Browsing by Author "Sheena, u."

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Augmented and Virtual Reality (AR/VR) in Marketing: Developing Immersive Client Experiences to Increase Engagement
(Institute of Electrical and Electronics Engineers Inc., 2023) Sheena, u.; Muhammed, S.M.; Ramachandran, K.K.; Hasbullah, N.N.; Anute, N.; Muralidhar, L.B.
This empirical study explores how Augmented and Virtual Reality (AR/VR) can revolutionize marketing, emphasizing the production of immersive customer experiences that boost engagement. The study highlights how the lack of a personal touch in online interactions discourages consumers from making a purchase while demonstrating how experiential technology can assist in breaking through this barrier. The study, which examines global trends, shows that the AR market is growing significantly and is expected to reach USD 65,323.4 million by 2028 at a 30.9% CAGR. Recognizing AR and VR applications, identifying integration challenges, and investigating upcoming technological advancements are some of the goals. The influence of augmented reality on consumer interaction, the function of AR-based apps in digital shopping, alongside the structured approach to consumer innovation are all highlighted in the literature review. Quantitative surveys, qualitative interviews with marketing experts, alongside ethical issues in AR/VR marketing are all part of the methodology. Results show that immersive technologies have a positive impact on customer engagement, and also that there is a significant relationship between the lengths of interaction alongside the intention to buy. Virtual clothes rooms, product demonstrations, self-help support, client feedback, and incorporated games are some of the applications that have been investigated. Regulatory concerns, content creation, installation costs, and other integration-related issues are mentioned as challenges. Future developments in virtual reality technology in addition to consumer acceptance are expected. The paper comes to the conclusion that, in spite of obstacles, AR/VR gives businesses a competitive edge by fostering stronger customer relationships and providing realistic experiences. Â© 2023 IEEE.
Brand Rejuvenation: The Effects of Hypothetical Brand Extensions on Existing Brands
(IGI Global, 2022) Muhammed, K.M.; Sheena, u.
The dwindling competition for shelf space in retail stores added with high advertising costs gave FMCG sectors an opportunity for brand extensions and maximizing their profits. In such a scenario, though the value of brand could not be undermined from a consumer perspective, the complexities of its management determining the various contributing factors for new extension success, and the attitude of retailers and consumers towards new products or extensions based on various variables need to be pragmatically considered. The data were collected from 360 retailers and 360 consumers from the four major cities of South India. Review of the literature on management of brands pointed to several important variables. In this context, discriminant analysis was applied to assess the responsiveness of retailers and consumers towards the various factors affecting the success of brand extensions. Nevertheless, the present study may throw light on the effect of hypothetical brand extensions on their core brands of FMCGs in India. © © 2022, IGI Global.
Effective governance through quality in healthcare organizations: An empirical study
(Serials Publications serialspublications@vsnl.net, 2017) Muhammed, K.M.; D'Souza, S.; Sheena, u.
Conventional methods of quality audit, accreditation and awards are the key aspects of governance in delivering performance excellence. Governance needs to be encouraged and measured through the organisational excellence models. This paper makes an attempt of Malcolm Baldrige National Quality Award criteria (MBNQA) to measure and evaluate performance in the healthcare system. A total of 150 scale items were used to measure the constructs in the research framework. The model fit was determined through factor analysis, regression analysis, and coefficient parameter estimates. A total of 360 administrative executives were considered using purposive sampling technique from case healthcare organisations. The performance gap analysis revealed most of the pubic healthcare shown below average performance. There was a significant relationship between MBNQA dimensions. Further, the study indicated the presence of one type of strategic determinants fit to compensate for deficiencies in other. The study highlights healthcare organisations has potential implications to embracing quality management system, perform Strategic thinking and overcome issues of Governance. © 2017 Serials Publications Pvt. Ltd.
Examining ChatGPT's Impact: Challenges, Opportunities, and Future Directions for Enhancing Educational Experiences
(Springer Science and Business Media Deutschland GmbH, 2024) Ravindar, B.; Ramachandran, K.K.; Bansod, S.P.; Sheena, u.; Joy, V.; Muhammed, K.M.
ChatGPT, a natural language processing giant whose generation goes as GPT series, has caught the eye of educators because it can converse in language understood by humans and because of its skills to infer meaning. The research results evince that introduction of ChatGPT disrupts the mechanism of people getting access to the data in its nature. It has substantially diminished obstacles to joint work among multiple disciplines and information has never been so accessible before. This is the dawn of a different era of Digital Age that probably has the power to reconstruct people's lives. It will turn out that ChatGPT will be one of the factors that will change the face of education too. It can be by cutting and sowing between the dangers and positive sides of technology, so that education survives and prospers. This paper offers a summarizing approach of the major research outlined in order to determine the working fundamentals of ChatGPT, its pedagogical ramifications, and the predictions of its future usage. This text is meant for educators and academics who want more knowledge about the consequences and possible uses of ChatGPT for education; they will gather some helpful information. Â© The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2024.
