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The purpose of this paper is to consolidate the antecedents of electronic word of mouth (eWOM). Thereafter, it examines the impact of eWOM and its antecedents on consumer-based brand equity (CBBE).

A total of 93 research articles on eWOM and CBBE were critically reviewed using the systematic literature review method.

This study has consolidated the antecedents of eWOM from the extant literature. It has identified eight antecedents of eWOM including information or argument quality, loyalty, social relationship, source quality, satisfaction, subjective norms, and information quantity. This study has come out with a conceptual framework, followed by 16 hypotheses addressing the possible relationships between eWOM, its antecedents, and CBBE.

This study pioneers to examine the impact of the antecedents of eWOM on CBBE through an exhaustive review of contemporary literature. It has also explored the possibility of eWOM acting as a mediator between the antecedents of eWOM and CBBE. Therefore, this study unravels a wide array of directions for researchers to examine the relationships between the constructs mentioned above and CBBE.

This research examines and analyzes the impact of employee branding and employer branding in multinationals that exceeded the national boundaries in globalization. The motive of the research is to identify the significance of employer and employee branding for the success of the multinationals. The emergence of a MNC culture in India is widespread, and it promotes an employee-oriented philosophy by making all the amenities available to the employees. Multinational organizations focus on employee and employer branding to achieve the desired goals. Employee branding is a new term in the service industry that emphasizes the internal marketing of the organization Infront towards the external image of a company. India has a significant presence of service sectors as in the top 10 around the world. Employment rate in the service sector in India is more that 32.33% as per the collected data by the World Bank in 2020, wherein the large number of employees contributing their services in the different fields becomes a matter of concern for a company’s policies. This research was conducted on a population sample size of 204 respondents working in multinational organizations of Gurugram, India, using convenience sampling through a structured questionnaire. Data analysis of the survey was coded in Ms-excel 2015 and SPSS-21. Primary and secondary data are used in this study. Primary data are collected through questionnaire method, and secondary data are collected through journals, books, websites etc. This study will help human resource managers to improve HR policies and organization culture and to increase employee branding to gain desired success in organizations.

Digital technology has had a massive impact on business management procedures, driving modifications. The goal of this study is to figure out how human resource management (HRM) in businesses should change as digital technology develops. Via social, mobile, analytic and cloud technology, businesses can monitor and ensure that preconceptions and assumptions inside the organization drive acceptable behaviour. The outcomes of this study reveal that information transformation has influenced jobs growth, labour supply and the composition of corporate talent. Management and control in management of human resources (HR) should give way to empowerment. The goal of the current review is to examine current technological trends in HRM-related enterprises. Peer-reviewed articles from databases like EBSCO, Emerald and Sage publications provide the foundation of the review. Since there are few academic articles on the subject of the study, which covers technology in HRM and cloud in HRM, references from organizational reports have also been incorporated. Utilizing digital technologies in HR will increase organizational performance through decisions involving talent, forecasting workforce requirements and maximizing talent through planning and development. Informed decision-making will also allow HR to assist an organization in achieving corporate objectives. It also makes it possible to manage staff members through hiring, training, job happiness, productivity and task assignment based on qualifications. Additionally, it aids in determining the cause of attrition and locating high-value individuals who are departing.

Experts believe that the COVID-19 pandemic has had a far greater impact on the world than the Great Depression and World War II. While people were seen battling for their life on one side, there were also those who were battling for everyday necessities due to lack of income. Businesses are rethinking strategies and rewriting business plans as the game rules seem to have changed overnight with the entry of the virus. The objective of this chapter is to review the disturbing effect the pandemic has had on the Indian and world economy and further discuss the strategies that would help businesses in the short as well as long run to overcome the challenges posed by the pandemic. Literature review has been carried out to gather the data for this study. This is a narrative review and not a systematic one. A few strategies that have helped organizations to win over the COVID situation are digital transformation, reworking cost structures and implementing agile operations. Utilizing remote workforce, opting for digital transactions and providing services online have become the new normal. The researcher concludes that businesses need to accept the challenge before them and adapt people-centric strategies which rely on key technologies that are resilient and work hand-in-hand with government agencies to help reconstruct the local community that they are a part of. This collaboration will prove to be beneficial in the long run for both the organization as well as the community.

Companies are constantly striving for superior customer service that meets consumers' expectations. Products that do not provide consumers with good service quality are unlikely to meet the expectations of consumers. The aim is to maximize customer satisfaction and achieve financial success by closing gaps to provide high-quality service to consumers. Customers use quality of service to choose a service provider. This does not only include the quality of products or service but also the quality of customer service. The five essential elements (5Es) – experience, emotions, exclusivity, execution and engagement – must be used by companies to ensure that their products and services meet defined standards or customer's expectations. The customer's opinion of a service is formed immediately, regardless of whether it is positive or negative. The result of a negative customer experience is negative word of mouth, which would cause loss in business from dissatisfied customers as well as from potential customers who will no longer use the services. Using the gap model for service quality, this study proposes the essential 5Es of service quality. As a result of the synthesis of this current research, the company's service delivery will be improved by identifying weaknesses. The use of these 5Es for the control of service quality and monitoring of quality defects leads to better understanding and reduction of cost.

The study emphasizes the role of an individual's mindfulness and temperance in making employees fit their organizations by comparing the direct effect of mindfulness and its indirect effect through temperance on the employees' person–organization fit (P-O fit). Data were collected from 185 Indian employees working at managerial positions in manufacturing and service industries through an online questionnaire in a cross-sectional research design. Structure equation modelling (SEM) was used to test the associations, and it was observed that mindfulness among employees is positively related to their P-O fit. Similarly, employees' temperance is also positively associated with their P-O fit. Furthermore, it is observed that temperance acts as a partial mediator between mindfulness and P-O fit. Mindful employees would be more aware of their surroundings, making them aware of the values that the workplace demands. The same awareness would compel the employees to have temperance (self-control) to keep their values in line with organizational values. The study contributes to the virtue theory and the value congruence theory in the organizational context. This study recommends that the management promotes mindfulness and temperance among the employees through various interventions and new technological aids to promote the P-O fit of the employees. To the best of our knowledge, this original work has novelty to investigate the relationship of mindfulness with P-O fit, taking into account the role of temperance of the employee.

The competition is increasing every moment for the organizations and hence organizations are putting their best possible efforts to compete. This chapter is designed with the objective to explore various HR practices that can contribute in achieving the total quality management (TQM) in business. The basis for the study is taken from the aspects of competition that are cost reduction, differentiation and innovation. The extensive literature review from Scopus, J-gate, EBSCO and Springer databases are studied to integrate various aspects of TQM and HR practices that inculcate the competitive advantage for organizations. The framework may be developed for the reference to introduce and implement HR practices and manage TQM in the organization. The study may also help the professionals in designing the relevant HR practices for more value to the organizations. The linkage between various factors of the study may be helpful for the academicians and corporate organizations.