“Gyan Management” is an International Bi-annual refereed Journal published by Gian Jyoti Institute of Management and Technology, It is dedicated to enhancing teaching and learning in the field of Management & Commerce, Information Technology and Travel & Tourism. The focus of the journal is on collating applied research and reflections relevant to various discipline practices and disseminate knowledge. Indexing Details: Google Scholar, Base, Crossref, SCILIT, Scopus-Applied For, ICI, ASI.
Gian Jyoti Institute of Management and Technology
Marketing Opportunities In The Digital Economy
Introduction: The Digital Economy refers to a collection of economic and commercial activities that utilize digital technologies and electronic communications. This type of economy typically includes various sectors and activities such as e-commerce, digital marketing, digital financial services, digital content production, software, computer games, cloud services etc. Focus of Research: This abstract provides a concise overview of the research paper on “Marketing Opportunities in the Digital Economy.” The paper explores the various marketing opportunities that have emerged in the digital economy, driven by advancements in technology and the increasing reliance on digital platforms. It analyzes the strategies and techniques employed by businesses to reach and engage with their target audience in this digital landscape. The abstract also highlights the impact of the digital economy on consumer behavior and the implications for marketers. The findings of this research offer valuable insights for businesses seeking to capitalize on the marketing opportunities presented by the digital economy. Objective: The objective of this research paper is to explore and analyze the various marketing strategies and techniques that have emerged in the digital economy. The paper aims to identify the benefits and challenges of digital marketing, understand the impact of the digital economy on consumer behavior, and provide insights and recommendations for businesses seeking to capitalize on the marketing opportunities in the digital landscape. Learnings: The learnings from this study will contribute to a deeper understanding of examining the digital economy and its impact on businesses and users, as well as evaluating the opportunities for easy and fast access to products and services that can lead to increased efficiency and productivity. It will provide businesses with actionable insights to optimize their digital marketing strategies and enhance their ability to attract and retain customers in the digital age.
Copyright (c) 2024 Gyan Management Journal https://creativecommons.org/licenses/by/4.0
Bridging Digital Divide Among Demographics: Need, Barriers and Ways
With the help of service delivery through mobile phones and other electronic devices using internet, there is a reduction in the fatigue of customers. And this is a positive note in digitalization of public electronic service delivery system. But the spread of information and communication technology and digital transformation across the world has given birth to digital divide especially in developing and developed countries. The unequal distribution of income, age disparity, gender differences and differing educational background are the bases on which the gap is widening. Digital competency is a necessity. For bridging the gap, no one can afford to be left behind. Present study is an attempt to understand the need and challenges faced in eliminating digital divide and the possible ways to handle the problem.
A Bibliometric Analysis on Transformational Leadership
This paper reveals the literature on transformational leadership. The study focuses on gathering the information related to the transformational leaders. The data was collected from 6,090 papers published from 2012 to 2022. The search items considered the following keywords: “transformational leadership”, “transformational leader”, “transform leadership”, “transform leader”. Searching the Scopus database for transformational leadership titles, abstracts, and author key words yielded a total of 12,874 entries. Prior to processing the analysis, the author keywords were re-labeled by making a thesaurus file. The current study has used PRISMA (Preferred reporting items for systematic reviews and meta- analyses) guidelines and procedures. This study also focused on how the researches have been continuously progressing on transformational leadership. Its goal is to make this topic’s research more visible by showcasing its present features and providing a thorough and retrospective evaluation of publications. The study used VosViewer to analyze the collected data.
Examining Employees’ Perception In The Postal Department: A Comprehensive Review
The postal department of India fosters national integration and socio economic development by acting as a cornerstone of communication, connectivity and commerce. With the changing business scenario, practices of business organization have changed dramatically which ultimately redefines the role of employees. This review study examines employees’ perceptions within the postal department, aiming to understand the various factors that influence their perception. Through a comprehensive analysis of existing literature, including empirical studies and theoretical frameworks, the research highlights key determinants such as job satisfaction, workplace culture, reward system, management citizenship, communication, and opportunities for growth. By synthesizing these findings, the study underscores the importance of addressing these factors to enhance employee satisfaction, foster a positive work environment, and ultimately improve organizational performance within the postal sector. This abstract provides valuable insights for postal department managers and policymakers seeking to optimize employee perceptions and improve overall effectiveness in the workplace.
