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This research is conducted in the context of beauty salons in India, to investigate how enhanced perceived acceptance in interpersonal relationships through consuming beauty salon services can generate narcissistic brand love among consumers via the mediation of brand happiness. It also investigates the moderating impact of consumer's anxious interpersonal attachment style and cynicism on the relationship between perceived salon brand-interpersonal acceptance goal congruence and salon brand happiness.

To test the hypothesized relationships, a survey was conducted among 225 regular consumers of beauty salon brands. The data were analyzed using Hayes' (2017) process macro in SPSS.

The results suggest that perceived goal congruence between beauty salon brand-interpersonal acceptance positively influences brand happiness, which in turn predicts consumer's narcissistic brand love. Consumer's anxious interpersonal attachment style positively moderates the effect of brand-interpersonal acceptance goal congruence on brand happiness, while cynicism negatively moderates the path.

Value of the study lies in extending interpersonal acceptance and rejection (IPAR) theory to the domain of consumer–salon brand relationship, to posit that if salon brands satisfy consumers' interpersonal acceptance goals, there is a potential for such happy consumers to love the salon brand, albeit narcissistically.

Deepfakes are fabricated content created by replacing an original image or video with someone else. Deepfakes have recently become commonplace in politics, posing serious challenges to democratic integrity. The advancement of AI-enabled technology and machine learning has made creating synthetic videos relatively easy. This study explores the role of political brand hate and individual moral consciousness in influencing electorates' intention to share political deepfake content.

The study creates and uses a fictional deepfake video to test the proposed model. Data are collected from N = 310 respondents in India and tested using partial least square–structural equation modelling (PLS-SEM) with SmartPLS v3.

The findings support that ideological incompatibility with the political party leads to political brand hate, positively affecting the electorates' intention to share political deepfake videos. This effect is partially mediated by users' reduced intention to verify political deepfake videos. In addition, it is observed that individual moral consciousness positively moderates the effect of political brand hate on the intention to share political deepfake videos. Intention to share political deepfake videos thus becomes a motive to seek revenge on the hated party, an expression of an individual's ideological hate and a means to preserve one's moral self-concept and strengthen their ideologies and moral beliefs.

The study expands the growing discussion about disseminating political deepfake videos using the theoretical lens of the negative consumer-brand relationship. It validates the effect of political brand hate on irrational behavior that is intended to cause harm to the hated party. Further, it provides a novel perspective that individual moral consciousness may fuel the haters' desire to engage in anti-branding behavior. Political ideological incompatibility reflects ethical reasons for brand hate. Therefore, hate among individuals with high moral consciousness serves to preserve their moral self.

The goal of this paper is to identify the main factors influencing mobile service adoption and define a universally applicable holistic concept capable of explaining all types of mobile service adoption that will be useful to all stakeholders.

A systematic method was used to identify and select relevant articles for appraisal and analysis of their data, as well as to summarize existing research in mobile service adoption studies.

After reviewing and analyzing the articles, 25 major variables were identified. According to the article analysis, usefulness and experience were identified as the primary motivators for adoption, and that negative barriers to adoption must be controlled in order to improve adoption. Demographics play a role in adoption and technology acceptance model (TAM) emerged as the most suitable model to study the variables affecting mobile service adoption.

The generic concept of mobile services adoption will help industry stakeholders and researchers to use a more focused approach to study and encourage adoption and use of mobile services. Empirical testing of the proposed concept is a limitation which can also be a future scope of the study.

The review provides a holistic mobile services adoption process which is able to define adoption for all kinds of mobile services and is universally applicable as well. The study presents potential implications and relevant insights in mobile services adoption and contributes to a better understanding of mobile service adoption process.

Purpose of This Chapter: This chapter examines the gender-based skewness witnessed in terms of women-led unicorns, as well as, in the field of entrepreneurship in general in India. India has been witnessing a booming startup landscape lately, with the country producing several new unicorns. Competing internationally, India comes third in world rankings regarding the number of unicorns made.

Design / Methodology / Approach: The methodology adopted in this chapter is case-based analysis of individuals with the help of secondary data available in the public domain. The authors employ comparative analysis methodology keeping two major parameters of interest as the verticals that form the basis of the comparative analysis.

Findings: The special provisions in place that are especially meant for women entrepreneurs in order to help them scale up their business and target higher profits have loopholes in them and as a result, a very low number of women-led businesses have been able to mark their presence in the unicorn club.

Research Limitations / Implications: A lesser number of women entrepreneurs in the unicorn club, so making generalizations has not been possible.

Practical Implications: The chapter gives a better understanding of the dynamics of the entrepreneurship arena in India with respect to women entrepreneurs who are doing significant work on the basis of scale of operation and profits.

Originality: This is an original chapter which has not been presented or published before. This chapter can be of immense value to anyone interested in India’s current entrepreneurial scenario, and useful to policymakers, researchers, and academicians.

Purpose of This Chapter: This study explores the positive chain effects of Employee-Centered CSR (ECCSR) in harmonizing the current challenges of The Great Resignation from the perspective of employees’ well-being.

Design / Methodology / Approach: The quantitative approach was used to test the proposed research model by using a self-responded questionnaire. Purposive judgemental sampling was applied to qualify the respondents based on the criteria that they are gainfully employed now and during the pandemic. The responses gathered were analyzed using structural equation modelling (SEM).

