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The purpose of this paper is to investigate the relationship between employee happiness at work and organizational citizenship behaviour in Indian private sector banks. In this study, happiness at work is represented by three constructs: job satisfaction, affective commitment and work engagement. The study also investigates whether employees’ perception of diversity management practices mediates the relationship between happiness at work and organizational citizenship behaviour.

A total of 498 responses from employees of three major private sector banks in the Delhi-NCR region were analysed to investigate relationships between dependent, independent and mediating variables by using structural equation modelling.

Happiness at work has a significant positive impact on organizational citizenship behaviour, and employees’ perception of diversity management plays a strong mediating role between the relationship of happiness at work and organizational citizenship behaviour.

Happiness at work and perception of diversity management have a significant influence on organizational citizenship behaviour of banking employees. Private sector banks in India need to make strategies for workplace happiness and diversity management so that the employees work as citizens of the bank and willingly take responsibility for extra-role behaviour along with their assigned roles.

The findings of this paper reveal that although employees may experience happiness at work represented by job satisfaction, affective commitment and work engagement, their happiness is less likely to be reflected in their organizational citizenship behaviour until they have a positive perception of the workforce diversity management practices. To the best of the authors’ knowledge, this study is unique in terms of its emphasis on the mediating role of diversity management on employees’ happiness and organizational citizenship behaviour in Indian private sector banks.

The research paper examines the impact of perceived social media marketing activities (SMMAs) (interaction, entertainment, customization, trendiness and word of mouth (WOM)) on customer loyalty (CL) toward e-commerce providers. The study also explores the mediating role of customer relationship quality (CRQ) (commitment, trust and satisfaction) on the relationship between perceived SMMAs and CL.

The study is based on the S-O-R model, which states that characteristics of the environment (stimulus) arouse a cognitive state (organism) that results in positive or negative behavior (response). The present study proposes the characteristics of the e-commerce environment as stimuli (S), the inner state of customers as an organism (O) and consumer behavior as the response (R). This study investigated the responses of 487 social media users through structural equation modeling (SEM).

The results offer three crucial findings. First, the study validated that perceived SMMA comprises five dimensions (interaction, entertainment, customization, trendiness and WOM) in the Indian e-commerce context. Second, perceived SMMA significantly influences CRQ (commitment, trust and satisfaction). Third, CRQ significantly mediates the relationship between perceived SMMA and CL.

The study attempts to understand the effect of perceived SMMA on CL via CRQ in an e-commerce context, especially in an emerging economy like India. The present study argues that the SMMA of e-commerce is likely to be reflected in CL when the consumers experience CRQ through commitment, trust and satisfaction. Thus exploring the mediating role of CRQ is the authors' contribution.