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Purpose: The purpose of this chapter is to identify the factors which influences consumers attitude towards CSR advertising campaigns in hotel industry and determine their relative strengths.

Methodology/study design/approach: EFA and multiple regression methods are used to identify the factors and examine the relationship on a sample of 290 from Delhi-NCR.

Research limitations/implications: This chapter exclusively focusses on the Delhi NCR region of India and the CSR advertising campaigns of ITC hotels restricting the study's ability to generalise the findings to other contexts within the hotel industry.

Social implications: This chapter aims to exert an influence on the perceptions of consumers and societal attitudes towards the practices of corporate social responsibility. It provides valuable insights into the wider implications that these practices have on sustainable business practices and the potential for social change and makes CSR communication more impactful to the targeted audience which in turn create a positive image of the advertised brand and how they are doing their CSR activities.

Findings: This chapter shows that informativeness belief is the strongest predicator and creativity is the weakest predicator of consumer's attitude towards CSR advertising campaigns in hotel industry.

Originality/Value: This chapter provides new insights into CSR advertising campaigns in hotel industry which are beneficial for both scholars and advertising practitioners to comprehend the effectiveness of CSR advertising campaigns.

This chapter critically explores the transformative role of Artificial Intelligence (AI) in higher education, highlighting both the opportunities it presents and the challenges it imposes. Focused on pedagogical enhancement, it details how AI-driven adaptive learning systems, tutors, and curriculum adjustments contribute to personalized education. It further examines AI's efficiency in streamlining administrative tasks, like enrollment and support services, while addressing significant ethical concerns, including data privacy and algorithmic bias. Moreover, the impact of AI on research and development is discussed, showcasing its potential to revolutionize scientific discovery through advanced data analysis. A strategic framework is proposed for stakeholders to effectively navigate AI integration and digital transformation, emphasizing a balanced approach that prioritizes innovation, ethical considerations, and quality in the digital era of higher education.

This study aims to focus on an innovative undergraduate teaching intervention designed to guide students in exploring and narrating the potential futures of climate change. The intervention aimed to reduce the psychological distance associated with climate change by systematically investigating futures in real-world contexts. The study had two objectives: to examine students’ learning outcomes by analysing their visions of a carbon-neutral future towards the end of the intervention and to measure the intervention’s impact on students’ understanding of climate change and their perceived ability to contribute effectively.

The intervention was implemented over two consecutive semesters. Data for analysis included student narratives from the final assignment (N = 140), where they envisioned life in a carbon-neutral city, and pre-/post-instruction surveys (N = 37) assessing content knowledge and action competence.

Content analysis of student narratives revealed 12 distinct themes, encompassing infrastructural and technological advancements, lifestyle adaptations and shifts in societal attitudes towards sustainability. Statistical analysis of the survey data demonstrated significant improvements in both variables. These findings suggest that the teaching intervention effectively enhanced students’ scientific understanding of climate change, increased their self-perceived ability to take action and fostered a realistic sense of life in a sustainable future.

This research introduces a novel teaching intervention exploring and narrating climate change futures. Analysing personal narratives provides fresh insights into how young individuals envision sustainable living within the context of climate change, thereby contributing a unique perspective to climate change education and future studies.

The purpose of the study is twofold. First, it aims to analyse the impact of green human resource management (GHRM) on green employee creativity. Second, it further explores the mediating role of personal moral norms between GHRM and green employee creativity.

Through multi-source and multi-level analysis, data was collected from 46 managers and 315 employees to investigate the role of personal moral norms in GHRM and green employee creativity. For data analysis, multi-level structural equation modelling was applied using Mplus software version 8.6.

Positive and significant effects were observed between GHRM, personal moral norms and green employee creativity. However, personal moral norms partially mediated the relationship between GHRM and green employee creativity.

The study is first in itself to explore the interplay between the variables in a multi-level manner. The present study aims at addressing the urgent call by the United Nations regarding Sustainable Development Goals (SDGs) for three key SDGs, focussing on decent work and economic growth (SDG 8), boosting industry, innovation and infrastructure (SDG 9) and supporting climate action (SDG 12).

The purpose of this article is to investigate the influence that firm-specific characteristics, such as organisational capabilities, risk management methods and stakeholder relationships, have on political risks (PRs) that are associated with multinational construction projects in Pakistan.