Findings: The findings show that ECCSR significantly and positively influences employees’ well-being, specifically workplace well-being (β = 0.793), social well-being (β = 0.761), psychological well-being (β = 0.712), and subjective well-being (β = 0.611). The PLSpredict results reveal that the proposed research model possesses the predictive relevance of ECCSR in reflecting the reality of employees’ well-being.

Research Limitations: The data were collected in the post-pandemic phase to capture the employees’ state of mind. Hence, the findings may not represent the normal business cycle challenges.

Practical Implications: The empirical evidence suggests that depressing organizations to consider implementing ECCSR for employees’ well-being which in turn enables the organizations to navigate through turbulent times a little easier.

Originality: The novelty of this study is attributed to the positive and detailed findings of ECCSR in the context of employee well-being for organizational resilience.

Purpose of This Chapter: This chapter aims to clarify how employee voice (EV) is conceptualized in the extant literature. Then, the present chapter develops a model of EV based on previous studies from 1970 to 2022.

Design / Methodology / Approach: In all, 53 articles were investigated in this study – the focus was on articles in the field of management. The target articles were limited to those which were written in English and were indexed by the Web of Science (WOS).

Findings: The concepts related to EV have been presented in five main dimensions. The content analysis results revealed a theoretical agreement over the central elements reflecting an integrated description of EV.

Research Limitations: The study was limited to the sources published in the WOS database, which could affect the scope of findings.

Research Implications: The conclusion showed that EV is a multi-dimensional, emerging field that has been undergoing a definitional debate in the literature. This concept indicates an ongoing responsibility for the public’s benefit, welcomes different financial activities to supply market forces’ requirements, and investigates society’s existing demands.

Originality: It represents the first attempt to conduct an EV systematic literature review based on the definition of key factors and the complex relations in a typical EV process. Also, according to the review of selected articles from 1970 to 2022, there has been no coherent conceptualization of employees’ voices.

Purpose of This Chapter:

This perspective seeks to assert that India was (and is) a great civilization and is on its way to further greatness in the year 2047 (the 100^th year of India’s independence), provided some challenges are confronted in the earnest – both at the managerial and societal levels.

Design / Methodology / Approach:

The chapter adopts a simplistic review of literature-cum-personal analysis-based approach. Sources ranging from journals and newspapers to websites have been employed to arrive at an informed opinion on the theme.

Findings:

The chapter advocates for concerted action on the fronts of employee welfare, adoption of the latest digital technologies, improving inter- and intra-team communication, upgrading the skills of employees, promoting innovation and employment of women in decent jobs with robust wage and social security structures to tackle the new-age management challenges.

Research Limitations:

In the wake of the absence of empirical research and lack of quantifiable data on the new-age management challenges, it is difficult to ascertain the exact nature of the relationship of the same with Target 2047.

Practical Implications:

The chapter projects certain strengths, weaknesses, opportunities, and threats (SWOT) that are both internal and external to the country’s socioeconomic makeup. The same would assist the new-age managers to be better prepared for upcoming challenges and roadblocks to India’s Goal 2047.

Originality:

This chapter is one of the earliest attempts at linking the seemingly unrelated concepts of new-age management challenges and India’s quest to become a developed country by 2047.

Purpose of This Chapter: This study examines the relationship of ambidextrous leadership with employee voice behaviour, underscoring the intervening role of employee thriving.

Design / Methodology / Approach: This study proposes a conceptual framework based on an extensive literature review using the conservation of resource theory, social exchange theory, and the broaden-and-build theory of positive emotions.

Findings: This study demonstrates that employee thriving act as an underlying mechanism explaining the relationship between ambidextrous leadership and employee voice behaviour.

Research Limitations: Being a conceptual study, the proposed framework lacks empirical validation.

Practical Implications: Organizations should focus on leaders with flexible behaviours who understand situational necessities to adopt diverse leadership styles and contribute to employee thriving.

Originality: This is one of the first studies to propose the role of ambidextrous leadership in impacting and enhancing change in employee voice through employee thriving at work. By introducing a framework that delves into the unexplored territory of ambidextrous leadership, acting as a catalyst for enhancing employee voice via the lens of employee thriving. This study provides a fresh perspective and adds value to the evolving conversations around employee voice behaviour.

Purpose: The main aim is to explore and recognize productive ways to create human-centred designs (HCDs) for employee experience (EX). HCD is a concept that prioritizes the needs, preferences, and behaviours of humans using the product or service. EX refers to all interactions an employee has with their employment lifespan – from recruitment to retirement. By taking the HCD approach to EX design, companies can create a work environment tailored to their employees’ needs and preferences.

Design / Methodology: The explorative research design to apply journey maps. By mapping out the employee journey, designers can identify pain points and areas for improvement.

Findings: The findings highlight that artificial intelligence and robotics are core components of designing HCD and can be applied to EX design. By prioritizing EX, companies can attract and retain top talent, increase employee engagement and productivity, and gain a competitive advantage.

Research Limitations: The study is developing and involves detailed insights from different companies, making it difficult and time-consuming to prepare a comprehensive report.

Practical Implications: The findings of the study will add value to other organizations to follow and develop policies and practices that make the employees cherish their work.

Originality: The chapter’s originality lies in providing a comprehensive understanding of HCD and EX. It emphasizes leveraging the strengths of both humans and bots for enhanced workforce experience and business growth. Exploring future automation and technology integration trends adds depth to the chapter’s contribution.