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This study aims to answer two significant questions: What are the relative consumer and firm-level effects of marketing through metaverse compared to conventional marketing endeavours? What are the current trends in utilizing the metaverse as reported in the recent literature?

This study uses a systematic literature review methodology, using a Preferred Reporting Items for Systematic Reviews and Meta-Analyses flowchart to synthesize existing research. A total of 35 articles written in English were selected and analysed from two databases, Web of Science and EBSCO Host.

The findings indicate that consumer-level effects of the metaverse include consumer loyalty and brand attachment. The firm-level benefits are decentralization and cost reductions. The paper proposes a framework indicating variables that could attenuate or enhance the association between immersive components of the metaverse and their resultant effects.

This study contributes to understanding the role of metaverse in marketing practices related to the marketing mix components. The study conceptualizes a novel framework for the metaverse and its resultant effects.

Introduction: A company or organisation must resolve various problems in the business environment for better operation in any corporate environment. Such issues are traditionally handled in multiple ways. A small sector unit with many employees encounters this corporate issue, for example, the handicraft sector. The impact of handicraft issues and their intensity, speed, and regularity is growing in our system.

Purpose: This chapter studies how small businesses might succeed in the handcraft industry in a volatile, uncertain, complex, and ambiguous (VUCA) environment. There is a lack of proper knowledge of how the VUCA affects business proficiency in the Indian handicraft sector. A novel business strategy for the handicraft sector, like other business proficiency called best practices in handicraft business in a VUCA environment, will be presented along with a discussion about VUCA environments. This considers both the individual influences of each particular word and the overall impact of VUCA.

Methodology: The study included a thorough literature analysis for three learning areas: performance improvement, including VUCA, and the leadership incorporation of risk and quality. Awareness in the trade will be examined in further sections, as the mastery of VUCA is achieved with various traditional and digital management ideas.

Findings: The research defined a new unorganised firm concept to maintain and succeed in a high VUCA environment in the handicraft sector, identifying 18 important success characteristics through a comprehensive literature review. The authors proposed a conceptual framework for fusing quality management to attain proficiency in the handicraft sector VUCA environment.

Digitalization, financial technologies and the internet have rapidly advanced the business ecosystem posing a disruptive threat to how operations are fundamentally performed. Global hospitality and tourism companies face this challenge and have been early adopters in this field. This study aims to examine the role of blockchain technology in strengthening the marketing mix (product, price, place and promotion) and the its related impacts on the tourism industry.

This research adopts a systematic literature review approach to synthesize and assess the literature published on blockchain in tourism and tends to build a conceptual framework that depicts the relationships between different constructs.

The results show a lot of interest in using blockchain technology due to numerous advantages to tourism industry. This innovative technology can change this sector radically; assist small economies in strengthening and transitioning to the level of developed economies; and assist tourism companies in eliminating corruption, establishing a secure network and promoting equality between small and large entities.

Through industry examples demonstrating real-life use cases such as startups operating on the application of blockchain in tourism, to the best of the authors’ knowledge, this paper is a first attempt to draw the impact of blockchain technology on product, price, place, promotion (4Ps) in tourism sector. The proposed nine relationships can facilitate the future researchers in advancing the state-of-art on how blockchain-based technologies can shape the customers experience through promoting confidentiality, co-creation and effective destination planning.

The study responds to the common concerns of authors, reviewers, and editors on writing and publishing high-quality literature review (LR) studies. First, we evolved the background and decision elements on the five parameters of a quality LR paper: Planning, Operationalizing, Writing, Embedding, and Reflecting (POWER), from the editorials and guiding literature. Statistical procedure and refinement of 256 responses from writers, reviewers, and editors revealed 37 decision elements. Finally, a multicriteria-decision-making approach was applied to the detailed responses from the lead editors of ABDC, Scopus, ABS, and WoS journals, and 31 decision elements were found strong enough to represent these five parameters on the quality of LR studies. All five parameters are found important to be considered. However, a high priority is suggested for embedding (the results coming out of the review) and operationalizing (the process of conducting the review), whereas reflection, writing, and planning of LR papers still remain important. The purpose of the POWER framework is to overcome the challenges and decision dilemmas faced by writers and decision-makers. The POWER framework acts as a guiding tool to conduct LR studies in general and business management scholars in specific ways. In addition, this study provides a checklist (Table 6) and template (Appendix A1) of a quality LR study to its stakeholders.

Purpose: This chapter investigates the moderating impact of personality and demographic factors on the association between work–life balance (WLB) and the well-being (WB) of Ayurveda doctors in Sri Lanka.

Need for the Study: WB is necessary for everyone’s life. Individuals must meet proper WLB between their private and career life scenarios. On the other hand, employee WB and WLB are considered under the sustainable development goals. Hence, it is required to investigate the effect of WLB on WB.

