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The purpose of this paper is to identify the mediating effect of fan-page followers’ engagement activities and moderating role of followers’ demographic profile and trust level on their purchase intention.

This study utilised the customer engagement behaviour and consumer involvement theory as a foundation to explore the impact of variables. Structural equation modelling was utilised to test the model with the data collected from 307 Facebook fan pages’ followers of five Malaysian companies.

It was shown that following fan pages will influence fan page engagement, which in turn affects purchase intention and social media connectedness. Further analysis indicated that the impact of “follow” and “engagement” on purchase intention differs between genders, ages, level of trust and income.

The study serves as a basic fundamental guideline for academics and researchers to interpret the concept of following fan pages and engagement actions and its effects on purchase intention and social media connectivity, as well as opening a vast area of unexplored researches on the subject of social media.

The research provides information for business-to-consumer companies in utilising fan page based on user categories.

This study proposes the application of an empirically tested framework to the fan-page follow actions. The authors argue that this framework can provide a useful foundation for future social commerce research. The results would help academics be aware of fan page and its user’s engagement actions, which will provide a new avenue of research.

The case was devised using secondary sources of data collection from annual reports, sustainability reports and the Hindustan Petroleum Corporation Limited (HPCL) website. These documents provided insights into the HPCL’s sustainability initiatives, financial performance and disclosure practices. Other data were obtained through the websites of the relevant businesses/sectors.

In March 2022, Pushp Kumar Joshi, chairman and managing director of HPCL, contemplates the oil giant’s sustainability strategy amid challenges. Despite a 38% revenue increase in financial year 2021–2022, profits dropped because of reduced refinery capacity. HPCL, a major player in India’s oil and gas industry, recognized the need to align with climate goals and changing consumer expectations. Joshi emphasized stakeholder engagement, carbon mitigation, technology adoption and transparent environmental, social and governance (ESG) reporting. A materiality assessment highlighted key issues like gender diversity, air quality and the low-carbon transition. Joshi grapples with balancing profitability and sustainability amid stakeholder pressure and market fluctuations, seeking advice from the sustainability team for the future.

This can potentially be a case study for a business management course, particularly focusing on sustainability, corporate social responsibility and strategic decision-making. It could be used at both the undergraduate and graduate levels in courses related to business administration, sustainability management, corporate strategy, environmental management or stakeholder engagement. The case could be analyzed to discuss the challenges and opportunities faced by a company like HPCL in balancing profitability and sustainability, developing effective sustainability strategies, integrating ESG considerations and managing stakeholder expectations.

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In the context of libraries adopting artificial intelligence (AI) technology, this paper aims to demonstrate the synergy between two different yet complimentary frameworks, need-based experimentation (NBE) and curiosity-based experimentation (CBE). It looks at how these frameworks interact and operate together to promote technological innovation and innovation in libraries.

The authors’ extensive professional experience in the AI adoption and innovation of libraries is drew upon in this paper. The methodology encompasses empirical observations of various libraries engaging in digital innovations through experimentations with AI technology adoption practices. Using the frameworks of NBE and CB), these observations are examined to find patterns, relationships and mutual reinforcement between the two methods. The analysis of this study is built on the authors’ observations and real-world case studies.

The research reveals that NBE and CBE work together to provide libraries with all-encompassing adoption methods for AI technology. This study indicates a dynamic interaction between NBE and CBE that boosts libraries’ methods for adopting AI technology. NBE acts as a catalyst for CBE by raising awareness of specific library needs, prompting librarians to explore AI technologies aligned with those needs. This synergy empowers librarians to creatively experiment with technology solutions that directly address pressing library challenges. Conversely, CBE fuels NBE by promoting group learning among diverse team members and fostering individual motivation to tackle library needs collaboratively. As they explore AI technology out of personal curiosity, librarians make important contributions that enhance NBE.

The novel aspect of this study is the recognition of the complementarity between NBE and CBE frameworks, which suggests that libraries should view them as intertwined rather than two separate approaches. Focusing on both methodologies increases the culture of experimentation and improves the problem-solving abilities of librarians. Innovation is fueled by controlled experimentation and innate curiosity in an atmosphere that is fostered by the mutual influence of NBE and CBE. This synthesis offers libraries a comprehensive strategy for adopting AI technology, empowering them to manage the shifting environment and realize the revolutionary promise of AI technologies.

