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Social media marketing (SMM) denotes attaining website traffic or attention through social media platforms. The paper aims to focus on examining the viewpoint of library professionals from different universities along with the user respondents from different disciplines and universities on the role of social media tools to market university libraries.

It is a survey-based study that used the questionnaire as its chief data collection instrument designed to be administered to library professionals (n = 100) and users (n = 1,189) from eight universities. The study also adopted the general observation and interview methods to supplement the data. The data was analyzed using SPSS software, and Chi-square test and ANOVA were applied to ascertain the significant variations in viewpoints of the library professionals and the users.

The research study showed that library professionals (from different universities) and users (from different disciplines and universities) felt that social media could be an appropriate marketing tool for libraries in the future. Observations during data collection highlighted a lack of confidence and unwillingness among library professionals to implement any changes in the present time.

The present study provides some significant insights for improving the current situation of the libraries under study in terms of increasing awareness among the students and adopt social media tools for marketing of library facilities and services in future. It is important to note that a few issues that came into light during data collection were a marked lack of willingness and prevalence of less confidence among the library professionals to execute or implement the social media tools to market library resources and services among the users.

SMM programs focus on creating content that attracts attention and encourages readers to use it. This study attempts to fill the gap in of marketing in libraries through social media. The paper offers insights into the use of marketing tools for promoting library resources and services as per the needs of library users. The research work differs from other studies undertaken on library marketing related to social media as it has included both library professionals and users together to obtain a better picture in this regard.

A critical aspect in venture capital (VC) exiting is the choice of exit mode. This study aims to predict if venture capitalists (VCs) can take the venture capital undertaking public by identifying the impact of investment attributes, market timing and macroeconomic conditions on the choice of mode of exit for VCs.

The study uses logistic regression on a sample of 632 Indian VC-backed firms where VCs exited during the past two decades via initial public offers (IPOs) and other routes, including strategic sale, secondary sale and buyback.

Results suggest that growth stage investments, larger syndication size and a larger number of IPOs increase the probability of exiting through IPOs, whereas investments in the information technology and information technology-enabled services industry have a higher likelihood of being exited through other routes. Region and gross domestic product are found to be statistically insignificant in predicting the likelihood for a particular mode of exit.

The results have practical implications for VCs as knowledge regarding the influence of investment attributes, market timing and macroeconomic conditions can help them in deciding their exit strategy vis-à-vis mode of exit and can maximize their potential gains. The results also have implications for the potential investors, primarily the public at large and acquirers.

The determinants of VC exit options remain an unexplored area in the Indian context. To the best of the authors’ knowledge, the study is the first of its kind that has used investment attributes, market timing and macroeconomic conditions to predict VC exit options in India.

This paper aims to examine the relationships between the perceptions of library and information science (LIS) professionals about organizational culture (OC) and lifelong learning (LLL) in the university libraries of Pakistan.

The study uses a positivist paradigm and quantitative research method to examine the relationships between OC and the dimensions of LLL among the LIS professionals in the university libraries of Pakistan. Using a stratified sampling technique, data were collected, through a structured questionnaire, from a sample of 226 LIS professionals (out of N = 545) working in 97 university libraries of the country.

The results of the study found that the respondents’ perceptions about OC had positively correlated with their LLL in the study context. All the dimensions of OC predicted respondents’ LLL practices in the study context.

This study has practical implications for library leadership and LIS professionals to determine how the university libraries are likely to behave with LLL practices to accomplish the target goals.

The results of this study can be used as supporting source and rationale for university libraries to develop strategic plans and policies for implementing LLL practices among LIS professionals of academic libraries.

The published literature shows the absence of any credible research carried out to know the influence of OC on LLL of LIS professionals.

Organizational diagnosis. The case addresses the issue of an outsider at a senior position in a family-run business.

MBA.

NCR-Delhi is a multi-specialty hospital in Delhi and is essentially a family-run business. Though it had done well in the early years since its inception, it had been plagued by many problems and had undergone many changes in management and processes. An outsider joined it as the Facility Director (FD) two years ago. In these two years, he introduced multi-directional changes. However, he has not been able to achieve a complete turnaround of the hospital. The major issues facing him are financial, operational and personnel-related issues. The hospital is currently in a major financial crisis, which has been causing delays in disbursement of salaries and creating resource crunches in daily operations. Most of the patients are government empanelled patients, and collection of payments from such patients usually takes at least three months. Employee attrition and customer satisfaction are also continuing challenges. Other issues include lack of proper support and interference from top management. The FD has been showing considerable prowess and capability in leading the organization, but has not been able to achieve the desired results owing to the above factors.

To understand the frameworks and process of organizational diagnosis; to understand the influence of change initiatives on organizational culture; and to understand the complexity of family business and what happens when an outsider leader joins family business.

Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

CSS 6: Human Resource Management.

This study aims to use empowerment theory to examine the relationship between a user's engagement type (active or passive) and psychological empowerment (intrapersonal and interactional) in the context of a social media brand community (SMBC). This study also looks at the impact of psychological empowerment on brand community commitment (CC) and brand loyalty.

Convenience and snowball sampling were used to select respondents from mobile phone brand communities in India. The conceptual model was tested using structure equation modelling.

According to the study findings, active user involvement in SMBC is strongly associated to both intrapersonal and interactional empowerment (IE), but passive user engagement is weakly related to IE. Furthermore, customer empowerment and CC have a strong impact on brand CC and brand loyalty.

