Purpose-The purpose of the present study is to examine the influence of internal marketing (IM) dimensions (i.e. academic staff development, rewards, internal communication and empowerment) on academic job satisfaction (AJS) in higher education. Design/Methodology/Approach - A survey of 236 faculty members of Jammu division from the UT of J&K higher education institutions was done. To analyse the data SEM has been used. Findings - The results of the study indicated that all the four dimensions of internal marketing significantly influence academic job satisfaction. Empowerment plays the foremost critical part in determining AJS, there after internal communication, academic staff development and rewards. Practical Implications - By highlighting the influence of these four dimensions of IM on AJS, this study offers valuable experiences into the fundamental forms through which job satisfaction among the staff can be improved. The results of this study will demonstrate to be of incredible assistance to academicians and policymakers. They can give their energies and assets towards devising strategies pointed at maximizing faculty satisfaction level through the proper implementation of IM practices. Originality/Value -This study includes to the exceptionally little number of researches that have explored the individual influence of the above mentioned four dimensions of IM in determining AJS.

The present study intends to investigate the influence of perceived organizational support (POS) on employee intention to stay (ITS) in an organization. Further, study examines the mediating role of employee engagement (EE) on the relationship between perceived organizational support (POS) and employee intention to stay (ITS). Data has been collected from 323 employees working in three major private telecom companies, namely, Airtel Limited, Vodafone–Idea Limited and Reliance Jio Infocomm Limited operating in J&K (UT). Data has been scrutinized using structural equation modelling (SEM). Findings of the study indicates that POS has a significant positive influence on ITS and EE, partially mediates the relationship between POS and ITS. The study has significant implications for managers as well as practitioners. First, it contributes to social exchange theory by understanding employees’ perception about organizational support on their intention to stay via engagement. Second, it encourages managers to cultivate an environment of support in order to engage the employees because only the engaged employees show intense desire to stay with their organization. It is the first study that examines the indirect impact of POS on ITS via EE.

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Purpose: TPresent study attempted to measure the level of digital fatigue among the students from University of Jammu (J&K). Study further examines the impact of multiple online platforms used by faculty and technology overload on digital fatigue among students in selected university. Design/Methodology/Approach: A survey approach was employed to collect data from a total of 400 students from selected university. Data was examined statistically by using structural educational modelling (SEM). Findings: Results indicated that multiple online platforms and technology overload have a significant positive impact on student's digital fatigue. Practical Implications: Study highlights that special focus and effort are required to cope up with the digital fatigue among the students. The students should be provided with the proper support to handle the technology, single online platform should be encouraged for online learnig to enhance the student well being. Originality/Value: This research to the small but increasing body of knowledge on a topic that is important to both academics and practitioners. The current study looks at the many reasons of digital fatigue caused by an overreliance on technology in the online education system.

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