Bibliometric Analysis of Global Research on Classroom Incivility
Purpose- The purpose of this study is bibliometric analysis of classroom incivility articles published in the journals indexed in Scopus database between 1996 to 25th May, 2023. Design/Methodology/Approach- In bibliometric analysis, a systematic review of classroom incivility using Scopus database has been done. Findings- The publishing trend indicated that the analysis in the field of classroom incivility is in nascent stage. Regarding journals, citation impact, co-authorship, institutions, and authors in this research topic, the United States placed first. Classroom incivility has mainly been associated with nursing field. The most influential journals are Journal of Nursing Education followed by Nurse Educator, Nurse Education Today, and Nursing Education Perspectives. And the most popular keywords are student incivility, social behaviour, incivility and classroom incivility on the basis of their occurrence.
EFFICIENCY IN INDIA: AN EMPIRICAL STUDY OF PUBLIC AND PRIVATE SECTOR
This study delves into the Total Factor Productivity (TFP) growth of major Indian private and public sector banks from 2012 to 2022, employing the Malmquist Productivity Index and Data Envelopment Analysis (DEA). It scrutinizes TFP change, technical change, and efficiency change within the banking sector. Among public sector banks, approximately 58% exhibit positive productivity changes, contrasting with the increased productivity of private banks displaying 31.5%. Significant differences in TFP become evident, with Canara Bank ranking highest among public sector banks, achieving a TFP score of 1.059, while Punjab National Bank exhibits the lowest TFP, averaging at 0.948. In the private sector, Axis Bank emerges as the frontrunner with an average TFP of 1.145, whereas Tamil Nadu Mercantile Bank lags behind with an average TFP of 0.381. These findings furnish policymakers and stakeholders with crucial insights to formulate strategies aimed at bolstering the technical efficiency of both private and public sector banks in India, significant for the sector’s sustained growth and stability.
Bancassurance Business In India: Reviews From The Perception of Bank Employees
Over the past one decade, financial market of India has witnessed a remarkable change in banking and insurance sector. The insurance company sells insurance related products with the help of bank sales channel. When these two big financial institutions join together with a mutual purpose, it gives birth to “Bancassurance”. The success of bancassurance business hinges on the employees’ attitude who executes bancassurance practices in banks. The purpose of the study is to provide better insights of the employees’ perspective on bancassurance. The study reviewed various research papers taken from relevant research databases. Further, study explains the analysis of employee’s perspective under three dimensions i.e. motivating factors of bancassurance, perceived benefits of bancassurance and problems of bancassurance. The results of the study revealed that positive perception of employees plays a vital role in success of bancassurance and enhances the excellent customer’s relationship.
Fin Tech – A game changer, risks and return
Fin Tech revolution can be traced to the global financial crisis. In the Indian context, the Fin Tech revolution has been primarily in the field of payment systems and there has been a quantum increase in the last decade. Regulators have taken a number of regulatory initiatives for the development of Fin Tech landscape. The digital advancement is also fraught with risks pertaining to mis-selling, data privacy and online fraud. Therefore, in order to harness the potential of digital innovations, it is important there is need for spreading awareness among regarding risks associated with online/cyber transactions, there is also need for bolstering up the digital infrastructure and also cost effective technology to reach the under privileged sections of the society.
Green Human Resource Management Practices in the Hotel Industry: Ethiopian Perspective
This article’s primary focus is on the application of green HRM techniques by the hotel sector. Every subordinate and the management bodies must be committed to making the organization green. Nowadays, the larger picture of human resource management is examined in light of sustainability. The degree of application was examined by identifying and evaluating six key GHRM item components. Green employee empowerment and participation, green training and development, green performance management and appraisal, green reward and compensation, and green management of organizational culture were the highlighted GHRM practices. The degree and scope of green HR practices are evaluated using an exploratory research design. For this study, data from both primary and secondary sources were compiled. In order to update and validate the list of fundamental GHRM practices that had previously been found through literature reviews, input and suggestions from aspiring HR managers were now critically needed. According to the findings, the overall GHRM practice implementation is 2.07, which is regarded as a low level. Moreover, the statistical outcome indicates that workers are receiving compensation and benefits for their contributions even in the lack of appropriate eco-friendly hiring, training, and development guidelines. The results of statistical analysis indicated a strong positive correlation between environmental performance and the six green HRM practices.
