01
Original Article
Open Access
Effect of Parasocial Commitment and Breakup with a Fictional Character on Purchase Intention
Abhay Grover, Nilesh Arora
· pp. 8–23
DOI: 10.17010/pijom/2024/v17i9/173939
Purpose : To mitigate the danger of non-fictional character transgression, this study used the investment model and research on fictional character endorsement. Furthermore, it attempted to investigate how parasocial breakup (PSB) mediated the relationship between commitment to parasocial relationships (PSR) …
Keywords:
fictional character, parasocial relationship (PSR), parasocial breakup (PSB), purchase intention (PI), endorsement, investment model
02
Original Article
Open Access
The Impact of Artificial Intelligence on Digital Employee Engagement
Abhilasha Dixit, Rimjhim Jha, Ruturaj Baber, Prerana Baber
· pp. 24–43
DOI: 10.17010/pijom/2024/v17i9/173940
Purpose : This study aimed to investigate the impact of artificial intelligence (AI) on digital employee engagement, focusing on the roles of job autonomy and digital learning orientation. It sought to understand how these factors influenced employee engagement in a …
Keywords:
job autonomy, digital learning orientation, meaningfulness of work, digital employee engagement
03
Original Article
Open Access
Assessing the Skill Sets from the NEP Policy 2020: Scale Development and Validation
Spoorthy Reddy M., Pavithra V., Mary Rani Thomas
· pp. 44–59
DOI: 10.17010/pijom/2024/v17i9/173941
Purpose : The central aspect of this paper is the National Education Policy (NEP) 2020, an education-based policy in the Indian context. The article captured the opportunities from the perspective of the skill set it offers to its important stakeholders, …
Keywords:
national education policy (NEP), higher education, commerce and management skill set, employability skills, communal-based skills, social and emotional learning, individualistic skills
04
Original Article
Open Access
Understanding the Sustainability Perspectives of City Tourism: Directions for Strategies and Future Research
Sabari Shankar Ravichandran
· pp. 60–69
DOI: 10.17010/pijom/2024/v17i9/173942
Purpose : Due to the diversity of tourist objectives and corporate needs, city tourism creates sustainability issues. Resilience, digital communication, industrial integration, and novel sustainable branding strategies are required in the aftermath of the crisis. This research found limitations in …
Keywords:
city tourism, sustainable future, research note, UNWTO, United Nations Sustainable Development Goals (UNSDGs)
