PurposeThe study investigates the impact of psychological contract breach on employees' innovative behavior and well-being (happiness, work engagement and mental well-being) who are working from home during this COVID-19 pandemic situation. Drawing on social information processing (SIP) and job-demand resource (JD-R) theory, job stress was proposed as a mediator explaining this relationship.Design/methodology/approachData were collected via a structured questionnaire through Google Docs from 258 respondents working at different capacity in Indian organizations. The study includes those respondents who are working from home during COVID-19 pandemic situation. The hypotheses were tested using structural equation modeling (SEM).FindingsPsychological contract breach was negatively impacting innovative behavior and well-being. Job stress mediated the relationship between psychological contract breach and innovative behavior as well as well-being during the COVID-19 pandemic situation and especially for those who are working from home only.Research limitations/implicationsThe data for the study were collected from the employees working from home during this COVID-19 pandemic situation was cross-sectional. The study implied or spoke about the unmet expectations leading to reduced innovative behavior harming the organization's effectiveness and it also reduces well-being which harms the individual in the era of social and financial uncertainty.Originality/valueThe novel contribution of the study is integrating SIP and JD-R theory during the pandemic situation. The results highlighted meticulous empirical evidence which answers the question that how the unmet expectations cause a detrimental effect on the employees as well as the organizations in this COVID-19 pandemic situation.
Purpose The purpose of this paper, systematic literature review, is twofold: to identify the factors influencing graduate job choice and to propose a theoretical model that can be useful for future research. Design/methodology/approach Thematic analysis of the literature available till June 2020 has been reviewed using electronic databases such as ABI/INFORM Complete, EBSCO, Emerald Insight, ProQuest, SAGE Journals, Science Direct (Elsevier), Scopus, Springer Link, Taylor and Francis Online, Wiley Online Library. Findings Out of more than 5,000 studies, 14 studies were found addressing the issue of career choice among graduating students. The thematic analysis result explored five themes such as internal factors, external factors, interpersonal factors, institutional factors and socio-demographic factors that can be considered critical for graduates’ career choice decision. Details of the subthemes are also identified. Research limitations/implications Implications for practitioners have been suggested from the internal factors, external factors, interpersonal factors, institutional factors and socio-demographic factors’ perspectives. The study result can be useful for conducting future research using quantitative data on graduate job choice. Originality/value This is the first attempt to present a comprehensive picture of past studies on graduate job choice and exploring the factors influencing graduate job choice.
The objective of this article is to study the relationship between brand equity and brand association in the context of advergames in India. Brand association is considered as an independent variable, and its impact on brand equity is investigated. This article includes an initial survey of youngsters of Gujarat state under an experimental research design. The data is analysed using factor analysis, MANOVA and multiple regression. Two factors extracted from the brand association, namely ‘specific attributes’ and ‘intangible attributes’, are found to be significantly impacting brand equity. Out of the two, ‘specific attributes’ explain higher variation compared to ‘intangible attributes’. The findings have practical implications for both academicians and practitioners. Although the findings are restricted to the FMCG sector, they can be somewhat generalized. They can act as a foundation for further research. They can also provide guidelines to the practitioners.
The novel coronavirus, COVID-19 has affected the advertising industry in India. This study tries to gauge the purchase intention towards hygiene products during the ongoing pandemic with reference to smartphone advertising. The purpose of the study is to explore the features of smartphone advertisements like advertising value perception, context awareness value and brand attitude, pertaining to COVID-19 hygiene-related advertisement narratives. To serve the purpose, two-wave shortitudinal study was conducted at time T1, that is, lockdown period and T2, that is, unlock period in India with the help of non-probability snowball sampling. The total numbers of respondents at T1 were 311, while for T2 the total 160 respondents were contacted through online mode. At T1, the relationship between perceived advertising value and purchase intention was not established, which depicts the pandemic effect. At T2, the relationship between context awareness value, brand attitude and purchase intention was established. Further, at T1, the brand attitude did not show a mediating effect on purchase intention, but at T2, it was found to have a mediation effect on purchase intention. The study has important implications as ongoing pandemic has altered the way of living. This also has significantly impacted the advertising industry especially the hygiene products.
PurposeThe study aimed at understanding the relationship between psychological contract breach, well-being indicators, i.e. subjective well-being and mental well-being and innovative behaviour.Design/methodology/approachData were collected via a structured questionnaire through Google docs from 238 academicians working at different capacity in Indian academic industries. The hypotheses were tested using structural equation modelling.FindingsPsychological contract breach was positively impacting occupational stress and occupational stress was negatively impacting work engagement. Work engagement positively impacted innovative behaviour and well-being indicators. Occupational stress and work engagement mediated the relationship between psychological contract breach and well-being and innovative behaviour.Research limitations/implicationsThe data for the study were collected from the employees working in education industry during the unlock COVID-19 pandemic situation.Originality/valueThe study contributes by integrating social exchange theory (SET) and job-demands resources (JD-R) theory in the pandemic situation. In the current COVID-19 pandemic circumstance, the results showed precise factual evidence that answers the question of how unfulfilled expectations have a negative impact on academicians and educational institutions.
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