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Employees have gradually adopted social media sites and their applications that have been associated with enhanced communication and collaboration at the workplace. However, social technologies have both positive as well as negative consequences. The current study examines the impact of loneliness on employees' psychological well-being (PW); subsequently, the mediating role of social media use intensity (SMI) at the workplace. It also examines the moderating role of gender and management status of employees.

The present study conducted an online and offline survey using a cross-sectional design. Data were collected from 206 working professionals from the IT industry in India. Structural equation modelling was applied to analyse data.

Results revealed that employee loneliness is positively associated with SMI. Employee's SMI was positively associated with enhanced PW. Unexpectedly, employee loneliness is positively and significantly related to PW. However, the moderating roles of gender and management status of employees were not supported.

The current study can help managers, policymakers and organizations better understand the role of employee social media use in the workplace. Using the insights and understanding offered by the study, social media can be effectively utilized in the workplace. The study recommends that organizations may allow the use of social media at the workplace. Social media resources may also be helpful in improving employee communication and digital literacy.

The current study is a pioneer work and contributes to the literature by examining the relationship between loneliness, SMI and PW. This study has essential theoretical and managerial contributions.

The purpose of this study is to investigate the role of customer engagement (CE) on green apparel purchase intention (GPI) among young consumers in India.

A survey was performed on 460 young consumers. Structural equation modeling was applied to check the extent to which the considered variables predicted green purchase intention.

The results determined CE and social influence as key predictors of consumers’ purchase intention toward green apparel products. Study further confirms that CE mediates the association between brand experience (BE) and purchase intention toward green apparels.

Data were collected from young consumers. Further the impact of only few determinants was studied.

The study offers deep insights into the role of CE on consumers’ GPI, which may enable managers to plan suitable marketing plans to encourage such intentions.

The outcomes of this study can be used by managers to incorporate CE strategies in their environmental campaigns for promoting green purchasing practices. Such activities may limit the harmful effect of purchasing practices on the nature.

The current study is a pioneer in examining the role of CE and BE on GPI of consumers in India.

This study examines various aspects of green energy management operations in India and reports the current state, potential avenues and barriers for green energy management.

This study performs an extensive literature review and covers the several aspects of green energy management operations.

The findings report the current state of various aspects of green energy management operations such as: procurement, manufacturing and distribution and provides the viable business models. It further explains the various facilitators and barriers of green energy management and reports the opportunities and challenges that exist in developing and managing green energy supply chain.

The study is pioneer in providing a comprehensive view of developing and managing green energy operations in India. The study is useful to various organisations on drafting strategies to effectively adopt and manage green energy. The study is also useful in policy formulation for promoting green energy use. This article also set as a base for future researchers working in the area of green energy.

The current study examines the impact of various psychological factors, university environment and sustainable behaviour on teachers' intention to incorporate inclusive education in higher education.

A cross-sectional survey was conducted to collect data from 204 academicians and scholars from India. Structural equation modelling (SEM) was employed to examine data.

Results revealed that teachers' attitudes, university environment and spirituality had a positive and significant association with intention to incorporate inclusive education. Path analysis showed that teachers' attitude was the most prominent predictor of intention to incorporate inclusive education, followed by spirituality and university environment.

The study determines the key predictors of teachers' intention to incorporate inclusive education. The identified factors can help the government and public policymakers foster inclusive education. The study determines that teachers have the capability to drive inclusive education through intrinsic spiritual views and feelings of satisfaction and happiness. Marketers must capitalize on the spiritual aspect of individuals and accordingly develop long-term inclusive strategies.

The current study addresses prevailing gaps in existing literature on teachers' attitude and intention to adopt inclusive education. The study examines the impact of key predictors of teachers' intention to adopt inclusive education and focuses on emerging factors such as university environment, spirituality, teachers' self-efficacy, concern and sustainable behaviour.

The past years have seen more studies exploring corporate sustainability performance (CSP) and firm performance nexus, but there has been a lack of analysis using bibliometric studies. This study aims to provide a structure for the CSP-firm performance relationship to gain valuable insights for further research.

Bibliometric analysis was carried on 462 articles from the Scopus database spanning 1987–2022 using VOSviewer and R software Bibliometrix.

The study overviews the most notable articles, authors, journals, countries and institutions. Four main clusters are identified to determine research themes using bibliographic coupling (documents). Additionally, co-occurrence analysis (keywords) reveals three themes indicating current and future research trends.

The study presents an overview of the evolution of research on CSP-firm performance nexus. This work consolidates bibliometric analysis and systematic literature review on CSP and firm performance, covering all significant work on the topic and presenting the field's knowledge map and future research directions.

The case is meant for teaching business management students at the Postgraduate and Executive levels. It can be incorporated in the marketing management, entrepreneurship and international business course curriculum.

Since its inception in 2015, VAHDAM India had carved a niche for itself in the Global Tea Industry in a span of just seven years. The 29-year-old Founder-CEO, Bala Sarda was the first to create India’s largest born-global direct-to-consumer (D2C) premium wellness brand by bridging the gap between demand and supply of the country’s finest teas and superfoods globally. The venture also became a poster child for sustainability by strengthening its green credentials over the course of time.Having attained profitability in FY21, VAHDAM now aims to become a ₹500 Cr. brand by FY24. To push the goal across the line, channelisation of marketing will take centre stage. The case highlights the management’s dilemma of using green marketing as the pivot for increasing its market share in the emerging economies and boosting revenue. The underscored opportunities and challenges have to be addressed so as to formulate a green marketing mix suitable for the emerging market scenario.

