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The primary objective of this study is to highlight the three important aspects of effective gamification at work. The three-pronged model discussed in the study provides an opportunity to adopt a more balanced view of gamification and its use rather than just following the hype and trend concerning it.

While there is promising growth in the adoption of gamification in different L&D processes, the issue of the dark side of gamification cannot be ignored. This article approaches the issue with the help of a three-pronged model. This model has been developed after the review of recent studies focusing on the use of gamification in training and L&D process.

Gamification can be highly effective in engaging the upcoming generation of employees who are digital natives. However, managers should use gamification with caution. The three-pronged model discussed above can be used to evaluate the effectiveness of gamification for Learning and Development processes. The model provides a balanced view for the use of gamification. The essence of the model is to use gamification to enhance the L&D process and outcome along with enhancing employee motivation and engagement. It is vital to understand that it is a tool and its effectiveness depends upon its right use, by the right person, at the right place and time.

While there is promising growth in the adoption of gamification in different L&D processes, the issue of the dark side of gamification cannot be ignored. This article approaches the issue with the help of a three-pronged model.

HR analytics is a process for systematic computational analysis of data or statistics. It discovers, interprets and communicates significant patterns in data to enable evidence-based HR research and uses analytical insights to help organizations achieve their strategic objectives. However, its adoption and utilization among HR professionals remain a subject of concern. This study aims to determine the reasons that facilitate or inhibit the acceptance of HR analytics among HR professionals in the banking, financial services and insurance (BFSI) sector.

A sample of 387 HR professionals in BFSI firms across India was collected through non-probabilistic purposive sampling. Structural equation modeling was applied to analyze the association between predetermined variables. In addition, the predictive relevance of “Data Availability” was analyzed using hierarchical regression.

The results revealed that data availability, hedonic motivation and performance expectancy positively influenced behavioral intention (BI). In contrast, effort expectancy, social influence and habit had an insignificant effect on BI. Also, facilitating conditions (FCs), habit, BI achieved a variance of 60% in HR analytics use. The use behavior of HR analytics was significantly influenced by FCs and BIs.

This study focuses on insights into the elements that influence HR analytics adoption, revealing additional light on success drivers and grey areas for failed adoption.

This research adds to the body of knowledge by identifying factors that hinder the adoption of HR analytics in Indian organizations and signifies the relevance of easy accessibility and availability of data for technology adoption.

Despite the extensive benefits of human resource (HR) analytics, the intention to adopt such technology is still a matter of concern in the engineering and construction sectors. This study aims to examine the slow adoption of HR analytics among HR professionals in the engineering and construction sector.

A cross-sectional online survey including 376 HR executives working in Indian-based engineering and construction firms was conducted. Hierarchal regression, structural equation modeling and artificial neural networks (ANN) were applied to evaluate the relative importance of HR analytics predictors.

The results reveal that hedonic motivation (HM), data availability (DA) and performance expectancy (PE) influence the behavioral intention (BI) to use HR analytics, whereas effort expectancy (EE), quantitative self-efficacy (QSE), habit (HA) and social influence (SI) act as barriers to its adoption. Moreover, PE was the most influential predictor of BI.

Based on the findings of this study, engineering and construction industry managers can formulate strategies for the implementation and promotion of HR analytics to enhance organizational performance.

This study draws attention to evidence-based decision-making, emphasizing barriers to the adoption of HR analytics. This study also emphasizes the concept of DA and QSE to enhance adoption among HR professionals, specifically in the engineering and construction industry.

Employing the “Job demands-resources (JD-R)” framework, this study examines the impact of co-occurring social supports (supervisor, coworker, and family support) on the telework environment and employee engagement.

The study uses a multimethod approach. Data from 294 employees belonging to Indian technology organizations were collected and analyzed using the partial least squares (PLS)-based structure equation modeling software SmartPLS4. Following this, necessary condition analysis (NCA) was carried out using the NCA package for R.

Telework environment was found to mediate the relationship between social support and work engagement. Supervisor support and instrumental family support were identified as predictors as well as necessary conditions for telework environment. Coworker support was identified both as a predictor and necessary condition for telework environment. Although emotional family support was found to be a predictor of telework environment, it was not identified as a necessary condition.

The findings indicate that coworker support and family instrumental support are as important for telework success as supervisor support. Moreover, our findings suggest that varying levels of telework environments (low, moderate, and high) may necessitate distinct social support configurations. Consequently, organizations should match their social support configuration to match their overall teleworking strategy.