Effect Of Online (Social) Media Influencers On Consumer Purchase Intent: A Young Generation Perspective
The growing use of online (social) media and mobile technologies made it easy for people to generate content and share details about their personal lives online. This has created an environment that has contributed to the rise of online (social) media influencers, a community of operators who attained a level of notoriety similar to that of celebrities in the online world. With the decreasing efficacy of conventional advertising strategies, more professionals have realised in recent years the importance of online (social) media influencers in promoting awareness of brand and sparking buyer dialogues (Lou et. al.,2021). In recent times, a increasing number of professionals acknowledged the significance of online (social) media influencers in augmenting brand recognition and adopting consumer dialogues, mainly considering their diminished efficacy of conventional marketing strategies (Baker 2021)
Understanding Efficacy of Literature Retrieval on Robo-advisory in Finance Sector: Exploring Performance Metrics
Objective: Aim is to evaluate and compare performance of Scopus and Web of Science database in retrieving literature for Robo-advisory in finance sector. Methodology: Five systematic literature reviews and bibliometric analysis on the theme Robo-advisory were selected. References of these 5 SLR were considered and a corpus of 137 most relevant documents were identified. From titles of 137 documents, most commonly used keywords were identified and search query “Robo-advi*” was formulated. Precision, Recall and F1 measure were calculated after executing the query on Scopus and Web of Science databases. Results: Higher recall of 75.2% was exhibited for the query by Scopus as compared to 34.31% by Web of Science. Thus, Scopus is more effective in capturing relevant literature on the theme. The precision of query executed on Scopus was 65.71% as compared to 61.98% in Web of Science. Thus, implying that a large proportion of information retrieved from Scopus is relevant to search query thereby indicating a higher level of accuracy by Scopus. From the results of F1 score, Scopus has a better balance between precision and recall. Thereby concluding that Scopus is more effective in information retrieval as it retrieves lesser number of irrelevant documents. Contribution: It offers valuable insights into the effectiveness of information retrieval from these databases on the theme under study. Researchers can make more informed decisions about selecting database for literature review and bibliometric analysis.
Human resource transaction management system security optimize using multithreading with blowfish Algorithm
Today HRMS (Human resource management system) application around data transmitting from one place to another is challenging and doing this with real-time data is even more difficult to service time minimize and secure. In this paper using Blowfish algorithm with multithreading technology we will solve the waiting time using dis tributed data streaming platform. This approach will become ideal to daily life where each and every user get services in optimize way with secure direction.
Servant Leadership Characteristics- Testing The Relability of Scale in Select Government Hospital
Purpose: The study is an attempt to test the standardization of a foreign scale on Servant Leadership Characteristics that is ‘The Organizational Leadership Assessment’ (OLA) (revised) evolved by James Alan Laub (1999) in selected Hospital Organization in Panchkula (India). Design/Methodology/ Approach: Specifically, as defined by James Alan Laub, the dimensions which are six in number that is a.) Values People, b.) Develops People, c.) Builds Community, d.) Displays Authenticity, e.) Provides Leadership and f.) Shares Leadership were used to build a servant leadership scale. The questionnaire was filled by 100 respondents from Panchkula (India). Further to test the reli ability and validity of it, Cronbach’s Alpha and Measures of Dispersion were used. Findings: The 6 dimensional measure of 60-items instrument main tains the Cronbach’s alpha for Servant leadership dimensions ranging between 0.879 - 0.921 which is above the significance level of 0.60. All the items have reliability above prescribed significance level, i.e.0.60. Practical Implication: It is anticipated that the Organizational Leadership Assessment will function as a valuable and significant resource for doing more study in various fields in the future.
The Nexus of Education and Innovation with Sustainable Development
Education and innovation are critical drivers of sustainable develop ment. Education empowers individuals and communities to under stand and address complex sustainability challenges, while innovation provides the tools and technologies needed to transition to a sustain able future. The digital age has revolutionized global education, pre senting both transformative opportunities and complex challenges. The paper highlights the nexus between education and innovation, emphasizing the role of education as a catalyst in driving innovation and sustainable development. Digital technologies, such as artificial intelligence, virtual reality, and augmented reality, offer transforma tive potential to enhance teaching, learning, and accessibility, fostering personalized learning experiences. Additionally, the paper presents real-world examples of how education and innovation are being lev eraged to promote sustainable development. It acknowledges regional variances in educational landscapes. The paper presents key findings that demonstrate the crucial role of education in fostering sustain ability consciousness and empowering individuals to make informed decisions for a sustainable future, also emphasizes the role of innova tion as a catalyst for sustainable development, driving the creation of new technologies, processes, and business models to address environ mental, social, and economic challenges.
