Georgios Tsekouropoulos

Private healthcare organizations increasingly compete on their internal culture and on how consistently that culture reaches patients, particularly in destinations where treatment and cultural tourism overlap. Organizational communication and internal branding are established antecedents of employee commitment, but whether they are also associated with employees’ digital behavior has not been examined. This study extends a communication–branding–commitment framework by adding employees’ digital engagement in cultural tourism promotion (EDCTP), a newly developed measure, as a distal outcome. A structured questionnaire was completed by 247 professionals in three private healthcare institutions in Greece. Confirmatory factor analysis, correlation analysis, multiple regression, and bootstrapped mediation analysis were used. Organizational communication and internal branding were both positively associated with employee commitment, and internal branding partially mediated the communication–commitment relationship. Commitment was the strongest predictor of digital engagement and partially mediated the associations of both communication and branding with this outcome. Given the cross-sectional design, these relationships are interpreted as associations rather than causal effects. The findings suggest that healthcare managers who wish to encourage employees’ voluntary digital promotion should treat communication and internal branding as complementary rather than interchangeable levers.

Sustaining high performance in private healthcare requires that internal organizational processes actively reinforce the values employees carry into their daily work. This study examines how organizational communication and internal branding shape employee commitment, positioning commitment as a foundational condition for sustainable organizational performance in health services. Drawing on quantitative data from 247 healthcare professionals, a structured questionnaire validated through reliability analysis and Confirmatory Factor Analysis was used to assess the direct and indirect pathways between these constructs. Multiple regression analysis confirmed that both organizational communication and internal branding are significant positive predictors of employee commitment, with communication carrying a marginally stronger direct effect. Mediation analysis further revealed that internal branding mediates the relationship between organizational communication and employee commitment, accounting for approximately 29 percent of the total effect. These findings suggest that coherent communication structures and well-anchored internal branding practices are associated with the kind of internal alignment that prior research has linked to workforce stability and service continuity, which are themselves proximal conditions for organizational sustainability. The study concludes by proposing an integrated managerial framework that brings these two strategic levers into closer coordination, while acknowledging that distal sustainability outcomes were not directly measured and should be assessed in subsequent longitudinal research.

Generation Z, a cohort defined by digital connectivity, sensitivity to social influence, and environmental awareness, has attracted considerable scholarly attention in sustainable consumption research. Yet a persistent gap between their expressed pro-sustainability attitudes and actual purchasing decisions remains well-documented. This study examines whether Gen Z characteristics help bridge that gap by directly influencing sustainable purchase behavior and by moderating the role of purchase intention in that process. A quantitative design was employed using survey responses from 302 Gen Z consumers. The findings suggest that while Gen Z characteristics significantly predicted actual sustainable purchasing and purchase intention exerted a positive direct effect, the interaction between the two was negative and statistically significant. Conditional effects analysis further revealed that the influence of generational characteristics on purchasing behavior is stronger at lower levels of purchase intention and progressively weaker as intention increases. These results suggest that traits such as digital responsiveness, social embeddedness, and environmental orientation do not merely reinforce existing intentions but appear to compensate for their absence, activating sustainability-aligned behavior even when motivational commitment is limited. The study repositions the intention–behavior gap among Gen Z as something modulated by generational characteristics that drive purchasing behavior when intention alone falls short.

Sustaining high performance in private healthcare requires that internal organizational processes actively reinforce the values employees carry into their daily work. This study examines how organizational communication and internal branding shape employee commitment, positioning commitment as a foundational condition for sustainable organizational performance in health services. Drawing on quantitative data from 247 healthcare professionals, a structured questionnaire validated through reliability analysis and Confirmatory Factor Analysis was used to assess the direct and indirect pathways between these constructs. Multiple regression analysis confirmed that both organizational communication and internal branding are significant positive predictors of employee commitment, with communication carrying a marginally stronger direct effect. Mediation analysis further revealed that internal branding mediates the relationship between organizational communication and employee commitment, accounting for approximately 29 percent of the total effect. These findings suggest that coherent communication structures and well-anchored internal branding practices function as complementary mechanisms that, together, support the workforce stability and internal alignment that sustainable service delivery requires. The study concludes by proposing an integrated managerial framework that brings these two strategic levers into closer coordination, with the aim of advancing long-term organizational sustainability in the private healthcare sector.

