Azam Malik

This study analyses the comparative effects between E-WOM on online shopping platforms and social networking platforms on consumers’ purchase intention of smartphones in India. The E-WOM effect on buying intention has become an important context for many researchers due to its increasing importance in today’s world of digitalization. This study aims to assess the influence of E-WOM factors on these two platforms, including E-WOM credibility, E-WOM attitude, E-WOM quantity, and E-WOM format, on purchase decisions of smartphones. The data were collected using a questionnaire from 361 respondents in Uttar Pradesh, India. Multiple regression has been applied to empirically measure the influence of independent factors (E-WOM credibility, E-WOM attitude, E-WOM quantity, and E-WOM format) on the dependent factor (consumers’ purchase intention). The result indicates that E-WOM credibility, E-WOM quantity, and E-WOM format on online shopping platforms have more impact than E-WOM on social media on the purchase intention of smartphones. This study aids online companies in understanding the purchase patterns of consumers, and E-WOM on online shopping platforms is more effective in terms of credibility, quantity, and format as compared to E-WOM on social networking platforms toward buying intention of smartphones.

Employees’ decision to quit their present job or company is a turnover intention. The number of employees joining and leaving an organization in a specific period is regarded as employee turnover. This study aims to examine the factors influencing faculty members’ intentions to leave universities in the Kingdom of Saudi Arabia. The population includes academicians from various universities in Saudi Arabia. The primary data were gathered using random sampling methods; 140 responses investigating various demographics and other factors were obtained from academicians of various universities. The present study chose five constructs: job satisfaction, job stress, work engagement, organizational commitment, and turnover intention. The statistical tools were used to conduct statistics examinations. The mean, correlation, and regressions were used to analyze the data gathered. The results showed a significant association between work engagement, job stress, job satisfaction, organizational commitment, and turnover intention. Job stress and turnover intention were not shown to be significantly correlated. Other variables showed significant relationships with the turnover intention of university academicians.

Acknowledgment
This project was supported by the Deanship of Scientific Research at Prince Sattam bin Abdulaziz University under research project No 2021/02/18733.

The desires of consumers as individuals are largely shaped by their aspirations in life, which play a crucial role in deciding their brand preference, but very few studies have focused on the demographic difference in aspirations and its relationship with brand preference, especially in the context of luxury brands, for the consumers in the emerging markets. This paper aims to empirically assess the role of key demographic factors (gender, age, and income) in influencing the aspirations of consumers in India, an emerging market, and their preference for luxury branded products. The hypotheses were developed based on the review of the extant literature and tested through t-test and ANOVA along with the moderation test using PROCESS extension in SPSS 22.0. The study included data collected from 915 Indian consumers, in Tier-1 and Tier-2 cities, with prior experience of buying luxury branded products in the fashion segment through a self-administered questionnaire. The results demonstrate that the aspirations, both intrinsic (F = 8.185; p = 0.004) and extrinsic (F = 7.14; p = 0.007) and luxury brand preferences (F = 5.762; p = 0.017) of males and females differ significantly. However, demographic factors of gender (R2 = 0.137; p > 0.05), age (R2 = 0.130; p > 0.05), and income (R2 = 0.132; p > 0.05) were not found to have any moderating effect on the relationship between luxury brand preference and aspirations. The results of the study would help luxury brand marketers to develop their strategic plans for marketing activities by providing insights into the differences in the desires and preferences of their customers.

This study delves into the intricate correlation between emotional intelligence and employee performance within the dynamic setting of Saudi small and medium enterprises. Acknowledging the increasing importance of emotional intelligence in the workplace, this study examines how emotional intelligence influences employee performance, with particular attention to the mediating role of organizational citizenship behavior. Employing a comprehensive research framework, the study integrates quantitative methods to analyze data collected from 248 employees across various Saudi-based small and medium enterprises. The findings indicate that high emotional intelligence enhances employee performance, with organizational citizenship behavior serving as a crucial mediator, strengthening the positive impact of emotional intelligence on performance. The results demonstrated a robust positive correlation with organizational citizenship behavior (β = 0.719***) and a moderate positive correlation with employee performance (β = 0.314***). In addition, organizational citizenship behavior played a significant positive mediating role between employee intelligence and employee performance (β = 0.397***). This suggests a nuanced interplay among emotional intelligence, organizational citizenship behavior, and overall employee performance within the specific context of Saudi small and medium enterprises.

Acknowledgment
The authors extend their appreciation to the Deanship of Scientific Research at Northern Border University, Arar, KSA, for funding this research work through project number NBU-FFR- 1502-03.