This study presents a hybrid review of influencer marketing on social media by integrating bibliometric analysis with the theory–context–characteristics–methodology (TCCM) framework to map intellectual structures and propose future research directions. A total of 671 articles published between February 2011 and 2024 were retrieved from the Scopus database (searched on 26 February 2024). Using VOSviewer software, performance and network analyses identified (a) influential documents, authors, sources and countries; (b) keyword co-occurrence and co-citation mapping revealed four dominant thematic clusters; and (c) the TCCM-based synthesis highlighted an over-reliance on cross-sectional survey designs and Western fashion/beauty contexts. Theoretical studies lack diversification, while emerging attention is being given to virtual/AI influencers, along with the need for ethical regulation. Theoretically, the study advances an interdisciplinary perspective by integrating insights from marketing, communication, human–computer interaction and technology, reframing influencer marketing as a socio-technical phenomenon. Practically, it offers a structured roadmap for brands, policymakers and researchers to design transparent and contextually relevant influencer strategies. The primary limitation lies in the reliance on a single database (Scopus) and the exclusion of non-English publications.

This study provides a comprehensive analysis of environmental, social and governance (ESG) implementation practices followed by select Indian corporations in the NIFTY 100 index. Using a qualitative multi-case study of 11 high-performing companies, the study investigates organizational understanding, implementation strategies, barriers and opportunities for ESG. Conducted using reflexive thematic analysis of semi-structured interviews with ESG professionals and senior executives, the study finds seven central themes that exemplify effective ESG implementation: organizational understanding and perspective, environmental practices and climate disclosures, social impact and community initiatives, governance structures and board composition, barriers to strategic ESG adaptation, mitigation strategies and emerging opportunities. The findings significantly enhance theoretical understanding and practical implementation of ESG in the context of emerging markets, providing valuable insights for practitioners and policymakers alike, while underscoring the importance of technology, stakeholder engagement, and value creation as crucial enablers for successful ESG implementation.

Qualitative research can feel both exciting and overwhelming for doctoral candidates. It asks us to work with ambiguity, to be reflexive and to recognize that our own worldview shapes how we approach the research journey. This article shares lessons drawn from years of practice and mentoring, offering guidance on how candidates can navigate the personal, philosophical and practical sides of qualitative inquiry. Key themes include understanding positionality, defending methodological choices, exploring a range of qualitative approaches and recognizing the value of both creative and mixed methods. Along the way, I highlight the importance of planning carefully, preparing for the unexpected and staying personally involved in the research process. Ethics, emotional labour and the reality that we cannot ‘solve the world’ but can still make a genuine impact also feature strongly. Ultimately, this piece encourages doctoral candidates to see qualitative research as a journey—one that is messy, creative, sometimes frustrating but always rewarding. By embracing its challenges and opportunities, candidates can produce research that not only answers questions but also starts meaningful conversations.

This article examines the leadership modes employed by the Promark Group, a Moroccan hidden champion, and their impact on the company’s internationalization trajectory and sustainable competitiveness. Drawing on an in-depth case study, the research aims to explore how context-sensitive and adaptive leadership practices can enable companies in emerging economies to overcome structural and institutional constraints while achieving strategic growth. The study shows that Promark’s success stems from a hybrid leadership style that combines visionary foresight, operational pragmatism and cultural adaptability as key elements for navigating market uncertainties and creating sustainable competitive advantages. Furthermore, this case highlights the importance of progressive, relationship-based internationalization strategies, which are often best suited to hidden champions in emerging markets. This article contributes to the growing literature on hidden champions by offering empirical insights into how leadership modes interact with internationalization processes. It also offers valuable insight into the mechanisms by which companies in emerging economies achieve global competitiveness without sacrificing their niche. By placing these dynamics in the context of the Moroccan business ecosystem, the article enriches our understanding of leadership and international strategy in little-explored geographical contexts.

