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This research examines Indian women entrepreneurs’ endeavours to keep their undertakings above water amid the COVID-19 emergency in 2021–2022. This study centers around female-possessed endeavours in Rajasthan, with a particular spotlight on how artificial intelligence (AI) assists them in getting by. It examines how Indian women entrepreneurs used social media to stay in business during the pandemic and adds to information collection by inspecting women-claimed micro and small enterprises (MSEs) and their use of AI through social media during COVID-19. We administered a questionnaire to a sample of 100 female entrepreneurs who use social media platforms to manage their businesses. The researchers found that the pandemic fundamentally affects women entrepreneurs, especially those who run MSEs, using an anti-tactical approach to deal with survey information from 100 respondents. Women have seen a drop in pay because of lower deals, hindered supply chains, and the inconvenience of paying credit portions. Regardless of how women entrepreneurs are especially delicate to monetary shocks, most need to approach government or private-area help. The significance of virtual entertainment through AI in saving women’s ventures is featured in this review. Web-based entertainment has become famous for helping women sell their businesses, contact new clients, and keep current clients. Women entrepreneurs have reduced their losses as a result of forceful advancements supplemented by appealing offers like limits, various administrations, and advertising. We infer that during an emergency, women entrepreneurs embraced innovative methods to keep their businesses reasonable.

This study aims to explore how businesswomen running micro and small enterprises (MSEs) use social media (SM) to engage customers. The study also investigates how SM (vs traditional media) and customer engagement improve business performance.

This qualitative study is based on interviews with businesswomen.

Businesswomen use SM actively but not effectively. SM are used primarily for advertising and promotion. External factors, such as family and friends, are more influential in the decision of women to use SM in business. Women mostly use defensive rather than offensive strategies. Effective use of SM in conjunction with conventional marketing tools can improve customer engagement and increase business performance.

The research findings are valuable for marketing managers, women entrepreneurs and micro and small businesses in making decisions to effectively use SM.

This study investigates customer engagement from the owner/manager’s perspective in contrast to the general customer-centric approach. The study contributes analysing an important and scarcely explored area, which is the use of SM by women-run MSEs in less developed countries to engage consumers.

Este estudio explora cómo las mujeres de negocios que dirigen micro y pequeñas empresas (MSE) utilizan las redes sociales para atraer a los clientes. El estudio también investiga cómo las redes sociales (frente a los medios tradicionales) y la involucración de los clientes mejoran el rendimiento empresarial.

Este estudio cualitativo se basa en entrevistas con mujeres empresarias.

Las mujeres empresarias utilizan las redes sociales de forma activa, pero no eficaz. Las redes sociales se utilizan principalmente para la publicidad y la promoción. Los factores externos, como la familia y los amigos, influyen más en la decisión de las mujeres de utilizar las redes sociales en los negocios. Las empresarias utilizan sobre todo estrategias defensivas en lugar de ofensivas. El uso eficaz de las redes sociales junto con las herramientas de marketing convencionales puede mejorar el compromiso de los clientes y aumentar el rendimiento de la empresa.

Los resultados de la investigación son valiosos para las directivas de marketing, las mujeres empresarias y las micro y pequeñas empresas a la hora de tomar decisiones y para utilizar eficazmente las redes sociales.

Este estudio investiga el compromiso del cliente desde la perspectiva del propietario/gerente en contraste con el enfoque general centrado en el cliente. El estudio contribuye a analizar un área importante y escasamente explorada, que es el uso de las redes sociales por parte de las microempresas dirigidas por mujeres en los países menos desarrollados para involucrar a los consumidores.

本研究探讨了经营微型和小型企业（MSEs）的女商人如何使用社交媒体来吸引客户。该研究还调查了社交媒体（相对于传统媒体）和客户参与如何提高企业绩效。

这项定性研究是基于对女商人的采访。

女商人积极使用社交媒体, 但并非有效。社交媒体主要用于广告和推广。外部因素, 如家庭和朋友, 对妇女在商业中使用社交媒体的决定更有影响力。女性大多使用防御性而非进攻性策略。将社交媒体与传统的营销工具有效地结合起来使用, 可以提高客户的参与度, 增加企业的业绩。

研究结果对营销经理、女企业家和小微企业做出有效使用社交媒体的决定很有价值。

本研究从业主/经理的角度调查了客户参与度, 与一般的以客户为中心的方法不同。该研究有助于分析一个重要的、很少被探索的领域, 即欠发达国家的妇女经营的微型企业使用社交媒体来吸引消费者。

This study aims to broaden the current literature by examining the relationships between organizational identity, knowledge sharing and creativity with moderating role of perceived organizational support.