Methodology: This quantitative, cross-sectional study was conducted with minimal researcher interference. The primary data were collected using structured questionnaires from Ayurvedic Doctors in Sri Lanka. The correlation, regression, and hierarchical regression analyses with multivariate assumptions were conducted using SPSS.

Findings: The findings reveal a robust positive association between the WLB and WB, indicating the same association between the WLB and personality. Moreover, there is a strong positive association between personality and WB. The results of the moderator analysis presented that there is a marginal moderator impact from the personality towards the association between WLB and WB.

Practical Implications: Ayurveda Practitioners and policymakers can use the generated knowledge in decision-making. The results of this study can be used as a reference by all industrial practitioners to improve their business practices. They can do this by raising employee WLB to enhance WB, which will help them keep the best employees within the company.

Purpose: This research discusses the importance of corporate social responsibility (CSR) and its link to a financial performance metric called net interest margin (NIM) in the context of non-banking financial companies (NBFCs). CSR initiatives can lead to long-term sustainability and improved financial performance, attracting investors seeking to align their investments with their values.

Need for the Study: The research composes portfolios based on financial companies’ CSR performance and NIM ratios to help investors understand the difference between CSR and financial performance, making investment decisions based on their portfolio goals and values. Striking a balance between sustainability and the financial performance of financial companies, will help investors find a suitable balance between portfolios for investment purposes.

Methodology: The authors used data from 55 financial companies for daily returns from 2014–2015 to 2021–2022 and used descriptive statistics to measure the performance of portfolios.

Findings: The findings suggest that financial companies in India have improved their CSR scores over time, indicating an increased focus on integrating socially responsible practices into their operations. The data also show that NBFCs are catching up with banks regarding CSR scores, and some NBFC portfolios even outperform banks regarding returns. However, the study also highlights the need for some companies to focus more on CSR and business operations.

Practical Implications: The results serve as a benchmark for financial companies to assess their relative CSR performance, highlighting the need for companies to focus on integrating socially responsible practices into their operations and guiding areas where companies can improve.

This article aims to develop procedures for estimation and prediction in case of Type-I hybrid censored samples drawn from a two-parameter generalized half-logistic distribution (GHLD).

The GHLD is a versatile model which is useful in lifetime modelling. Also, hybrid censoring is a time and cost-effective censoring scheme which is widely used in the literature. The authors derive the maximum likelihood estimates, the maximum product of spacing estimates and Bayes estimates with squared error loss function for the unknown parameters, reliability function and stress-strength reliability. The Bayesian estimation is performed under an informative prior set-up using the “importance sampling technique”. Afterwards, we discuss the Bayesian prediction problem under one and two-sample frameworks and obtain the predictive estimates and intervals with corresponding average interval lengths. Applications of the developed theory are illustrated with the help of two real data sets.

The performances of these estimates and prediction methods are examined under Type-I hybrid censoring scheme with different combinations of sample sizes and time points using Monte Carlo simulation techniques. The simulation results show that the developed estimates are quite satisfactory. Bayes estimates and predictive intervals estimate the reliability characteristics efficiently.

The proposed methodology may be used to estimate future observations when the available data are Type-I hybrid censored. This study would help in estimating and predicting the mission time as well as stress-strength reliability when the data are censored.

The purpose of this paper is to investigate how employer brand experience (EBE) impacts organizational citizenship behavior (OCB). In addition, it aims to identify the mediating role of employee engagement (EE) in relationship between EBE and OCB.

To test the research hypotheses, a web questionnaire was developed and data were collected from 426 respondents working in the Indian banking sector. Hypotheses were tested using structural equational modeling.

EBE was positively related to OCB. The predicted mediating role of EE in the relationship between EBE and OCB was also supported.

The study is confined to the banking sector only, which limits the generalization of the findings.

The results imply that firms should leverage on various dimensions of employer brand (EB) i.e. compensation, work–life balance, working environment, training and corporate social responsibility to enhance EE and OCB.

The research is among the very few to confirm the role of EBE vis-à-vis current employees especially in a collectivist society like India. The study also confirmed the mediating role of EE between EBE and OCB which have not been studied previously.

With a population of 472 million, Generation Z in India is the largest in the world. This chapter studies the demographic breakdown of the members of Generation Z, their political and social concerns, their career aspirations, their workplace preferences, and the changing consumer attributes. The research design for this study incorporated a qualitative approach comprising of four focus group discussions (see Appendix). Members of Generation Z in India show common behaviours and preferences with their counterparts around the world. However, members of Generation Z in India have clear opinions and ideas of how youth can contribute to a developing nation like India.