Generation Z, a cohort defined by digital connectivity, sensitivity to social influence, and environmental awareness, has attracted considerable scholarly attention in sustainable consumption research. Yet a persistent gap between their expressed pro-sustainability attitudes and actual purchasing decisions remains well-documented. This study examines whether Gen Z characteristics help bridge that gap by directly influencing sustainable purchase behavior and by moderating the role of purchase intention in that process. A quantitative design was employed using survey responses from 302 Gen Z consumers. The findings suggest that while Gen Z characteristics significantly predicted actual sustainable purchasing and purchase intention exerted a positive direct effect, the interaction between the two was negative and statistically significant. Conditional effects analysis further revealed that the influence of generational characteristics on purchasing behavior is stronger at lower levels of purchase intention and progressively weaker as intention increases. These results suggest that traits such as digital responsiveness, social embeddedness, and environmental orientation do not merely reinforce existing intentions but appear to compensate for their absence, activating sustainability-aligned behavior even when motivational commitment is limited. The study repositions the intention-behavior gap among Gen Z as something modulated by generational characteristics that drive purchasing behavior when intention alone falls short.

Quiet quitting—a subtle form of disengagement where employees withdraw discretionary effort—poses a growing challenge for healthcare organizations. It undermines workforce resilience and compromises care quality. This study explores how organizational culture and Green Lean Six Sigma (GLSS) practices interact to address this issue, fostering employee commitment and job satisfaction. We analyzed data from 312 healthcare professionals using SEM to examine five hypothesized relationships concerning the independent and combined influence of culture and GLSS. The findings reveal that a supportive workplace environment is strongly associated with lower levels of quiet quitting and higher levels of commitment, while structured improvement practices independently contribute to reduced disengagement and greater job satisfaction. This study identifies a synergy between culture and GLSS: a supportive culture enables improvement practices, and successful initiatives reinforce cultural trust. This virtuous cycle promotes motivation, alleviates burnout, and enhances long-term organizational resilience. The results emphasize the importance of leadership investment in both cultural development and participatory improvement practices. Aligning process optimization with ethical and human-centered principles can strengthen engagement and ensure sustainable, high-quality healthcare delivery.

In an increasingly digitalized marketplace, understanding Generation Z’s (Gen Z) online consumer behavior has become a critical priority, particularly in relation to newly launched technological products. Although online consumer behavior has been widely studied, a gap remains in understanding how the location of the e-shop (domestic vs. international) moderates this behavior. Addressing this gap, the present study adopts a quantitative, cross-sectional design with data from 302 Gen Z participants, using a hybrid sampling method that combines convenience and systematic techniques. A structured questionnaire, grounded in 19 well-established behavioral theories, was employed to examine the influence of six key factors, behavioral and attitudinal traits, social and peer influences, marketing impact, online experience, brand perceptions, and Gen Z characteristics, across various stages of the consumer journey. Moderation analysis revealed that e-shop location significantly affects the strength of relationships between these factors and both purchase intention and post-purchase behavior. Notably, Gen Z’s values and marketing responsiveness were found to be more predictive in the context of international e-shops. These findings highlight the importance of marketing strategies that are both locally relevant and globally informed. For businesses, this research offers actionable insights into how digital engagement and brand messaging can be tailored to meet the unique expectations of Gen Z consumers across diverse e-commerce contexts, thereby enhancing consumer satisfaction, loyalty, and brand advocacy.