Participants will develop an understanding about the evolving consumption landscape inclining towards eco-friendly wellness products and the relationship between green marketing mix, brand equity and its channelisation towards revenue generation. They will also get an overview of marketing challenges faced by a premium D2C wellness brand while entering an emerging market. The readers shall be able to analyse and suggest ideas for the formulation of an effective green marketing mix to meet the consumer expectations and achieve desired brand positioning.

Teaching notes are available for educators only.

CSS 8: Marketing

This study aims to examine the impact of an organization’s digital transformation capability (DTC) on its dynamic capabilities and strategic depth, which, in turn, could impact the organization’s international market growth (IMG). This study also investigates the moderating role of leadership support (LES) in using the DTC.

The study reviews various kinds of literature related to international marketing, dynamic capabilities, digital transformation, strategic marketing and LES. Following this, a dynamic capability view is adopted to develop a research model. This research model is later tested using partial least squares structure equation modeling with data from 385 respondents from different types of organizations.

The study demonstrates that an organization’s DTC significantly enhances its dynamic capabilities and strategic depth. LES is vital for effectively applying and leveraging DTCs since it influences the association between DTCs, competitive advantage and global marketing intelligence. The study also recognizes that strategic depth and dynamic capabilities contribute to IMG.

The study uncovers the impacts of DTCs, influencing IMG. The study also provides valuable insights regarding the role of leadership in effectively leveraging the organization’s DTCs. It suggests the organization’s management should invest in improving DTC.

This study contributes to the prevailing literature on DTC, leadership and IMG. The study highlights the importance of DTC and how it impacts more established capabilities and leads to IMG of the organization. Further, this study is also unique as it establishes the importance of LES in leveraging the maximum benefits of the DTC.

The Journal of Product and Brand Management (JPBM) has a 30-year long history. To commemorate the journal’s 30th anniversary, this research paper aims to present a retrospective overview of JPBM.

This research examines the performance of the research constituents, social structure and intellectual structure of scholarly publications produced by JPBM between 1992 and 2021 using bibliometric analysis.

This research sheds light on the growing influence of JPBM through four major knowledge clusters (themes): strategic brand management; consumer behavior; product development and innovation management; and brand engagement. A temporal analysis of decade-by-decade cataloguing of the JPBM corpus revealed another set of three distinct knowledge clusters (themes): retailing and pricing strategies; marketing communications; and relationship marketing.

Though the state-of-the-art overview herein offers seminal and useful insights about product and brand management research curated by JPBM, which can be used by the editorial board and prospective authors to curate and position the novelty of future contributions, it remains limited to the accuracy and availability of bibliographic records acquired from Scopus.

This research advances the internal review and subjective evaluation of the evolution of brand management thinking in JPBM by Veloutsou and Guzmán (2017) with an objective retrospection on the performance and scientific evolution of product and brand management research in JPBM.

Sustainability in higher education has drawn the attention of various scholars. However, to date, very few studies have examined the human side of green employee behaviour towards sustainability. Thus, to address this gap, this study aims to analyse the effect of green authentic leadership towards sustainability in higher education, with the intervening impact of green internal branding and green training.

The study examined the data collected from faculty and their immediate heads from private higher education institutions. Tests for reliability, validity and internal consistency of measures followed by exploratory factor analysis were conducted for each measure. The hypotheses were tested through hierarchical regression analysis while confirmatory factor analysis was done to test the fit of the model.

The results supported the fit of the proposed model and showed positive and significant effect of green authentic leadership on the sustainability in higher education. Further, green internal branding had a mediating effect between green authentic leadership and sustainability and green training showed a significant moderating role between green authentic leadership and sustainability relationship.

The study contributes to ongoing research in the field of green employee behaviour, green HRM practices and sustainability in higher education. Further, the study provides practical implications to enable higher education institution to work towards sustenance effectively.

The purpose of this paper is to determine the factors that predict green purchase behaviour of young educated consumers in Delhi.

A survey was carried out on a sample of 1,502 young educated consumers. Structural equation modelling was used to assess the predictive power of considered variables towards green purchasing.

Results indicate that the variables under study predicted green purchase behaviour of young educated consumers of Delhi in the following descending order: social influence, attitude towards green purchase, perceived environmental knowledge, recycling participation, ecolabelling and exposure to environmental messages through the media.

The sample considered in the study was restricted to Delhi only. Further, the predictive power of only a few variables was examined.

The paper identifies key predictors of consumers’ green purchase behaviour, enabling practitioners to understand which factors influence young educated consumers in their decision making regarding green purchases. This knowledge will help marketing managers design effective strategies to encourage green purchase behaviour among such consumers.

Policy makers and government organizations may use the findings of this study to run awareness campaigns for disseminating information and promoting green purchase behaviour among larger sections of society. Such initiatives may help in minimizing the negative consequences of irresponsible consumption practices on environment and society.

The present study is the first which applies reciprocal deterministic theory to predict green purchase behaviour of educated young consumers in India. Moreover, this is the first study to investigate the influence of consumers’ exposure to environmental messages through the media on their green purchase behaviour.