NMIMS Management Review

The purpose of this study is to investigate the relationship between perceived organizational support (POS) and organizational citizenship behaviour (OCB). By employing a mediation method, the study also demonstrates the mediating role of organizational trust and happiness at work. Using a cross-sectional quantitative technique, the study administered standardized questionnaires to 365 employees in the Indian service sector. SEM was used to analyse the data. The study’s conclusions showed that POS forecasts OCB. Additionally, it was found that the association between POS and OCB was mediated by organizational trust and happiness at work. All things considered, the study shows that organizational support helps OCB even more. Our study makes a unique contribution by highlighting the importance of happiness and trust in the relationship between POS and employees’ civic behaviour. This will encourage practitioners to develop strategies that encourage employees to voluntarily go above and beyond the call of duty.

Unlike traditional advertising, which depends on human decision-making, programmatic advertising (PA) allows real-time, automated transactions between software platforms. This marks a fundamental shift in digital advertising, as PA continuously optimizes and purchases ad placements through machine-to-machine (M2M) communication, without direct human intervention. Artificial intelligence (AI), increasingly used across digital applications, further enhances PA by improving automation and data-driven decision-making. Building on a comprehensive literature review, this study examines how AI-driven PA not only boosts marketing performance but also promotes sustainability through thoughtful, data-driven insights. It highlights how AI-powered innovations in marketing help align short-term advertising goals with long-term environmental, social, and economic responsibilities. The findings show that AI-driven PA improves efficiency and personalization, creating more relevant experiences for consumers while opening pathways to responsible and sustainable advertising practices. At the same time, challenges remain. Issues such as transparency, data privacy, and ethical risks must be carefully managed to unlock the full potential of AI-driven PA for long-term sustainability. This study offers practical insights for leveraging AI-powered PA to achieve both stronger marketing outcomes and more responsible digital marketing practices.

This study examines 120 research papers on cryptocurrency adoption, investment, and investor behavior using preferred reporting items for systematic reviews and meta-analyses–guided systematic literature review. Further, it intends to illustrate the key trends, institutions, and country contributions to this field through a bibliometric analysis. The findings indicate that people’s decision to adopt cryptocurrencies is primarily facilitated by social factors and hindered by fluctuations, ease of buying cryptocurrencies, and jurisdictional issues. It also reveals an impact of psychology, which erupts in the forms of herding and instrumental sentiments. A conceptual framework of cryptocurrency adoption and investment intensity in fintech ecosystem is proposed. The study provides fresh insights into investment intensity, fintech-motivated investment trends, and investor behavior in cryptocurrency.

The MSME sector plays a vital role in the Indian economy, contributing nearly 30% to GDP and generating employment across industries (Ministry of MSME, 2021). Acknowledging people as a key source of competitive advantage (Wujarso et al., 2023), organizations increasingly focus on attracting and retaining skilled talent (Chambers et al., 1998; Martin, 2008; Moroko & Uncles, 2008; Zivnuska et al., 2001). Employer branding has emerged (Lievens et al., 2007; Moroko & Uncles, 2008) as an important talent management tool (Backhaus & Tikoo, 2004). While large firms possess structured employer branding systems, MSMEs face challenges due to low market visibility and limited resources (Das et al., 2024; Łazorko, 2023). Existing models reflect large firm’s context creating a gap in understanding the applicability to MSMEs (Collins & Kehoe, 2009). This article explores how employer branding approaches in MSMEs differ from large organizations, drawing on established models (Backhaus & Tikoo, 2004; Gaddam, 2008) and theories (Psychological Contract [Rousseau, 1989], Signalling Theory [Spence, 1973]).