Ushus Journal of Business Management

Editorial

Elizabeth Chacko — Fri, 27 Jun 2025 00:00:00 +0000

Technology Adaptation and Social Support affecting Workplace Resilience: IT Employees in Bangalore

Chinmai Nandini S — Fri, 27 Jun 2025 00:00:00 +0000

The purpose of this study is to investigate the effects of technological adaptation and social support on resilience at the workplace among IT employees in Bangalore. Employee resilience now depends on their ability to adjust to new technologies as they continue to change the workplace. Various factors, including support from supervisors, peers, and family, influence this adaptation process. The purpose of this study is to examine the role of technology adaptation and social support in producing resilience at the workplace and to provide a conceptual framework that will be used in future studies around this topic. For the study, few research tools were applied, they were correlation and linear regression analysis, it was conducted to evaluate the relationship between these variables. The findings revealed no significant correlation between technology adaptation and resilience, while family support was found to positively influence resilience. These results have more scope for further exploration of the complex dynamics between technology, social support, and resilience, providing effective information for organizations to implement change in a effective manner.

Online Marketing and Consumer: A Bibliometric Study

Satheesh G, Mahesh N B, Pancham Kumar Dev, K Benni Sam — Fri, 27 Jun 2025 00:00:00 +0000

The online marketing develops not only in one country but globally. And there is a growth in the research on online marketing as well in the global level. This research aims to provide a global perspective regarding online marketing and consumer research, by identifying annual production, most productive authors, countries, institutions, journals and also Co-cited and bibliographically coupled authors, journals and documents. And to identify the future scope of research in online marketing and consumer. This research analysed 450 documents from the Scopus core collection from 1996 to 2023. The data analysis is conducted using Biblioshiny in R and VOS viewer. Results showed a growing trend in publishing of documents in the field of Analysis. The most productive author is Mackey TK, the most productive journal is Journal of research in interactive marketing. USA is the most productive region and University of California is the most productive Institution. The most important keywords are Online marketing, social media, social media marketing, consumer behaviour, e-commerce and others. The results also presented different networks of authors, documents and journals. Finally analysing the future research areas.

Sustainability as a Competitive Advantage: Branding and Marketing Green Hospitality

Sindhu George — Fri, 27 Jun 2025 00:00:00 +0000

In today's world, where people are more conscious about the environment, making eco-friendly choices impacts consumer’s buying behaviour, especially in the hospitality sector. The individual choices for preferring a product based on how the company is giving priority for the sustainability. It seeks to define how green branding and marketing can create trust and loyalty and with it enhance competitive advantage. This study uses data gathered through a structured questionnaire from 100 hotel customers in India. It employs Structural Equation Modeling (SEM) through WarpPLS 7.0 to assess the association between green image, green trust, green satisfaction, and green loyalty. The findings suggest that green image and green trust positively influence green satisfaction while green satisfaction enhances green loyalty. The paper underlines the marketing importance of sustainable branding for hotels and provides strategies for elevating consumers green satisfaction and loyalty to genuine green image and trust of the product.

Consumer Behavior Towards Metro Rail Services in Bengaluru

Avil Saldanha, Nishka S — Fri, 27 Jun 2025 00:00:00 +0000

With an emphasis on important elements including timeliness, cleanliness, ticketing effectiveness, security, price, accessibility, and general convenience, this study investigates commuter satisfaction with metro systems. The majority of commuters value the metro's dependability, effectiveness, and affordability, according to the study's findings, which are based on a poll of metro users. The respondents were pleased with the cleanliness of the station and felt that the ticketing process was simple. The necessity for real-time service updates, accessibility for individuals with impairments, and last-mile connectivity are among the issues that still exist. Some commuters want improved interaction with other public transportation networks, even though the fares are thought to be fair. Additionally, station infrastructure, seating availability, and security need to be improved. Many respondents are hopeful about the future of metro services, expecting improvements and expansions in spite of these problems. The study emphasizes how crucial it is to make ongoing investments in accessibility, technology, and infrastructure in order to raise user happiness and encourage sustainable urban mobility. Metro systems are crucial for effective and sustainable urban growth because they may encourage more people to use public transportation, lessen traffic, and have less environmental impact.

Examining the Impact of Job Crafting on Work Engagement: A Multigenerational Workforce Perspective

Sujaya Vijayakumar, Arathi Venkatesh — Fri, 27 Jun 2025 00:00:00 +0000

The research investigated the relationship between job crafting behaviors, generational cohorts, and work engagement in the modern workplace. Guided by William A. Kahn's Employee Engagement theory and the Job Demands-Resource (JD-R) model, this study explored how employees from different generational cohorts engage in job crafting activities and how these activities influence their levels of work engagement. The study will employed cross-sectional quantitative research design, collecting data from a sample of 205 individuals representing Generation X (Gen X), Millennials, and Generation Z (Gen Z) across various industries. Standardized questionnaires were used to collect data - the Utrecht Work Engagement Scale (UWES) (Crohnbach’s alpha - 0.8) and the Job Crafting Questionnaire (JCQ) (Crohnbach’s alpha - 0.94) to measure work engagement and job crafting behaviors, respectively. Findings revealed significant differences in job crafting and work engagement across generations. Gen Y reported higher levels of both job crafting and work engagement compared to Gen X and Gen Z. A positive correlation was found between job crafting and work engagement. Moderation analysis indicated that job crafting significantly predicted work engagement, while age had a negative effect. However, the interaction between job crafting and age was non-significant. Further analyses revealed that the positive impact of job crafting on work engagement was stronger for younger individuals.