Data were collected from 291 teachers working in vocational high schools by using a survey method. After data collection, construct validity and reliability were assessed and direct relationships were examined by using structural equation modeling (SEM). In addition, a hierarchical moderated regression analysis was conducted.

It was found that (1) organizational identity is positively related to knowledge sharing, (2) organizational identity is positively associated with creativity, (3) knowledge sharing does not mediate the relationship between organizational identity and creativity and (4) perceived organizational support positively moderates the relationship between organizational identity and knowledge sharing whereas it does not moderate the relationship between organizational identity and creativity.

Drawing on social identity theory (SIT) by integrating social exchange theory (SET), this research broadens the current literature by empirically showing the untapped effects of organizational identity on knowledge sharing and creativity and the role of perceived organizational support as a moderator on these relationships. This study confirms the effect of organizational identity on creativity and knowledge sharing. In addition, this research is the first that investigates the moderating role of perceived organizational support on the effect of organizational identity on knowledge sharing and creativity. Therefore, this study provides a deep understanding of these relationships and contributes to the literature.

This study aims to use a novel approach, focusing on the manager’s gender, to explore whether it acts as a differentiator in the following aspects of tourist accommodation companies in Extremadura (Spain): the level of information and communication technology (ICT) specialisation of employees, managers’ knowledge of ICTs and the social media and online tourism platform use intensity of managers.

A questionnaire was sent to 238 accommodation companies. The data collected from the questionnaire were analysed using statistical inference techniques and linear and logistic regression.

In general, ICT specialist profiles are more common amongst the employees of male-led companies. Male managers also use Booking and analyse online feedback more intensively. There appear to be no gender-based differences in terms of the ICT knowledge of managers.

These results highlight issues of major practical interest for the sector’s managers and decision makers, especially in Extremadura. They reveal the digital divide in certain aspects between men- and women-led firms in Extremadura. This finding has important consequences for the sector in terms of competitiveness. It highlights the need to continue working to eradicate gender gaps in digital settings.

The study shows the role of the manager’s gender as a differentiating factor in terms of the existence of specialist ICT profiles and ICT use intensity in tourism companies. To the best of the authors’ knowledge, this study provides the first evidence of such a finding for the tourism sector in general, as well as for the specific case of a rural destination such as Extremadura.

This paper aims to quantify the trend of variables used for building a theoretical model with the help of analysing bibliometrics data of inventory management (IM) and Total Quality Management (TQM) practices and their effects on firm performance.

Scopus' research database and the Web of Science (WoS) (including Elsevier, Emerald Group Publishing, Taylor and Francis, Wiley, IEEE, Informs and SAGE) were used to find relevant articles. The articles, review papers and conference proceedings were screened from 1993 to 2021. The articles were analysed to explain the different types of IM practices, TQM practices and their effect on the firm's performance. Thematic analysis was done using a bibliometric package of “R” (Biblioshiny) and VOSviewer to identify the key trends, approaches and research agenda.

The research covered 28 years of publications and summarised 497 articles, review papers and conference papers. Researchers concluded that IM highly correlates with the inventory turnover ratio and has no relation to firm performance. Further, TQM positively affects firm performance, but integrating IM and TQM will be a research scope for future study as none of the researchers previously covered this.

Due to the systematic literature review (SLR) and Bibliometric review, the study is limited to the Scopus and WoS (including Elsevier, Emerald Group Publishing, Taylor and Francis, Wiley, IEEE, Informs and SAGE) databases.

Being the research on a bibliometric and systematic review, relating IM practices with TQM practices would be the novelty of this paper.

This paper aims to explore the impact of ebullient supervision on thriving at work, and relational social capital to stimulate employee creativity in the hospitality industry.

Using a purposive sampling approach, data were collected from 391 subordinates and their immediate supervisors in the hospitality industry through a structured questionnaire. To analyze the data, partial least structural equation modeling approach was considered.

Results show that ebullient supervision is supportive in generating personal resources of thriving at work and relational social capital, which later shape employee creativity.

The empirical findings of this study provide valuable insights for managers in the hospitality industry for human resource development strategy formulation to stimulate creativity in the hospitality industry.

The findings of this study suggest a novel antecedent of ebullient supervision for stimulating creativity in the hospitality industry. Hence, the paper has implications for researchers, practitioners and students.