A basic premise of the JD-R framework is that resources exist in caravans (bundles). However, previous research (in telework) has concentrated on only one or two kinds of social support, that too in varying situational contexts, limiting generalizability of the findings. This has also produced inconsistent conclusions concerning the role of support providers such as coworkers and family. Recent developments in JD-R also suggest that the role of resources may vary in terms of their importance (necessity) for work engagement. By augmenting standard regression-based techniques with NCA, the authors explore these issues to provide a more thorough understanding of the influence of social supports on work engagement in telework situations.

The key learning objectives are as follows: analyze Mamaearth’s growth trajectory in the Indian market, illustrate the meaning of a direct-to-consumer (D2C) brand, analyze the importance of social media in building a D2C brand, analyze the challenges and advantages associated with a D2C brand, analyze growth and expansion options available with Mamaearth and evaluate the strategies for Indian start-ups in the beauty and personal care space.

In 2016, what began as a quest to find safe baby care products for the first-time parents Varun and Ghazal, turned into an entrepreneurial opportunity. The couple started Honasa Consumer Private Limited at Gurugram, which owned the brand Mamaearth. Conceived as a D2C brand for mothers opposed to harsh baby care products, it debuted with just six baby care products with exclusive online availability. For the brand to grow, it recreated the marketing mix to be perceived as a brand for all ages. The step successfully garnered a customer base of over 1.5 million consumers in 500 cities and a valuation of INR 1bn within four years of operations. In February 2021, Mamaearth became a brand with INR 5bn annualized revenue run rate and aspired to double it to INR 10bn by 2023. Though Mamaearth debuted as a D2C brand, after tapping around 10,000 retail stores, the Alaghs realized that many consumers still preferred transacting in the offline space. Alaghs decided to expand by acquiring a robust offline space in 100 smart cities in India. Would it be wise for Mamaearth to take forward their offline expansion plans? Alternatively, would an aggressive product innovation coupled with a more substantial online presence be a more sustainable proposition?

The case study is appropriate for Post Graduate Diploma in Management/Master of Business Administration level courses of second year in strategic brand management, digital marketing, integrated marketing communication and marketing strategy. The case stuudy may also be useful for prospective entrepreneurs planning to embark upon a D2C venture. The case study elaborates on the emergence, marketing and branding of Mamaearth. The case study helps students understand the meaning of a D2C brand and the growth options available in the Indian market for a D2C brand from the perspective of Mamaearth.

Teaching notes are available for educators only.

CSS 3: Entrepreneurship.

Drawing from stakeholder (ST) and social exchange theory (SET), the purpose of this study is to examine the relationship between customer perceived ethicality (CPE), electronic word of mouth (eWOM), customer trust (CT) and customer loyalty (CL). Furthermore, this study aimed to understand the dual role of CPE and eWOM in obtaining CT and achieving CL.

Using a quantitative, cross-sectional research design, data were collected from face-to-face surveys, yielding 358 responses. The partial least square algorithm was used to test the proposed hypothesis.

The analysis revealed that CPE and eWOM positively affect CT and CL, and CT has a mediating effect on the association between CPE–CL and eWOM–CL. CT was also found to positively affect CL.

Hotel managers can prioritize ethical practices and leverage the power of eWOM to build trust and achieve loyalty. This integrated approach not only enhances customer satisfaction and retention but also creates a competitive advantage.

The novelty of this study lies in the investigation of the dual role played by CPE and eWOM as antecedents of CT and CL within the hotel industry. Finally, this study explains the drivers of CT and CL, thereby making a novel contribution to the literature.

Grounding on the goal-setting theory and flow theory, this study explored the mechanism underlying the association between transfer design (TD); identical elements and training transfer (TT). Specifically, the authors explored a moderated mediation process of trainer performance and motivation to improve work through learning (MTIWL) that has received less consideration in the TT literature.

Data were collected using the retro-perspective survey method. The first survey was administered offline (t1: the day when leadership intervention was completed. Subsequently, trainees were requested to participate in an online survey (t2: 12–14 weeks later). In all, 355 executives participated.

The results of structural equation modeling (SEM) analyses suggested that trainees’ MTIWL mediational impact between leadership intervention triggers (transfer design and identical elements), and TT was supported. In addition, the indirect impact of these variables on TT was found to be significant when the trainer had high performance than when it was low. This confirmed the trainer’s performance as a potential moderator in the TT process.

This study is limited to the exploration of leadership intervention variables on TT. The findings have implications for leadership professionals and scholars who use leadership intervention and motivation metrics to predict TT.

This study offers a moderated mediation mechanism for enhancing TT through leadership intervention triggers. The proposed conceptual model included MTIWL as mediator and trainer performance during leadership intervention as moderator.

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 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.

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.