The methodology employed in this investigation involved the acquisition of data through the use of questionnaires administered to experts in the construction industry. The research applied a quantitative method, and the sources of the data are from the Pakistani stakeholders. One hundred questionnaires were used for the data collection during field visits. Based on the data, it has been ensured that the valid questionnaires were utilised, and the data were tested for validity and reliability. The analysis tool utilised was SPSS software. For the questionnaire, a total of 15 firm-specific factors were considered in order to design the survey, which specifically targeted the identified features. The factors identified as risks were investigated using quantitative method to determine firm-specific risks.

It was found that when stakeholders have a better grasp of these dynamics, they are better able to strengthen their resilience and efficacy in managing PRs, which ultimately increases the likelihood that the project will be successful.

International construction projects (ICPs) in emerging countries are substantially impacted by PRs, which can have a considerable impact on their success and sustainability. The study is localised and not generic as it is limited to Pakistan, and the risk factors considered are firm-specific but related to PRs.

By identifying key risk factors, these firms can develop targeted risk management strategies, leading to enhanced decision-making and more efficient resource allocation. Effective strategies include diversification, local partnerships and comprehensive risk assessments tailored to the unique challenges faced by international contracting firms in Pakistan.

ICPs in emerging countries like Pakistan face critical problems, which include the presence of PRs. Although the larger political environment plays a significant part, the manner in which businesses navigate and mitigate PRs is also influenced by firm-specific elements.

The study is novel in terms of the factors looked at, the data, the conceptual framework and the findings of the study. The dynamic political scene, which is characterised by instability, policy changes, corruption and geopolitical conflicts, poses significant dangers to the timeliness of projects, the expenses of such projects and the investments that are made in those projects.

Celebrity endorsers are usually considered to bring positive effects to associated nodes, such as brands and corporations. However, limited evidence suggests that brands and corporations are equally responsible for affecting celebrities and their credibility. Drawing on associative network theory, this study explores the effects of brand credibility and corporate credibility on celebrity credibility, both directly and through the mediating and moderating effects of advertising credibility. The research addresses three main issues: (1) whether brand credibility, corporate credibility and advertising credibility have significant effects on celebrity credibility; (2) whether advertising credibility has a significant mediating effect on the effects of brand credibility and corporate credibility on celebrity credibility and (3) whether advertising credibility has a significant moderating effect on the effects of brand credibility and corporate credibility on celebrity credibility.

The study used a quantitative approach involving structural equation modelling. Data were collected from 675 participants from London and focussed on four leading international brands, corporations and celebrity endorsers.

The findings show that brand credibility and advertising credibility have positive direct effects on celebrity credibility; and that advertising credibility mediates the effects of both credibility constructs on celebrity credibility. Furthermore, moderating effects of advertising credibility are also found.

This study will help managers to understand the reverse effects, i.e. the effects of brand credibility and corporate credibility on celebrity credibility. They will be able to understand that a credible brand and corporation like a credible celebrity can also bring significant effects on the associated elements. This will help them to recruit celebrity endorsers who have historically earned their credibility from previous endorsements of credible brands and corporations. Further, these findings will help managers to understand that credibility of the brand and corporation can also affect the credibility of the associated advertising, resulting in having a significant effect on the credibility of the celebrity. This on the consumers’ side will enhance their preferences, attitudes and behaviours, while for the corporation, it will enhance their economic and commercial performance.

This is the first study in the literature, where a conceptual model based on the reverse effects of both credibility constructs on celebrity credibility is examined, directly and based on the moderating and mediating effects of advertising credibility. Hence, the contributions to the literature are threefold: first, the study examines the reverse effect of celebrity endorsement, whereby the credibility of a brand or corporation is transferred to a celebrity endorser; second, the study examines the mediating and moderating effects of advertising credibility on this reverse effect and finally, associative network theory is used to examine the importance of the model.

This study aims to examine the impact of China's “Manufacturing and Internet Integration Development Pilot Demonstration Project” (MIP) policy on the digital transformation (DT) and labor structure optimization (LSU) of manufacturing enterprises, reveal the relationship between DT and LSU at the micro level and investigate the mechanism between them.

