01
Original Article
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Transforming Green HRM Research for Environmental Sustainability : A Comprehensive Analysis of Theoretical Underpinnings and Nomological Network in the Service Sector
Aman Maheshwari, Sanghamitra Buddhapriya, Tarun K. Soni, Ankita Pareek
· pp. 9–26
DOI: 10.17010/ijom/2026/v56/i2/175256
Purpose: The paper examined the empirical studies on green human resource management in the service sector and focused on identifying the theoretical underpinnings and nomological networks in those studies. Methodology: Using data from Web of Science, Scopus, and Google Scholar, …
Keywords:
green HRM, service sector, systematic literature review, nomological network
02
Original Article
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The Mediating Role of Generative AI in Transformative Marketing for Sustainable Development
Dhiresh Kulshrestha, Simerjeet Singh Bawa, Geetika Madaan, Amrinder Singh, Kishore Kunal
· pp. 27–43
DOI: 10.17010/ijom/2026/v56/i2/175697
Purpose: This study aimed to offer an understanding of how sustainable development, technology, and marketing are connected by demonstrating how generative AI (GenAI) can create game-changing marketing practices to increase profits and support the environment. Additionally, this study sought to …
Keywords:
generative artificial intelligence, marketing innovation, personalization, sustainable development goals, sustainability, transformative marketing
03
Original Article
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Flash Sales and FOMO : Evidence from Gadget Impulse Buying
Shraddha Agrawal, Gurpreet Kaur, Arjun Mittal
· pp. 44–62
DOI: 10.17010/ijom/2026/v56/i2/175925
Purpose: The research focused on understanding the impact of flash sales on impulse buying behavior in the gadget industry. It also explored the effect of fear of missing out (FOMO) on the sales of the gadgets. Design/Methodology/Approach : The research …
Keywords:
flash sales, FOMO, limited-time offers, gadget impulse purchases, consumer behavior, hedonic motivation, impulse buying behavior
04
Original Article
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Unpacking User Satisfaction in OTT Platforms : The Mediating Role of User Engagement
Shaik Mahaboob Basha, C. Viswanatha Reddy
· pp. 63–85
DOI: 10.17010/ijom/2026/v56/i2/175926
Purpose: The research aimed to analyze how user engagement acted as a mediating factor in the association among various aspects of the OTT platform experience and overall user satisfaction (US). Integrating the technology acceptance model into this study provided insights …
Keywords:
perceived usefulness (PU), social influence (SI), user satisfaction (US), user engagement (UE), technological readiness (TR), and technology acceptance model (TAM)
