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There is no doubt that extreme contexts (e.g., war zones and pandemics) represent substantial disruptions that force many companies to rethink the way they do business. With so much of the workforce now working remotely and concerns about resulting work alienation, we must ask this question: How can this be translated into the generational divide in workplaces based in extreme contexts? Using COVID‐19 as an example trigger of extreme‐context experience, therefore, we investigate generation as a moderator of the effects of extreme‐context perception upon anxiety leading to alienation with subsequent behavioral outcomes on job insecurity, job satisfaction, and organizational citizenship behavior (OCB). A time‐lagged survey procedure yielded 219 valid responses from a three‐generation sample of employees working in multiple service organizations. The data were analyzed using partial least squares structural equation modeling (PLS‐SEM). Our analysis suggested that intense extreme‐context perception led to elevated anxiety and alienation, which, in turn, heightened job insecurity and worsened job satisfaction and OCB outcomes. Finally, during the experience of extreme‐context times, generation was found to moderate our model, such that both Generation Y and Generation Z experienced higher anxiety due to extreme‐context perception and hence higher job insecurity due to alienation compared with Generation X respondents. Our results endorse the criticality of implementing agile and generationally non‐sectarian management for effectively functioning generationally diverse workforces in pandemic times. [ABSTRACT FROM AUTHOR]

This study investigates the relationships between entrepreneurial skills (ES), entrepreneurial self-efficacy (ESE), entrepreneurial marketing intentions (EMI), and entrepreneurial marketing behaviours (EMB) of university students, while considering the influence of family business exposure as a moderating factor. A sample of 149 Malaysian university students was analysed using partial least square structural equation modelling (PLS-SEM) to assess the roles of ES, ESE, and EMI in predicting EMB. Our findings reveal that EMI partially mediates the effects of ES and ESE on EMB. In addition, having a family-owned business background did not affect the relationships in our model. However, students with friends involved in family businesses exhibited significantly higher levels of EMB due to acquired entrepreneurial skills than those without such connections. [ABSTRACT FROM AUTHOR]

This study represents a novel attempt to investigate the cascading effects of COVID-19 perceptions onto behavioural patterns towards fashion brands on Instagram and across two generations tech-native vs tech non-native) in a Sub-Saharan African context. We drew our study on a sample of 338 Instagram users that experienced fashion brands on Instagram in two Sub-Saharan African countries: Uganda and Nigeria. We used partial least square structural equation modelling (PLS-SEM) to test the hypothetical model. We found that COVID-19 perception positively predicted enjoyment and usefulness, leading to more satisfaction with fashion brand accounts on Instagram and hence greater intention to follow and recommend those accounts. Finally, running a multigroup analysis (MGA), we found the effects of COVID-19 perceptions pronounced into both intentions to follow and intention to recommend via the sequence of mediators: enjoyment and satisfaction were only valid amongst the tech-native generational cohort. Our research suggested a new generational categorisation based on technology nativity – offering a new direction of generational studies in digital marketing communications. [ABSTRACT FROM AUTHOR]

This study represents a scholarly endeavour to explore the effects of Covid-19 perceptions on customer orientation via job insecurity, burnout and workplace motivation alongside generational effects non-equivalency amongst a sample of customer service employees working in different businesses located in three countries in the MENA region. We received 752 responses composed of three generations (i.e. X, Y, and Z) that were analysed mainly using Partial-Least-Square Structural Equation Modelling (PLS-SEM) approach and that included path and multigroup analyses. Our results show that intense Covid-19 perceptions have indirect adverse effects on customer orientation via a sequence of mediators comprising job insecurity, burnout and workplace motivation. Non-equivalency is spotted across generations regarding the relationships between job insecurity and burnout, burnout and motivation as well as motivation and customer orientation. Besides, intense Covid-19 perceptions act more substantially as an indirect trigger of less favourable levels of customer orientation amongst younger generations. [ABSTRACT FROM AUTHOR]

We develop and test an integrated model to understand how individual differences based on internal or external locus of control influence the effects of COVID‐19 perceptions on job insecurity, anxiety, alienation, job satisfaction, customer orientation, organisational citizenship behaviour (OCB), and turnover intention among customer service employees within hospitality organisations in the Middle East and North African (MENA) region. The investigation utilises variance‐based structural equation modelling to evaluate a sample of 847 subject responses. We found that externally controlled employees are more likely to develop negative emotions resulting from pandemic‐triggered job insecurity as well as poorer customer orientation and engagement in OCB due to worsened job satisfaction than those internally controlled. Wholistically, COVID‐19 perceptions tend to indirectly hit externally controlled employees' anxiety, customer orientation, and OCB more intensely than those with internal locus of control. [ABSTRACT FROM AUTHOR]