Examining the Role of Workplace Spirituality and Teacher Self-efficacy on Organizational Citizenship Behaviour of Secondary School Teachers: An Indian Scenario
(Sage Publications India Pvt. Ltd F 35-55, Triveni Commercial Complex.Sheikh Sarai,Phase I New Dehli 110 017, 2019) Mahipalan, M.; Sheena, u.; Muhammed, S.
Research on workplace spirituality is on the rise primarily because of the win-win situation it creates for both employees and organizations. Spirituality at work has been associated with many individual-level work behaviour and attitudes. Also, self-efficacy is another significant construct which considerably affects individual work experiences. The current study focuses on the relationship between workplace spirituality, self-efficacy and organizational citizenship behaviour (OCB) in secondary school teachers. It examines whether spirituality and teacher efficacy could predict citizenship behaviour of teachers. Additionally, the influence of spirituality on self-efficacy is also looked at. Data were collected from 353 teachers working in state-run schools in one of the southern states in India. Using structural equation modeling, the study finds that positive relationships exist between different dimensions of workplace spirituality, teacher efficacy and two categories of OCBs. The study contributes to the growing empirical research on workplace spirituality and the underexplored area of teacher OCB. © 2019 Management Development Institute.
Exploring the Nexus Between Internal Branding and Front-line Employees Performance in Indian Public Sector Banks: Serial Mediation Approach
(Sage Publications India Pvt. Ltd, 2024) Goud, V.M.; Sheena, u.
This research investigates the underpinning mechanism stating how internal branding influences front-line employee performance. Specifically, it investigates the mediation and serial mediation effects of work engagement and job satisfaction between internal branding and organizational citizenship behaviours towards customers (OCBC) from 623 front-line employees within public sector banks of India. Results indicate that work engagement and job satisfaction fully and serially mediate between internal branding and OCBC. Job satisfaction only fully mediates the link between internal branding and OCBC. The research provides valuable insights to academicians and bank managers to adopt internal branding and leverage OCBC through work engagement and job satisfaction. © 2021 Management Development Institute.
Orchids in the wild: An investigation into entrepreneurial education effectiveness and empowerment among women's shgs
(Springer Singapore, 2017) Sheena, u.; Naresh, G.
The issues of women, empowerment, entrepreneurship and education have been a topic of discussion in various international forums, thus making it significant in the present-day scenario. The study was conducted in the SHGs located near tourist areas of Kerala by exploring the role of women entrepreneurship in tourism industry and taking the women SHGs functioning under Kudumbashree project in selected districts of Kerala, the role of SHGs in tourism entrepreneurship education and to find out the effectiveness it has on the various levels of empowerment of women. Random sampling technique was employed to select SHGs, and survey was conducted for data collection. Structural equation modelling (SEM) was used to measure the impact of the variables on the outcome and the findings of the study show that the education/training imparted to the SHG members has empowered them to a great extent and among the four levels of empowerment, viz. Psychological, economic, social and political empowerment, the two latter variables positively influence entrepreneurial skills. This implies a positive transition of women from a conventional society to individuals who can take up demanding challenges. © Springer Nature Singapore Pte Ltd. 2017. All rights are reserved.
Workplace Spirituality and Subjective Happiness Among High School Teachers: Gratitude As A Moderator
(Elsevier Inc. usjcs@elsevier.com, 2019) Mahipalan, M.; Sheena, u.
Background and Objective: Spirituality and well-being are two constructs related to optimal levels of human functioning. This study attempts to link the concept of spirituality at work and subjective happiness, which is a facet of well-being. The role of grateful disposition is also examined by incorporating gratitude as a moderator Method: Data were collected using a structured questionnaire from high school teachers working with government schools in the southern region of India. Hypothesised relationships were tested using Partial Least Squares Structural Equation Modeling (PLS-SEM) Results: Results reveal significant relationships between workplace spirituality, subjective happiness, and gratitude. Gratitude was also found to be a significant moderator, which exercised a positive influence on the workplace spirituality-happiness relationship. Conclusion: The study has contributed to the evolving literature on workplace spirituality by elucidating its relationship with positive psychology. Workplace spirituality could play a significant role in building substantial happiness for individuals in the long run. © 2018 Elsevier Inc.