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This study examines the vital factors that influence digital marketing adoption among small travel agencies (brick-and-mortar) and the impact of digital marketing adoption on organizational performance modeled as a formative-formative HOC.

This empirical study builds on diffusion of innovation (DOI) theory and technology-organization-environment (TOE) framework to identify the factors of digital marketing adoption by small travel agencies. Data were collected from 226 small travel agents in India using purposive and snowball sampling. Partial least square-structural equation modelling (PLS-SEM) is used to analyze the reflectively and formatively measured constructs.

The findings reveal significant constructs of digital marketing adoption by small travel agencies. The study also establishes the positive impact of digital marketing adoption on organizational performance. Trust partially mediates the impact of technological factors (relative advantage, security concerns) and organizational factor (knowledge) on digital marketing adoption.

The study provides methodological contribution to the literature by applying confirmatory composite analysis (CCA) approach in PLS-SEM. The study contributes to the literature by integrating DOI theory and TOE framework. The study enriches the literature on trust as it recognizes the crucial role of trust as a mediating construct.

The study provides useful implications to marketing practitioners of small travel agencies. The study shows strong predictive capacity and can be generalized throughout diverse samples.

The study adds value to the literature as it explores the digital marketing adoption among the under researched small travel agencies by integrating DOI-TOE theory. The study uniquely proposes and validates organizational performance as a formative-formative higher-order construct.

Responding to the radical changes in work practices and extensive virtual forms of interaction brought by COVID-19, this study aims to investigate the role played by authentic leadership and horizontal collectivism in helping the Indian startups sail through the pandemic.

Data was gathered through standardized questionnaires from 300 leaders and 300 employees from Indian startups during the second phase of lockdown. Statistical analysis using AMOS 23.0 checks for the direct effect of authentic leadership on work engagement and the moderating effect of horizontal collectivism on the relationship between the two. This study also compares the results between self-ascribed and perceived authentic leadership.

Statistical analysis using AMOS 23.0 was done to check for the direct effect of authentic leadership on work engagement and the moderating effect of horizontal collectivism on the relationship between authentic leadership and work engagement. This study also compared the results between self-ascribed and perceived authentic leadership.

To the best of the authors’ knowledge, this is the first study that explores the role of authentic leadership in unlocking work engagement among employees serving in Indian startups during the pandemic. The lesson learned from this is when employees perceived their leaders to be authentic, the work culture to be nonhierarchical and felt collective responsibility toward work, it unlocked their high potential and made them soulfully engaged in their work.

This study aims to investigate the engagement gap between Metaverse and in-person travel, the influence of Metaverse tourism on tourists and the industry and the challenges and responses associated with Metaverse technology. The study presents practical cases and highlights the implications of this research for practice, society and future research.

This study uses a literature review to explore concerns about Metaverse technology in tourism. It analyzes the difference between in-person travel and Metaverse tourism, the impact on tourists and the industry and challenges and responses to Metaverse. The review shows a rising trend in Metaverse tourism research.

These findings suggest differences between Metaverse tourism and in-person travel. By providing personalized travel options, social interaction, immersive experiences and soliciting visitor feedback, it is possible to enhance the tourist experience. Additionally, the study highlights the opportunities and challenges that Metaverse tourism presents to the tourism industry. The study provides practical cases in the tourism industry and implications for practice, society and future research.

The study’s implications for Metaverse tourism are practical, societal and future research-related. Metaverse technology can enhance the tourist experience through personalized options, social interaction, immersive experiences and feedback. This inclusivity can promote social equity and cultural exchange. Further research is needed to explore the social effects of Metaverse tourism and its long-term impacts on local communities, economies and the environment.

This study contributes by exploring the impact of Metaverse tourism, supporting academic research and practice. It fills a knowledge gap by analyzing the application of Metaverse technology in tourism, providing insights for researchers and practitioners. It offers practical guidance by identifying opportunities and challenges in Metaverse tourism, fostering industry innovation. Additionally, it informs policymakers about the impact of Metaverse tourism on development.

Fashion brands are one of the strongest means of expressing consumers identity. This study explores and empirically validates the concepts of brand love and hate for masstige fashion brands from the purview of emerging markets. This study deciphers three components of masstige fashion brand promise through the lens of hedonic identity, uniqueness and expected social gains for the affluent middle-class consumers. The model is complemented by the impact of environmental and society’s well-being.

Empirical evidence was obtained through an online survey in India. Total of 222 complete responses were used to test hypotheses by fitting a model with the partial least squares algorithm.