Status of Women Employees and Job Satisfaction of Women Working in Corporate Sector
The present paper examines the level of job satisfaction working in the corporate sector in the region of Gurgaon and Chandigarh. The major findings of the study are that women are entering the corporate sector in high numbers however their proportion is still less vis a vis their male counterparts. In the present study, majority of the women were found to be dissatisfied with their present jobs. There were many reasons for dissatisfaction among the respondents. Out of which mainly were heavy work load, long working hours, biased promotion policies and unequal pay. Further, it was observed that unseen barriers are quite prevalent in the corporate world due to which women are not able to reach at the top managerial positions. These barriers are prevalent due to the misconceptions created in respect of the ability and potential of women employees. This patriarchal mindset of the people working in corporate sector is the major hindrance in their growth and progress.
In this book, Jim Collins is set out to differentiate between the good companies and great companies. The author explains how and why very few good companies are able to make the leap to excellence. Collins along with his research team identified 11 American Corporations that can be considered to be good-to-great examples. They studied the makeover process that each company went through to become great. This work is truly a masterpiece. Collins gives the idea of a flywheel at the core of a company that can take off a mediocre or good company from status-quo to great company.
Perception of Anthropomorphism, Intelligence and Adoption of AI: A case in mobile banking
Purpose – Artificial intelligence (AI) has completely transformed the mobile banking industry, but little is known about how particular AI features influence consumer acceptance strategies and avoidance behaviours in the literature. To address this gap, the present study examines how users’ intentions to embrace AI-based mobile banking are influenced by the pivotal characteristics of AI, perceived intelligence and anthropomorphism. Design/methodology – A cross-sectional descriptive research design was used for this study. Further, a judgemental non-probability sam pling was employed to identify the 100 respondents. The data was sub sequently analysed using PLS-Structural Equation Modeling. Findings – The results exhibit that both PI and PA positively and sig nificantly impacted consumers’ intention to adopt of AI-based mobile banking apps. It also offers theoretical underpinnings for the adoption of AI-based mobile banking apps. Furthermore, findings furnish prac tical guidance that can be instrumental for banks contemplating the implementation of AI to enhance user retention strategies. Originality/value –This study adds valuable contribution to the field by shedding light on the nuanced aspects of AI and their substantial impact on users’ intention to adopt mobile banking app services.
Copyright (c) 2023 Gyan Management Journal https://creativecommons.org/licenses/by/4.0
Interface of Social Media and Financial Products: An Integrative Literature Review
INTRODUCTION AND PURPOSE OF THE STUDY: This study delineates the primary domains and existing dynamics of the inter face between social media and financial products suggesting future research directions. Going beyond the mere traditional forms of mar keting, this integrative review covers the research on social media marketing specifically in terms of providing assistance, usage to the consumers with regards to financial products and financial innova tions which ultimately fosters the financial development of a nation. The purpose of this integrative literature review is to propose a frame work for using social media as a tool for marketing, consumer man agement, and financial product promotion. RESEARCH OBJECTIVE: The objective of this integrative literature review is to develop a comprehensive framework that highlights the potential of utilizing social media as a strategic instrument for marketing, consumer management, and promoting financial products. RESEARCH METHODOLOGY: The study conductedantegrative literature review utilizing the Scopus databases, encompassing publi cations up to May 2023. This review included articles from the fields of marketing, decision sciences, finance, and economics. The analy
Examining Antecedents of Job Stress: A Demographic Analysis of State Bank of India Employees working in Cachar District of Assam
The present study aims at assessing antecedents of job stress among employees of State Bank of India (SBI) operating in the Cachar district of Assam, taking into account gender, designation, and job experience. The findings reveal that male bank employees experience more job related stress than their female counterparts. Furthermore, employees in managerial positions exhibit higher stress levels than clerks, primarily due to role overload and poor relationships with other staff. Regarding job experience, the results indicate that employees with less than five years of experience endure a significant amount of stress, particularly related to role ambiguity, role conflict, group politics, and unfavorable working conditions.
Effect of Corporate Governance on the Financial Performance (Sustainability) of Microfinance Institutions in Ethiopia
This study investigated the relationship between the financialperformance and corporate governance of microfinance institutionsusing a sample of 25 MFIs from 2012 to 2021 with a balanced set ofpanel data. The study used secondary data and employed a descriptiveresearch design and a quantitative research approach. The empiricalresults showed that Female CEOs, Women directors, and internaauditors reporting directly to the board of directors and ProfitOrientation have a positive relationship and statistically significant effecton financial performance (ROA and OSS). The study recommendedas microfinance institutions should consider the gender diversity ofCEO and on the Board of directors and the board of directors also giveattention to internal auditors to report directly to them. Moreover, thestudy suggested for future researchers may be interested in validatingthe stability of the result and providing additional results for this studyby including other variables (Internal and external).
