Shilpee A. Dasgupta

Based on the foundations of femininity-masculinity and assertiveness-responsiveness, this study investigates the interplay between gender roles and social styles in managerial behavior and its impact on employee voice and engagement in a fully remote work setting. The research gathered data from 542 Information Technology (IT) professionals with a two-wave survey design. The results suggest a potential linkage between gender roles and social styles. Managers with androgynous gender roles are more likely to exhibit expressive social style than any other style; masculine gender roles exhibit driver social style, while managers with undifferentiated gender roles are likelier to demonstrate analytical social style. The findings further indicate that managers exhibiting higher levels of femininity within their gender role (androgynous and feminine) positively impact employee voice and engagement. In contrast, lower levels of femininity (masculine and undifferentiated) seem to correspond with diminished employee voice and engagement. This pattern also extends to social styles.

In this chapter, the authors examine Corporate Social Responsibility initiatives to empower Indian women, emphasizing that sustainable development is unattainable without their active participation. The study employs a non-probability purposive sampling technique to analyze secondary data from CSR reports of Indian companies from 2014 to 2018, including sources such as the High-Level Committee-2015 (HLC-2015), the CSR Reporting Survey 2019, the National Health Survey of Families Health, and the top 10 women empowerment projects through CSR initiatives in 2018-19. Utilizing percentage analysis, the chi-square test, and ANOVA, the study assesses the impact of CSR initiatives on women's personal and professional growth in both social and economic spheres. Furthermore, the chapter proposes a conceptual framework to enhance women's development through CSR. This chapter contributes valuable insights into the role of CSR in fostering women's empowerment in a developing economy like India.

Purpose: Job embeddedness is considered crucial for organizational success, as it promotes social capital and helps to reduce turnover. A holistic review of job embeddedness remains elusive despite gaining researchers' and practitioners' attention. Therefore, this study aims to synthesize the past literature to understand the concepts and emerging themes in the domain. Further, it helps identify future research avenues and proposes a comprehensive conceptual framework.Design/methodology/approach: The study used bibliographic data of 263 Scopus-indexed publications from inception, i.e. 2001 to 2021, which were subsequently analyzed using diverse bibliometric and content analysis (TCCM) framework and software like Microsoft Excel, Vosviewer and “Biblioshiny” package in R language.Findings: The study analyzes the domain via performance analysis which sheds light on the increasing publication trends and different significant contributors (authors, publications, countries, journals and universities). Science mapping techniques such as keyword analysis identifies author keyword evolution and trends. The content analysis showcases the dominance of diverse psychological theories applied in the domain. Also, the bibliographic-coupling analysis highlights major clusters and associated research publications. The study provides future research avenues, followed by a conceptual framework highlighting the antecedents, moderators and outcomes of job embeddedness.Originality/value: This study is the first bibliometric and content analysis exploring job embeddedness and will aid in developing a comprehensive understanding of the research topic.

Purpose: The purpose of this paper is to investigate the role of the “Big Five” personality traits (extraversion, openness, agreeableness, conscientiousness and neuroticism) on the adoption of augmented reality (AR), with a particular focus on the role AR may play in interactive marketing.Design/methodology/approach: A quantitative-based approach was followed by a questionnaire survey, which was completed by 230 respondents comprising graduate and postgraduate students, using structural equation modelling.Findings: While the trait of openness was positively associated with the perceived ease of use of AR, the usefulness of AR and subjective norms, the trait of neuroticism was negatively associated with the perceived ease of use of AR. Extraversion was positively associated with subjective norms. Perceived ease of use of AR, the usefulness of AR and subjective norms were positively associated with attitudes toward AR.Practical implications: The data gathered will add a valuable contribution to the currently limited data available on empirical consumer behaviour research, particularly in relation to the adoption of AR for interactive marketing.Originality/value: The findings of this study will benefit academics working on the adoption of technology in rapidly developing fields such as automation and artificial intelligence; the study also contributes to the emerging interdisciplinary domain of psychology, information systems, marketing and human behaviour.

Purpose: This paper aims to explore the consumers’ and service-providers’ perspectives on the factors influencing adoption of e-services in rural India. The purpose is to enable better diffusion of technology for societal development in this digital era. Design/methodology/approach: Using qualitative-based multiple-participant interviews, this study explores the factors affecting e-service adoption from two different perspectives. While interviews were conducted in five villages with 14 respondents to find out the perspectives of the consumers, this study also explores the service-providers’ perspectives through interviews conducted among 11 managerial respondents. Findings: Catering to personal needs, improving perceived usefulness, value-added options, data analytics for better understanding customers and improving service delivery of the e-service are the major factors identified by the service-providers. The study also concludes that convenience, compatibility, societal influence and availability of value-added addition of the e-service are decisive in e-service adoption from the perspectives of the consumers. Research limitations/implications: The first limitation of this research is that there can be common method bias. Second, there were overlapping themes. Practical implications: This study can help researchers working on the adoption of e-services in under-developed/developing countries. The findings of this study may help industries to focus on the determinants while designing the e-services for improving their rate of adoption. Social implications: This study will help in better diffusion of e-services in rural areas, which in turn will help in societal development in this digital era. Originality/value: The focus is on societal development through the adoption of e-services in rural areas. To the best of the knowledge of the researchers, no qualitative study has been performed to capture the perspectives of both the service-providers and the consumers on the adoption of e-services in India.