Fashion brand love is triggered by consumers’ hedonic identity and expected social gains. Brand hate is fuelled by environmental and societal well-being concerns, expected social gains and uniqueness. Theoretical contribution is threefold: First, the relevance of social and environmental consequences reflecting consumers’ accepted responsibility for their masstige consumption is introduced. Second, the study deciphers the emotions related to masstige brand love and brand hate for emerging market’s affluent middle-class. Third, empirical results contribute to the ongoing discussion on whether brand hate and love are two distinct concepts or collapse to be two extremes of one and the same continuum.

Middle-class consumers in India are strict in their avoidance and rejection of the lower classes’ preferred fashion brands. Targeting must consider the social classes hierarchy. Marketing-mix design, particularly prices and distribution networks, need to enable a distinction between the social classes.

Masstige fashion brand love and hate turn out to be two distinct constructs that co-exist rather than being two extremes of one and the same dimension.

Indian middle-class consumers satisfy their need of environmental and social caretaking by avoidance and brand hate but continue to choose masstige brands to demonstrate social status and are not modernizing their traditional accumulative materialism.

The purpose of this study is to identify and assess the role of predictors to women’s economic empowerment (WEE). Moreover, the mediating role of digital banking usage (DBU) between financial literacy (FL) and WEE is empirically tested. The study also examines the moderation effect of educational level (EL) and employment sector (ES) on WEE.

Using a mixed-method approach, a comprehensive questionnaire was used to collect data of 482 women working in the formal ESs of Delhi-NCR. Partial least square structural equation modeling using SmartPLS-4 was used to test the explanatory and predictive power of the proposed model. This was followed by semi-structured interviews to collect qualitative data from 14 respondents.

The results present the following important findings: first, DBU, FL, women’s agency (WA) and workplace human resource policies (HR) significantly impact WEE, whereas government support (GS) and FL significantly impact DBU; second, DBU significantly mediates the relationship between FL and WEE; and third, ES significantly moderates the relationship between DBU and WEE.

This research also shares significant findings for practitioners and organizations by holistically identifying factors affecting WEE. These findings apply to both the human resource department of the employment sectors and the management of the banking sector.

The present study adds value to the scarce literature on the impact of DBU on WEE and highlights the mediating role of DBU along with the moderation effect of EL and ES. The study model incorporates novel constructs that impact WEE and offers new insights to various stakeholders in enhancing WEE. In addition, qualitative method was used to complement the quantitative findings.

This study aims to provide a causal framework for teacher burnout (BO) and work engagement (WE) by examining the factors that contribute to it and evaluating how progressive education (PE) affects teachers' performance in Higher education institutions (HEIs).

This study uses a multi-stage sampling technique with the help of computer random generation data from a selected list of teachers. The survey has two sections; the first consisted of a questionnaire of PE, BO, WE and organizational outcomes and the second contained four items to measure the demographic variables. The researcher contacted 745 teachers and asked them to fill up the questionnaire but the authors received only 498 useable responses.

The results of the study confirmed that moderating role PE reduces the BO of the teachers of HEIs and increases WE. The job demand-resource (JD-R) model was also validated in the Indian context and the model was found suitable for the Indian sample.

The study has been conducted to manage BO and teachers' engagement in HEIs and the result suggests that the Management of HEIs should value PE characteristics as a crucial component of the educational process. PE encourages academic engagement among professors and students in HEIs.

The study tests the moderating role of PE with the JD-R and the JD-R model in the higher education system in India, which is rarely tested. The study's integrated approach to BO and WE, which provide insight into both viewpoints and aids in employees' poor health.

The primary purpose of this study is to examine the factors leading to shopping cart abandonment and construct a model depicting interrelationship among them using interpretive structural modeling (ISM) and Matriced Impact Croises Multiplication Appliquee an un Classement (MICMAC).

Initially, 20 factors leading to shopping cart abandonment were extracted through a systematic literature review and expert opinions. Fifteen factors were finalized using the importance index and CIMTC method, for which consistency has been checked in SPSS software through a statistical reliability test. Finally, ISM and MICMAC approach is used to develop a model depicting the contextual relationship among finalized factors of shopping cart abandonment.

The ISM model depicts a technical glitch (SC8), cash on delivery not available (SC4), bad checkout interface (SC9), just browsing (SC11), and lack of physical examination (SC12) are drivers or independent factors. Additionally, four quadrants have been formulated in MICMAC analysis based on their dependency and driving power. This facilitates technical managers of e-commerce companies to focus more on factors leading to shopping cart abandonment according to their dependency and driving power.

Taking an expert’s opinion as a base may affect the results of the study due to biases based on subjectivity.