This study employs MIP as a quasi-natural experiment and develops a time-varying difference-in-difference (DID) model based on a sample of 2,445 Chinese A-share listed manufacturing enterprises in the Shanghai and Shenzhen markets from 2013 to 2021.

The implementation of MIP significantly increases DT by 0.4366 and optimizes LSU by 0.0507. By enhancing the two mediated variables of organizational learning inputs (SI) and employees' personal digital cognition (PDC), DT can optimize the LSU of pilot enterprises by 0.035 and 0.034, according to the results of the mechanism analysis. The study also reveals that the impact of MIP on LSU is highly heterogeneous. With effects of 0.0691 and 0.0632, the optimization effect is more pronounced in state-owned firms and firms with low ownership concentration, respectively.

This study demonstrates the dual effects of the MIP pilot on DT and LSU. In addition, this study pioneers research on the significance of optimizing the labor structure through SI and PDC on the basis of DT, which provides an empirical foundation for the Chinese Government to expand the scope of MIP pilots and revise policy content, as well as for manufacturing enterprises to upgrade the labor structure.

The intense competition among restaurant brands made it difficult to retain and engage customers. Service innovation can play a vital role to serve this purpose, however, restaurant brands' efforts to bringing innovativeness may not yield desired results unless customers perceive them innovative. Therefore, the present study aims to investigate the role of customer perceived innovativeness (CPRI) in enhancing brand love and evangelism among customers. This study compares these effects between fast-food and continental restaurants to offer deeper insights.

Data were collected from 303 customers of fast-food and continental restaurants through self-administered structured questionnaire. The reliability and validity were established through confirmatory factor analysis. The hypotheses were tested using structural equation modeling and multi-group SEM with MPlus.

The findings of this study reveal that menu, experiential and promotional innovativeness dimensions of CPRI positively influence brand love. The effects of CPRI dimensions transcend to brand evangelism dimensions, i.e. brand purchase intension, positive brand referrals and oppositional brand referrals via brand love. The multi-group analysis showed that continental restaurants' menu innovativeness strongly impacts brand love and evangelism while promotional innovativeness matters more in the context of fast-food restaurants.

This study helps restaurant managers in devising tailor made strategies for fast-food and continental restaurants by focusing on the relevant attributes to bring innovation.

This research is one of the pioneering studies to investigate the relationship of CPRI with brand evangelism through the mediating role of brand love. This study also marks an initial attempt to compare fast-food and continental restaurants in the context of CPRI.

Building on the social capital theory of career success (SCT), this paper aims to explore how and when newcomers’ overqualifications can grant them positions as informal leaders within the workgroup over time.

The model was tested using a social relations modeling analysis conducted using a three-wave survey with 242 newcomers in Macau.

The results support the view that relatively qualified newcomers can enjoy social capital advantages in workgroup networks. Newcomers’ desired qualifications can grant them positions as informal leaders through leader–member exchange and advice network centrality. These relationships are moderated by relational dissimilarity, such that the benefits of being relatively overqualified will be weakened when relational dissimilarity is high (vs. low).

When assisting overqualified newcomers in integrating into their teams, practitioners shall be aware of the time and resources that new hires require for adjustment, especially when significant newcomer–veteran relational dissimilarity exists.

The present paper challenges the overtly detrimental outcomes of overqualification by highlighting the positive relational implications of being relatively overqualified.

This paper examines the application of the latest iteration of the Uppsala model to digital products by empirically investigating the role of app updates in an app’s internationalization.

We align the evolution of apps through updates in a foreign market with the evolutionary process anchored in the latest Uppsala model and empirically test the model using our data of 410 non-Korean apps launched in South Korea. Particularly, we estimate the effect of app updates on an app’s foreign market performance. For the analysis, we employ a multiple fixed-effects regression model utilizing our panel data.

We present empirical support for the application of the latest Uppsala model to digital products in the context of apps and demonstrate a positive association between app evolution through updates and successful internationalization. We find that one additional app update is associated with a 6.2% increase in the number of monthly active users in the foreign market. We further show that this effect is conditional on time since entry and cultural distance.

This paper is the first to empirically test the latest Uppsala model in a digital context. Specifically, our work contributes to the emerging literature studying the impact of digitization on internationalization. We also provide empirical evidence supporting the strategic use of app updates to facilitate internationalization.