In today’s dynamic and result-driven business environment, organizations expect accountability from public relations (PR) professionals to ensure their contributions align with organizational goals and objectives. Subsequently, PR practitioners must evaluate their PR activities to demonstrate PR effectiveness. This study aimed to explore current trends in PR evaluation research between 2010 and 2024 through bibliometric analysis, which revealed several challenges within the domain. Many themes and sub-themes were populated with the assistance of the VOSviewer software. Further, semi-structured interviews were conducted with 83 working PR executives. The interviewees discussed numerous evaluation techniques they used and their impacts and effects, such as awareness, attitude, opinion and behaviour. The finding offers credible inputs along with a conceptual model and insights for ensuing meaningful direction for future studies in the domain of PR.

This article explores how entrepreneurial culture is constructed in a university setting through the discursive practices of students engaged in entrepreneurship communities. Drawing on discourse analysis and a theoretical framework that integrates identity theory, organizational culture (Schein), communities of practice (Wenger) and symbolic anthropology (Geertz), the study examines how students make sense of entrepreneurship as a cultural and identity-forming phenomenon. Empirical data were collected through thematic interviews with student entrepreneurs active in multidisciplinary university-based communities. The analysis identified three primary discourse categories: personal, communal and normative, each reflecting different dimensions of how students internalize and legitimize entrepreneurship. The findings reveal that entrepreneurial culture is not transmitted through formal teaching alone but emerges from peer interactions, shared narratives and symbolic practices that collectively shape identity and belonging. Entrepreneurial communities function as catalysts, offering both emotional resonance and social validation that make entrepreneurship a meaningful and attainable path. The study contributes to entrepreneurship education literature by demonstrating how discourse not only reflects but also actively constructs entrepreneurial realities in higher education. Implications are drawn for how institutions can support identity-sustaining structures that extend beyond individual courses and foster inclusive entrepreneurial ecosystems.

Me-time refers to the time spent on rejuvenation, self-development and self-actualization, apart from an individual’s work and family roles. Now individuals are realizing the importance of taking me-time for better well-being. However, there is a paucity of literature regarding the same. This study adopts an interpretivist paradigm using a qualitative research approach to understand the relevance and significance of me-time, and to identify the related constructs. Primary data were collected through semi-structured in-depth interviews with 28 working professionals across demographics in northern India. Content and thematic analysis of the data reveal that most respondents were taking me-time without realizing it and that the lockdown period helped them realize how important it is. The themes that emerged included me-time, psychological well-being, psychological distress, work–life conflict and job performance. The results helped in the development of a conceptual framework for further exploration. It is one of the early studies that contributes to the existing literature by focusing on the third dimension of work–life balance, that is, me-time. This study provides implications for organizations to develop policies that encourage employees to indulge in me-time.

Organizational citizenship behaviour (OCB) is essential for organizational sustainability. Despite the numerous studies in this domain, there is a lack of comprehensive and objective reviews of the extant literature, constraining both theoretical understanding and practical application. Therefore, the primary aim of this study is to provide an extensive and rigorous review of OCB, analyse the thematic progression of research and identify future avenues. The study uses the SPAR-4-SLR framework, which has enhanced the credibility of the present research. This study employs both bibliometric and content analyses. While bibliometric analysis offers quantitative insights, content analysis provides qualitative insights into the thematic content of the literature. The co-citation analysis revealed five significant themes, namely ‘Organizational Identification and OCB’, ‘Social Exchange Theory (SET) and OCB’, ‘Dimensionality and OCB’, ‘Workplace Deviant Behaviours and OCB’ and ‘Leadership and OCB’. Content analysis was employed to examine and analyse the most relevant papers under each cluster. The results provide a thematic understanding of the progression and advancement of OCB research throughout the years. This nuanced exploration not only synthesizes key insights from past studies but also highlights potential pathways for future research, contributing to a deeper understanding of the dynamic and multifaceted nature of OCB. With its practical and theoretical implications, the article demonstrates the significance of OCB and offers several promising insights.