The study examines the phenomenon of emotional labour, with a special reference to the frontline hotel employees. Deep acting and surface acting have been discussed as emotion regulation processes. The study hypothesized that emotional labour results in emotional exhaustion and co-worker support acts as a moderator in the relationship between emotional exhaustion and emotional labour. Responses of 140 frontline hotel employees were measured using a self-administered questionnaire to obtain data on emotional labour, consequent emotional exhaustion and moderating role of co-worker support in the proposed relationship. The findings suggest that emotional labour leads to emotional exhaustion, and surface acting was positively related to emotional exhaustion and deep acting was negatively related to emotional exhaustion. Male and female employees, in similar profiles, showed differences in their emotional experiences and emotion regulation processes. Co-worker support was found to have a ‘reverse buffering’ effect suggesting that high level of co-worker support may result in decrease in job satisfaction as emotional labour increases. This was indeed an interesting observation. The article discusses the managerial implications of these findings.
The case study is about Hector Beverages Private Limited (HBPL), a company that ventured into energy drink and non-carbonated ethnic beverages of the genre of aam panna under the name of its flagship brand Paper Boat. Four years of existence and HBPL decided to foray into the ethnic sweet segment with a very quintessential offering named Paper Boat Chikki. Chikki, as we all know, is a hyper-seasonal offering to be consumed in the winter season. It is a traditional peanuts and jaggery preparation. The case maps the journey of local and handmade commodity chikki to the brand Paper Boat Chikki. The case elaborates upon the challenges faced by the brand and the strategies adopted to become a commodity brand. Also worth pondering is the expansion of HBPL into the snacks category. Is the move from drinks portfolio to snacks portfolio judicious?
This happens to be an era where a strong brand is no serendipity. Rather, a strong brand needs meticulous crafting and sculpting. Marketers need to develop strong, favorable and consistent brand associations. Of the multifarious ways available for developing brand associations, the paper discusses brand characters, as a potent means for imparting a strong identity to a brand. The paper discusses anthropomorphism, that is, the idea of endowing animals, inanimate objects and the like with human attributes and motivations. Chhota Bheem, is the protagonist in the paper. It's a brand character developed by a Secundrabad based animation firm named Green Gold Animation. Kids love Chhota Bheem, the wonder guy, and the brand character has parental approval too, as it talks of values, ethics, benevolence and magnanimity. The character has a strong parallel with Robinhood and shares similarities with Bheem of Mahabharata. The paper discusses the key success factors that have led to the popularity of Chhota Bheem and thus gives strong pointers and guidelines on building anthropomorphic brands-simple idea, contemporariness, licensing and merchandising, extensions being a few noteworthy factors behind the big success of Chhota Bheem. The methodology involves desk research, depth interviews and kids, parents and teachers. Direct observation is also used to understand why kids have a strong bias for the character.
Students are one of the many users of technology and the internet. So that the potential for students to become victims of cybercrime continues to increase. It happens because many internet users are not careful in using it. Cybercrime will not occur if there are awareness and caution from its users who, unfortunately, there are still many users not care about this. For this reason, it is necessary to conduct an analysis related to the awareness of social media and technology users of the danger of cybercrime for students. In this research, an analysis of students' awareness is carried out in the informatics engineering study program at Muhammadiyah University of Riau to find out how much the level of awareness about the dangers of cybercrime. The analysis is based on three categories, namely social media, cyber fraud, and user awareness. From the results of the study, it was concluded that the students of the Department of Informatics Engineering had a pretty good level of awareness. In the social media category, an average level of awareness was found at 84.2%, in the Cyber Fraud category at 81.75%, and in the user awareness category at 72.7%. So based on this value, the relevant authorities can compile policies related to appropriate education for students to avoid cybercrime.
Marketing to consumers based on the planned campaign has become history. The new and effective strategies are powered on immediacy and real-time moments and showcasing brands on the spot creativity and swiftness. Social media is also playing a powerful role for marketers to drive their campaigns to consumers. In this paper the author explores what is the business use of real-time marketing and why it is gaining momentum in the marketplace and how brands are leveraging the tides of change. Demonetization of currency was one such moment that marketers used for marketing themselves and connected to the consumers in no time. In this paper author also highlights with numerous examples how the de-monetization moment was marketed by Indian brands and what tactics were used by them to remain relevant at the same time to grow their business.
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