The adoption of Green Human Resource Management (Green HRM) practices has gained significant importance in healthcare organizations, aiming to integrate environmental sustainability with organizational performance. Green HRM aligns human resource policies with ecological objectives, fostering environmentally responsible behavior among employees. Its effectiveness is strongly influenced by Management and Organizational Culture (MOC), which shapes awareness, attitudes, and participation in sustainability initiatives. Core dimensions of Green HRM include Green Recruitment and Selection (GRS), which attracts environmentally conscious employees, and Green Training and Development (GTD), which equips staff with the skills and knowledge to implement sustainable practices. Green Performance Management and Appraisal (GPMA) evaluates employees’ contributions to environmental goals, while Green Reward and Compensation (GRC) incentivizes eco-friendly behavior. Additionally, Employee Empowerment and Participation (EMP) encourages innovation and ownership in addressing environmental challenges. Collectively, these practices enhance Environmental Performance (EP) by promoting resource efficiency and reducing waste. This pilot study investigates employee perceptions regarding the implementation and effectiveness of Green HRM practices in selected private multi-specialty hospitals in Kolkata, namely Apollo, Narayana, Peerless, Manipal, and Tata Medical. A sample of 70 employees, including administrative staff, nurses, and medical professionals, was selected to ensure representation across hierarchical levels. Data analysis was conducted using descriptive statistics, Chi-square tests, correlation, and ANOVA to examine awareness levels, perceptual differences, and the impact of Green HRM practices on environmental performance. The findings aim to provide insights into the role of Green HRM in fostering sustainable healthcare management

Purpose: The rapid spread of short-form video platforms has reshaped digital content marketing strategies, emphasizing brief, engaging, and value-driven communication. This study examines how informative, entertainment, and persuasive content in short-form video marketing influence consumers’ purchase intention through perceived value and perceived risk, drawing upon the stimulus–organism–response (S–O–R) framework. Design/methodology/approach: A conceptual model grounded in established theories and prior literature was developed, positioning content characteristics as stimuli, perceived value and perceived risk as organismic states, and purchase intention as the response. Data were collected from 371 consumers who engage with short-form video content for online shopping purposes through a structured self-administered questionnaire. Structural Equation Modeling (SEM) was employed to validate the proposed model and test the hypothesized relationships. Findings: The results reveal that entertainment content has the strongest positive effect on perceived value, followed by persuasive and informative content. Informative and entertainment content significantly enhance purchase intention, while persuasive content influences purchase intention indirectly through perceived value. Entertainment content significantly reduces perceived risk, whereas perceived risk does not exert a direct influence on purchase intention. Overall, perceived value emerges as the primary mechanism driving consumer purchase intention in short-form video content marketing. Originality: This study extends content marketing literature by simultaneously examining perceived value and perceived risk within a short-form video context using the S–O–R framework. The findings offer theoretical insights into consumer response mechanisms and provide practical guidance for marketers designing effective short-form video content strategies.

The fast development of wearable technology has made smartwatches very popular among college students, especially for managing their health and fitness. Today, smartwatches are no longer used only to check time; they help users track daily activities, monitor heart rate, check sleep quality, count calories and receive instant notifications. These features can influence students’ daily routines, lifestyle choices and overall well-being. The main purpose of this study is to understand how smartwatches affect the health and fitness of college students in Coimbatore. This study is based on primary data collected from 222 college students who use smartwatches. The information was gathered using a structured questionnaire. A descriptive research design was followed and statistical tools such as percentage analysis, correlation, ANOVA and chi-square test were used to analyze the data. The study focuses on students’ preferences, their awareness and use of smartwatch features, motivation levels and the role of smartwatches in improving physical activity, health awareness and lifestyle habits. The results of the study show that smartwatches have a positive influence on students by motivating them to stay active, encouraging healthier habits and increasing awareness about their health and fitness. The findings also indicate that health monitoring features and connectivity options play an important role in the regular use of smartwatches. Overall, the study concludes that smartwatches act as helpful tools in promoting a healthier and more fitness-oriented lifestyle among college students.

The banking sector in India has undergone significant transformation due to liberalization, technological advancement, and increasing competition between nationalised and private banks. In Gujarat, where economic growth and financial awareness are high, understanding customer satisfaction has become essential for improving service quality and maintaining competitiveness. This study examines the determinants of customer satisfaction in nationalised and private banking sectors with specific reference to Gujarat. Drawing on existing literature and secondary data, the research identifies key factors influencing satisfaction, including service quality, employee behavior and competence, technology adoption, accessibility, transparency, trust, and pricing. Conceptual models such as SERVQUAL and Expectation–Confirmation Theory provide the theoretical basis for analyzing customer perceptions and expectations. The study also highlights differences between bank types, noting that nationalised banks are valued for trust, reliability, and extensive reach, whereas private banks excel in responsiveness, efficiency, personalization, and digital innovation. Rising customer complaints, particularly related to credit services, indicate emerging challenges in banking operations. At the same time, opportunities such as digital banking, mobile applications, and customer relationship management systems offer pathways for improving customer experience. The findings suggest that a balanced strategy combining technological modernization, service quality enhancement, and customer-centric practices is necessary to improve satisfaction levels across both sectors. The study provides insights for banking institutions and policymakers to strengthen customer relationships and enhance the overall effectiveness of the banking system in Gujarat.

In the rapidly evolving digital marketplace, entrepreneurs increasingly rely on storytelling strategies to build meaningful brand relationships. This study examines the impact of Digital Storytelling Quality on Brand Resonance among entrepreneurs in Tamil Nadu, India. Drawing on brand resonance theory and relational branding perspectives, the study investigates the mediating roles of Brand Authenticity and Customer Brand Engagement, while also assessing the moderating influence of AI-Enabled Marketing Analytics Capability. A structured questionnaire was administered to 250 entrepreneurs across various sectors in Tamil Nadu. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4, including mediation, moderation, and predictive relevance assessment. The model explains 61.2% of the variance in Brand Resonance (R² = 0.612), demonstrating substantial explanatory power. Furthermore, AI-Enabled Marketing Analytics Capability significantly moderates the relationship between storytelling and resonance indicating that entrepreneurs leveraging AI tools achieve stronger branding outcomes. Predictive analysis confirms the model’s strong out-of-sample predictive capability. The findings highlight that storytelling, when perceived as authentic and engagement-driven, significantly enhances brand resonance, particularly when supported by AI-enabled analytics. The study contributes to branding and entrepreneurship literature by integrating digital storytelling, relational mechanisms, and AI capability within a unified predictive framework.