The purpose of this study is to determine the relationship of e-service quality (ESQ) and ease of use (EOU) to electronic customer relationship management (E-CRM), which is referred by brand image (BI). This study presents the relevance of e-commerce (E-COM) in the business world especially in the pandemic situation and how ESQ, EOU contributes in building E-CRM. To show the relation between variables, the authors have applied scattered methods under correlation analysis. The sample was asked various closed ended questions in the domain of ESQ for E-CRM, EOU for E-CRM, ESQ for BI, EOU for BI. The results showed that there is a relationship between BI and E-CRM, ESQ and BI, ESQ and E-CRM, EOU and BI. There is no direct relation between EOU and E-CRM, but BI can facilitate in building the E-CRM. Also, the results show the direct relation between ESQ and E-CRM referred by BI.

In an increasingly interconnected digital world, content marketing plays a pivotal role in building the brand image of contemporary organizations. For the current study, a leading international school in Oman is selected to study the effectiveness of their content marketing over the last two years and as a result to develop a framework, which can be followed by other organizations as well. The school's content marketing efforts and active social media presence consistently had a positive impact on their audiences resulting in high enrollments even during the unprecedented times under the COVID-19 scenario. This study utilizes the tools like netnography and thematic analysis of the qualitative data. Considering the dimensions of AIDA model, an analysis is done as to how effective content marketing can grab the attention of consumers through eye-catching images and videos, making them indulge and develop interest in the content's usefulness, followed by a strong desire to avail the organization's services, and finally opting for the action to use the services.

This chapter explores the impact of job insecurity on psychological well-being in the context of the COVID-19 pandemic. This chapter is based on empirical study measuring the six elements of job insecurity on psychological wellbeing, i.e., perceived threats to job features, role insecurity, role conflict, powerfulness, meaningfulness, and perceived threats to total job. Further, this chapter the role of HR analytics in ensuring psychological wellbeing and job security, with a focus on the lessons learned during the COVID-19 pandemic. highlights the importance of HR analytics in identifying and addressing employee needs related to psychological wellbeing and job security, and explores the ways in which HR analytics can be used to improve organizational decision-making and drive business outcomes. This chapter also briefly highlights the emerging practices, and the ways modern digital technologies can be harnessed for the betterment of the employees.

The term digital marketing is illustrated as creating need for the products and services through electronic media such as social networking or online selling platform. This chapter explains the relevance of high-performance computing (HPC) and artificial intelligence (AI) in developing green digital marketing (GDM) for the firms for all its business operations such as developing marketing strategies by improving customer targeting, providing personalized recommendations, optimizing supply chains, and accurately forecasting market trends. This chapter focuses on the opportunities and the challenges of applying HPC and AI in GDM. Most of the challenges are associated with data quality, privacy concerns, preconceptions in algorithms, and transparency issues that need to be overcome for responsible AI and HPC implementation. The results are based on secondary data collected from the online firms using HPC and AI in GDM and recommendations are made from their experience in creating and developing needs for their products and services.

Small and medium enterprises (SMEs) are often considered an economic engine. The digital boom that has happened in the recent years offers a variety of tools to these SMEs to reach out to their target audience in a very cost-effective manner. Automation of marketing is often related with the digitization of marketing, internet of things, and related activities. This mainly harnesses the use of internet and other electronic sources to communicate with their stakeholders. Terms like e-marketing, e-commerce, e-business, and internet of things (IoT) have gained prominence in the arena of modern business management. In this chapter, an attempt has been made to connect e-marketing, e-commerce, e-business, and internet of things in context of SMEs and marketing automation by performing bibliometric analysis of Scopus database and review of literature. This will help in understanding the way concepts have evolved in recent times. This chapter also attempts to differentiate the four terms in light of literature and theories.

Online Banking has received a boost during Covid 19. It is believed that the cultured sector of the population has quickly adopted online banking since the outbreak of the virus. Online banking not only provides a platform for performing financial transactions but also acts as a medium of communication between the bank and the customer. Unlike rest of the world, perception of online banking came slightly late in the Kingdom of Bhutan, which already had a good network of banking access points for its populace, enabling the physical banking. However, due to lockdown observed in the aftermath of Covid-19, the online banking has established development in the country. In the present study, the researchers have confidence in that if the customer satisfaction can be ensured amongst the existing users of the online banking, then they will become dependable to such platform and would continue even in the post Covid-19 time. This study is imperative as the banking system of Bhutan has spent a significant number of resources in obtaining and implementing the online banking system, and sustainability of the system will be a point of concern for the decision makers.