Amidst the stressful work environment in the healthcare sector, employees struggle to maintain prosocial behavior and work reattachment. The potential role of awe and mindfulness in addressing these issues remains unexplored. This study investigates how coworker prosocial behavior affects work reattachment while considering the mediating role of mindfulness and the moderating role of awe.

Using a quantitative research design, data were collected through a survey questionnaire from 356 healthcare professionals in Pakistan. The data were analyzed in SPSS and AMOS for reliability and validity statistics, as well as for hypothesis testing.

The findings revealed a significant link between coworker prosocial behavior and work reattachment. Mindfulness acted as a mediator between coworker prosocial behavior and work reattachment, while awe had a positive moderating effect on these relationships.

The findings emphasize the need for fostering these elements to manage stress, support employees and improve work reattachment.

The existing literature lacks empirical evidence regarding the impact of coworker prosocial behavior on employee outcomes, and this study contributes by examining the roles of awe and mindfulness in the healthcare sector.

This paper aims to provide an interpretative synthesis and critical reflection on the concept of “volatility, uncertainty, complexity and ambiguity” (VUCA) and its implementation in tourism and hospitality marketing activities and explain why it is useful and necessary.

This paper is based on a critical reflection research methodology which allows for a synthesis of data from the traditional narrative review and on the authors’ experiences and observations.

The volatile environments in which entities from the tourism and hospitality industry (T&HI) operate necessitate a redefinition of the rules for designing marketing activities. The VUCA concept may serve as the basis for these changes. Its implementation requires specific managerial skills enabling T&HI entities to use an agile marketing strategy. The latter should be based on a flexible and customer-centric approach.

This paper provides a VUCA framework for adapting marketing mix instruments to the rapidly changing hospitality and tourism industry. This paper also offers several useful guides for practitioners on different aspects of VUCA within the industry.

To the best of the authors’ knowledge, this paper is one of the first attempts to reflect critically on the possibilities of using the VUCA concept in marketing by the T&HI and contributes to the discussion about the conditions for its implementation. This paper offers suggestions about the dynamic competencies of tourism and hospitality managers (enterprise and leader oriented), which are essential when designing marketing mix instruments in line with the VUCA concept, and indicates directions for future research.

The formalisation – switch from the informal to the formal sector – of micro, small and medium enterprises (MSMEs) has serious ramifications on the Egyptian economy. This study investigates the effect of the factors perceived by Egyptian informal entrepreneurs to encourage/deter formalisation on those entrepreneurs' intentions of formalising their MSMEs. Social media (SM) usage is a novel factor whose impact on the intention of formalisation is also examined.

The conceptual framework of the theory of planned behaviour (TPB) is used, and a logistic regression model is utilised. Relevant data were collected from self-assessment questionnaires of a sample of Egyptian informal female and young male entrepreneurs, who constitute the majority of informal entrepreneurs in Egypt.

Results reveal that for female entrepreneurs, only the support of the government and other institutions positively affects their intention of formalisation, whilst direct costs and lack of family support affect their intention negatively. For young male entrepreneurs, the number of employees and prospects of contract enforcement positively affect their intention of formalisation, whilst being involved in a trading activity affects it negatively. For both groups, higher levels of education and SM usage adversely affect their intention of formalisation. These varying results have a crucial policy implication: the one-size-fits-all public policies intended to stimulate formalisation might not work, and thus, more tailored policies are required.

Worldwide, research on the impact of SM on the formalisation of MSMEs is scant, if existent. In Egypt, research on MSMEs is limited, those focusing on the impact of SM on Egyptian MSMEs are even scarcer and those targeting SM's effect on their formalisation are absent.

Our aim is to better understand access to finance and financial inclusion and how this impacts the development of female-run enterprises in Nigeria. In such a way, we can better understand the gendered context of entrepreneurship and the implications for business growth. This chapter adopts an interpretivist paradigm to explore the social reality within which entrepreneurship is enacted. Qualitative data are interpreted from semi-structured interviews of 10 Nigerian entrepreneurs, five males and five females. Findings reveal that, though structural support may be apparent, the entrepreneurial process of financing a business is characterised, in part, by social expectations of gender. It is through this social view of entrepreneurship that we provide an understanding of what it is to be entrepreneurial in practice. This chapter makes recommendations that in practice while financial institutions and policy makers may assume a ‘one size fits all’ approach to financial inclusion through different programmes currently available for entrepreneurs by the various governmental and non-governmental institutions in Nigeria, the context of gender has implications for the nature of business activity, particularly in a society characterised by patriarchy. This study also makes practical contributions for research and for practice.