SMBC is now a significant point of contact for building strong consumer–brand relationships. SMBC members who are actively involved in the community have greater emotional bonding, trust and commitment to the brand. Therefore, social media marketers should encourage their customers to get involved in a brand community and empower them by involving them in brand related decision, etc. This will help the community grow and thrive.

This study addresses a research gap by examining how active and passive members of an SMBC facilitate both focal points of psychological empowerment (intrapersonal and interactional), which increase the brand community's commitment and brand loyalty.

Heightened public concerns for the global environment due to human overexploitation have given rise to many green product initiatives by businesses. Green cosmetics (GC) are products developed and marketed based on ecological sustainability and have shown increasing consumer appeal worldwide. The current research investigates the antecedents of green cosmetics consumption among Indian GC users, hitherto un-investigated comprehensively.

The study is a cross-sectional pairwise comparison of green evaluation criteria for cosmetics using an expert panel of thirty Indian cosmetic users using a fuzzy analytic hierarchy process (F-AHP) and investigate the impact of a comprehensive list of antecedents on the multi-criteria category consumption decision.

The study results indicate that perceived consumer effectiveness is the most critical factor for green cosmetics consumption in India, followed by brand trust, behavioural control, and environmental effectiveness. The least important factors are price and social norms.

As the GC category is at nascent stage in India the investigation is limited to the GC category innovators – a set of people high in intellectual and financial resources. The study is also limited to women users as the male cosmetic market in the country is still very small.

The study results can help marketers in designing and implementing GC related marketing strategies to deliver higher customer value to the target segment. Academicians can use the study results for better prediction of category related behaviour of consumers.

The study results will help promote GC category adoption and usage which can benefit the environment and consumer health.

The study contributes to literature and practice by assessing a comprehensive set of critical antecedents to GC adoption using a novel approach of F-AHP and an expert user panel. The study results offer insights to marketers that can be used to develop suitable strategies to convert non-GC users into GCs in India and similar markets, improving category penetration and benefitting marketers, retailers, users, and the environment.

The paper aims at examining the employability skills relevant in the unprecedented times of turbulence in businesses due to COVID-19 in the Indian context.

The study examined the recent skills model through an extensive literature review. Exploratory factor analysis (EFA) is conducted to identify the employability skills perceived as important by multiple stakeholders. ANOVA was applied to examine the differences in perceived importance attached to these dimensions by the three stakeholders.

The ten-factorial solution was extracted based on the results of EFA The findings offer a fresh perspective on digital competencies perceived as most important to ensure successful long-term employability, followed by business fundamentals and behavioral skills.

The study has been able to map perceptions of employers, faculty and students based in Delhi-NCR regarding essential employability skills. It would be worthwhile to validate the proposed employability skills framework across different geographical sections of India and ascertain if the perceptions vary in the employment sector and employer size.

Although the study has put forth practical employability skills, there is a need for convergence between the business stakeholders and Higher Education Institutes (HEIs) to develop a broad skill-base for the fresh graduates. The study will prepare them for the volatile business environment.

Many previous studies have lacked the employability skill framework in the Indian context from the multiple stakeholders' perspective. The HEIs can rethink their current employability, including the most prominent skills required in succeeding in a technology-enabled business environment transformed by the pandemic.

The main purpose of this paper is to explain the preferences of consumers for using online payment services. This paper applies a unified theory model named stimulus-organism-response (S-O-R) theory for exploration.

This is quantitative research based on the structural equation modelling method. The stimulus-organism-response (S-O-R) theory was applied, whereby the author conducted an online survey through a structured questionnaire with users of mobile payment services. These consumers are using online payments for online shopping purposes. The survey was conducted all over India. The sample size is 355.

The study found that utilitarian, hedonic value and salesperson behaviour impact consumers satisfaction and behaviour while using online payment services. The study found that there is a significant direct relationship between consumer satisfaction and consumer behaviour. This study examines how financial mobile services contribute to e-commerce implementation, especially in the context of India.

This study incorporates a variety of factors, including the behaviour of salespeople, which affect consumer happiness, satisfaction and behaviour intention. This study reveals a direct relationship between consumer satisfaction and behavioural intention. Accordingly, the use of mobile banking and digital financial services has a positive impact on customer satisfaction. This study suggested that awareness about e-commerce services and mobile financial services is an important aspect of consumers satisfaction. Effective e-commerce services and mobile financial services have a positive impact on consumer behaviour.

This is a comprehensive model used for online payment services and directly related to emerging economies like India. This study examines the consumer willingness of the digital market in relation to online payment services. This study contributes to the relevant literature by simultaneously examining the role of e-commerce platform characteristics and online consumer psychology in influencing behavioural intention. Numerous factors have been revealed by this investigation.

The purpose of this paper is to analyze changes in knowledge, attitudes and practices (KAP) regarding diet and life style related risk factors among male and female coronary artery disease (CAD) patients (30‐60 yrs), in Jaipur city.

All willing patients under medical supervision for CAD were included. A detailed pre‐tested and standardized interview schedule was used to elicit required information. In total, 100 subjects were assessed for KAP. Retrospective data were recorded for the information on KAP prior to the incidence of the disease.

The major findings revealed that there was a significant change in knowledge, attitudes and practices before and after the incidence of CAD. Knowledge and attitudes were found to have a strong association. Close association was statistically established between knowledge and smoking practice for male subjects and between attitudes and weight loss for female patients. No association could be established for other attributes.

The study explores the effect of CAD on the knowledge, attitude and practices of the patients regarding diet and life style related risk factors. It also observes and compares the data for prior to the frank expression of the disease and after the disease.