As the number of web applications is increasing day by day web mining acts as an important tool to extract useful information from weblogs and analyse them according to the attributes and predict the usage of a website. The main aim of this paper is to inspect how process mining can be used to predict the web usability of hotel booking sites based on the number of users on each page, and the time of stay of each user. Through this paper, the authors analyse the web usability of a website through process mining by finding the web usability metrics. This work proposes an approach to finding the usage of a website using the attributes available in the weblog which predicts the actual footfall on a website.

PROM (Process Mining tool) is used for the analysis of the event log of a hotel booking site. In this work, authors have used a case study to apply the PROM (process mining tool) to pre-process the event log dataset for analysis to discover better-structured process maps than without pre-processing.

This article first provided an overview of process mining, then focused on web mining and later discussed process mining techniques. It also described different target languages: system nets (i.e. Petri nets with an initial and a final state), inductive miner and heuristic miner, graphs showing the change in behaviour of the dataset and predicting the outcome, that is the webpage having the maximum number of hits.

In this work, a case study has been used to apply the PROM (process mining tool) to pre-process the event log dataset for analysis to discover better-structured process maps than without pre-processing.

Despite the research conducted on transformational leadership has contributed to our understanding of its impact on non-green employee outcomes, there is still a lack of comprehension regarding the influence of environment-specific transformational leadership, also known as green transformational leadership (GTL), on employee green outcomes and the underlying mechanisms that drive this relationship. Thus, to address this gap, this study aims to examine the effects of GTL on pro-environmental behaviour (PEB) among employees working in three- to five-star hotels in India. The study also aims to investigate the potential mediating role of green human resource management (GHRM) and the moderating effect of environmental concern (EC) on the relationship between GHRM and PEB.

The study collected data from 181 employees working in various 3–5-star hotels operating in India. Structural equation modelling using Smart PLS-4 and SPSS PROCESS MACRO (Model 14) were used to test the hypotheses.

The results validated the significant positive impact of GTL on PEB. The findings suggest a significant mediating effect of GHRM in the GTL–PEB relationship, and EC negatively moderated the indirect effect of GTL on PEB through GHRM.

The findings suggest that GTL can have a positive impact on employee green outcomes in the hotel industry. The study provides useful insights for policymakers in the hospitality sector, specifically hotels.

To the best of the authors’ knowledge, this study is the first to examine the relationships between GTL, GHRM, EC and PEB using empirical data from hotels in India. The study contributes to the growing body of research on green leadership and employee green outcomes.

Marketing.

Undergraduate and postgraduate management students.

Small scale business in India employ almost 30 million people contributing 50 per cent to industrial and 45 per cent to the total exports of the country. The rapid growth of internet has made it possible for the small scale start ups to reach its existing and potential customers without investing much. The case highlights this fact describing the journey of “Chumbak” a small scale business from an unknown brand to the foremost favourable funky product of India. Through this case the authors have tried to relinquish a synoptic view of how Chumbak has used varied social media platforms, to engage and connect with its customers. A survey of 147 customers of Chumbak customers shows that engagement through Facebook fan page of Chumbak positively impacts its purchase intention, brand image and leads to positive word of mouth.

The case highlights numerous dynamics of social media marketing and shows the recent social media promoting methods being used by the little scale businesses to ascertain on-going dialogues with their customers. The Case would facilitate the scholars in learning how these platforms may be used alone as a promotional tool not solely to reach the purchasers but additionally to type a higher complete awareness of the products with reference to Chumbak. The case explains that communication happening at varied social media platforms got to be tailored considering the sort of users.

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As the global war of talent is prevalent across different industries, universities are also facing an acute shortage of faculty members because of massification of higher education system in the past two decades. The tremendous increase in the number of higher education institutions has made attracting talented professors a challenging necessity for the university management as employers. The present study, therefore, carries out a scale development exercise and explores the attractive dimensions of Indian universities as employers.

With the help of principle component analysis, exploratory factor analysis was carried out to obtain five significant constructs of employer attractiveness in Indian universities.

The dimensions identified in the study includes fairness and work–life balance; teaching environment and compensation and benefits; research resources and career development; organizational integrity and commitment to quality; and organizational culture consisting of respect and recognition.

The finding provides valuable insights for the university management and government bodies and posits to assist them in formulating policies with regard to attracting competent teaching staff.

