxury brands also present a massive scope for future research.

Purpose: This chapter explores the two major schemes applicable to skill development in India: Skill Acquisition and Knowledge Awareness for Livelihood Promotion (SANKALP) and Pradhan Mantri Kaushal Vikas Yojana (PMKVY).

Need for the Study: The primary objective of this research is to check the role of these schemes in enhancing the skills of socio-economically stressed community members for their livelihoods. The secondary aim is to analyse the outcomes of these schemes through a qualitative inquiry.

Methodology: A survey was conducted, and the data was collected from trainees of the skill development programmes. Based on the responses, a qualitative content analysis was performed, which showed that most trainees have the thirst and urge to enhance their life skills for a minimalistic livelihood.

Findings: The study concluded that though there are many schemes, only PMKVY is active. They focus on more than just youth communities. Instead, they consider individuals in different age categories.

Practical Implications: The Government of India (GOI) is progressing towards a healthy economy to compete with other countries. For this mission to be achieved, skill and labour development is paramount. Appropriate training must be provided and administrated through government schemes.

The purpose of this study is to provide a review of the existing research landscape on work-life balance and women’s career motivation. It examines the relationship between work-life balance and career motivation in the context of Indian women. Specifically, it explores how the work-life balance of women influences the motivational aspects of their careers.

The research uses a systematic literature review to identify and analyze relevant literature on work-life balance and women’s career motivation among Indian women from the Scopus database.

The study uncovers critical insights into the connection between work-life balance and women’s career decisions. It gives insight on how work-life balance significantly impacts women’s career choices. The SLR reveals a notable and consistent upward trend in the domains of work-life balance and career motivation among women.

The findings of this study can inform organizations in tailoring policies that foster women’s career growth while simultaneously supporting a healthy work-life balance. In addition, the research can empower women to make informed decisions about their careers and personal lives. Ultimately, it contributes to creating a more inclusive and gender-equitable work environment, promoting both women’s career aspirations and their overall well-being.

This research stands out in its examination of the relationship between work-life balance and women’s career motivation, particularly in the unique context of Indian women. While previous studies have explored these topics individually, this research bridges the gap by investigating their interplay. Moreover, the application of a systematic literature review approach to these variables in the context of Indian women represents a novel contribution.

This article examines how establishing a family constitution influences strategic planning in family businesses, applying the strategy-as-practice theoretical framework.

We analyzed qualitative interviews with family members and non-family managers involved in both constitution-making and strategic planning.

The study reveals that family constitutions drive formalization of governance mechanisms, aligning family values with business goals. Key findings highlight that constitutions professionalize decision-making, enhance family cohesion and introduce structured strategic planning.

Our proposed model illustrates how constitutions act as a bridge, integrating family governance with corporate strategy, thereby supporting business continuity and succession. These results suggest a structured, governance-focused approach to strategic planning, where family constitutions play a central role in aligning family and business interests.

This study aims to explore the interplay of cognitive, affective, and normative constituents for their potential acceptance or rejection of artificial intelligence (AI) and ChatGPTs in the hospitality and tourism context.

Using an advanced analytical approach (i.e. a fuzzy-set qualitative comparative analysis), the study tested hypotheses based on 474 responses from individuals who have used ChatGPT for hospitality and tourism information.

The study found multiple solutions, including cognitive, affective and normative drivers for strong and weak continuance intentions toward AI-based ChatGPT. Informativeness, one of the cognitive drivers, was found to be a necessary condition for achieving the desired outcome.

This research provides novel insights into the functionality of developing multiple configurations to predict complex travelers behaviors in the context of hospitality and tourism technology consumption.

本研究旨在探讨认知、情感和规范成分之间的相互作用, 以及它们在接受或拒绝在酒店和旅游环境中使用人工智能（AI）和 ChatGPT 的潜力。

使用先进的分析方法（即模糊集定性比较分析）, 本研究基于 474 份使用 ChatGPT 获取酒店和旅游信息的个人的回答, 测试了假设。

本研究发现了多个解决方案, 包括认知、情感和规范驱动, 对基于 AI 的 ChatGPT 的强弱持续意图。信息性, 作为认知驱动之一, 被发现是实现期望结果的必要条件。

本研究为在酒店和旅游技术消费环境中预测复杂旅行者行为的功能性开发多个配置提供了新颖见解。

In the knowledge-based view, knowledge is a valuable source of enterprise success. Its transfer through expatriates is a key mechanism in the value proposition of outward foreign direct investment by multinational enterprises (MNEs). Unfortunately, individuals are not always willing to share what they know. Expatriates are crucial players in knowledge transfer, and their knowledge-hiding behavior can significantly inhibit enterprise success. This paper thus aims to explore the patterns and antecedents of knowledge hiding, as well as the underlying mechanisms in the hiding process by expatriates within MNEs.

This paper focuses on expatriates assigned to emerging economies in Chinese MNEs. It is based on a systematic qualitative analysis of semi-structured interviews with 24 expatriates from 16 companies across 25 countries.

Not all knowledge hiding should be perceived as a negative behavior, as moderate rationalized hiding can fulfil a positive purpose. Antecedents of expatriates’ knowledge hiding were identified within a framework covering knowledge, individual, organizational and cultural features. Three main scenarios of knowledge-hiding process were also disclosed to illustrate the internal generative logic.

The comprehensive analysis of knowledge hiding presented in this paper enriches the existing literature on cross-border knowledge management and provides novel theoretical insights to better promote knowledge transfer by expatriates. A practical framework of knowledge transfer within MNEs is developed to guide the management of expatriates, even a broader spectrum of knowledge workers.

This chapter focuses on the integration of virtual reality (VR) into human resource management (HRM), with a special emphasis on theoretical underpinnings that support its adoption and utilisation. The speed at which technology is improving has placed VR as potentially game-changing for the field of HRM. This chapter reviews a number of theoretical models, including the Technology Acceptance Model, Unified Theory of Acceptance and Use of Technology, Diffusion of Innovations Theory and Social Cognitive Theory, in an attempt to make the framework as exhaustive as possible in the quest to unravel the ingredients that influence the acceptance of VR in HRM. This chapter discusses the practical implications of VR on the enhancement of organisational efficiency and employee well-being, based on a literature review of empirical studies that shed light on the challenges for VR applications due to technical limitations, ethical concerns and people's resistance to change. It concludes by indicating the literature gaps and proposing some future lines of research for the use of VR in HRM.