The fast pace of innovation in technology is shrinking the world. The digital technology of Industry 4.0 has reduced the role of human beings and boosted automation. The world is on the threshold of using technology of industry 5.0 commercially with the advantage of human interaction from the technology of Industry 4.0. This research paper analyses the current state of industry 4.0 and future implications of industry 5.0 in the dynamic business environment. One emerging theme is Human- Robot coworking. There is an emphasis on sustainable and resilient production systems. The main aim of the researcher is to determine whether industry 5.0 is truly human centric and also to look at the changes the first and third world countries are likely to face during the implementation of industry 5.0. with the aim of achieving sustainable processes.
Case Study on Migrated Women Employment from Rural to Urban Areas in Uttarakhand
This case study explores the phenomenon of women’s migration from rural to urban areas in Uttarakhand, India, and its impact on their employment patterns. Uttarakhand, a hilly state located in northern India, has witnessed significant rural-to-urban migration in recent years. The study investigates the socio-economic factors driving this migration, the challenges faced by migrant women in the process, and the opportunities and constraints they encounter in securing employment in urban settings. The research employs a mixed methods approach, combining qualitative interviews and focus group discussions with quantitative analysis of secondary data. Primary data collection involves interviews with migrated women, community leaders, and key stakeholders in urban areas, along with focus groups comprising both migrants and non-migrants. Secondary data sources include government reports, academic studies, and relevant literature. The findings reveal several key insights. Firstly, economic factors, such as lack of employment opportunities, limited agricultural productivity, and aspirations for better livelihoods, emerge as primary motivations for rural women’s migration to urban areas. Secondly, social factors, including changing gender roles, education, and social networks, play a significant role in the decision-making process. However, the study also uncovers numerous challenges faced by migrated women, including discrimination, exploitation, inadequate access to education and healthcare, and limited social support networks. Moreover, the
Default Risk Prediction in Firms via Statistical Techniques – A review
The current study presents the literature review of default risk prediction studies for the period 1930-2022. The rising corporate default is a reason of concern for banks and companies. It has particularly attracted the attention of researchers since the global crisis of 2008-09. The review is based on statistical techniques including discriminant analysis, multiple discriminant analysis, logistic regression, conditional logistic regression and probit regression. The review targets the following aspects of the studies: country origin, period of study, financial indicators used and accuracy of results. Analysis of review depicts that logistic regression (LR) is the most applied technique among statistical techniques to predict corporate failure. However, focus has now been shifting to intelligent techniques in 21st centuary.
Systemic risk and Efficiency analysis of the banking sector: A comparative study of Indian Public and Private Banks
The academics, policymakers and regulators have shown significant curiosity in the study of systemic risk. Intra-country systemic risk has been studied in context of developed economies, but in the context of developing economies it seems to be rare. This research paper’s objective is to present an innovative presentation of the complex interplay between efficiency and systemic risk in Indian banking sector- public and private banks. Due to disagreement among the scholars regarding the relationship between these two factors, we tried to investigate this issue by collecting data from banks listed on the Nifty PSU Bank Index and Nifty Private Bank Index over the period from 2003-04 to 2018-19. The fundamental connection between efficiency and systemic risk has been checked threw granger causality. The results indicate that efficiency and systemic risk are significantly and negatively related, and the relationship is bi-directional for private banks and uni-directional for public banks. Both scholars and regulators could benefit from this article findings.
Impact of Job Satisfaction on Moonlighting- Intentions: A Study on IT professionals of Tricity
This paper aims to empirically study the relationship and impact of Job Satisfaction on moonlighting intentions of IT professionals. The present significant theoretical foundation of this study is the ‘Attitudes and Alternatives Model’ (AAM) of Withdrawal Cognitions. This model explains turnover due to dissatisfaction in the broader aspect and its related antecedents (which also include searching for alternative employments and intending to moonlight) and the possible consequences. The population of the study was IT professionals having a minimum of two years of experience in the province of Tricity (Chandigarh, Mohali, and Panchkula). To test the statistical and substantive significance, primary data from IT professionals have been collected through reliability-tested scales and analysed using SPSS 26.0. Purposive sampling has been used to select and collect data from the respondents who specifically belong to the target population of the present study.