Although employer attractiveness has gained scholarly attention in the past two decades, study exploring the dimensionality of employer attractiveness in the context of academic institutions and universities has not been conducted so far. The present study, therefore, is one of the pioneers in this realm.

The purpose of this paper is to develop and validate an empirical model examining the job seekers’ perception about information quality of corporate employment websites and its impact on their attitude toward the websites through perceived playfulness and usefulness. Furthermore, the study also examines the job seekers’ e-trust as condition under which these mechanisms generate website attitude.

A sample of 385 active job seekers was selected through systematic random sampling. A web-based questionnaire was used to elicit responses for the study. Structural equation modeling was used to validate the proposed model.

Results indicate that the information quality dimensions positively influence perceived playfulness and perceived usefulness, which in turn evoke the website attitude. Furthermore, e-trust was found to moderate the above said relationships.

The study contribution lies in an empirical validation of a model showing the mechanisms and the condition through which the relationship exists between perceived information quality of e-recruitment websites and job seekers’ website attitude, and thus responds to the call for additional research that generalizes the influence of information characteristics of websites on job seekers’ behavioral outcomes.

After reading and discussing the case, the participants would be able to:▪ articulate the challenges associated with retailing of organic products.▪ suggest paid, owned and earned digital marketing tools to Manav Chetna Vikas Kendra (MCVK);▪ suggest a digital marketing budget;▪ discuss essential elements of a good website design; and▪ discuss various website analytics metrics.

This case describes the challenges faced by the founder, Ajay Dayama, and members of MCVK, who believed in the concept of sustainable community living through the production and marketing of organic food products. They believed that they would be able to share their philosophy of sustainable living through their products reaching out to a larger population rather than just being consumed by community members. This paved the way for the creation of a brand by the name SATT offering products under the lifestyle, nutriment and wellness categories. Marketing and sales of SATT products came with a bundle of challenges, and it was not easy to convince customers about the authenticity, quality and pricing of these products. Many organic products sold by competitors were available on e-commerce platforms, while SATT relied on direct marketing. Low customer acceptance for SATT products would weaken the sustainability dream of the community. How MCVK could increase awareness and acceptance of SATT products was a big area of concern for Ajay.

This case is suitable for students enrolled for full credit course on Digital Marketing at postgraduate level. The case can be discussed towards the middle of the course.

Teaching Notes are available for educators only.

CSS 8: Marketing.

The purpose of this research study is to empirically investigate the Figma prototyping technology adoption factors among entrepreneurship and innovation libraries for providing support to startups by developing and evolving the prototype solutions in collaboration with health libraries.

This study uses the technology adoption model (TAM) as a framework and the partial least squares structural equation modeling (PLS-SEM) method of structural equation modeling (SEM) using SmartPLS 3.2.9 software version to investigate the prototyping adoption factors among entrepreneurship and innovation libraries for rural health innovations. A total of 40 libraries, spread over 16 entrepreneurship and innovation libraries, participated in this survey, including participants from Europe (35%), Asia (15%) and USA (50%).

The findings show that previous experience, social impact, brand image and system quality have a significant positive impact on entrepreneurship and innovation libraries' perceived usefulness (PU) of prototyping technology. Perceived ease of use of prototype technology is positively influenced by usability, training materials and documentation, experience and self-efficacy. Together, perceived usefulness and perceived ease of use have a significant influence on behavioural intention. Behavioural intention is positively impacted by minimal investment and shallow learning curve. Technology adoption is furthered by behavioural intention. The control variables, for instance location, gender and work experience (as librarian), were found not having any impact on Figma technology adoption.

Through strategic partnerships with other libraries (including health libraries), policymakers, and technology providers, the adoption of prototype technology can be further accelerated. The important ramifications for policymakers, technology providers, public and entrepreneurship and innovation libraries to create a self-reliant innovation ecosystem to foster rural health innovation based on entrepreneurship are also listed in the article.

This research is distinctive since it integrates several areas of study, including entre, advances in rural healthcare and libraries. A novel idea that hasn't been thoroughly investigated is the collaboration between entrepreneurship and innovation libraries and health libraries for supporting businesses. This study offers insights into the factors that drive technology adoption and offers practical advice for policymakers and technology providers. It also advances understanding of the adoption of Figma prototyping technology among libraries for rural health innovation. Overall, this study provides a novel viewpoint on the nexus between different disciplines, showing the opportunity for cooperation and innovation in favour of rural health.