Corporate social responsibility (CSR) has been implemented through sponsorships, philanthropy, and cause-related marketing (CRM), amongst which CRM has aroused the interest of many academicians and stakeholders. The study aims to examine the antecedents of cause-related marketing while considering attitude as a mediator to test its relationship with the purchase intention. The snowball sampling technique for data collection was administered to Indian millennial consumers from the regions of Karnataka and Kerala. A total of 313 valid cases were selected for the analysis, which employed partial least squares (PLS) based on structural equation modeling (SEM). The findings have shown that a positive relationship exists between cause participation and purchase intention. Further, product/cause congruence & consumer/cause identification had a positive impact on attitude, while attitude, in turn, showed a favorable association with the purchase intention. This study disclosed the relative importance of the compatibility between the social causes supported by the company with its engaged business while adopting CRM campaigns, and highlighted the need for the involvement of consumers in the CRM programs for their effectiveness.

The modern business milieu is highly competitive due to vast technological advancement which makes employees a vital source of competitive advantage. Precisely, the recruitment process has become a key determinant of an organization’s success and a logistic capital resource to the human resource; thus, the process should be entirely modern. A conventional recruitment and selection process comprises of job analysis, manpower planning, and recruitment and selection. The current study seeks to explore employee recruitment practices and proposes areas of future research in Indian Railways using secondary data. It also gives recommendations on how to improve the recruitment practices in the government-owned Indian Railways. The trends investigated in the study include the applicant tracking software (ATS), use of video resumes, Chatbots, the utilization of social networks, and increased focus on passive candidates.

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