Development of Technology Adoption Framework on the use of Smart Classrooms
Smart classrooms have emerged as an innovative solution for educational institutions to deliver quality education during the COVID-19 pandemic. The study focuses on students’ perspectives and preferences regarding smart classrooms and recommends effective implementation strategies based on educators’ experiences and a well-established Technology Adoption Framework (TAF). The study employed a mixed-methods approach, combining quantitative and qualitative research methods. 188 students who experienced learning in a smart classroom participated in the survey based on the Technology Acceptance Model (TAM), and 16 experienced teachers who taught in smart classrooms participated in qualitative research based on SWOT and PESTLE analyses. Based on the researcher’s analysis, it has been found that students are highly interested in having a smart classroom in their educational institution. The study highlights students’ receptiveness and sheds light on the valuable insights shared by teachers regarding the optimum utilization of smart technology in the classroom environment. The researcher has developed a Technology Adoption Framework named SMARTCLASS, which includes several crucial components such as communication, training, management support, and user involvement. This framework is expected to enhance the classroom’s overall teaching and learning experience, ensuring optimal technology and resource utilization.
Digital Life Insurance- A Post Covid Agenda
Covid19 outbreak has not spared any sector. The entire Service sector was majorly impacted by this deadly virus. But Life Insurance was one of the sectors which benefited in this period. Digital services are the need of the time. Technology has become the backbone of every service industry and Insurance enhanced their services in the post covid era. Though the Insurance Industry was one of the quickest to adopt technology in the services but left itself behind with its updating. Insurance provides not just security but also encourages savings and provides long term funds with overall economic growth. This paper focuses on the extensive literature review of digital trends in the life insurance sectors and the hinderance faced by the life Insurance sector in digital adoption post covid. The results of the study showed the need of digital insurance in the rural areas as well as its importance in the untapped areas as Insurance penetration is not at its peak yet despite of all the years in this business. The study also shows various hurdles faced by the life insurance industry in the digital adoption with various suggestions to coop-up with the current tech era.
Multidisciplinary Education: Strategies for Implementation
Multiple skills are required to be exhibited by an individual at the workplace in order to be successful and productive. Skills like, critical thinking, problem solving, team building, communication and ICT are all required to perform any job effectively. Further, the solutions to the problems in the real world do not lie in any one specific discipline, rather need a multidisciplinary approach. Taking note of this issue, The National Education Policy announced in 2020, has proposed a shift towards multi-disciplinary education. The present paper dis cusses the various recommendations given by NEP 2020 with regard to multidisciplinary education and the strategies that are needed to implement these recommendations.
Leadership In Ethiopian Public Universities; Capacity And Challenges
Literature is evidently characterized by a plethora of definitions and correspondingly the actual practice of leadership is characterized by complexity. This applies to the leadership of higher education too. But it is the public universities that has to contend more with competing needs and expectations of diverse stakeholders. This paper thus examines leadership capacity and challenges in Ethiopian public universities. To this end a mixed approach was utilized. The result shows that leaders of the study area lacks the ability to manage complexity and change, and a knowledge of the technical and quantitative skills necessary , and the managing of diversity, the ability to work as a team were also lacking. Furthermore, Leaders have a propensity to concentrate on known issues and known solutions. The Study also suggested that leaders with a full range of traits on personal, organizational, performance and social mastery are needed to lead and fully engage in the process of achieving sustainable performance outcomes. Empowerment must play a role in developing ‘the best qualities’ of our people. Finally, providing a training link between all levels of the hierarchy were deemed vital for leadership excellence to flourish
Revisiting the Antecedents of Green Marketing Communication: A Pathway towards Sustainability
Companies these days, are recognizing the relevance of pro environmental marketing strategies in their business practices. But prevailing malpractices of greenwashing have increased consumers’ scepticism about companies’ green endeavours. Need of the hour is to effectively communicate genuine sustainable practices to eradicate brand mistrust and promote ecological behaviour among consumers.Literature Review Though some efforts have been made in strengthening the literature on GMC by Chang et al. (2021), Koo et al. (2006), Dinh et al. (2023), Mao & Zhang (2013). But the integrated framework on the same is still unavailable. Purpose of the Study The present study aims to propose a theoretical framework conceptualizing the antecedents of Green Marketing Communication that shape the consumers’ attitude towards GMC. Research Methodology Based on the exploratory qualitative design, the study proposes and corroborates various antecedents of GMC drawn from previous literature.