This study’s outcomes would accommodate practitioners, researchers, and multinational or national companies to indulge in e-commerce to anticipate factors restricting the general public from online shopping.

For the successful running of an e-commerce business and to retain the confidence of e-shoppers, every e-commerce company must make a strategy for controlling factors leading to shopping cart abandonment at the initial stage. So, this paper attempts to highlight the main factors leading to shopping cart abandonment and interrelate them using ISM and MICMAC approaches. It provides a clear path to technical heads, researchers, and consultants for handling these shopping cart abandonment factors.

The study aims to understand the impact of psychological safety on employee creativity leading to innovative behaviour in a hybrid workforce. It further examines the drivers of psychological safety: inclusive leadership and affective climate as well as the interaction of employee creativity and proactive personality on innovative behaviour at remote work.

Using multi-source survey-based data, the study has been conducted in two phases for independent variables (IV) and dependent variables (DV). The first phase has gathered data for IVs from 515 team members and DVs from 105 teams’ leaders from various software development teams in the information technology and information technology enabled services sectors. The study has used component-based partial least square structural equation modelling to test various arguments developed in the paper.

The results of the study confirm the positive association of affective climate and inclusive leadership to psychological safety, which facilitates employee creativity leading to innovative behaviour. However, the results show there is no interaction of a proactive personality with employee creativity on innovative behaviour. Also, the results have supported the social network theory, which says that the strong ties among employees promote innovative behaviour.

According to the study, psychological safety might help strengthen and increase the social ties that bridge structural holes and improve collaboration across business units. This may encourage employee creativity, especially in remote work. Further, it highlights how employee creativity and proactive personality are important independent factors that facilitate innovative behaviour.

The study is a unique attempt to explore the role of psychological safety in enhancing creativity and innovative behaviour in hybrid mode of work setting.

This review paper delves into the comprehensive understanding of Ashwagandha, spanning its botanic occurrence, conventional applications, extraction techniques and pivotal role in addressing various disorders.

Introduction Ashwagandha, also known as Withania somnifera, is a remarkable botanical resource with a rich history of use in traditional medicine.

In botany, Withania somnifera thrives in diverse ecosystems, particularly in tropical and subtropical regions. Its extensive distribution across regions, the Canary Islands, South Africa, the Middle East, Sri Lanka, India and China underscores its adaptability and resilience. The traditional uses of Ashwagandha in Ayurvedic and indigenous medicine systems have persisted for over 3,000 years. With over 6,000 plant species utilized historically, India, often regarded as the “botanical garden of the world,” has firmly established Ashwagandha as a cornerstone in traditional healing practices.

Extraction methods play a pivotal role in harnessing the therapeutic potential of Ashwagandha. Ultrasonic-assisted extraction and high-performance liquid chromatography are among the techniques employed to obtain the key bioactive compounds. Ashwagandha’s significance in modern medicine is underscored by its potential to address a spectrum of health issues. The multifaceted bioactivity of Ashwagandha is attributed to its antioxidant, anti-inflammatory, heart conditions, metabolic disorders, renal ailments, hepatic diseases and adaptogenic properties, making it a subject of increasing interest in contemporary medical research. This review synthesizes the assorted perspectives of Ashwagandha, from its botanical roots and conventional employments to its advanced extraction strategies and its intention to basic well-being challenges, advertising important bits of knowledge for analysts, specialists and healthcare experts alike.

Engaged employees assure organizational competitiveness and sustainability. The purpose of this study is to explore the relationship between job resources and employee turnover intentions, with employee engagement as a mediating variable.

Data were collected from 934 employees of eight wholly-owned pharmaceutical industries. The proposed model and hypotheses were evaluated using structural equation modeling. Construct reliability and validity was established through confirmatory factor analysis.

Data supported the hypothesized relationship. The results show that job autonomy and employee engagement were significantly associated. Supervisory support and employee engagement were significantly associated. However, performance feedback and employee engagement were nonsignificantly associated. Employee engagement had a significant influence on employee turnover intentions. The results further show that employee engagement mediates the association between job resources and employee turnover intentions.

The generalizability of the findings will be constrained due to the research’s pharmaceutical industry focus and cross-sectional data.

The study’s findings will serve as valuable pointers for stakeholders and decision-makers in the pharmacuetical industry to develop a proactive and well-articulated employee engagement intervention to ensure organizational effectiveness, innovativeness and competitiveness.

By empirically demonstrating that employee engagement mediates the nexus of job resources and employee turnover intentions, the study adds to the corpus of literature.