This study examines the impact of branding dimensions on Generation Z’s purchase intention for newly launched technological products that can be used in the agricultural sector. Given Generation Z’s strong digital presence and preference for authenticity, sustainability, and innovation, branding has become a crucial factor in influencing their purchasing decisions. The primary objective of this research is to explore how various branding elements-such as brand experience, knowledge, image, trust, and loyalty-affect purchase intention. The study employs a quantitative methodology, using a structured questionnaire distributed to 302 participants from Generation Z. Statistical techniques, including correlation analysis and multiple regression, were applied to evaluate the relationships between branding factors and purchase behavior. The findings reveal that online brand experience, brand knowledge, and brand image are the strongest predictors of purchase intention, emphasizing the importance of digital interactions and educational branding strategies. Brand trust and loyalty also contribute to consumer behavior but have weaker effects than experience and knowledge. Brand awareness and engagement, while correlated with purchase intention, do not independently drive purchasing decisions. The study concludes that businesses should focus on enhancing digital brand experiences, providing transparent information, and strengthening brand imagery to increase adoption among Generation Z. As this generation continues to shape market trends, companies must tailor branding strategies to align with their digital engagement preferences. Future research should explore the long-term effects of branding on consumer behavior and the role of emerging technologies in further enhancing brand engagement and loyalty.

The Fourth Industrial Revolution (4IR), characterized by the integration of advanced digital technologies, is transforming industries globally and significantly impacting leadership practices, particularly in the healthcare sector. As organizations adapt to this digital evolution, the demand for effective leadership becomes increasingly critical. This paper explores Leadership 4.0, a framework that identifies the skills and competencies required for successful leadership in the digital age. The study employs a mixed-methods approach, combining a Systematic Literature Review (SLR) with qualitative insights gathered through case studies and the Delphi method, involving healthcare leaders, to investigate leadership practices in organizations undergoing digital transformation. Through case studies and literature reviews, the research seeks to provide a comprehensive understanding of the changing leadership landscape, addressing the unique challenges and opportunities presented by digital transformation in healthcare. The findings indicate that effective Leadership 4.0 requires a combination of digital literacy, strategic foresight, and emotional intelligence. Leaders must exhibit adaptability, drive innovation, and foster a culture of continuous learning to navigate the complexities of digital transformation successfully. The study also emphasizes the importance of internal branding as a critical strategy for aligning employees with the organization’s mission and digital vision, thereby fostering collective commitment to transformation objectives. Key challenges include resistance to change and the ongoing need for upskilling, while opportunities lie in leveraging digital innovations to enhance organizational performance.

Generation Z is emerging as a powerful force in shaping global consumer behavior, particularly in the market of digital and technological products. This study examines how specific branding dimensions, such as online brand experience, engagement, image, trust, loyalty, awareness, behavioral intention, and brand knowledge, influence Gen Z’s purchase intention, emphasizing sustainable consumption. Sustainable consumption, in this context, refers to the preference for tech products that minimize the environmental impact through eco-friendly design, energy efficiency, and responsible sourcing. Using a quantitative approach, this cross-sectional research explores the effects of online brand experience, engagement, image, trust, loyalty, awareness, behavioral intention, and knowledge on purchasing newly launched technological products that align with sustainability. Data were collected from a Gen Z sample using a combination of convenience and systematic sampling, and multiple regression analysis identified the most significant predictors of purchase intention. The results indicate that online brand experience, brand image, brand trust, and brand loyalty play the most crucial roles, having a greater effects on Gen Z’s purchase intention, while brand awareness and knowledge also contribute. However, brand engagement and behavioral intention have weaker effects. These findings suggest that brands targeting Gen Z should prioritize building a strong, trustworthy, and engaging online presence while highlighting their sustainability efforts, and when Gen Z consumers have favorable digital interactions with a brand, perceive its image positively, trust it, and feel loyal to it, they are more likely to consider purchasing its sustainable offerings. This study enhances the understanding of Gen Z’s consumer behavior and offers insights for businesses seeking to foster sustainable consumption by highlighting the importance of developing marketing strategies that strengthen online brand experience, cultivate trust and loyalty, and clearly communicate sustainability values, such as through engaging digital content, transparent messaging, and eco-conscious branding, to effectively foster sustainable consumption among this environmentally conscious and digitally driven generation.