Priyanka Garg’s research while affiliated with Jaypee Business School and other places

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Publications (6)


Workplace Spirituality and Psychosocial Safety Climate: Moderating Role of Gratitude
  • Article

December 2024

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33 Reads

Journal of Human Values

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Priyanka Garg

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Bijender Kumar Punia

The study examined the relationship between workplace spirituality and psychosocial safety climate among employees of Indian banks and insurance companies. It also explored the role of gratitude as a moderator in workplace spirituality and psychosocial safety climate. The empirical study measured the following three variables: workplace spirituality, psychosocial safety climate and gratitude. The sample size constituted 317 employees from the Indian banking and insurance sector. The study adopted a regression model that considered three dimensions of workplace spirituality as independent variables and psychosocial safety climate as dependent variables. The relationships between three variables are examined using correlation and multiple regression, and the moderation effect of gratitude is studied using the PROCESS macro in SPSS 21. The results revealed that three dimensions of workplace spirituality are significant predictors of psychosocial safety climate and could explain 61.2% of variations in psychosocial safety climate. It is observed that the workplace spirituality regression weight increases from 0.389 to 0.559 on interacting with gratitude; thus, there is a significant moderating effect of gratitude amid the relationships of three dimensions of workplace spirituality and psychosocial safety climate. Also, if employees display gratuitous behaviour, it will enhance the impact of workplace spirituality on the workplace’s psychosocial safety climate at Indian banking and insurance companies.


Fig. 1. The conceptual framework of variables.
Fig. 3. The structural model.
Discriminant validity analysis from CFA.
Hypothesis results.
Elucidating the Role of Consumer Decision Making Style on Consumers’ purchase intention: the mediating role of emotional advertising using PLS-SEM
  • Article
  • Full-text available

October 2023

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270 Reads

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21 Citations

Journal of Economy and Technology

Priyanka Garg

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[...]

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Download

Using Nostalgic Emotions to Revive Indian Ethnic Drinks Market: Competitive Strategy at Paper Boat

July 2023

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148 Reads

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1 Citation

FIIB Business Review

Amidst the intensive cola war in the Indian market, Hector Beverages Private Limited introduced ethnic drink as a competitive strategy to attract Indian consumers. This move aims to attract Indian consumers by not only offering health benefits and nutritional value but also providing a sense of connection to the past and emotional satisfaction through old memories. Paper Boat, an ethnic and nostalgic beverage brand of Hector Beverages, has disrupted the Indian beverage industry, challenging market leaders to provide innovative and nutritional drinks. The case study highlights Paper Boat’s innovative value proposition and nostalgia marketing campaigns, while also examining the competitive strategies of major players in the Indian beverage industry. The case study also raises important questions that Hector Beverages must consider remaining relevant in a changing market and retaining its competitive advantage.


Elucidating the linkage between advertisements embedded with emotional appeals and the brand relationship quality during the COVID pandemic

June 2023

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39 Reads

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1 Citation



Social Media: Concept, Role, Categories, Trends, Social Media and AI, Impact on Youth, Careers, Recommendations

January 2020

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4,645 Reads

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29 Citations

In this age of digitisation social media has become an integral part of our lives. It is an important tool for business decision makers as it enables them to stay connected with their consumers. The firms intend to make profitable use of social media applications such as YouTube, Facebook, Twitter, Pinterest and Mobile Apps. This chapter details out the concept of social media, how it differs from traditional media, the specific categories such as content communities, micro blogging, collaborative websites, social networking sites, live casting, virtual game and social worlds, etc. Further the impact of social media on youth is highlighted. This chapter presents guidelines regarding optimum utilization of social media. Also the strategies to handle different social media activities are discussed

Citations (2)


... The study showed a significant and positive relationship between attitude and purchase intention. Research between attitude and purchase intention has also been conducted by (Garg et al., 2024;Herrando & José, 2022;Roh et al., 2022). The results of the research that has been conducted show that there is a positive influence between attitude and purchase intention. ...

Reference:

Perceived Risk And Trust To Maximize Purchase Intention Through Planned Behavior Theory
Elucidating the Role of Consumer Decision Making Style on Consumers’ purchase intention: the mediating role of emotional advertising using PLS-SEM

Journal of Economy and Technology

... Social media platforms (SMPs) (i.e., Facebook, X (formerly known as Twitter), Instagram, Reddit, and LinkedIn) are virtual spaces where individuals and organizations connect, post and share content. While these platforms are primarily being used to maintain personal connections and promote businesses, they also play a significant role in risk communication [17]. However, automated programs known as bots complicate information flows on these platforms. ...

Social Media: Concept, Role, Categories, Trends, Social Media and AI, Impact on Youth, Careers, Recommendations